Abstract and Key Words

Abstract: This thesis mainly studies the methods of brand name translation. The brand name as a tool to propagate outside needs the accepting and supporting from the readers, thus it emphasizes the effects of brand names. The present researches refer to enhance the awareness of the importance of good brand name and how to translate brand name success under the global economic environment. This thesis begins with the examples of brand names, then analyzes the methods of brand names translation from the perspective of Skopostheory, by analyzing this unique feature of brand name, and probes into the mainly application of the perspective of Skopostheory in brand name translation. The Skopostheory explains all the complex phenomena appearing in brand name translation. In this thesis, the brand name translations adopt and fit the methods from the perspective of Skopostheory.

Key words: brand name, Skopostheory, translation methods

摘要：本文主要研究商标翻译方法，商标词作为对外宣传的工具，需要译文读者的接受和支持，更强调目标语的接受效果。目前的研究旨在全球社会经济坏境中，提高对良好品牌名称重要性的意识和如何成功的翻译商标。本文将通过对商标翻译实例的研究，在分析商标词这种独特语言的基础上，分析在目的论指导下的的商标翻译方法，并结合实例探讨目的论在商标词翻译中的运用。目的论对商标翻译所呈现的各种复杂现象提供了理论解释。本文中的商标翻译采用也适合目的论指导下的翻译方法。

关键词：商标，目的论，翻译方法

1.  Introduction
With the development of Chinese economy and the great increasing globalization of global economy, the business from all over the world has become frequent. Under the global economic environment, the company in international market will meet with unprecedented opportunity or challenge. The competition among modern companies does not only lie in the quality of the product, but also in the brand. How to make their products or commodities better understood and accepted , or even welcomed by the customers in the market, especially for all the foreign companies, is the first and most important thing to be considered. Therefore when we translate the band names, we should fully consider some relevant aspects such as cultural discrepancies, the standard of judgment and values.
1.1 Relevant Studies in West
From 1970s to 1980s in 20th century, Functional Theory arouse in Germany. And Reiss, Vermeer, Nord, as the representatives who created a new version for the translation. Among them, Hans J.Vermeer first put forward Skopostheory. He stated his general position in his Framework for a General Translation Theory in 1978, and explained Skopostheory in details in the book Groudwork for a General Theory of Translation co-authored by Vermeer and Reiss in 1987.