Abstract:Brand name is important in business activity, thus the translation of brand name plays a vital role in international advertising campaign. Eugene A. Nida, in his Functional Equivalence Theory, holds that translation reproduces in the reader language the closest natural equivalent of the source language message in terms of meaning and style. According to the Functional Equivalence Theory, translation should follow the equivalence of sound, meaning and form. In this paper, three basic translation strategies for brand name are summarized in the light of “Functional Equivalence”, namely, literal translation, transliteration and flexible translation. In brand name translation practices, the translator should flexibly choose and utilize the mentioned translation methods so as to find the closest equivalent of the original brand name, thus stimulating consumers' desire for purchasing the products. 

Key words: brand names; Functional Equivalence; translation strategies

CONTENTS

Abstract

中文摘要

1.-Introduction-1

2.-Brand Names-1

2.1 Definition of Brand Names

2.2Formation of Brand Names

2.3Functions of Brand Names

2.3.1. Informative Function

2.3.2 Aesthetic Function

2.3.3 Vocative Function

3. Nida’s Functional Equivalence Theory-5

3.1 Reader's Response

3.2 Cultural Transplantation in Functional Equivalence

3.3 Stylistic Equivalence in Functional Equivalence

4. The Application of Functional Equivalence Theory in Brand Name Translation-7

4.1 Principles of Brand Name Translation

4.1.1 Equivalence of Sound

4.1.2Equivalence of Meaning

4.1.3 Equivalence of Form

4.2 Translation Strategies of Brand Names-9

4.2.1Transliteration

4.2.2Literal Translation

4.2.3 Flexible Translation

5. Conclusion-12

Bibliography-13