Abstract:As one part of corporate culture, a brand name carries personality and spirit of the corporation. It determines the market prospects of the products. With the global development of sports industry, the market competition in this industry is fiercer than before. In order to gain more market share in foreign countries, special attention ought to be paid to the translation of sports brand name.

This paper researches sports brand name translation on the basis of German functionalist theory. As non-literary translation, brand name translation should put translation purpose of stimulating consumption the first place. German functionalist theory with Skopostheorie as its core can explain the diversification of translation approaches. This theory can provide precise guidance for translation practice of sports brand name, so that translation purpose can be realized and contribution can be made to the export of Chinese sports products. German functionalist theory holds that translation purpose determines the whole process of the translation. The author will proof Skopostheorie is applicable in the guidance of brand name translation. Under the guidance of this theory, the author will discuss translation strategies to reach adequate brand name translation and finally realize the translation purpose of stimulating consumption with the consideration of three rules in Skopostheorie and some factors need to take into account. 

This paper is made up of five chapters. The first chapter is an introduction of the background of this paper and brand name knowledge. Chapter two reviews the present studies on brand name translation at home. There is an introduction to German functionalist theory in chapter three. In chapter four, the author researches sports brand name translation from the perspective of German functionalist theory. More translation strategies should be provided so that the translator can do the translation flexibly to reach the translation purpose. Chapter five is a conclusion, including the summary and shortcomings of this paper.

Keywords:  German functionalist theory  Skopostheorie  brand name  translation

Contents

Abstract

摘要

Chapter One Introduction-1

1.1 The Background of this Paper-1

1.2 An Introduction to Brand Name-1

1.2.1 The Definition of Brand Name-1

1.2.2 Functions and Features of Brand Name-2

1.3 The Structure of this Paper-2

Chapter Two Literature Review-4

2.1 General Statement-4

2.2 Present Studies on the Translation of Brand Name-4

Chapter Three German Functionalist Theory-6

3.1 Formation and Development-6

3.2 Main Representatives and their Contributions to German Functionalist Theory-7

Chapter Four The Application of German Functionalist Theory in the Translation of Sports Brand Names-9

4.1 The Guidance of German Functionalist Theory-9

4.2 Factors to Consider in the Translation of Sports Brand Name-9

4.2.1 Culture Factors-10

4.2.2 Customer Psychology-10

4.2.3 Aesthetic Association-10

4.3 Translation Strategies in the light of German Functionalist Theory-10

4.3.1 Cultural Equivalence and Literal Translation-11

4.3.2 Cultural Identity and Transliteration, Zero Translation-12

4.3.3 Cultural Differences and Free Translation-14

4.3.4 Combination-14

Chapter Five Conclusion-17

5.1 Summary of this Paper-17

5.2 Shortcomings of this Paper-18

References-19