Abstract: With the accelerating paces of globalization and development of Chinese economy, more and more foreign enterprises are coming into Chinese market. And thus, trademark translation has been paid more and more attention. As for translators, acquiring trademark translation skills systematically means that they can have a better performance in their professional career. Therefore, in order to help more translators have a better understanding of English trademark translation, promote the development of foreign brands translation and accelerate the deepening exchange between English speaking countries and China, this paper aims to explore English to Chinese translation of P&G’s trademarks from functional equivalence theory.

Key words: functional equivalence theory; Procter & Gamble; trademark translation 

Contents

Abstract

中文摘要

1. Introduction-1

2. Overview of Nida's Functional Equivalence Theory-2

2.1 Development of Funicational Equivalence Theory-2

2.2 Principles of Functional Equivalence Theory-3

2.3 Guidance of Functional Equivalence Theory-4

3. P&G Trademark Translation from Functional Equivalence Theory-5

3.1 Features of P&Gs Trademark Translation-5

3.1.1 Conciseness-6

3.1.2 Corresponding to Aesthetic View-7

3.1.3 Focus on Cultural Differences-9

3.1.4 Easy for Memory-10

3.2 Strategies of P &G’s Trademark Translation from Functional Equivalence   

Theory-11

3.2.1 Transliteration-12

3.2.2 Free Translation-15

3.2.3 Adaptation-16

3.2.4 Simple Translation-17

3.2.5 Zero Translation-18

3.3 Gains and Losses in P&G’s Trademark Translation-18

3.3.1 Successful Translations in P&G-18

3.3.2 Failed Translations in P&G-19

4. Conclusions-20

Reference-22