ABSTRACT

With the frequent communication of foreign economy, more and more foreign products are entering the Chinese market. The translation of foreign brands has always been the focus of analysis by many translators and scholars. In recent years, zero translation, as a translation strategy, is becoming increasingly popular in brand translation, which deserves scholars’ immediate attention. 

From the perspective of functional translation theory, especially the skopos rule, this thesis will study practice of zero translation in brand translation. This thesis classifies zero translation into absolute zero translation including transference and ellipsis, and relative zero translation including transliteration, sound-meaning combination translation and compensation translation. Moreover, it also points out three main factors that contribute to the popularity of zero translation: aesthetic, cultural and psychological factors. The three functions of zero translation, including promoting intercultural communication, coping with troublesome translation and promoting Chinese learning are also studied in details. Moreover, some principles applied in zero translation of brand names from different aspects should be taken into consideration by translators. Guided by the functional translation theory, this paper puts forward some effective zero translation strategies of brand names, such as transliteration, transference and compensation translation. 

This thesis is aimed at finding out good strategies for translation of import products and finally helping increase prosperity and diversity in Chinese market. 

Keywords：Zero Translation; English Brand Names; Functional Translation Theory; Translation Strategies

CONTENTS

ACKNOWLEDGEMENTS

ABSTRACT

摘要

Chapter One INTRODUCTION01

Chapter Two LITERATURE REVIEW02

Chapter Three ZERO TRANSLATION05

3.1 Definition and Classification of Zero Translation05

3.2 Influencing Factors of Zero Translation06

3.2.1 Aesthetic factors06

3.2.2 Cultural factors07

3.2.3 Psychological factors08

3.3 Functions of Zero Translation010

3.3.1 Promoting intercultural communication010

3.3.2 Coping with troublesome translation011

3.3.3 Conforming to original reputation for brands012

Chapter Four THE FUNCTIONAL TRANSLATION THEORY013

4.1 Introduction to Functional Translation Theory013

4.1.1 Skopos rule014

4.1.2 Fidelity rule015

4.1.3 Coherence rule016

4.2 Feasibility of Functional Theory in Translation of Brand Names017

Chapter Five ZERO TRANSLATION STRATEGIES FOR BRAND NAMES018

5.1 Principles Applied in Zero Translation of Brand Names018

5.1.1 In terms of form018

5.1.2 In terms of culture019

5.2 Strategies Applied in Zero Translation of Brand Names019

5.2.1 Transliteration020

5.2.2 Transference021

5.2.3 Compensation translation022

Chapter Six CONCLUSION024

REFERENCES026