Abstract

Globalization has promoted the progress of international trade and enhanced consumers’ brand awareness. More and more domestic products have been exported into other countries. As the considerable part of exported products, apparel is no longer as simple as the primary demand of our daily life. Apparel brand name translation is not purely a matter of finding equivalent expressions in the target language but have magnificent influence of the psychology of clients. Apparel commodity with smooth, resounding and high-content-information brand name will attract more clients and meanwhile foster a fabulous and healthy company image. This thesis serves as a study of Chinese domestic apparel brand name translation from the perspective of functional equivalence theory by E. A. Nida. Deriving inspiration from this theory, the author analyzes the current situation and existing problems of Chinese domestic apparel brand name translation and explores the strategies of that.

Keywords: apparel brand name, domestic, functional equivalence, translation, strategy

Contents

Abstract

摘  要

1. Introduction-1

1.1 Research Background-1

1.2 Research Methodology-1

1.3 Thesis Structure-1

2. Literature Review-2

2.1 Definition of Nida’ s “Functional Equivalence”-2

2.2 The Current Domestic Research of Apparel Brand Name Translation-2

2.3 The Current Foreign Research of Apparel Brand Name Translation-3

2.4 Brand Name Translation from the Functional Equivalence Theory-4

2.5 Summary-4

3. Current Situation and Existing Problems-5

3.1 Meaningless Translation-5

3.1.1 Translating into Pinyin-5

3.1.2 Translating into the Combination of Pinyin and English-5

3.1.3 Controversy of Grammar Mistakes-5

3.2 Summary-6

4. Strategies of Chinese Domestic Apparel Brand Names Translation from the Perspective of Functional Equivalence Theory-6

4.1 Transliteration-6

4.2 Liberal Translation-7

4.3 Creative Translation-8

4.4 Non- Translation-8

5. Conclusion-9

References-10