目的论视域下的英文商标汉译策略—以联合利华产品名称为例

目的论视域下的英文商标汉译策略以联合利华产品名称为例目的论视域下的英文商标汉译策略以联合利华产品名称为例ECTRANSLATIONOFFOREIGNBRANCHNAMESFROMTHEPERSPECTIVEOFSKOPOSTHEORYONGOODSOFUNILEVER摘要随着经济全球化的加快进程，企业间的竞争愈演愈烈。而当今企业的竞争其实就是品牌之间的竞争。一个优秀的品牌能够让新产品容易被消费者接受，从而取得可观的销售量。其中，商标作为独占性的商业符号，充当着重要的角色。商标作为消费者了解商品的门面形象，反映出企业的品牌文化和企业价值观。对于纷纷进驻中国市场的众多国际品牌，其商品名称翻译将会成为其在中国市场占据一席之地的挑战。而商标翻译是一种带有广告特性的翻译，能够达到宣传产品和提高销售的目的。本文将试图从翻译目的视角下，结合联合利华产品的商标汉译，探究英文商标翻译策略，为刺激消费者购买行为并为企业带来巨大的经济效益。关键词目的论；英文商标；汉译策略；联合利华ABSTRACTWITHTHEACCELERATIONOFECONOMICGLOBALIZATION,THECOMPETITIONAMONGCOMPANIESWHICHISTHECOMPETITIONAMONGBRANDSCURRENTLY，ISBECOMINGMOREANDMOREFIERCEAGOODBRANDENABLESTOMAKETHENEWPRODUCTSEASILYACCEPTEDBYCUSTOMERS,ANDTHUSLEADSINTOCONSIDERABLESALESFORCOMPANIESMEANWHILE,THEBRANDNAMEPLAYACRUCIALROLE,WHICHISTHEEXCLUSIVECOMMERCIALSYMBOLASTHEAPPEARANCEOFTHEPRODUCTIMAGE,THEBRANDNAMEREFLECTSBRANDCULTUREANDVALUESOFTHECORPORATIONSFORAGREATDEALOFINTERNATIONALBRANDSHAVINGENTEREDTHECHINESEMARKET,THEIRPRODUCTSNAMETRANSLATIONWILLBECHALLENGES,IFTHEYWANTTOMAKEPROFITSINTHECHINESEMARKETHOWEVER,THEBRANDNAMETRANSLATIONISAKINDOFTRANSLATIONWITHTHECHARACTERISTICSOFADVERTISEMENTWITHTHEPURPOSEOFPROMOTINGPRODUCTSANDIMPROVINGSALESTHISPAPERATTEMPTSTOEXPORETHETRANSLATIONSTRATEGIESOFENGLISHBRANDNAMETRANSLATIONCOMBININGGOODSOFUNILEVERFROMTHEPERSPECTIVEOFSKOPOSTHEORY,INORDERTOSTIMULATECONSUMERPURCHASINGBEHAVIORANDBRINGHUGEECONOMICBENEFITSTOCORPORATIONSKEYWORDSSKOPOSTHEORYFOREIGNBRANCHNAMESECTRANSLATIONUNILEVERCONTENTSCHAPTERONEINTRODUCTION111THEBACKGROUNDOFTHERESEARCH112THESIGNIFICANCEOFTHERESEARCH113THEOBJECTIONOFTHERESEARCH114THESTRUCTUREOFTHETHESIS1CHAPTERTWOLITERATUREREVIEW221OVERVIEWOFTHEBRANDNAME2211THEDEFINITIONOFTHEBRANDNAME3212THEFUNCTIONSOFBRANDNAME32121INFORMATIVEFUNCTION32122ADVERTISINGFUNCTION42123AESTHETICFUNCTION422OVERVIEWOFRESEARCHONBRANDNAMESTRANSLATION5CHAPTERTHREETHEORETICALFOUNDATION631ANINTRODUCTIONTOSKOPOSTHEORIE632PRINCIPLESOFSKOPOSTHEORY6CHAPTERFOURANALYSISOFECTRANSLATIONOFFOREIGNBRANCHNAMESFROMTHEPERSPECTIVEOFSKOPOSTHEORYONGOODSOFUNILEVER741THEINFLUENCINGFACTORSOFTHETRANSLATIONOFUNILIVERBRANDNAMEFROMTHEPERSPECTIVEOFSKOPOSTHEORY7411ADVERTISINGANDBRANDPROMOTION7412CATEGORYANDCHARACTERISTICOFPRODUCT7413CHARACTERISTICSOFCONSUMERSORUSERS8414TRADEMARKLAW842TRANSLATIONOFFOREIGNBRANCHNAMESFROMTHEPERSPECTIVEOFSKOPOSTHEORYONGOODSOFUNILEVER9421METAPHRASE9422TRANSLITERATION9423TRANSLITERATIONMEANINGIMPLICATION10424LIBERALTRANSLATION10425CREATIONTRANSLATION1143SUMMARY12CHAPTERFIVECONCLUSIONS1351CREATIVEPOINTS1352LIMITATIONS14BIBLIOGRAPHY15ACKNOWLEDGEMENTS16CHAPTERONEINTRODUCTION11THEBACKGROUNDOFTHERESEARCHWITHTHERAPIDPROCESSOFECONOMICGLOBALIZATION,THECOMPETITIONAMONGCOMPANIESISINCREASINGLYFIERCEAPPARENTLY,CHINASCOMPREHENSIVENATIONALPOWERHASBEENBECOMINGSTRONGER,ESPECIALLYTHEECONOMICSTRENGTHEVENMOREREMARKABLY,CHINAHASBECOMETHEWORLDSSECONDLARGESTECONOMICSUPERSTARITDESERVESWHOLEWORLDATTENTIONSANDISAHOTCOMMERCIALMARKETFORFOREIGNCORPORATIONTOGETASHAREOFPROFITS12THESIGNIFICANCEOFTHERESEARCHAGOODBRANDNAMEENABLESTOMAKETHENEWPRODUCTSEASILYACCEPTEDBYCUSTOMERS,ANDTHUSLEADSINTOCONSIDERABLESALESFORCOMPANIESTHEBRANDNAMEISTHEEXCLUSIVECOMMERCIALSYMBOLBECAUSEOFTHESIGNIFICANCEOFTHEBRANDNAME,HOWTOTRANSLATEITAPPROPRIATELYISAPRESSINGTASKFORCOMPANIESWORKINGOUTANDTHISARTICLEWILLPROVIDESOMETHEORIES13THEOBJECTIONOFTHERESEARCHWITHTHEPURPOSEOFMAKINGCOMPANIESREALIZETHEIMPORTANCEOFTHEBRANDNAME,THEARTICLEPRESENTSSOMEPRACTICALTHEORETICALBASIS,THROUGHWHICHBRANDCOMPETITIVESTRENGTHWILLBEPROMOTEDLARGELYTHUSITISNOTATOUGHMISSIONFORMARKETINGDEPARTMENTTOPROMOTEPRODUCTSANDIMPROVESALESINEXOTICMARKET14THESTRUCTUREOFTHETHESISTHISTHESISCONSISTSOFSIXCHAPTERSASFOLLOWSINCHAPTERONE,THEGENERALPROGRESSOFTHISTHESISWILLBEPROVIDED,WHICHISJUSTTHEPRESENTINTRODUCTIONITINCLUDESTHERESEARCHBACKGROUND,RESEARCHOBJECTIVE,RESEARCHSIGNIFICANCEANDTHESISSTRUCTUREINCHAPTERTWO,LITERATUREREVIEWISTOBEPRESENTEDABRIEFINTRODUCTIONOFTRADEMARKWILLFIRSTBEOFFEREDWITHSOMEKEYCONCEPTIONDEFINEDANDUSEDINTHISTHESISTOAVOIDAMBIGUITYTHEN,STUDIESONTRADEMARKTRANSLATIONBOTHATHOMEANDABROADWILLBEREVIEWED,WHICHPROVIDETHERESEARCHDIRECTIONFORTHISTHESISINCHAPTERTHREE,THETHEORETICALFOUNDATIONOFTHISTHESISTHETHEORYOFSKOPOSTHEORYWILLBEGENERALLYINTRODUCEDINTHEFIRSTPARTOFTHISCHAPTER,BASICCONNOTATIONOFSKOPOSTHEORYWILLBEGIVENATTHEFORE,FOLLOWEDBYTHETHEPRINCIPLEOFSKOPOSTHEORYCHAPTERFOURWILLFOCUSONANALYZINGTHEEXERTIONOFENGLISHBRANDNAMETRANSLATIONSTRATEGYONGOODSOFUNILEVERFROMTHEPERSPECTIVEOFSKOPOSTHEORYFIRSTLYTHISPAPERMAKESANANALYSISOFTHEFACTORSTHATAFFECTTHETRANSLATIONOFUNILEVERBRANDNAMETRANSLATIONFROMTHEPERSPECTIVEOFSKOPOSTHEORYTHENCLARIFIESTHEENGLISHBRANDNAMETRANSLATIONSTRATEGYTHATUSEDINGOODSOFUNILEVERFROMTHEPERSPECTIVEOFSKOPOSTHEORYFINALLY,THEAUTHOROFTHISPAPERENDSWITHASUMMARYOFTHESERESEARCHESCHAPTERFIVEISTHECONCLUSIONOFTHISSTUDY,MAJORFINDINGSWILLBESUMMARIZEDFIRSTCONSIDERINGTHELIMITATIONSOFTHISSTUDY,SOMEDIRECTIONSFORFOLLOWUPRESEARCHWILLBEPROPOSEDINTHEENDCHAPTERTWOLITERATUREREVIEW21OVERVIEWOFTHEBRANDNAMEANIMPRESSIVEBRANDCANTRANSITARAFTOFVALUESANDCHARACTERISTICSOFPRODUCTSFROMABSTRACTIONTOCONCRETIZATION,SOAST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LFOUNDATION31ANINTRODUCTIONTOSKOPOSTHEORIETHEPURPOSETHEORYISPROPOSEDBYJVERMEERHTHECOREPRINCIPLEOFTHETHEORYISTHEPURPOSECRITERIONANYTRANSLATIONACTIONISDETERMINEDBYTHEPURPOSEOFTRANSLATIONVERMEER,199693THEREFORE,THECHOICEOFTRANSLATIONSTRATEGYMUSTDEPENDONTHEPURPOSEOFTRANSLATIONTHEPURPOSEOFTRADEMARKTRANSLATIONISTOREALIZETHECONVERSIONBETWEENTHESOURCELANGUAGEANDTHETARGETLANGUAGE,ANDTHECHOICEOFTRANSLATIONSTRATEGYMUSTOBEYANDSERVETHEPURPOSE32PRINCIPLESOFSKOPOSTHEORYTHEPRINCIPLESOFSKOPOSTHEORYCANBESUMMARIZEDTOTHREEASPECTSSKOPOSRULE,COHERENCERULEANDFIDELITYRULEAMONGTHEM,SKOPOSRULEREFERSTOTHEIDEATHATSKOPOSDETERMINESTHEWHOLETRANSLATIONPROCEDURE,WHICHISALSOCALLED“THEENDJUSTIFIESTHEMEANS”,ANDTHESTRATEGYOFTRANSLATIONMUSTBEDETERMINEDACCORDINGTOTRANSLATIONPURPOSEHAIYANZHENG,LICHAOZHANG,201023COHERENCERULEMEANSTHATTRANSLATIONMUSTBEUPTOTHESTANDARDOFINTRATEXTUALCOHERENCE,WHICHMEANSTHATTRANSLATIONMUSTBEREADABLEANDACCEPTABLE,SOTHATTHERECIPIENTCANUNDERSTAND,ANDPROVIDEPRACTICALVALUEINTARGETLANGUAGECULTUREANDITSCOMMUNICATIVECONTEXTFIDELITYRULEMEANSTHATORIGINALTEXTANDTRANSLATIONSHOULDBECOHERENTWITHEACHOTHER,WHICHINOTHERTRANSLATIONTHEORYREFERSTO“FAITHFULTOTHEORIGINALYIWEIWANG,200718”BUT,THEDEGREEANDTYPEOFTHECONSISTENCYINORIGINALTEXTDEPENDSONTHEPURPOSEOFTRANSLATIONANDTRANSLATORSUNDERSTANDINGOFORIGINALTEXTAMONGTHESETHREEPRINCIPLES,FIDELITYRULESUBMITSTOCOHERENCERULE,ANDBOTHOFTHEMARESUBJECTTOSKOPOSRULEINOTHERWORDS,FORSKOPOSRULE,“FIDELITY”ISNOLONGERTHEPRIMARYSTANDARDOFTRANSLATION,BUTREGARDSTHEPURPOSEOFTRANSLATIONASTHEPRIMARYPREREQUISITEINSKOPOSTHEORY,SUITABILITYISPLACEDUPONEQUIVALENCE,ANDHASBROKENFREEOFEQUIVALENTTRANSLATION,WHICHCOULDBEREGARDEDASADYNAMICTRANSLATIONCONCEPTCANHUIKANG,200794CHAPTERFOURANALYSISOFECTRANSLATIONOFFOREIGNBRANCHNAMESFROMTHEPERSPECTIVEOFSKOPOSTHEORYONGOODSOFUNILEVER41THEINFLUENCINGFACTORSOFTHETRANSLATIONOFUNILIVERBRANDNAMEFROMTHEPERSPECTIVEOFSKOPOSTHEORY411ADVERTISINGANDBRANDPROMOTIONASUCCESSFULBRANDNAMETRANSLATIONISTHEBASISOFTHEOPERATIONOFENTERPRISEBRAND,WHICHDIRECTLYRELATESTOPRODUCTADVERTISINGANDBRANDINGTHETRANSLATIONSTRATEGYOFSKOPOSTHEORYADOPTEDBYUNILEVERHADTHISFACTORWELLINTHETERMSOFADVERTISEMENTANDBRANDING,BRANDTRANSLATIONOFUNILEVERPRODUCTFIRSTLYMUSTBEEASYTOREMEMBER,ONLYBYDOINGSOCANITPRODUCEGOODCOMMUNICATIONEFFECTSECONDLY,ITMUSTBECONVERTIBLE,WHICHMEANSTHATAFTERTHEDOMAINTRANSITIONANDCULTURALCHANGE,THENAMETRANSLATEDFROMORIGINALLANGUAGESHOULDBEACCEPTABLETOCUSTOMERINCHINESEMARKETTHEN,ITMUSTBEINHERITABLETHETRANSLATEDNAMESHOULDREFLECTTHEFEATURESANDFIGUREOFTHEEXISTINGBRAND,ANDPROVIDECUSTOMINCHINESEMARKETWITHORIGINALFEELINGOFTHEEXISTINGBRAND,WHICHISALSOTHEBASISOFTHECONNOTATIONOFUNILEVERBRANDANDTHECONTINUATIONOFITSBRANDCULTUREATLAST,ITMUSTBEDEFENDABLEWHICHMEANSTHETRANSLATEDNAMECOULDBEPROTECTEDFROMAPPROPRIATIONANDIMITATIONITSALSOABIGCONTRIBUTINGFACTORFORUNILEVERSSUCCESSINCHINESEMARKET412CATEGORYANDCHARACTERISTICOFPRODUCTDIFFERENTCOMMODITIESPROVIDEDIFFERENTANTICIPATIONIMAGEFORCONSUMERS,SOCATEGORYANDCHARACTERISTICOFPRODUCTSHOULDBEPAIDPARTICULARATTENTIONTOUNILEVEROWNSAVARIETYOFPRODUCTCATEGORIES,THEREFORE,THETRANSLATIONOFBRANDNAMEMUSTCONSIDERDIFFERENTCATEGORIESANDCHARACTERISTICSWHENENTERINGTHECHINAMARKETFOREXAMPLE,THETRANSLATEDNAMEOFMAQUILLAGESBRANDNAMESHOULDGIVEPEOPLEASENSETHATISAESTHETIC,SOASTOEXEMPLIFYTHEIRCHARACTERISTICSLUX,WHICHBELONGSTOUNILEVER,ITSORIGINALIDEAIS“卢森堡”,BUTINCHINESEMARKET,ITHASBEENTRANSLATEDINTO“力士”DURINGITSTRANSLATION,CONSIDERINGTHEPOSSIBILITYTHATTHELITERALTRANSLATION“LUXEMBOURG”MIGHTLOSTTHECHARACTERISTICOFTHEPRODUCT,ESPECIALLYTHATTHECATEGORYOFLUXPRODUCTMAINLYFOCUSESONPERSONALCAREPRODUCTS,THETRANSLATORHADADOPTEDTHESTRATEGYOFSKOPOSTHEORYTHETRANSLATION“力士”CANOVERCOMETHEABOVEWEAKNESS,ALSOITCANGIVECUSTOMERSINCHINESEMARKETWITHENJOYMENT,ANDCATCHTHENEEDSOFCUSTOMERS413CHARACTERISTICSOFCONSUMERSORUSERSBRANDNAMEISANIMPORTANTPROMOTIONANDINSTRUMENTINMARKETING,ANDHASPLAYEDAVITALROLEINACHIEVINGBUSINESSGOALSFROMTHEASPECTOFMARKETPURCHASE,BUYERCOULDBEINDIVIDUALCONSUMER,BUTITCOULDALSOBEORGANIZATIONDEPARTMENTLIKEENTERPRISESORUNITSASISOFTENTHECASE,CONSUMERSTENDTOBEMORESENSITIVEONBRANDORBRANDNAMEWHENCONSUMING,ANDDUETOTHEFACTTHATMOSTOFTHESECONSUMERSAREUNPROFESSIONALPURCHASE,ENTERPRISESPROPAGANDAOFPRODUCTHASAGREATIMPACTONCONSUMINGBEHAVIOROFSUCHCONSUMERUNILEVERPLACESAHIGHVALUEONBRANDNAMETRANSLATIONFORPRODUCTSTHATCONSUMERSOFTENBUYDIRECTLYUNDERTHEINFLUENCEOFSKOPOTHEORYTRANSLATIONSTRATEGY,UNILEVERESTEEMSTHENEEDANDCHARACTERISTICOFCONSUMERSHIGHLY414TRADEMARKLAWTRANSLATORSMUSTCONSIDERTHERULEOFCHINESETRADEMARKLAWWHENMULTINATIONALENTERPRISESENTERINGCHINESEMARKETFRENCHYVESSAINTLAURENTPERFUMECOMPANYONCEREGISTEREDMARKFORITSPERFUME“OPIUM”TRANSLATEDAS“鸦片”INTHETHIRDCATEGORYCOSMETICSANDPERFUMEPRODUCTVIACHINESETRADEMARKAGENCYBUT,“OPIUM”MEANSTHEBAICA,WHICHISREGARDEDASTHEROOTOFEVILTHATHADLEDMODERNCHINAINTOWANE,ISTHEBYWORDOFEVILAMONGCHINESEBESIDES,THISBRANDNAMEISUNDOUBTEDLYDISCRIMINATORY,SOFINALLYTHISBRANDNAMEREGISTRATIONWASCANCELLEDBASEDONFORMEREXPERIENCES,UNILEVERHASTAKENFULLACCOUNTOFCHINESETRADEMARKLAWBEFOREITSENTERINGINTOCHINESEMARKETFORALLITSPR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