目的论视角下服装品牌的翻译

Brand Name Translation Strategies of Apparel from the Skopos Theory Perspective

随着全球化飞速发展,海内外服装贸易竞争日益激烈,服装品牌的译名日益显示出其重要性。以服装类品牌为研究对象,旨在探讨目的论下的服装品牌的翻译策略。目的论认为,目的原则是翻译中的首要原则。经分析发现,为使译名达到传达信息、传递美感或呼唤消费的目的,译者在翻译时应灵活运用音译、直译、意译、音意译几种译法,创造出达意传神、刺激消费的译名。

In a fast-moving globalised society ,as the international apparel trade competition is becoming in-creasingly fierce ,the apparel brand name translation is increasingly showing its importance .This thesis is to find out translation strategies of the catering brands from the Skopos theory perspective .The Skopos theory regards Skopos rule as the rule of first importance .T his thesis finds out that in order to achieve the goal of sending product information ,delivering aesthetics appeal or stimulating consumption ,translators should flexibly choose from the following methods ：transliteration ,literal translation ,paraphrasing and combination of transliteration ＆amp; free translation ,to inspire customers＆#39;desire to purchase .