功能对等理论视阈下化妆品商标零翻译策略研究

Research of Zero Translation of Cosmetic Trademarks from the Perspective of Functional Equivalence Theory

经济全球化发展的今天,中国已经成为世界上最具潜力的市场之一,众多海外化妆品牌纷至沓来,以期在中国市场占据一席之地。为了成功开拓中国市场,赢得消费者青睐,除了具备优良的品质、合理的价格和精美的包装,优秀的化妆品商标译名更是功不可没。本文以奈达的"功能对等"翻译理论为指导来探讨化妆品商标翻译中的零翻译现象。以期通过零翻译的尝试性研究唤起更多译界学者的兴趣,从而推动零翻译研究的深化发展。

Nowadays,with the rapid development of economic globalization,China has become one of the most potential markets in the world and many overseas cosmetic brands come in flocks in order to occupy a space in Chinese market. In order to successfully develop Chinese market and win the favor of consumers,in addition to excellent quality,reasonable price and exquisite packaging,splendid cosmetic trademark translation is more important. This paper explores the phenomenon of zero translation in cosmetic trademarks translation with Nida＇s ＂ functional equivalence＂ as a guide. It expects to arouse more interest of scholars in the field by a tentative study on the adoption of zero translation,so as to promote the deepening development of zero translation study.