“功能对等”和“功能优化”在商标翻译中的应用

The Application of “Functional Equivalence” and “Functional Optimization” Theory in Brand Name Translation

根据商标词翻译的特点,总结出商标翻译应遵循的两个理论。对于优秀的商标词的翻译应该遵循"功能对等"理论;而对于不足以达到广告效应的商标词,应遵循"功能优化"理论,使其在功能上得以优化,以此达到商标翻译的最终目的——获得最大可能的经济利益。

This paper presents two theories which brand name translators should follow on the basis of the analysis of brand name translation. If a brand name from the source language achieves excellent effect, ＂ functional equivalence＂ is applied during translation. But if a brand name from the source language isn＇t good enough to achieve certain advertising effect,a correspondingly better translation is preferred by putting＂functional optimization＂theory into practice. This theory can optimize the function of brand names from the source language so as to fulfill the final goal—to make profits as many as possible.