翻译目的论指导下的法国品牌名汉译研究

A Study on F-C Translation of French Brand Names from the Perspective of Skopos Theory

当前,中国巨大的市场及日益发达的电商经济吸引着越来越多的国外品牌。法国品牌深受中国女性的青睐,如何能吸引到消费者的眼球,在中国市场上开拓出一片领域,这不仅要求品牌方严格把控产品质量,品牌名的汉译也显得更为重要。本文以法国知名品牌汉译名称为例,从翻译目的论着手,研究不同品牌名的翻译策略,汉译品牌名既要迎合中国文化,同时也要展现品牌本身的品质和诉求。同时,这有助于为中国品牌出口寻找研究方向。

At present,More and more foreign brands are attracted by the huge Chinese market and the increasingly developed e-commerce economy.France has always been called a romantic country,and French brands are also favored by Chinese women.Therefore,how to attract the attention of consumers and open a field in the Chinese market requires not only the brand side to strictly control product quality,but also the Chinese translation of the brand names.This paper takes the Chinese translation of famous French brand names as example and studies the translation strategies of different brand names from the perspective of Skopos theory.To translate brand names into Chinese,we should not only cater to Chinese culture,but also show the quality and demands of the brand itself,which,at the same time,helps to find the research direction for Chinese brand exports.