目的论视角下英文商标汉译研究An Overview of Skopostheorie

目的论的角度下浅析中国传统动画电影汉译英字幕翻译以《白蛇缘起》为例一、本文概述Overview of this article本文旨在从目的论的角度出发，深入探讨中国传统动画电影在汉译英字幕翻译过程中的策略与方法。

通过对经典动画电影《白蛇缘起》的详细分析，我们将揭示如何在保持原作文化特色的基础上，实现目标语观众的有效沟通与理解。

本研究不仅有助于提升中国传统动画电影在国际市场上的影响力，也能为相关领域的翻译实践提供理论支持和实际参考。

This article aims to explore in depth the strategies and methods of translating traditional Chinese animated films into English subtitles from the perspective of teleology. Through a detailed analysis of the classic animated film "The Origin of the White Snake", we will reveal how to achieve effective communication and understanding among target language audiences while maintaining the cultural characteristics of the original work. This study not only helps to enhance theinfluence of traditional Chinese animated films in the international market, but also provides theoretical support and practical reference for translation practice in related fields.目的论作为一种翻译理论，强调翻译应服务于特定的目的，翻译方法的选择应根据预期目的来决定。

目的论视角下英文商标汉译研究Analysis of Chinese Translation of Trademark Based on Skopostheorie 5.1 The Fulfilled of SkoposIn order to know how to complete the translation of English trademarks, we must first understand the purpose of English trademarks. English trademarks are often known for their good quality and satisfactory after-sales service. A good brand helps to increase product visibility, prompting consumers to choose the brand's products. In short, the biggest purpose of English trademarks is to establish a good image and stimulate consumers' desire to promote the development of the company. In order to familiarize local consumers with their trademarks, English trademarks mostly choose to translate the trademark into the local language. Usually, the brand owner searches for the translator for translating trademark. The business owner may give the translator a translation summary, which introduces the target consumer, product positioning, product name and other information. The translator translates the trademark based on these information. This newly-produced brand is expected to be functional, so it can only achieve its purpose when accepted by consumers in the Chinese market. The purpose of translation requires translators to do everything possible to make the translation of trademarks popular with target consumers and to cause their desire to buy. If the translated trademark name does not leave a positive impression, or even a negative impression, it is considered an unsuccessful translation. At this point, the initiator either asks the translator to do it again, or find another translator to re-translate. The main purpose of trademark translation is to achieve the expected function of the trademark in China. The uniqueness of trademarks is the main consideration when registering trademarks. Similarly, the distinctiveness and innovation of trademark translation is an important factor for consumers to distinguish similar products.5.1.1 The Informative of Translated TrademarkTrademark is mainly to provide information to potential consumers through advertising and then makes profits. The choice of these consumers will directly affect the performance of the company. This paper raised this question in order to cause the translator to notice that regardless of the amount of information on the originaltrademark, and the translated trademark must have a rich meaning, allowing consumers to understand the product in the shortest possible time, such as the characteristics of the company's services and products. At the same time, the translator should abide by the coherent rules in the discourse, the principle of coherence between texts and the principle of faithfulness. This paper uses some famous British trademark translation cases to illustrate the importance of these rules. For example, Coca-Cola used to be translated into “蝌蚪啃蜡”. This translation violates the Skopostheorie, because the target consumers can infer the true information of the product through this trademark. It is even misleading and completely deviates from the function of the trademark. This translation also violates the coherent rules in the text because the drink cannot be linked to the wax. Customers who see such a trademark will not have any desire to buy. The current translation, “可口可乐”, meets Skopostheorie，and tells consumers that the product is delicious, enjoyable, and consistent with the coherent rules of the discourse, because consumers can understand what the brand is about. Another example is the famous German car brand Benz. Initially it was translated into “彭斯”which made it not outstanding in the market. After that, this strange name was replaced by “奔驰”, and it was a hit. The translation of “彭斯”violates the teleology because it cannot effectively transmit information to the target recipient. Secondly, the word pronunciation is similar to the death in Chinese. It is the most taboo thing in the translation of the vehicle trademark, so it violates the coherence in the text .5.1.2 The Aesthetic Value of Translated Brand NameAs a special language for advertising and marketing, trademarks are most expected to achieve a sense of beauty in the hearts of consumers, leaving a positive impression. This is even more important for those cosmetic labels. Sometimes the original trademark does not have any aesthetic sense, and the translator must use his talents to polish and make it beautiful. An example is the US shampoo brand “ head & shoulders”. The translation of “海飞丝” is recognized as a very successful translation. The reason for its success is that it first meets the rules of teleology, that is thetranslation of “海飞丝” reflects people's need for shampoo. Secondly, it conforms to the coherent rules in discourse, because Chinese consumers can not only understand it, but also understand the beauty of Chinese translation. The Chinese character means “silk flying over the ocean”just like clean shiny hair. Third, this translation is consistent with the coherent rules of discourse because its pronunciation is similar to the original English brand. In short, “海飞丝”, in accordance with the rules of purpose and its two subordinate rules, everyone believes that it has completed the purpose of the brand and created a sense of beauty among the target consumers. Another example is the cosmetics brand Estee Lauder“雅诗兰黛”, which is based in the United States and entered the Chinese market in 1993. The company's goal is to be a world-class product that helps women look young, confident and glamorous. Estee Lauder is the name of its founder, its translation “雅诗兰黛”means elegance, poet, orchid and make-up, and the image of romantic elegance appears in the minds of Chinese consumers. The aesthetic function inspires consumers to purchase its products. Obviously, the brand's goal has been achieved through translation. The translation is also consistent with the coherent rules in the text, and Chinese consumers can feel the elegance and superiority of this makeup brand. In addition, the translation conforms to the coherent rules of discourse because its pronunciation is similar to the original.5.2 Principles Adopted in Chinese Translation of Trademark5.2.1 Attribute Relevance PrincipleAccording to the MSG (Management Study Guide) research, the trademark symbolizes the basic nature of the product, which highlights the physical and individual characteristics of the product. Trademarks also help create brand identity. Skopos theory is the most important theory in trademark translation. It determines the brand characteristics of the translated trademark and the meaning it needs to convey. The ultimate goal is to convince potential customers to purchase the product. The principle of attribute association requires that the translated trademarks enable consumers to associate the brand with impressions of high quality, good service and good reputation, so that customers will buy the product sooner or later. Pavlov's experiment can explain this principle very well. In his experiments, when the doghears the ringtone, it will drool, because they know that there will be meat immediately. Therefore, in the principle of attribute relevance, the translated trademarks should be such that the customer wants to buy the product as soon as he hears the trademark. How we can make a translated trademark famous is a question that requires both the translator and the translator to think together. A successful English trademark translation must not only have a literal meaning, but also be symbolic. Because Chinese is an ideogram, the translated trademarks should sound similar to the original one. That is, the best translated trademark is not only similar to the pronunciation of the original English trademark, but also makes Chinese sound good. The British insurance company "prudential" was translated as “保诚”, and Chinese means protection and sincerity. The translation can tell the customer that the company's insurance business also means that the company will serve customers wholeheartedly. From the perspective of Skopostheorie, “Prudential” first benefits the insurance company to establish a trustworthy image and contribute to the expansion of its business in China. Secondly, it achieves the purpose of conveying positive meaning and is easily accepted and understood by customers. Thirdly, it conforms to the coherent rules of discourse because its pronunciation is similar to the original trademark name, making it easy to associate with the corresponding British brand. Another successful example is the translation of “Johnson & Johnson”,translated as “强生”, which means strengthening for life. From the perspective of Skopostheorie, the translation of this trademark is first in line with the internal consistency rules of the text, because the term “Johnson & Johnson” means that the company's products can improve people's health, and health is the most question people concern. Otherwise, its pronunciation is similar to the original name. Another English trademark "tide" is translated into “汰渍”, which expresses the characteristics of the product well and conforms to the principle of attribute relevance. The brand will associate it with washing powder, in line with the principle of coherence between texts, and of course its pronunciation is similar to the original trademark.5.2.2 Culture Awareness PrincipleBruce Davis Keillor (2007: 94) believes that the language of a country canreflect the culture of that country, show the history of the country, and reveal the way of life and thinking of the people of the country. Translating foreign trademarks is a cross-cultural act, so it is necessary to fully consider the differences between English culture and Chinese culture so that the translation of trademarks can be accepted by local people. This principle of cultural consciousness stems from the coherent rules in discourse, in order to ensure that the recipient of the translated language fully understand the meaning of the translated trademark. Therefore, the translator should fully understand the values of Chinese recipients, including China's social habits, politics and history, and also need to understand the basic expectations of consumers. If the translated trademark does not conform to Chinese culture, it may negatively affect the sales of the corresponding products.For example, the translation of “百事可乐”, the Chinese people like things to go smoothly, and “百事可乐”reflects this characteristic, fully reflects the Chinese culture. At the same time, Coke is also reflected in the translation, indicating that it is a drink, “百事可乐”achieves functional description and cultural expression.5.2.3 Memorability PrincipleThe memory of a trademark can reflect the identity of the trademark. When people remember the trademark, they are more likely to be ready to buy a product or service. The human brain is like a machine that analyzes different information every day. The trademarks are more likely to be accepted by making it easier for customers to remember. Gunter, a Canadian brand strategy consultant, said that good brands that people like to have in their brains usually have the following four characteristics: short; a good trademark preferably has only two syllables. Translated trademarks should also follow this rule. According to the observation, the Chinese trademark should be less than four characters, because if it exceeds four characters, the customer will have a hard time to remember. Second is particularity, if a trademark is different from any others, the consumer's brain will redouble its efforts to remember it. Trademark owners want to create a recognized trademark, so a strong memory brand is crucial. The translation of Kodak and Exxon(柯达和埃克森)are two good examples. These two translated trademarks, different, unique and simple, are subjectto this rule. The third is meaningful; Trademarks can be better remembered when trademarks enable consumers to connect their images with their products. What is different from English is that Chinese is a phonological ideogram. If the translation of the trademark is only to pass the sound to the target recipient, it does not make much sense. A good translation of a good English trademark requires both the pronunciation to be similar to the original one and the positive meaning. The translations of many well-known trademarks such as Pampers, Tide and Goldlion (帮宝适,汰渍,金利来) have done this. The last is feeling emotionally. Scientists have shown that good emotions can help enhance memory. Therefore, any name that can cause emotions is easier to remember. The above examples are all trademarks with emotions. The trademark Unilevel translated into “联合利华”, means to gather together and benefit China, which caters to the patriotic sentiments of Chinese consumers, so they may be more willing to buy it.5.3 Strategies for Chinese Translation of Trademark5.3.1 Major Translation StrategiesSkopostheorie believes that the purpose of translation determines the translation behavior and the translation strategy adopted. The main purpose of the Chinese translation of English trademark is to provide customers with product information, to arouse their interest in the product and to convince them to buy. The translation of English trademarks should strictly abide by this purpose and adopt strategic translations such as transliteration and literal translation.5.3.2TransliterationWiktionary believes that transliteration means finding similar words in the target language based on the letters or word pronunciations in the words, which means better words. It is divided into complete transliteration and homonym.Complete transliteration refers to the translation of words in the target language that are similar to the original words. The use of full transliteration usually has the following conditions. First, the English brand name is not the English proper name and does not have any specific meaning. For example, "Casio" is transliterated into“卡西欧” and "Audi" is transliterated into “奥迪”. Second, the English trademark is made up of coined words. For example, the Japanese film trademark "Codak" was transliterated into “柯达”, and Kodak was meaningless in Chinese. But the pronunciation of "Codak" is somewhat similar to the click sound of a camera, which can help customers to talk about the trademark and the product, and may even purchase the product. The third condition for transliteration is that the English trademark consists of common words. These common words can be translated verbatim, but the translated names do not conform to Chinese customs. For example, if the washing machine trademark "Sharp" is literally translated into "夏普" in Chinese, which sounds unrelated to the washing machine and can mislead consumers. Although the transliteration "夏普" is not a perfect translation, it is still better than “锋利”. The biggest advantage of using full transliteration is that it helps to preserve the phonological beauty of the original brand name, reflecting the true characteristics of the product or exotic. Some people love some high-end trademarks such as Cadillac (凯迪拉克), Hilton (希尔顿), and Rools Royce (劳斯莱斯). Although these Chinese translations are meaningless in Chinese, they cater to the psychology of some people who like Western brands. For them, buying and using foreign top brands symbolizes social status. In summary, it can still find that the fully transliterated trademarks also conform to the Skopostheorie rules, because these trademarks can stimulate consumers' desire to purchase. Of course, these trademark translations do not conform to the coherent rules in the text, because these translated Chinese have no meaning. Of course, the translator needs to pay attention when selecting the corresponding homophones. Words or phrases with negative meanings must be avoided. Some top luxury brands usually use full transliteration because their main customers are those who are wealthy. But for trademarks of common products, full transliteration is not an ideal choice, because these products need to cater to ordinary customers and face a lot of similar products. If foreign products cannot locate themselves in a unique and impressive way and the names are not easy to remember, then the company is likely to face market recession and huge economic losses.5.3.3 TransferenceTransference is another way to represent source text in the target language. These are composed of the initials of the full name, very short, easy to read and understand. The English trademarks that are remembered can be quickly recognized by Chinese consumers and there is no need to translate them into Chinese. The best choice at this time is transference. If the original trademark is simple, eye-catching, and can make a huge profit to the company without translation, you can use transference. Such trademarks were introduced to China without any change in form and pronunciation. For example, AT&T, CD (Christ Dior) and CK (Calvin Klein).5.3.4 Strategy SelectionWhen the translator receives the translation task from the initiator, the translator must use his own translation skills to complete the translation of the trademark in light of the actual situation.First, the decision to use literal translation depends on whether the corresponding Chinese words can be found in Chinese. If so, it is necessary to consider whether such translation can achieve the desired goal. If it is not possible to translate literally, the translator must try to choose a meaning-oriented homophone transliteration method. This translation is impressive and easily accepted by the target consumers. The translation translated by these methods is both practical and in line with the basic principles proposed in this paper. Regardless of the translation strategy used, it is necessary to achieve the purpose of the trademark, the translation strategy establish a good brand image and successfully persuade consumers to make purchases.。

浅谈目的论视角下的英语商标翻译作者：刘伟来源：《青年文学家》2012年第06期摘要：众所周知，质量是企业立足之本，品牌乃企业经营之灵，而商标是品牌之神。

因此，在商业活动中，商标起着举足轻重的作用。

然而，商标名称的翻译绝非是简单地将一种语言文学转化为另一种语言文字的机械活动，它还涉及消费者心理、文化、语言、文本类型等各个方面。

若套用传统的理论势必造成不解和混乱。

基于这一点，本文从德国功能主义目的论角度来探讨商标名称翻译中常用的一些方法和策略。

关键词：目的论；商标；策略和方法作者简介：刘伟，男，山东聊城人，聊城大学外国语学院2009级硕士研究生。

研究方向：英语语言文学。

[中图分类号]：H059 [文献标识码]：A[文章编号]：1002-2139(2012)-06-0144-01虽然我们一口气可以说出一连串的商标名，但其中大部人对商标品牌的文化内涵，构成方式以及基本特征点的了解还只是一鳞半瓜。

比如说，有的外国品牌进入中国市场已有一段时间，其中文译名尽管诨名很多，有些诨名已经在消费者心目中达成共识，但尚未有正式的中文官方译名公布于大众，例如：Gucci, Zara, Timberland and Visa等。

同时，随着世界经济一体化进程的不断深入，国与国之间的贸易来往也越来越频繁。

因此，为了让更多的外国品牌进入到中国市场，同时也让更多的中国知名品牌走出国门并在国际化的征程上走好、走顺，很有必要对商标名称的研究做进一步的研究。

一、功能主义目的论的诠释德国功能主义翻译目的论并非一蹴而就，而是经历了一个相当漫长的发展过程的。

实际上，自从功能主义翻译目的论诞生以来，它一直处在不断发展、修正和完善过程中。

我们一般意义上将赖斯、弗米尔、曼塔莉和诺德为代表人物的理论统称为功能主义翻译目的论。

其中弗米尔1978年在《普通翻译理论框架》发表的翻译目的论是功能派的奠定理论。

在弗米尔看来，翻译过程不仅仅是，更不首先是一个语言代码转换的过程，而是“一种以原文为基础、有目的、人际间的、跨文化言语交际行动”。

从目的论视角析化妆品商标名翻译汉译技巧一、本文概述随着全球化的推进和消费者需求的多样化，化妆品市场日益繁荣，品牌间的竞争也愈发激烈。

在这样的背景下，商标名的翻译成为了化妆品品牌打入新市场、吸引消费者关注的关键环节。

本文旨在从目的论视角出发，探讨化妆品商标名翻译在汉译过程中的技巧与策略。

通过深入分析目的论在翻译实践中的应用，本文期望为化妆品商标名的汉译提供有益的理论支持和实践指导，从而帮助化妆品品牌更好地实现市场定位和品牌推广，促进跨文化交流和理解。

目的论作为一种重要的翻译理论，强调翻译应服务于特定的目的和目标受众，而非简单地追求原文与译文的对等。

在化妆品商标名的翻译中，目的论为我们提供了一个全新的视角，使我们能够更加灵活地处理文化差异、语言习惯等问题，以实现商标名的有效传达和消费者的有效吸引。

本文将首先介绍目的论的基本概念和原则，然后结合具体案例，分析化妆品商标名在汉译过程中应遵循的翻译技巧和策略。

通过对翻译实践中的具体问题进行深入剖析，本文期望为化妆品商标名的汉译提供一套系统、实用的翻译方法和指导原则，为相关领域的翻译实践和研究提供有益的参考。

二、目的论概述目的论（Skopostheorie）是德国功能主义翻译理论的核心概念，由汉斯·弗米尔（Hans J. Vermeer）和凯瑟琳娜·莱斯（Katharina Reiss）等学者于20世纪70年代提出。

目的论强调翻译行为的目的性，即翻译活动应以实现译文在目标语言文化环境中的预期功能或目的为首要原则。

这一理论突破了传统等值翻译理论的束缚，认为翻译不仅仅是语言层面的转换，更是一种跨文化、跨语言的交际行为。

在目的论框架下，翻译的过程被视为一种有目的的、结果导向的行为。

译者需要根据译文的预期功能或目的，灵活选择翻译策略和方法，以实现最佳的交际效果。

因此，目的论强调译者的主体性和创造性，允许译者在翻译过程中进行适当的调整和创新。

对于化妆品商标名的翻译而言，目的论提供了一个全新的视角。

《目的论视角下外交口译汉英交替传译策略研究》篇一一、引言目的论视角下的翻译研究强调翻译行为的目的性和跨文化交流的效果。

在外交口译中，汉英交替传译作为关键的一环，其效果直接影响着国际交流的顺利进行。

因此，从目的论的视角出发，对外交口译汉英交替传译策略进行研究，对于提高翻译质量和效果具有重要意义。

二、目的论视角下的翻译特点目的论认为，翻译是一种有目的的跨文化交际活动，其核心在于翻译的目的和功能。

在外交口译中，汉英交替传译的目的在于准确、快速地传达双方的信息和意图，确保交流的顺利进行。

因此，翻译策略应围绕这一目的展开，注重信息的准确性和时效性。

三、汉英交替传译的策略研究1. 预判与准备策略预判与准备是汉英交替传译的基础。

译员应提前了解外交场合、双方背景、议题内容等相关信息，以便在传译过程中做到心中有数。

此外，译员还应加强语言基本功和专业知识的学习，提高自身的语言能力和跨文化交际能力。

2. 信息筛选与重组策略在外交口译中，信息量大、语速快是常见特点。

译员需在有限的时间内筛选出关键信息，并进行重组，以便更准确地传达双方意图。

在传译过程中，应注重信息的逻辑性和连贯性，避免漏译或误译。

3. 灵活运用翻译技巧为了更好地实现翻译目的，译员需灵活运用翻译技巧。

例如，在遇到文化差异较大的内容时，可采用解释性翻译，帮助听者理解；在遇到长句或复杂句时，可采用分译法，化繁为简，提高翻译的可懂性。

此外，译员还应注意语音、语调的把握，以使传译更加自然、流畅。

四、实例分析以某次外交会议为例，译员在传译过程中需注意以下几点：首先，要准确理解并传达双方的立场和意图；其次，要灵活运用翻译技巧，如解释性翻译、分译法等；最后，要注意语音、语调的把握，以使传译更加自然、流畅。

通过实际案例的分析，可以看出目的论视角下的汉英交替传译策略在实际应用中的效果。

五、结论目的论视角下的外交口译汉英交替传译策略研究具有重要意义。

通过预判与准备、信息筛选与重组以及灵活运用翻译技巧等策略，可以提高翻译的准确性和时效性，确保国际交流的顺利进行。

目的论视角下看英汉商标翻译王雪霜【摘要】商标起着宣传产品的作用,目的是促成消费者购买行为的发生,这一目的性决定了商标翻译应遵循目的论的原则,以"信息、文化、审美、联想"等作为衡量英汉商标翻译成功与否的标准,灵活选用"音译、直译、臆造、缩译"等翻译策略.【期刊名称】《天津农学院学报》【年(卷),期】2010(017)003【总页数】3页(P52-54)【关键词】目的论;商标翻译;翻译标准;翻译策略【作者】王雪霜【作者单位】天津农学院,人文社会科学系,天津,300384【正文语种】中文【中图分类】G642.0随着世界经济一体化的不断发展，大量的外国商品涌入中国市场，同时中国商品也不断进入国际市场参与竞争。

若想使一种商品在国际化市场竞争中赢得不同地区消费者的青睐，除严格保证其商品质量外，其商标也在国际贸易中扮演着重要的角色。

商标翻译的好坏直接关系到该商品在目的消费市场的影响力大小，好的商标翻译能够吸引消费者，刺激消费者的购买欲。

商标的目的性决定了商标翻译必然要以目的论为指导原则，使目的消费者在目的市场见到商品时能够产生与原消费者在原市场相同的反应。

本文从目的论的理论出发，结合实例分析，指出商标的翻译标准和策略。

1 商标翻译的指导原则——目的论20世纪 70年代，德国功能派翻译理论学者Hans J.Vermeer在《普通翻译理论框架》一书中提出功能派翻译理论的奠基观点——目的论（Skopostheorie/Skopos theory），之后，由他的学生J.H.Manttari和C.Nord进一步发展了该理论。

翻译目的论认为，决定翻译过程最主要的因素是翻译行为的目的，原文无非是提供信息，每个译者都从中选取他们认为重要的或者有意义的信息进行翻译。

Vermeer指出：“译者在整个翻译过程中的参照系数不应是对等理论中所注重的原文及其功能，而应是译文在译语文化环境中所期望达到的一种或几种交际功能。

从目的论视角看汉英翻译研究目录一、内容概括 (2)1.1 目的论翻译理论概述 (2)1.2 汉英翻译研究现状 (3)1.3 研究目的与意义分析 (5)二、目的论翻译理论的核心思想 (6)2.1 目的论的基本原则 (7)2.2 翻译过程中的目的论视角 (9)2.3 目的论与翻译策略选择 (10)三、汉英翻译的目的论视角分析 (11)3.1 汉语与英语的特点对比 (11)3.2 汉英翻译的目的与策略选择 (13)3.3 目的论在汉英翻译中的应用案例分析 (14)四、目的论视角下汉英翻译的研究方法 (15)4.1 文献研究法 (16)4.2 实证研究法 (18)4.3 对比分析法 (19)五、目的论视角下汉英翻译的策略探讨 (20)5.1 直译法与意译法的选择与应用 (21)5.2 文化因素考虑的翻译策略调整 (22)5.3 翻译中的语言转换策略探讨 (24)六、目的论视角下汉英翻译的实践研究 (25)6.1 文本类型与翻译策略的选择关系研究 (26)6.2 翻译实践中的目的论运用案例分析 (27)6.3 翻译实践的反思与总结 (29)七、结论与展望 (30)7.1 研究结论总结 (31)7.2 研究不足之处及改进建议与展望 (32)一、内容概括从目的论视角看汉英翻译研究，主要关注翻译过程中的目的与目标。

本文首先回顾了翻译目的论的发展历程，梳理了其在翻译理论研究中的地位和作用。

本文从语言学、语用学、认知语言学等角度分析了翻译目的论的基本原理，强调了翻译目的在翻译过程中的重要性。

在此基础上，本文对汉英翻译的目的进行了深入探讨，包括文化传承、信息传递、交际功能等方面。

本文还分析了汉英翻译中的一些现实问题，如译者的主观意识、翻译目的的多样性等，并提出了相应的解决策略。

本文总结了汉英翻译研究的目的论视角的主要贡献，为今后的研究提供了理论指导和实践参考。

1.1 目的论翻译理论概述目的论翻译理论是翻译研究领域中的一种重要理论，它强调翻译的目的和效果。

目的论视角下英文商标汉译研究Literature ReviewIn Vermeer's (1987) Skopostheorie framework, one of the most important factors determining the purpose of translation is the audience, the intended recipient of the translation, who has their own cultural background knowledge, expectations for the translation and communicative needs. Each kind of translation refers to a certain audience, so translation is a text produced for a certain purpose and target audience in the target language situation. Vermeer believes that the original text is only a source of some or all information for the target audience. It can be seen that the position of the original text in teleology is obviously lower than that in equivalence.4.1 Research at HomeWhen translating trademarks. Wang Yiwei (2007) analyzed consumer psychological needs, cultural differences and business factors that affect trademark translation. Huang Weiping (2007) analyzed the automobile trademark translation and found that the sales status of the automobile is the only standard for evaluating the translation of automobile trademarks. He also pointed out that the information function and calling function of the original text should be reflected in the choice of translation and translation strategies.Xie Wei (2010) proposed some principles for translating foreign trademarks and reminded translators to pay attention to the influence of Chinese culture on foreign trademark translation. He believes that translators need to fully consider the Chinese way of thinking, language habits, values and cultural history, but also need to take into account the current political environment, so that translation work can be carried out smoothly. Zhang Jie (2010) distinguishes between teleology and functional equivalence. He believes that teleology is more suitable for Chinese translation of foreign trademarks than functional equivalence theory. She also mentioned that trademark translation is not an ordinary transcoding process. Translators need to consider the target consumers, characteristics, product positioning, etc.4.2 Research AbroadSkopostheorie is the most important theory in functionalist translation theory.This is the first time that the famous German translator Han Weimir (1987)put forward in his general theory of translation. It is based on the research of Catherine Rice(1986), the founder of functionalist translation theory. According to this theory, translation is a communicative language and a non-linguistic symbol. Skopostheorie holds that translation is a purposeful human activity centered on reader culture and reader culture. Therefore, it allows translators of trademark advertisements to explore new ways to achieve their translation purposes. It does not attach much importance to formal equivalence, but strongly advocates appropriate improvement or transformation. There are three principles in teleology, namely, the law of purpose, the law of coherence and the law of faithfulness. In Vermeer, Hans's opinion(1989), Skopostheorie holds that in specific translation activities, the source text should be regarded as one of the various kinds of information used by the translator, and the translator should extract from the source text what he thinks fit the communicative function of the target text. The purpose of translation is always at the top of the list. The principle of coherence is that translation should conform to the criterion of "intralingual coherence". That is to say, the target language text should be understood by the audience and be meaningful in the communicative environment and culture of the target language. Only when the target language audience thinks that translation is suitable for their cultural environment can they achieve the goal of intercultural communication. The principle of faithfulness means that the translation should conform to the criterion of "interlingual coherence". That is to say, translation should be related to the original text and be faithful to it. As for faithfulness, it depends on the translator's understanding of the source text and the purpose of translation.Through the study of English trademark translation from the perspective of Skopostheorie at home and abroad, and further analysis of the concept and composition of English trademark, the author finds that Skopostheorie is a very practical theory to guide English trademark translation. Firstly, compared with functional equivalence theory, skopos theory pays more attention to the target text rather than the source text, which is of great significance in the Chinese translation of trademarks. Because the target text of this paper directly affects customers, itdetermines the establishment of corporate image in the hearts of customers. So Skopostheorie is a very effective criterion for evaluating trademark translation.。

3392012年第3期总第113期No.3. 2012Sum 113外语研究目的论视角下的英文化妆品广告翻译分析林思思（广西师范学院 广西南宁 530001）摘　要：近年来，已有很多关于广告和广告翻译的研究。

作为广告中的一个小分支，有关化妆品广告翻译的研究仍然不多。

德国功能翻译理论将翻译从“源文本”的束缚中解放出来，为翻译提供一个新的视角，作为功能理论中最重要的理论——目的论，最适合于指导广告翻译。

本文以英文化妆品广告为研究对象，运用目的论探讨其翻译策略。

关键词：化妆品广告；目的论；广告翻译中图分类号：H315.9 文献标识码：A 文章编号：1000-9795（2012）03-0339-01收稿日期：2012-02-16作者简介：林思思（1986-），女，湖南邵阳人，从事英语翻译方向的研究。

一、引言随着全球化进程的加快，越来越多的外国商品进驻中国市场，其中包括化妆品。

中国作为一个拥有广阔市场的国家，让愈来愈多的外国企业想在这片消费市场上占有一席之地。

广告是生产者和消费者沟通的桥梁，起着举足轻重的作用。

化妆品广告集中表现产品的个性化特征、时尚因素以及给人们带来的精神愉悦。

因此，成功的化妆品广告翻译在扩张消费者市场中起着至关重要的作用。

本文以目的论作为指导，探讨英文化妆品广告的汉译问题。

二、理论基础——目的论20世纪70年代末，德国功能派代表Hans Vermeer提出了目的论(Skopos Theory)。

它突破了以原文本为中心的结构主义等值翻译理论，奠定了功能派翻译理论的基石。

根据目的论，翻译是一种交际行为，翻译行为所要达到的目的决定整个翻译过程，即“翻译目的决定翻译手段”，翻译的策略必须由翻译目的来决定。

为了使译文适应新的目标群体，译者在翻译时要抛弃“等值”这一概念，对原文信息加以筛选，灵活采取翻译策略。

希腊词“Skopos”原意为“目的、动机、功能”。

Skopos在“目的论”中有三种解释：译者的目的；译文的交际目的；使用某种特殊翻译手段所要达到的目的。