目的论视角下英文商标汉译研究Conclusion
The author believes that the English-Chinese translation of trademarks based on
Skopostheorie is a unique, informative, aesthetic, and creative translation that helps
companies to establish a good image and facilitates the persuasion of customers to
purchase, thus promoting the development of the enterprise.By analyzing the
characteristics, functions and composition of English brands, the author finds that
teleology is a very practical theory for guiding English-Chinese translation of
trademarks. First of all, compared with functional equivalence theory, teleology
focuses more on target text than on source text, which is very important in the
Chinese translation of trademarks. Because the target text here directly affects the
customer, it determines the establishment of the company's image in the customer's
heart. Second, teleology is a very effective criterion for evaluating trademark
translations. Skopostheorie has three rules, namely, the theory of teleology, the
coherent rules between discourses, and the coherent rules in discourse. A good
trademark usually conforms to these three principles. On the basis of previous studies,
the author summarizes the translation principles of three English trademark
translations: attribute association principle, cultural consciousness principle and
memory principle. In order to successfully translate a trademark, the author suggests
that translators use different translation strategies, such as transliteration, literal
translation, and creative translation, depending on the situation. For some of the top
luxury goods, this is a full transliteration method. For other common trademarks, it is
best to translate their meaning. In addition, the author also recommends that
translators follow the principle of loyalty and complete the translation task flexibly
and carefully. Of course, there are still some shortcomings in this article. The author
made some translation attempts under the guidance of Skopostheorie, and the
situation is not ideal. Therefore, the author's research on teleology needs to be more
detailed.

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