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Erschienen in:
2012 | OriginalPaper | Buchkapitel
The Application of “Functional Equivalence” in Trade Mark Translation
verfasst von : Zhuo Wang
Erschienen in: Education Management, Education Theory and Education Application
Verlag: Springer Berlin Heidelberg
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Trade mark translation, an intercultural communication, involves linguistic and cultural factors in both SL and TL. On the basis of the functional equivalence theory, the translated trade marks should attempt to achieve an ideal unity in terms of sound, meaning and culture, and the readers of the translated trade marks should be able to comprehend the translated trade mark to the point that the original readers of the trade marks must have understood and appreciated the original trade mark. This paper introduces the definition and characteristic of the trade marks, applies the principle of functional equivalence and discusses five approaches to the translation of trade mark in order to arrive at the functional equivalence.