From a Perspective of Functional Equivalence: To Recreate Brand Translation

“功能对等”是美国著名的语言学家尤金·A·奈达提出的著名的翻译理论，它认为翻译是用最恰当、自然和对等的语言从语义到文体再现源语的信息，它不仅仅是词汇意义上的对等还包括语义、风格和文体的对等，翻译传达的信息既有表层词汇信息也有深层的文化信息。品牌翻译是打造多元化市场必不可少的因素之一，它的目的是更好地使公司的品牌适应这个多元化的市场。把“功能对等”理论运用到品牌翻译当中，对品牌翻译具有重要的实践指导意义。在品牌翻译的具体实践过程中，译者从品牌文化本身出发，兼顾语言层面、文化层面和不同地域消费者心理层面，对品牌翻译进行再创造。 “Functional equivalence” is a very famous translation theory, which was presented by Nida coming from America. This theory holds that translators ought to use the most suitable, natural and equivalent target language to make accordance with the source language. The information that translation conveys is both literal meaning and cultural meaning. Brand translating is an essential part of diversified market, which is beneficial for the brand to enter the target market. The principle of “functional equivalence” is practical to the actual translating activity. Brand culture, language, consumers’ values and aesthetics should be all considered, and then brand can be recreated in the target language.