Contents
Acknowledgements
Abstract
摘要
Chapter One Introduction-1
1.1 Introduction to the Trademark-1
1.2 Reasons for the Current Study-1
1.3 Significance of the Current Study-1
1.4 Structure of the Thesis-2
Chapter Two Literature Review-3
2.1Previous Studies on Trademark Translation-3
2.1.1 Perspective of Linguistics-3
2.1.2 Perspective of Functional Equivalence-3
2.1.3 Perspective of Skopostheorie-3
2.1.4 Perspective of Intercultural Communication-4
2.1.5 Perspective of Pragmatics-4
2.1.6 Perspective of Marketing-4
2.2 Comments on Previous Studies-5
Chapter Three Clothing trademarks Translation under the Adaptation Theory-6
3.1 Introduction to Adaptation Theory-6
3.2 Forms of Clothing Trademarks-6
3.2.1 Proper Nouns-6
3.2.2 Common Words-6
3.2.3 Coined Words-7
3.3 Clothing Trademarks Translation-7
3.3.1 Phonetic Adaptation-7
3.3.2 Lexical Adaptation-8
3.3.3 Semantic Adaptation-8
3.3.4 Adaptation to Physical World-9
3.3.5 Adaptation to Social World-10
3.3.6 Adaptation to Mental World-11
3.4 Summary-11
Chapter Four Conclusion-12
4.1 Contributions of the Thesis-12
4.2 Limitations of the Current Study-12
References-14
Abstract
Most studies on trademark translation are focused on such perspectives as cultural differences, functional equivalence, Skopostheorie, intercultural communication and marketing and so on. Few of them study clothing trademarks translation based on the Adaptation Theory. Based on Adaptation Theory, the thesis is to analyze clothing trademarks translation between Chinese and English. After a comprehensive analysis, it is concluded during translation, the translator should not only adapt to the phonetic, lexical and semantic features of the target language, but also to consumers’ physical, social and mental world. The thesis can not only provide a new perspective for studying clothing trademarks translation, but also has enlightening impact on trademark translation of other kinds of products.
Keywords: Clothing trademarks translation linguistic adaptation contextual adaptation
