Zero Translation of Brand Name of Electronic Product

毕 业 论 文（设 计）
论文（设计）题目：Zero Translation of Brand
Name of Electronic Product
电子产品商标的零翻译

姓

名

魏成琪

学

号

200803000064

学

院

外国语学院

专

业

科技英语

年

级

2008

指导教师

刘世铸

2012 年 5 月 18 日

Contents

Abstract……………………………………………………………………………...Ⅰ
摘要…………………………………………………………………………………..Ⅱ
Introduction…………………...……………………………………………………...1
Chapter 1 Literature Review..……………………………………………………….2
1.1 Study of Du Zhengming…..…………………………………………………2
1.2 Study of Qiu Maoru......………………………………………………………2
1.3 Study of Liu Mingdong......…………………………………………………..2
1.4 Study of Zhang Mengya……………..……………………………………….3
Chapter 2 Introduction to Brand Name…………………………………………….3
2.1 Features of Brand Name: Conciseness, Identification and Novelty…………4
2.2 Functions of Brand Name…………………………………………………..5
2.2.1 Informative Function………………………………………………..5
2.2.2 Stimulating Consumption…………………………………………...5
2.3 Common Methods of Brand Name Translation……………………………...6
2.4 Difficulties in Translating Brand Names……………………………………7
Chapter 3 Introduction to Zero Translation………………………………………..8
3.1 The Concept of Zero Translation……………………………………………8
3.2 The Difference between Zero Translation and Non-translation……………..9
3.3 Usage of Zero Translation…………………………………………………10
3.3.1 Translation of Proper Names………………………………………10
3.3.2 Translation of Abbreviation………………………………………..11
3.3.3 Translation of Words with Cultural Meaning………………………12
Chapter 4 Introduction to Functionalist Translation Theory……………………13
4.1 Katharina Reiss……………………………………………………………..13
4.2 Hans. Vermeer………………………………………………………………14
4.3 Justa Holz Manttari…………………………………………………………15
4.4 Christiane Nord……………………………………………………………..15

4.5 Zero Translation of Brand Name in the Light of Functionalist Theory……16
Chapter 5 Zero Translation of Brand Name of Electronic Products…………….17
5.1 Transliteration……………………………………………………………….17
5.2 Transference………………………………………………………………...18
5.3 Complementary Translation………………………………………………19