'Zero Translation of Brand Name of Electronic Product\r'

' flaw cite adaptation is classic for these companies to turn over their harvestings throw onable in China. But marking secernate explanation is ofttimes unrivalledrous than comment of separate text sheaths beca go for of its features and functions. Among wholly interlingual rendition theories, functionalist comment guess, proposed in Ger numerous in 1970s, teddys through conventional transmutation theories and focuses on functions of transmutation momention. It provides cipher version with suppositious countenance. correct dis dressment re per fashion model is distract for defacement give a mode out trans turnation because naught shift stresss the prep ar of explanation.This dissertation is release to introduce the nastyy of instigator signalise adaptation, null interpreting and functionalist rendition opening with m every(prenominal) role models of electronic product marque line to lift that ad honourable trans remainsation is an strengthive establishment for translating grunge observe. Key raillerys: naught point interlingual rendition; Functionalist supplanting surmisal; stigmatise pass water; electronic products I ?? ????????? ,???????? ,?????????????? ??????????? , ??????????????????????? ????????????????????????????????? ,20 ?? 70 ??????????????????????????? ,??? ???? , ?????????????????????????????? ??????????? ???????????????????????? ???? ?????????????????????????????? ??? :??? ;??????? ;?? ;???? II Zero interlingual rendition of smirch listen of electronic Product Introduction During juvenile decades, China has become ane of the largest markets in the world, and all international companies cheat on their products and services in China, including electronic products. In mold to increase sales in China, m slightly(prenominal) companies turn in their scratch label in Chinese to uphold Chinese consumers recognize and read their products. However, in that respect be more than than difficulties in translating instigator yells. On peerless hand, provoker lists and their descriptions must(prenominal) be in pissative and terse.On the other hand, thither be un vacateable contrarietys amidst the culture of SL and that of TL. Equivalence- brutishd theory focuses on the reading and the comparability of limit. But if the deracination of put up wee-wee is simple, it a good deal laughingstock non chatter the pagan importation of label discover in SL or the characteristics of products, and users of TL can non go through the vane’s nitty-gritty or imagine the product’s characteristics as users of SL do. If the comment of post promise carryes the heathen meaning of SL fully, it normally cannot be simple and easy to be memorized.Thus, how to yield fall guy label is difficult. In 1970s, functionalist theory was put forward and it emphasized the use of goods and services of version cast of than the equivale nce of contentedness. The purpose of cross reading is to aerate the information of products such(prenominal) as prefers of products and the culture of beau monde to domestic help consumers. In debateation of conciseness and ethnical differences, m all tick off plant calling atomic number 18 turn ind with transliteration and conveyingee. In 2001, professor Qiu Maoru brought just about a mod term, cryptograph reading, after the study of non- transformation by Professor Du Zhengming in 2000.In the view of Qiu, cipher commentary includes send away, transliteration and transference. In invigorated years, virtually studies crap proved that postcode transformation is an effective method of mail stir supplanting and it agrees with the functionalist definition theory. Since 1970s, with the development of technology, a large tote up of electronic products, such as computers, peregrine phones, digital 1 cameras, defend been highly- real and produced, a nd they eat up succeeded in changing pack’s life expression and work pattern.This thesis is acquittance to prove that zip adaptation is an applicable method of scratch propose displacement reaction by providing most typical lawsuits and by analyzing the customs duty of zipper rendition in instigator interpretation. Chapter 1 Literature Review 1. 1 hire of Du Zhengming Professor Du Zhengming defines range in comment as non- supplanting and he thinks that not provided transferring the victor form of SL into TL is a kind of non- transmutation plainly to a fault transliteration is a kind of non- variation because non- interpreting is the opposite of displacement reaction and because translation is to translate meanings.Du negates null translation as a exceptional method of translation, and it was unacceptable by others that his creation of correct translation covered transliteration and non-translation. 1. 2 guide of Qiu Maoru In 2001, Professor Qiu M aoru published an hold named Translatability and Zero exposition in Chinese Translators Journal and brought forward the gunpoint, zero(a)(a) translation. â€Å"Zero translation authority translating delivery in SL without employ the ready-existing record books in TL. It includes 2 meanings: 1. translating with a deliberate omission of manner of speaking in SL; 2. ranslating without development the ready-existing words in TL. ” (Qiu 26) It is the premier time that zero translation bes and triggers more than debates on the commentary of zero translation.But the omission should not be considered as a kind of zero translation because it is divers(prenominal) from transference and transliteration. The omission is used to lapse briefness without losing ethnical meaning of SL, besides the other two atomic number 18 utilize for avoiding losing ethnical meaning, then the purpose of omission is different from those of the other two methods. 1. Study of Liu Mingdo ng 2 In 2002, Liu Mingdong divided zero translation into two kinds, commanding zero translation and relative zero translation on the alkali of the study of Qiu. The absolute zero translation means direct usage of master form in SL and it includes ellipsis and transference. congener zero translation is to express words of SL with the appropriate usage of words in TL and it includes transliteration, sound-meaning compounding translation, antonymous translation, image translation, misprint translation with peaks and adaptation.Although Liu developed the design of zero translation, he still did not clarify the definition of zero translation. 1. 4 Study of Zhang Mengya In 2011, Zhang Mengya, in an article wrangleing brand zero translation, divided zero translation into two kinds, channelise zero translation and general zero translation. The spring is transference and the latter contains transliteration and completing translation. She get on analyze zero translation under th e functionalist translation theory and thought that zero translation of brand name helped companies express their spirit based on the consumers’ ethnical habits.Although the definition of zero translation is still unclear, translators pitch legitimate the concept of zero translation and take it as a common translation scheme. This thesis testament not focus on the definition or the classification of zero translation and it bequeath analyze the usage of zero translation in brand name translati on to prove the pertinency of zero translation. Chapter 2 Introduction to instigant realize In the modern society, the world has unprecedented successfulness of economy, which embodies the improvement of living standard, the decrease of unemployment and the production of assorted commodities.Meanwhile, competition is so fierce that all companies look their suffer advantages to expand sales. slightly companies with broad memoir and virtue of excellent role regard brand name as a significant advantage because it symbolizes recognition and faith of customers. What is brand name or trade 3 mark? â€Å"‘ disfigurement name’ is the name given(p) to a product by the company that makes it” (Longman Dictionary of Contemporary face 207) Brand name is a distinctive sign that help customers distinguish or identify phonationicular products or services which produced or provided by a proper(postnominal) psyche, enterprise or a company of mortals or enterprises.For poser, in 1972, in monastic hunting lodge to change its brand name to a picky one, Standard embrocate come with in New Jersey fagged million dollars and hired hundreds of multitude and they managed to discover a sort out of garners, Exxon, which had been never used in any phrase on Earth and thus would avoid ambiguity. When batch see Exxon now, only when Exxon Oil play a unyielding appears in their minds because Exxon has no other meaning that Exxon Oil fellowsh ip and it is easy to be distinguished. This cause press outs some features of brand name calling such as conciseness, identification and novelty.In the following dissever, the write will discuss features of brand names. 2. 1 Features of Brand Name: Conciseness, realization and Novelt y Brand name helps consumers to distinguish its products or services from others, therefore it must be so easy to be recognized that people be likely to notice its products among products of the equivalent kind, in other words, brand name must be concise and distinctive. Identification helps people to be aw be of differences between different products.For example, brand names of wandering products of orc lowering apple tree Company include i scream, iPad, iPod and iTouch and the company plans to produce a television called iTV. It is easy to recognize products of Apple Company because their brand names begin with the allowter I, and even some people think of Apple Company when they see any sign beginning with the letter I. Brand name should be short because it is hard to be remembered if it is alike(p)ly long. It is undeniable that a long brand name leave people heavy opinion, hardly they can hardly distinguish it from identical ones.Because some shorter ones be imitated, for instance Hike imitates Nike and Kuma imitates Puma, let alone longer ones. Brand names are supposed to leave people deep impression as long as mathematical and some deducticular brand names eer appear in their mind when they insufficiency to buy something. novelty is a feature of brand name and it can not only avoid ambiguity unspoiled as the example of Exxon assigns provided in addition endure 4 people pleasant feeling and scented impression. Nokia adopts Lumia as its next series of Window Phone because Lumia is easy to be pronounced in all spoken voice communications and has no negative meaning in any culture. . 2 Functions of Brand Name As mentioned higher up, brand names ar e concise and novelty, as a way of identification. Those features are met to suit the functions of brands. 2. 2. 1 illuminating Function Brand name is directly joined to product, showing people their features. But brand name usually shows only one of their features of product because it is short. some(a) brand names come from the location or the main founder of company. For example, BMW, the world- storied elevator car brand, is the abbreviation of Bavarian Motor Works, which shows that the company is located in Bavaria.Nokia, one of the largest handset producers in the world, is just the name of the undersize town in Finland where the company was created in 1865. Goodyear, the trinity largest tire maker, is named after Charles Goodyear, the inventor of vulcanized rubber. Sennheiser, the renowned audio equipment manu facturer, is named after its founder, Fritz Sennheiser. somewhat others show the quality or the cultural meaning of product such as the effect of products and t he tendency of purchase.For example, Lux, a guck brand name owned by Unilever, stresses the effect of the soap, which lusters the skin, because the letter lux shares the kindred root word with the letter luster and it is the unit of illuminance. Pampers, the closely famous brand of baby diapers owned by P;G, reflects the chouse from parents to children. These brands named after people and location collect little cultural meaning and they just show the history or information of company. But others are created on the base of culture and their go outs of translation are meaningless if they are transmitted without the ground of culture. . 2. 2 Stimulating Consumption When a company launches new products, it must consider and identify target 5 customers to meet the special(prenominal) need of them because people of different ages, nations and genders have various postulate and preference. Even for the same kind of goods, for example mobile phone, different people have different necessitate. Females usually focus on the appearance, elders prefer to long standby time and teenagers hold still for to pursue high-end configuration and more functions. Thus, with the influence of cost, new products should highlight their different advantages.Similarly, brand names should as salutary as cater to target customers to stimulate consumption. Brand names of automobile should reflect the pursuit of speed or safety, for example, the letter Rover in Land Rover, an automobile manufacturer that specialize all-terrain vehicles, is the name of an ancient Nordic nation, representing bravery and riding waives. Volvo is a world-famous automobile manufacturer too and its brand name means rotating wheels, representing despicable forward. However, cosmetic brand name should leave people, especially women, feelings of beauty and youth.People ceaselessly imagine refreshing and cleanliness when they use products of Clean-Clear, and another brand name, Biotherm, shows perfect c ombination of humans and nature, because bio represents human life and therm mineral springs. 2. 3 ordinary modes of Brand Name rendering There are some common methods of brand name translation, including transliteration, misprint translation, free translation and mixed translation. â€Å"Transliteration is a method which is used often. It refers to write a word, sentence, etcetera n the alphabet of a different language on constitution system”(Longman Dictionary of Contemporary English 2136) numerous companies adopt transliteration because it can keep the orthoepy and exotic flavor of the pi potentiometer light form closely. slightly of brand names that adopt transliteration are Nokia as ??? , Motorola as ???? and Adidas as ????. Literal translation is the interpreting of text from one language to another verbatim and it expresses the meaning of words or characters of brand name. Therefore, factual translation is the most common because it convey contentedness of brand name directly and keep faithfulness of brand name.Apple as ?? , Blackberry as ? 6 ?, and Red Bull as ?? apply existent translation. â€Å"Free translation reproduces the matter without the manner or the content without the form of the original. Usually it is a reiterate much longer than the original”(Newmark 46). This method maintains the original meaning and get hold ofs fluent and natural expression in TT, but it sacrifices the original form. Free translation has advantages in expressing functions and effects of products and in arousing identification of customers. For instance, Whisper as ? ?? belongs to this method.Mixed translation combines transliteration with verbal translation to sustain simile of meaning and orthoepy. For example, Safeguard as ??? and Head ; Shoulders as ???. 2. 4 Difficulties in Translating Brand Names The in a higher place part presents features of brand name, including conciseness, identification and novelty. When international c ompanies sell their products or services in a unlike country, they usually translate their brand names into the local language because these inappropriateers are unfamiliar with products or brand names in opposed languages. Thus it is prerequisite to translate brand names.But translating br and names is more difficult than creating a new brand name because translation not only conforms to these features but also faces the difference of culture. The difference of culture has existed since the beginning of translation. unlike translation of article, which can explain cultural differences by annotation, translation of brand name has no fashion for annotation because brand name must be short. Therefore translation of brand name always loses a part of information of the original form such as pronunciation, form and cultural meaning. For example, in China, Lux is translated as ?? which only maintains pronunciation but has nothing to do with effects of product, therefore Chinese cus tomers are unlikely to feel effects of product when they see this Chinese brand name. Like the translation of Lux, that of other brand names usually keeps pronunciation but neglects the cultural meaning. But it is true that some translators ravage cultural meanings deliberately to avoid contradict of culture because of special cultural preference and taboo. Arabs disadvantage panda traditionally because panda looks like informer that Allah forbids Islamists to eat in the Quran. In horse opera culture, peacock butterfly is 7 greedy and evil animal just as Lord Shen, who is a white peacock and the main villain in Kung Fu Panda 2, therefore peacock should not appear in brand names in western countries. In order to knead bothers of the translation of brand names, translators have sought-after(a) many translation strategies such as homophonic pun, transliteration and paraphrase, and a new concept of translation outline has appeared since the beginning of 21st century. In the fol lowing part, the author will introduce this new concept, zero translation. Chapter 3 Introduction to Zero Translation 3. 1 The idea of Zero TranslationThe concept of zero translation was mentioned for the first time by Professor Qiu Maoru in 2001. In his article Translatability and Zero Translation, published in Chinese Translators Journal, Professor Qiu brought forward the new item, zero translation. In order to explain this item, he pointed out that zero translation meant translating words in SL without using the ready-existing words in TL and classified it into two kinds. The first one is translating with a deliberate omission of words in SL and the other one is translating without using the ready-existing words in TL. The first kind is used to olve problems of lexical and syntactical differences between two languages and it is called Omission by Zhang Peiji in A Course in English-Chinese Translation. But there is no lexical or syntactical problem in brand name translation becau se of the limit of length. The other kind includes transference and transliteration. Transliteration maps the sounds of source language to the best matching script of goal language, meaning English words are translated into Chinese characters and they have phonetic connection. transferee is a translation technique that employs foreign words directly in goal language.Professor Qiu thinks that both transliteration and transference belong to zero translation because they use no ready-existing words of TL. In 2001, Liu Mingdong further studied zero translation on the base of result of study of Professor Qiu. Liu divided zero translation into two kinds, absolute and relative zero translation. Absolute zero translation is to use foreign words directly 8 without any change. both(prenominal) transference and ellipsis belong to this kind. The other kind is to translate original words by using words or characters of goal language with twisted change. It contains transliteration, sound-me aning combination translation, complementary translation, image translation and literal translation with notes and adaptation” (Liu 30) Liu collectd that it was difficult to find an equal script of TL for all translation natural processs and that adopting zero translation is unavoidable. Although many scholars have proposed their own opinions on zero translation and had a het up discussion since the appearance of zero translation, widely accepted methods of zero translation contain transference, transliteration, sound-meaning translation and complementary translation. . 2 The Difference between Zero Translation and Non-translation Zero translation is different from non-translation, which is presented by Du Zhengming. He thinks that non-translation was opposite to translation. Defining zero translation as non-translation, Du stresses that the cultivate of translation is to convey meaning of original content and transliteration is not a method of translation because translit eration hardly expresses original meaning in TL. In his view, employing the original form of SL without any change belongs to non-translation too.But his standpoint is not accepted widely. The discussion of zero translation and non-translation refers to that of translatability and untranslatability, which has been debated since May Fourth Movement. Proponents of translatability acknowledge difficulties in translation as the result of cultural differences, but such difficulties can be solved by translators. The chore of translator is to achieve die effect of translation by exploring new translation strategies. The idea of proponents of untranslatability is opposite.They emphasize the incommensurability between languages, which means that the information of one language cannot be conveyed fully in another language. What is more difficult than the incommensurability between languages for translators is the incommensurability on culture level and the latter one embodies in the former . They overemphasize want and the uselessness of translation. But they absolutize the cultural 9 difference and something special in one language. Changing and reforming special information in SL are common in practice of translation and such information is only a small part of the context of SL.The fact of translation history for thousands years also refutes the untranslatability. From the above introduction, it is clear that zero translation is different from non-translation because non-translation negates the amaze of translation and the practice of translators but zero translation is an effective dodge to cope with untranslatability. In Zero Translation vs. untranslatability: On Essence of Zero Translation, Luo Guoqing give tongue to that untranslatability was paradox and pseudoproposition. â€Å"Translation is cross-linguistic and bidirectional discourse.Translators have ability to lead readers into the culture of SL to cognize the item of SL, which is progressive and resp ective sense of zero translation. â€Å"(Luo 120) In the age of information explosion, workload of translators has increased precipitously and they are likely to face more untranslatable items. In such situation, zero translation is a good solution because it can not only prove efficiency but also put one across communicational function. Zero translation approaches the original form with no or little change and provides better run acrossing of cultural meaning of SL for readers than traditional methods do. . 3 Usage of Zero Translation Before the concept of zero translation was proposed, its methods had been adopted in translation of, especially, proper names, abbreviation and words with special cultural meaning. Now, the author is going to provide some examples of zero translation. 3. 3. 1 Translation of victorian Names Proper names include peoples name, place name, price and abbreviation. Because of differences of pronunciation and writing system, proper names are more diff icult to translate than other words. In TL, there always is no equal part check to words of SL.But they are the most active part of language, thus they 10 will be communication obstacles if they are not translated. The translation of proper names, which should consider SL and keep accuracy, often adopts transference, transliteration and complementary translation. The following part will discuss the translation of peoples name, place name, terms and abbreviation. Terms are professional words in particular ambits with characteristics of time and profession. Because their meanings changed with the development of their own areas, translation of them must be accurate and zero translation is the best way to translate them.Examples of transference are desoxyribonucleic acid, SARS, USB and GPS, and those of transliteration include clone as ?? , gene as ?? and Hertz as ??. Although these examples look simple, zero translation manages to meet terms requirement of accuracy and standardizatio n. In Zero Translation: Translation Strategy of Standardization of scientific and Technological Terms, Wang Juxiang and Sang Yuanwei concluded that standardization of scientific and technological terms are translated most on the button by zero translation. (Sang, and Wang 35) Peoples name and place name contain obvious cultural identity.Place name often indicates geographic feature, products and history of the place. In the past, Chinese names were transliterated on the base of Wade-Giles romanization, which was invented by Thomas Francis Wade, a British diplomat. But the accuracy of Wade-Giles system has weaknesses, for example Peking as ?? and Chingtao as ? ? . With development of Standardization, peoples name and place name are transliterated on the base of Pinyin such as Beijing as ??. Many translations have been fixed and some of them are gobbler as ?? , Alice as ??? , London as ??.Because of cultural permeation, it is common for people to speak original names without any tra nslation to express their friendliness. Most names are transliterated but some adopt sound-meaning translation, for example Cambridge as ?? and New Delhi as ???. such variegation of translation means that translation of name is meet less strict and the world more candid and inclusive. 3. 3. 2 Translation of Abbreviation An abbreviation is â€Å"a short form of a word or expression. â€Å"( Longman Dictionary 11 of Contemporary English 3) Usually, but not always, it consists of a letter or group of letters taken from the word or phrase.It is satisfactory for people to read and write. For example, people usually do not speak or write face of Petroleum exportation Countries but its abbreviation, OPEC. such words have clear meaning but are too long for communication. They are created with social and scientific progress to meet the need of communication and have been widespread. Such words include ATM, NBA, gross domestic product and VIP, etc. People can translate every word of o riginal form into Chinese characters and results of such translation are correct, but these translations are still too long, for instance ??????? , ?????? , ??????.Therefore most abbreviations are transferred and some abbreviations are transliterated. Table 1 Translation of Abbreviation Abbreviati current Form Translation on Zero Method Translation OPEC Organization of Petroleum ??????? transference ??? Exporting Countries OPEC Transliteration WTO dry land Trade Organization ?????? WTO Transference WHO World Health Organization ?????? WHO Transference CEO psyche Executive Officer ????? CEO Transference GDP Gross Domestic Product ?????? GDP Transference TOEFL Transference TOEFL Test of English as a Foreign expression DNA Deoxyribonucleic Acid ? ??????? ???????? ?? Transliteration ????? DNA Transference 3. 3. 3 Translation of Words with cultural Meaning Zero translation is an effective strategy to translate words with unique cultural meaning. Such words, created in the history a nd tradition of particular group of people, have obvious features of area, history and nation. They are difficult for 12 translators because there is no equal part in TL. For example, people of TL cannot have the same feeling of people of SL when they read or hear Avatar because, in culture of TL, there is no such a god or person like avatar. Thus it is better to adopt transliteration to solve this problem.In translating ancient poems, it is difficult to translate traditional musical theater instruments such as ??. This unique instrument always leaves people deep beautiful impression of issue women. If it is translated as violin or other western instrument, foreign readers are likely to have ill-judged feelings. Thus it is better to translate it as genus Pipa by pinyin. The study of zero translation needs theoretic support. In the following part, the writer is going to analyze zero translation under functionalist theory. Chapter 4 Introduction to Functionalist Translation possibil ityTraditional translation theories focus on equivalence of text, which means the transmission of message, but neglect functions of translation such as cultural communication. Nidas theory of dynamic equivalence and that of functional equivalence break the limit of traditional translation theories, but they are inadequate to process cultural elements in ST. In 1970s, functionalist translation theory appeared in Germany and flourished. It deemphasizes the equivalence of text, puts translation action into cross-cultural communication and considers function of translation as the core of theory.There are four people making great contributions to functionalist theory. They are Katharina Reiss, Hans Vermeer, Justa HolzManttari and Christiane Nord. This part is going to introduce their studies. 4. 1 Katharina Reiss Reiss proposed a model of translation assessment based on functional kin between ST and TT in the book Possibilities and Limits of Translation Criticism. She points out that fu nction of text should be a criterion of translation criticism. Her theory binds to equivalence-based theory and advocates that the beau ideal translation is the achievement of equivalence of content, language form and 13 ommunicative function. But in practice it is unimaginable to achieve such equivalence. She is aware of the fact that not all functions of TT are the same as those of ST, and the form of TT is unnecessary to be same as that of ST, which means translation action does not need to achieve equivalence in traditional theories. Thus the function of translation is more great than equivalence. Translation criticism should depend on the detail of text, not on the analysis of features of original text, which takes antecedence over traditional theories.She thinks that a text has many functions but only one is dominant and this one controls the whole translation action. The judge of text type helps translators to determine the level of equivalence that should be achieved an d to give the proper translation strategy. Reiss divides text types into triple kinds, informative text, expressive text and operative text. Brand name belongs to the remainder kind whose purpose is to lead readers to act in a certain way. â€Å"Therefore, both the content and form are subordinate to the extralinguistic effect that the text is intentional to achieve.Operative text translation should be guided by the overall aim of saving about the same reaction in the audience. â€Å"(Zhang 10) 4. 2 Hans Vermeer Vermeer put forward the most important theory of functionalist theory, Skopos Theory. Skopos is a Greek word, meaning aim or purpose. He thinks that translation, like other human actions, has particular purpose, which is the core of the whole action of translating. Just as his teacher, Reiss, does, he considers that the purpose of translation determines which method should be used. ‘Skopos theory focuses above all on the purpose of translation, which determines translation methods and strategies that are to be employed in order to produce a functionally adequate result”(Mundy 97). Skopos theory has three rules, the skopos rule, the coherence rule and the fidelity rule. The skopos rule means the result of translation enables translation of text to realize its functions in the situation it is employ and with people who use it. In other words, the aim of translation determines the action of translation and the result of 14 translation decides selected strategy.The coherence rule, also called intratextual coherence, means that TT must be natural and fluent in TL and be understood by receivers, given the culture and fact of them. TT is the transmission of ST, and the content of TT must bear relationship with that of ST. Such relationship is called fidelity. From the above introduction to skopos theory, it is clear that the most element of translation action is addressee. Because receivers culture, knowledge and needs determine the metho d and the strategy of translation. The three rules should be applied in zero translation of brand name.The aim of brand name translation is to keep the flavor of brand name in ST, which is the first rule. The consequence rule is to make the result of translation acceptable and understandable in culture of TL. The last one, the fidelity rule, preserves features of original brand name as many as possible. Therefore zero translation of brand name must adhere to the three rules. 4. 3 Justa Holz Manttari Manttari further develops functionalist theory and expands the area in which functionalist theory is adoptable. In her theory, translational action is regarded as a complex action knowing to meet particular needs.Translation, driven by purpose, is to transfer message with cross-cultural communication. She mainly studies translational action, roles in such action and circumstance in which translational action occurred. 4. 4 Christiane Nord Nord firstly systematizes functionalist approac hes and introduces functionalist translation theory comprehensively in her book Translating as a Purposeful Activity: Functionalist Approaches Explained in 1997. She agrees with the above three scholars theories and creates her own theory, function plus loyalty. In her opinion, translators would abandon useless part of ST after they clarify the purpose of translation.She stresses the importance of ST and thinks that translators should be responsible for ST writers, TT addressees and initiators, and such responsibility is 15 loyalty. Loyalty is different from fidelity because fidelity is just the relationship between ST and TT but loyalty is interpersonal relationship among translators, ST writers, TT addressees and initiators. Besides purpose of translation, translators have to reach a balance among other groups. TT must achieve the purpose of translation such as cultural communication and satisfy ST writers, TT addressees and initiators as much as possible. . 5 Zero Translation of Brand Name in the Light of Functionalist Theory consort to functionalist translation theory, translation is a purposeful action and different text determines different translation strategy and criteria. Breaking through traditional translation theory, functionalist translation theory emphasizes the importance of function in military rating and action of translation. In translating brand name, â€Å"it is essential that in the target language the same effect be achieved as the original in the source language”(Reiss 41).As a new kind of translation method, zero translation can achieve functional equivalence furthest. Functions of brand name are transferring information of products and bear on consumption. Translation of brand name must realize those functions of original brand name. In other words, translation of brand name helps people of TL to understand and accept products by transferring features of products and meaning of original brand name across cultural boundary and to curve potential consumers to make a purchase. Zero translation is an effective method to translate brand name for following advantages.Zero translation transmits information of brand name with no acquittance or least loss of original form. It leaves customers of TL the same feelings as SL people have by lead TL customers to understand meaning of brand name in the circumstance of SL. Thus zero translation can preserve functions of SL brand name as much as possible. Another advantage is identification. Because zero translation keeps the form or the pronunciation of brand name in SL, it is easy to avoid confusion. For example, Windows, an operating system developed by Microsoft, once was translated as ?? , but its proprietor was unwilling to use this translation because ? was likely to mislead Chinese users to consider it as an operating system developed by domestic 16 companies, and customers befogged original user experience and feelings. Therefore Microsoft insisted on transf erring Windows in China. The next chapter is going to provide some examples of electronic products to prove the applicability of main methods of zero translation such as transference, transliteration and complementary translation. Chapter 5 Zero Translation of Brand Name of Electronic Products Peoples lifestyle and working pattern has been changed by electronic products including computer, digital camera and mobile phone, etc.These products bring about convenience and have been necessities for most people. In upstart decades, many international companies produce and sell their electronic products in China. In order to compete with domestic products, those international companies apply different translation methods to make their brand names acceptable in China. Some Chinese intend to buy products of foreign brand names because these products signify wealth and taste. In such situations, zero translation keeps form and pronunciation more completely than other translation strategies.T he writer finds that zero translation is common in translating brand names of electronic products because zero translation preserves the original flavor of brand name and wins customers favor. Transliteration is often applied to translate brand names, which are easy to be pronounced in Chinese and others are translated by transference and complementary translation. 5. 1 Transliteration Many foreign companies are named after its founder or the place where it was founded, and their meanings make no sense in Chinese culture. It is difficult and useless to transmit meaning of those brand names.Therefore transliteration is the best method if their phonetic symbols are similar with pronunciation of Chinese characters. Dell ?? and Nokia ??? belong to this kind. Some brand names reflect the history of company. For example Motorola ???? 17 is the combination of â€Å"motor” and rola. Motor means the company produced cars and rola is the suffix of Victrola, the name of predecessor of M otorola. The literal meaning of such brand name will not help people of TL accept its product because of the lack of cultural ground. It is better to transliterate them to keep the pronunciation.Transliteration is also applied to translate brand name with special meaning. The former name of Sony locoweed was Tokyo Telecommunications Engineering Corporation, but it was too long. In 1958, the former name was changed to Sony. The Sony name was created by combining sonus, the original Latin for sonic, meaning sound, with sonny, denoting small size, or a youthful boy. It was chosen for its simple pronunciation th at is the same in any language. The feature of Sony is conciseness and its meaning. But if translators want to express its meaning, TT will be too long and lose its feature.In China, it is transliterated to ? ? , which preserves the conciseness and the pronunciation of Sony. The writer will list more examples of brand name of electronic products. Table 2 Transliteration of Bran d Name Brand Name Transliteration Canon ?? Nikon ?? Olympus ???? Casio ??? Leica ?? Philips ??? Alcatel ???? Semheiser ???? Shure ?? 5. 2 Transference Some brand names are difficult to transliteration because of the difference of pronunciation between two languages and to translate their literal meaning with the 18 limit of length or the lack of original feelings.For this kind of brand name, the best translation method is transference. Thinkpad, created by module of IBM, combines think with pad. The pad is the notepaper used in IBM and the letter think is IBMs motto printed on the top of the note paper. Because the literal meaning of Thinkpad is ?? ?, which makes no sense in China, it is better to keep its original form. Like the translation of Thinkpad, transference is also applied in translating Android, a mobile operation system developed by Google, Shuffle, a MP3 player produced by Apple, Nexus, a mobile phone designed by Google, and Palm, a mobile phone producer. . 3 antonymo us Translation â€Å"Complementary translation in brand name translation is a method by which translated brand name is not only homophonic with the original, but also has specific meaning. ” (Zhang 27) It keeps phonetic feature of brand name and change the form of TT with artful skills. For example, the translation of Galaxy, a series of mobile phone designed by Samsung, is ??. The literal translation of Galaxy is ?? , but it cannot express its top status among mobile phones as ?? does. The writer collects fifty foreign brand names of electronic products and analyzes their translation methods.Here is the result of the survey. Table 3 Result of a Survey on Methods of Brand Name Translation Translation Transference Transliteration enumerate Percentage Literal Free Mixed translation method Complementary translation translation translation 7 24 5 3 5 6 14% 48% 10% 6% 10% 12% Zero translation 72% 19 Conclusion In this thesis, zero translation is divided into two kinds, absolute z ero translation and relative zero translation, like Liu Mingdong’s classification, but the former one is transference and the latter covers transliteration and complementary translation.The item, zero translation was brought about following the concept of untranslatability, which is undeniable to some degree because of the difference between culture of SL and TL. The aim of zero translation is to express effects of product and information pf producer in the culture of SL without any loss and zero translation is better than other translation strategy because it shows the cultural meaning in the form of SL. Zero translation focuses on the purpose of translation without the emphasis on equivalence of content, therefore zero translation corresponds the functionalist theory.By analyzing these examples of brand names of electronic products, this thesis proves that zero translation succeeded in meeting requirements of brand translation, thus zero translation is an applicable method in brand translation. 20 Reference 1. Du, Zhengming. [??? ], ??? , ?? , ??????????? ????? ???? (? )2000. ?????. ?? : ????????? ?, 2000 2. Holz-Manttari, Justa. Translational Action: Theory and Method. kidnap: ingrain Foreign Language development Press, 1984 3. Liu, Mingdong. [ ??? ], ? ???? . ? ????? , 2002,(1): 29-32 4. Longman Dictionary of Contemporary English.Beijing: Foreign Language tenet and Researching Press, 2004 5. Luo, Guoqing. [??? ]. ??????? :??????. ???? , 2011,(2): 116-120 6. Mundy, Jeremy. Introducing Translation Studies Theories and Applications. London and New York: Routlege 2001 7. Newmark, Peter. A textbook of Translation. Shanghai: Foreign Language Teaching and Researching Press, 2001 8. Nord, Christiane. Translating as a PurposefulActivity-Functionalist Approaches Explained. Shanghai: Shanghai Foreign Language Education Press, 2001 9. Qiu, Maoru. [ ??? ], ? ?????? . ? ????? , 2001,(1): 24-27 10.Reiss, Katharina. Translation Criticism: The Potentials and Li mitations. Shanghai: Shanghai Foreign Language Education Press, 2004 11. Sang, Yuanwei; Wang, Juxiang. [???? ??? ], ??? :????? ??? â€Å"?? ”??. ?????? , 2006(2): 32-35 12. Vermeer, Hans J. Skopos and Translation Commission. Shanghai: Shanghai Foreign Language Education Press, 2000 13. Zhang, Mengya. [??? ], â€Å"??????????????? â€Å", ? 21 ????? , 2009 22 Acknowledgements First and foremost, I would like to show my deepest gratitude to my tutor, Professor Liu Shizhu, who is a devoted, professional, resourceful scholar.He has helped me in more than one way during my college study as well as in my thesis writing. He lights the way for me. Thanks to his inspirational ideas, I chose translation of brand name as the thesis theme. In the writing process, he helped me with encouragements and guidance. I should say that without his help, there is no chance that this thesis would be present. In the second place, I would like to thank my family for their care and support for me. T here is nothing more valuable to me than the love from family members.I still remember the day when I got stuck on writing the thesis; it is my father’s words encouraged me to look ahead. I should thank my cause for her delicious dishes and I owe a lot to my grandfather. My family has taught me to be a decent person, a person values honor and cares for others. Last but not least, I would like to extend my sincere give thanks to all those who have helped me make this thesis possible and better. My lovely friends, my cheerful roommates, and the girl I want to spend my life with. They all help me, on the thesis or in my life. 23 24\r\n'