ABSTRACT
Clothing industry is an important part of Chinese industries and China is the biggest producer and processer of clothing in the world. With the development of economic globalization, more and more Chinese clothing products have entered into the international market, facing intensified competition and challenges. In order to improve the translation quality of our clothing’s brand names, to help domestic clothing enterprises reach out to the world and set up their own brand names in the international market successfully, under the guidance of Skopostheorie and its basic rules, this paper tries to analyze some selected cases of domestic clothing’s BNT and compare with some selected cases of famous international clothing’s brand names. Finally, this paper concludes some suggestions and methods to improve the translation quality.
Key words:clothing; brand name translation; skopostheorie
Contents
1.Introduction 1
2. Skopostheorie and achievements and current situation of BNT 2
2.1 Development and basic rules of Skopostheorie 2
2.2 Previous research of BNT 4
3. The factors to be considered in BNT 6
3.1 Culture factors 6
3.2 Consumer psychology 6
3.3 Commercial factors 7
3.4 Legal factors 7
3.5 Globalization background 8
4. Comparative analysis of cases of clothing’s BNT with the guidance of Skopostheorie 9
4.1 Comparative analysis of international and domestic clothing’s BNT 9
4.2 Comparative analysis of domestic clothing’s BNT in different periods 19
5.Conclusion 21
5.1 Main results of comparison of clothing’s BNT 21
5.2 Suggestions and methods to improve the quality of translation 21
Acknowledgements 22
References 23