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Abstract: This paper aims to expound the functions of brand names and analyzes the influencing factors on translation of garments’ brand names from the perspective of Eco-translatology theory, including cultural factors of the target customers, psychological needs and legal factors. This research also discusses the techniques of the translation of garments’ brand names under the Eco-translatology theory, such as adaptive transformation from the linguistic dimension, cultural dimension and the communicative dimension.
Key words: Eco-translatology theory; garments’ brand name; translation; three-dimensional transformation
CONTENTS
Abstract
摘要
1. Introduction to Brand Names.1
1.1 Brief Introduction to Garments’ Brand Names
1.2 The Functions of Brand Names
1.2.1 Identifying the Source and Information of Products
1.2.2Guaranteeing the Quality of Products
1.2.3 Advertising Function
2. Overview of Eco-translatology.4
2.1Background and Development
2.2 ‘Three-dimensions’ of Eco-translatology
2.2.1 Adaptive Transformation from the Linguistic Dimension
2.2.2 Adaptive Transformation from the Cultural Dimension
2.2.3 Adaptive Transformation from the Communicative Dimension
3. Translation of Garments’ Brand Names Based on Eco-translatology Theory6
3.1 The Factors to Be Considered in Translation of Garments’ Brand Name
3.1.1 Cultural Factors
3.1.2 Psychological Factors
3.1.3 Legal Factors
3.2 Techniques and Examples under the Eco-translatology Theory
3.2.1 Adaptive Transformation from the Linguistic Dimension
3.2.2 Adaptive Transformation from the Cultural Dimension
3.2.3 Adaptive Transformation from the Communicative Dimension
4. Conclusion.10
Bibliography12
Acknowledgements.13