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功能翻译学派的核心理论是目的论,目的论融入了“交际理论”和“文化理论”等理论,商标词翻译不单是一种语言转换,还是跨文化的语际交流行为,商标词翻译中应当在功能翻译理论的指导下,基于商标词的特征和功能,以及商标词翻译中涉及的文化因素,突出商标的语义功能、译入语的联想意义、消费心理和美感功能,以实现翻译目的。
The core theory of functional translation school is teleology, teleology incorporates theories such as “communicative theory ” and “cultural theory ”. Trademark word translation is not only a language conversion, or cross-cultural intercultural communication, Based on the features and functions of trademark words and the cultural factors involved in the translation of trademark words, the translation of words should emphasize the semantic function of trademarks, the associative meaning of translated words, the psychology of consumer psychology and the aesthetic sense Achieve the purpose of translation.