기능주의에서 본 브랜드의 중국어 번역 양상 -화장품 브랜드 네임을 중심으로

Abstract

This thesis identifies the ways to realize equivalent effect by studying translation of names of Korean and other foreign cosmetic products sold in China. Seen from a functional point of view, the purpose of name translation is to accomplish a particular task, which is stimulating the desire to purchase. After studying the patterns of name translation of 100 cosmetic products - 26 Korean and 74 other foreign branded items, the paper found that the proportion of translation done based on sound was 57.7% among Korean products and 66.2% among other foreign brand items respectively. The results make this method of translation translators’ favorable choice in their pursuit to accomplish equivalent effect. However, Korean and other foreign brands showed different characteristics in their translation of their brand names. First, names of many foreign brands were originated from those of founders, thus most of the brand names were translated based on how they sound. On the contrary, not a single name of Korean brarnds came from their founders,' but mainly from names of persons in myths. Second, there was a distinct difference in translation methods employeed by Korean and foreign brands. While foreign brands didn't do direct translation frequently, their Korean counterparts opted for direct and indirection translation in equal proportions.