Functionalist Perspective of Translation on Brand Migration in the Context of China and Brazil
DOI:
https://doi.org/10.34019/2318-3446.2021.35551Keywords:
translation of brands, functionalist theory, Principle of PurposeAbstract
According to the functionalist theory, translation is a process of intercultural communication that has as result a text that can work appropriately in specific situations and contexts. From this point of view, this paper aims to explore the function of translation and the application of functionalist approaches to the translation of brand names in the context of China and Brazil, analyzing real examples. Due to its particular nature, a brand name must be translated in a very different way than that of literary, scientific or works of other genres. The analysis conducted in this paper shows that the most successful brand name translations are those that follow the functionalist theory – instead of those more faithful to linguistic aspects –, that is, the translation focused on maintaining the function and purpose of the translation - the brand's dissemination and attracting customers, in this specific case.
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