1、AcknowledgmentsThanks for giving me this chance to achieve this paper and to make the conclusion for my four years education. Through writing this paper, I have gained more knowledge than I expected.My sincere thanks are due to my supervisor, Mr. Zhan Jianhua for helping me to clarify my thought and

2、 sharpen my thinking.Here, I also want to give my thanks to other teachers and my classmates who gave me much help. Thank you!AbstractThe Chinese liquors have a long and abundant culture, liquors are both the material confidant and the emotional support of human beings. For thousands of years, with

3、every dynasty birth, the development, prosperity, decline and death of the liquor history let the world see the cultural history of the past. With the improvement of peoples life, liquors has been an important gift of festivals, congratulations , celebration and the essential spirit drinks and embod

4、ied the unique customs and culture of the Chinese nation, which adds a harmonious and happy atmosphere to peoples life.In this paper, English translation of some Chinese liquor brand names are analyzed based on Skopos theory, and the results suggested that most of the translations are incompetent. A

5、ccording to Skopos theory, translators should adhere to the principles of information， simplicity and aesthetics in the translation of Chinese liquor brand names. That is, translators should adopt different translation strategies such as literal translation and transliteration to translate the liquo

6、r names according to the features of different liquor products.Key words: Chinese liquor culture; liquor brand names; Skopos theory; translation strategies; translation principles摘 要 HYPERLINK javascript:; 中國酒文化淵源流長, 酒是人們的物質“知己”，是人們的感情依托、生活伴侶。 HYPERLINK javascript:; 幾千年來，酒伴隨歷史，隨著一個個朝代的誕生、發展、繁榮、衰敗、滅亡

7、，讓世人看清人文歷史的過去。 HYPERLINK javascript:; 隨著人民生活水平的不斷提高，酒已是過節、喜日祝賀、好友相聚、歡慶勝利必不可少的助興飲品及精神伙伴， 體現了中華民族特有的風俗文化， 給人們的生活增添了和諧和歡樂氣氛。 HYPERLINK javascript:; 本文以德國功能派目的論為理論依據，對我國市場上部分白酒英文名進行了分析。 HYPERLINK javascript:; 對于白酒酒名這種特殊文本，譯者在翻譯時應當遵循信息原則、簡潔原則及審美原則。根據不同酒名的具體特點，采取直譯或意譯等翻譯策略。 HYPERLINK javascript:; 關鍵詞：中國白酒

8、文化; 白酒商標名稱；目的論，翻譯策略 ，翻譯原則BibliographyThe Implication of Chinese Liquor Culture and its Translation1. IntroductionChinese liquor has the longest history, the most abundant culture and the most consumer groups among the seven distilled liquors in the world. China liquor culture is bright, it also has

9、a long history, which is an exotic flower in the cultural garden and a part of Chinese civilization. In the long river of history, Chinese liquor and its culture has almost penetrated into every corner of social life.The significance of the research on Chinese liquor culture is conducive to create a

10、 good social development environment, to product innovation so that can affix to consumers and constantly meet consumers demand. Further more, it is helpful to provide the better and more material and spiritual enjoyment for people. Finally, this research is beneficial breakthrough the old and wrong

11、 concepts of the liquor names and to give new meaning of liquor culture, so that the liquor industry can develop in a healthy way, which is conducive to build liquor brand names and promote the process of internationalization of Chinese liquor.2. The Concept of Chinese Liquor CultureThe so-called cu

12、lture refers to the material wealth and spiritual wealth created in the process of human social history. As a special drink ,liquor is material, but the liquor also in peoples spiritual life. Through its color and taste, people can get wonderful feelings after getting a sense of enjoyment of drinkin

13、g. But alcohol does not only meet the physiological requirements, but get far more than consumption of music, mostly as a cultural symbol and a kind of cultural consumption, to describe a kind of etiquette, a foil atmosphere, and to create a fun of mind.Chinese liquor culture can be summed up that t

14、he Chinese liquor as the center, and its radiation of material and spiritual wealth. Firstly, Chinese liquors process of creation and production is one of the materials that created in history, and it is also as an result of continuous exploration by generations. Secondly, for thousands of years, Ch

15、inese liquor has penetrated into every corner of the society and played an important influence on the social relations, ideology and art. Therefore, the Chinese liquor culture system is a relatively luxuriant, integrated and systematic culture system.3.The unique cultural words formed under Chinese

16、liquor cultureThe term culture refers to the things and concepts in a particular culture. Different cultural origins and customs of liquor have created different cultural meanings, which are reflected in life.Finger guessing game is an unique thing of Chinese liquor culture, HYPERLINK javascript:; w

17、hich is fun at the banquet of the drinking game.Chinese like to talk about drinking manners and morality of the liquor. Liquor manner refers to liquor and the other related reasons and morality refers to the virtue and interests during the drinking. When people drink liquor together on the table, we

18、 often hear some words such as someone without morality or someone has a poor manner of drinking and other comments. Here,the drinking manner should be the character quality and service reputation for people.4.Some Aspects of Chinese Liquor in LifeLiquor, as one of the most well-known special bevera

19、ges in China, it can be said that the liquor culture has permeated into the whole Chinese nation history and all aspects of the field of Chinese culture, played an important role of the China cultural history and also left a precious legacy of countless and rich cultural achievements. Chinese cultur

20、e contains a variety of cultures, while other cultures can only resonate with other cultures, but the liquor culture and other cultures coexist and develop together. Liquor is a living thing, but the liquor culture is the spirit of heritage, it can be said that the liquor culture is not only the car

21、rier of multi-culture, but also the fetters of multi-cultural connections.4.1 Liquor and Nature HYPERLINK javascript:; Liquor is the crystallization of nature, the essence of food and the darling of micro-organisms. The food is the product which the nature carefully cultivates all the way, the water

22、 is the natural life, the microorganism is the smallest individual in nature and also the most mysterious aborigines. Rich microorganisms in nature created a diversified development of liquor, while the nature is the inventor of liquor. In the old stone age, our ancestors discovered this phenomenon

23、and then follow this phenomenon to brew with the remainder of the food. Water is a natural flow, driving the growth and reproduction of all things, so that life can survive. Water is the essential raw materials in the production of liquor making, and the brewing water is an indispensable factor in t

24、he process of liquors production, so that water is the blood of liquor and the soul of liquor. Nature creates the food, and food solve peoples energy requirements, whats more, human beings use food, water and microorganisms to create the liquor. Therefore, the nature has the closed relationship with

25、 liquor.4.2. Liquor and SacrificeIn this huge universe, the different environment and the races constituted all kinds of different styles of sacrifice culture. Throughout the country and abroad, the diverse sacrifice of various ethnic groups can be described as a colorful ceremony. Sacrifice is an i

26、mportant part of the ritual in the Chinese culture, HYPERLINK javascript:; and the most important part of Confucianism, Taoism and Buddhism. The objects of sacrifice in China are divided into three categories: the god, the earth and the ghosts.Qingming, Dragon Boat Festival and Double Ninth Festival

27、 are the days to do the veneration of the dead. On the one hand, it is to pay homage to their ancestors; on the other hand, it is to declare that they are descendants of China. The food on table are constantly changing with a lot of ritual activities, but since ancient times,the liquor is the only c

28、onstant libation and it is the indispensable part in the ritual activities. In ancient times, liquor had the poor production, people thought that our ancestors are protecting the production of liquor, so liquor is generally used for sacrifice until today. Liquor culture has penetrated into the ritua

29、l culture and updated with sacrificial cultures development, adding a beautiful landscape for the ritual culture, thus, liquor is closely related to sacrifice.4.3 Liquor and LiteratureChinas literature and culture are abundant, colorful and endless, it can be said to be the worlds most beautiful and

30、 unique charm of the culture. From the beginning of Book of Songs, literature and liquor have blended, HYPERLINK javascript:; poetry is the core of life, liquor is the manifestation of life, liquor and poetry are closely linked to the text. Many ancient people entered the literature with liquor, cre

31、ating a lot of literature related to liquor. The Tang Dynasty Li Bais poem “Invitation to Wine”, pushed the literature and liquor to the top, combined with the taste of liquor and literature, we can realize the mystery between them. Chinas four major masterpieces, whether it is the author himself, o

32、r the masterpiece itself, both of them are inextricably linked. Especially the Confucian culture, Confucian connotation emphasize the golden mean, advocating wisdom and faith, and the gentle and elegant style of liquor, the liquor culture with its ancient pristine, showing the true meaning of the wo

33、rld heritage.4.4 Liquor and Human BeingsPeople dominate the subjective consciousness, liquor is the passive substance, so only the talent can dominate liquor, liquor can merely affect human beings domination and behaviors instead of guiding peoples thoughts in the end. For example,the King Zhou in S

34、hang Dynasty, people did not know that whether the “liquor extravagant orgy” led to King Zhou or his love of liquor tarnished the liquors reputation. Consequently, some people stick on a label “tyrant” to the liquor. Li Bai in the Mid Tang Dynasty and Du Fu in the late Tang Dynasty, their obsession

35、with liquor helped their works spread for thousands of years. To liquor, everyone has his own attitude, some people suggest that human beings should forbear from drinking alcohol in daily life, while others do not agree with this opinion, for liquor also has its instrument.People invented the game i

36、n the process of drinking and increasing fun during the process of drinking. Human beings have subtle and intricate feelings about liquor, vice versa, the liquor culture also show the connection between the liquor and men.5. The Analysis of the Advantages and Disadvantages of Chinese English Transla

37、tion of Liquor Based on Skopos Theory5.1 Skopos Theory5.1.1 The Formation and Development of Skopos TheoryIn 1970s, the German scholar Katharina Rice put forward the theory of functional approach for the first time and introduced the concept of “functional type” into translation theory. In view of t

38、he deficiency of functionalist translation theory, she put forward the principle of function plus loyalty(功能加忠誠), which is a supplement to skopos theory. The principle of function plus loyalty emphasizes that translation is the translated text in which created itself to play a certain function and i

39、ts relation to the source text will be embodied in accordance with the expected or desired function of the translation.5.2The Three Principles of Skopos TheoryThe core concept of skopos theory is that translation methods and translation strategies must be determined by the intended purpose or functi

40、on of the target text.The skopos theory gets rid of the traditional translation theory and does the translation studies from a new perspective, its core point are the three rules of translation that summed up by Nord, namely skopos rule, coherence rule and fidelity rule .5.2.1 The Skopos TheoryAccor

41、ding to Vermeers theory, the skopos rule is the supreme rule of translation. He believes that every text is based on a certain purpose and should be achieved this purpose. Nord continues to Vermeers view and he puts forward that there are three possibilities with the purpose of translation : firstly

42、, HYPERLINK javascript:; the translator should achieve the basic purpose in the process of translation; secondly, the translation should achieve the communicative goals in the target text; thirdly, to achieve a certain translation purpose with using the specific translation strategy. Nord also point

43、s out that the purpose here refers to the purpose of the target text.The skopos rule emphasizes that the translation strategy must be determined by the intended purpose or function of the target text, the quality of the translated text depends on whether it achieves the function of the target text o

44、r not in the end. The main purpose of the translation of liquors name is to communicate, in order to introduce the product to the overseas customers effectively , thereby affecting their behavior, so that the customers could understand, accept and buy products.5.2.2 The Coherence RuleThe coherence r

45、ule refers to the translation must conform to intratextual co-herence standard, namely the translated text should possess both readability and acceptability, therefore to make readers understand the target culture easily and know about the correct meaning of the communicative context. Therefore, the

46、 translator should take full account of the cultural background of the target language readers and make appropriate adjustments to the target text in order to meet the target readers reading habits.5.2.3 The Fidelity Rule HYPERLINK javascript:; The fidelity rule is also called the intertextual coher

47、ence, that is the translation text should be faithful to the source text, and the degree and form of the fidelity depends on the translators understanding of the source text and the purpose of the translation.5.3 The Evaluation Criteria of TranslationThe skopos theory uses adequacy instead of equiva

48、lence as a criterion for evaluating translation. In the framework of skopos theory, adequacy refers to the translation should meet the requirements of the target text. this is a dynamic concept related to translation. Equivalence refers to that although the source text and the target text have diffe

49、rent cultural contexts, but the translated text can achieve the similar communicative function. Equivalence is just a form of adequacy and a static concept to describe the results of translation. Therefore, the coherence rule and the fidelity rule are not universally applicable for every text., in t

50、he process of translation, translators should use the adequacy as the criterion to evaluate the standard of translation.Different from the traditional equivalence theory, the skopos theory in German does not focus on whether the translated text is equal to the source text, but emphasizes that the tr

51、anslator should begin translate with the intended function of the target text, combined with the cultural and contextual factors then choose the best translation strategy. In other words, the translators translation strategies must be determined by the intended purpose or function of the target text

52、. At the same time, on focusing on the function, the theory also emphasizes the readability in the target environment, namely the coherence rule, as well as between the translation and the original intertextual coherence, namely the fidelity rule, but both of these two rules must obey the skopos rul

53、e. That is to say, if the purpose of translation is to change the function of the translation without keeping the coherence, the standard is no longer the internal coherence between the source text and the target text, but is the adequacy and appropriateness of the target text. When the conflict bet

54、ween the coherence rule and the fidelity rule, the fidelity rule must belong to the coherence rule.6.The Situation about the Translation of Chinese Liquor NamesAccording to the market-research about researching more than 600 well-known kinds of liquor brands on the domestic market, the research show

55、s that among these 600 kinds of liquor brands, the proportion of English translation names on the packaging are 458, so the rate of English translation names is close to 80%, which reflects a large number of liquor companies can follow the social trend and realize the importance of the liquors Engli

56、sh translation names.However, after the analysis of the current English translation names with the skopos theory, the report manifests that there are few qualified translations. At present, the main methods of the translation of liquors names are transliteration and literal translation. The specific

57、 number and proportion are followed by the Table One.Table One the Number and Proportion of Various Types of LiquorEnglish Translation Type Number Proportion(%)Transliteration 414 90.4Literal translation 9 2.0It can be seen from Table One that transliteration is one of the translation strategies tha

58、t used by most liquor companies in China. Next, the paper will do the specific analysis for the transliteration and literal translation.6.1 TransliterationTransliteration is a method that make use of two very closed speech sounds, then transform the words of the text from one language into another l

59、anguage. In most conditions, transliteration refers to the pronunciation of foreign languages, which is similar to Chinese characters, such as Glenfiddich (格蘭菲迪士) Martell (馬爹利) Bacardi (百加得), these translations put to use the method of transliteration.But in recent years, the academic circles also u

60、se Chinese pinyin to translate Chinese words directly and scholars also understand the phenomenon as transliteration. The transliteration also known as transfer, which is use a kind of symbol(for example the Latin alphabet) to express the characters of another writing systems (for example Chinese ch