从目的论角度分析服装品牌名称翻译

.z**科技学院学士学位论文摘要服装行业一直是我国非常重要的产业，我国是世界最大的服装生产加工大国。随着经济全球化的不断深入与开展，我国服装产品越来越多的进入了国际市场，也面临着剧烈的竞争与挑战。为提高我国服装品牌名称的翻译质量，使国内各服装企业走向世界，在国际市场上成功树立自己的品牌，本文依据翻译目的论的根本原则结合品牌名称翻译中需考虑的因素，试探讨国内服装品牌名称的翻译案例，并与国际知名服装品牌进展比照分析，最后提出了提高翻译质量的一些建议与方法。关键词：服装；品牌名称翻译；目的论ABSTRACTClothingindustryisanimportantpartofChineseindustriesandChinaisthebiggestproducerandprocesserofclothingintheworld.Withthedevelopmentofeconomicglobalization,moreandmoreChineseclothingproductshaveenteredintotheinternationalmarket,facingintensifiedpetitionandchallenges.Inordertoimprovethetranslationqualityofourclothing’sbrandnames,tohelpdomesticclothingenterprisesreachouttotheworldandsetuptheirownbrandnamesintheinternationalmarketsuccessfully,undertheguidanceofSkopostheorieanditsbasicrules,thispapertriestoanalyzesomeselectedcasesofdomesticclothing’sBNTandparewithsomeselectedcasesoffamousinternationalclothing’sbrandnames.Finally,thispaperconcludessomesuggestionsandmethodstoimprovethetranslationquality.Keywords：clothing;brandnametranslation;skopostheorie.zContentsTOC\o"1-4"\h\z\u1．Introduction12.SkopostheorieandachievementsandcurrentsituationofBNT22.1DevelopmentandbasicrulesofSkopostheorie22.1.1Backgroundanddevelopment22.1.2Basicrules32.2PreviousresearchofBNT43.ThefactorstobeconsideredinBNT63.1Culturefactors63.2Consumerpsychology63.3mercialfactors73.4Legalfactors73.5Globalizationbackground84.parativeanalysisofcasesofclothing’sBNTwiththeguidanceofSkopostheorie94.1parativeanalysisofinternationalanddomesticclothing’sBNT94.1.1Analysisoffamousinternationalclothing’sbrandnames9Analysiswithinthecategoriesofproductattributes9Analysiswithinthecategoriesofconsumers114.1.2Analysisoffamousdomesticclothing’sBNT13Analysiswithinthecategoriesofproductattributes13Analysiswithinthecategoriesofconsumers154.1.3parisonoftheirsimilarities,differencesandgaps184.2parativeanalysisofdomesticclothing’sBNTindifferentperiods194.2.1TheperiodafteropeningupbeforeChina’senteringtheWTO194.2.2TheperiodafterChina’senteringtheWTO195．Conclusion215.1Mainresultsofparisonofclothing’sBNT215.2Suggestionsandmethodstoimprovethequalityoftranslation21Acknowledgements22References231．IntroductionBrandisanabstractconceptwhichconsistsofseveralelements.Ingeneral,brandisregardedasaremarkablesignusedbymodityproducersandoperators,forconsumerstodifferentiatethesourceofmodities[1]1.Brandhasseveralbasicfunctionssuchas:distinctivefunction,namelybrandcandistinguishandindividuateaproductandapanyfromothers;legalprotection,namelybrandcanprotecttherightsandinterestsofapany;qualityassurance,asconsumerstendtorelatethequalityofagoodtoitsbrand,areputedbrandcanalwaysconvinceitsconsumersthatthegoodisofassuredgoodquality;establishingenterpriseimage,namelyafamousbrandcanhelptoestablishgoodenterpriseimagetomaketheenterprisemorepetitiveamongothers.Itisapreciousintangibleassetofanenterpriseandanine*haustibleresourceofpropertywhichplaysanimportantroleinmarketingactivity.Abrandnameisanindispensableelementofabrandwhichcancreateidentitiesandisofsignificantvalueforthewholeenterpriseinthepetitiveglobalmarket.Awelltranslatedbrandnamecanreflectbrandimageandconveyproductinformationwhileanotproperlytranslatedbrandnamecancauseagreatlossbothofmoneyandreputationtotheenterprise.AfterChina’sreformandopeningup,theeconomydevelopsrapidlyandChinahasalsoenteredtheWTO,numerousChineseproductshaveeintotheworldmarket.Inordertoestablishasuccessfulinternationalbrand,ane*cellentbrandnameandagoodtranslationshouldbetakenasthefirstandforemostmatterbecauseawelltranslatedbrandnamecontributestothegoodreputationofapanyanditsproducts.NowadaysChineseClothingindustryhasbeeanimportantpartoftheinternationalclothingindustry.Inordertoimprovetheirpetitivestrength,manyforeigntradeenterprisesofclothinghaveattachedgreatimportancetobrandstrategyinordertosetuptheirownbrandimageintheworldmarket.Asakindofnecessarydailymodity,thesignificanceofclothing’sBNTdeservesourspecialattention.Thispaperwille*plorethetranslationofclothing’sbrandnamesbyanalyzinganumberoftranslationcasesandtrytofindoutsomemethodstoimprovetranslationqualitywiththeguidanceofSkopostheorie.2.SkopostheorieandachievementsandcurrentsituationofBNTManyscholarshavestudiedBNTundertheguidanceofsometranslationtheoriesandprinciplessuchasfunctionalequivalenceproposedbyEugeneA.Nidaandprincipleof“faithfulness〞,“e*pressiveness〞and“elegance〞putforwardbyYanFu.However,asBNThasitsowncharacteristicsandple*itybecausemanyfactorssuchaslanguage,culture,merce,lawshouldbetakenintoconsideration.ThispaperprefersapplyingSkopostheorieasaguidancetheory.Inthischapter,basicinformationofSkopostheorieandpreviousresearchofBNTwillbepresented.2.1DevelopmentandbasicrulesofSkopostheorieSkopostheorieisatranslationtheorythatisworthyofmoreattentionasitbreakstherestrainsoftraditionaltranslationtheoriesonthebasisofinheritingtheappropriateelementsoftraditionaltranslationtheoriesandwhat’smore,Skopostheoriehasstrongpracticalsignificanceandfeasibility.BackgroundanddevelopmentSkopostheorieisatranslatingtheorywhichsprungfromGermanyin1970s.Itadoptstheconceptofskoposwhichgenerallyreferstothepurposeofthetranslatedte*tintranslation.AccordingtoSkopostheorie,anytranslationalaction,includingtranslationitself,isanaction.ThedevelopmentofSkopostheoriehasmainlyundergonefourperiods:Reiss’sFunctionalCategoryofTranslationCriticism;Vermeer’sSkopostheorieandBeyond;Holz-Manttari’sTheoryofTranslationandNord’sFunctionplusLoyalty[2]12.In1971,itwasfirstlyraisedinKatharinaReiss’sbookPossibilitiesandLimitsofTranslationCriticism.Reissdevelopsamodeloftranslationcriticismbasedonthefunctionalrelationshipbetweensourceandtargette*tsonthebasisofequivalence[3]9.Then,in1978,HansJ.Vermeer,astudentofReiss,publishedanarticleAGeneralFrameworkTheoryofTranslation.VermeercallshistheorySkopostheorie,atheoryofpurposefulaction.InVermeer’sapproach,translationisaformoftranslationalactionbasedonasourcete*t.Accordingtohim,thepurposeofthetranslationdependsonthee*pectationsandneedsofthetargetreaders[310-12.Thirdly,JustaHolz-Manttariplacesspecialemphasisontheactionalaspectsofthetranslationprocess,analyzingtherolesoftheparticipantsandthesituationalconditions.Hertheoryisbasedontheprinciplesofactiontheory[3]12-13.Finally,ChristianeNordaddstheloyaltyprincipletoSkopostheorie.Inher1997bookTranslatingasaPurposefulActivity,shepointsoutthelimitationsoftheSkoposmodel:whenthetranslationbriefrequiresatranslationwhosemunicativeaimsarecontrarytoorinpatiblewiththeauthor’sopinionorintention,therewouldbenorestrictiontotherangeofpossibleends.AccordingtoNord,loyaltymitsthetranslatorbilaterallytothesourceandthetargette*ts,anditisaninterpersonalcategoryreferringtoasocialrelationshipbetweenpeoplewhichmeansthatthetarget-te*tpurposeshouldbepatiblewiththeoriginalauthor’sintentions.Thefunction-plus-loyaltymodelisananswertothosecriticswhoarguethatthefunctionalapproachleavestranslatorsfreetodowhatevertheylikewithanysourcete*t,orworse,whattheirclientslike[3]124-BasicrulesBasicrulesofSkopostheoriecanbedividedintotwocategories:universalrulesthatadapttoalltranslationprocessesandspecialrulesadapttospecialsituations.Theuniversalrulesconsistofskoposruleandloyaltyrule.(1)Theskoposrule“skoposrule〞isthekeyrulethatshouldbeobeyedduringthetranslationprocessaccordingtoSkopostheorie.SkoposisaGreekwordfor“purpose〞.HansVermeerputsit,WhattheSkoposstatesisthatonemusttranslate,consciouslyandconsistently,inaccordancewithsomeprinciplesrespectingthetargette*t.Thetheorydoesnotstatewhattheprincipleis:thismustbedecidedseparatelyineachspecificcase[3]30.Ingeneral“skopos〞referstothemunicativegoalofthetargette*t.NordparaphrasesthemainideaofSkopostheorieas“thetranslationpurposejustifiesthetranslationprocedures〞and“theendjustifiesthemeans〞[3]124.(2)Intrate*tualcoherenceandinterte*tualcoherenceCoherencerulesbelongtotheskoposruleandconsistofintrate*tualcoherenceandinterte*tualcoherence.Intrate*tualmeansthereceivermustbeabletounderstandthetargette*twhichmustbemeaningfulintargetlanguagecultureandmunicationenvironment.Atranslationshouldbearsomerelationshipwiththesourcete*t.Thisrelationshipiscalledinterte*tualcoherenceorfidelity.Interte*tualcoherenceshoulde*istbetweensourceandtargette*t.Theformofitdependsonthetranslator’sprehensionofthesourcete*tandthetranslationpurpose.Coherencerulesarespecialrulesbecausewhethertheyareapplicableornotdependsontheconcretepurposeoftranslation[2]20.(3)LoyaltyruleTheloyaltyruleisputforwardbyNordasanaddition.InNord’sfunction-plusloyaltyfunctionreferstothefactorsthatmakeatargetworkintheintendedwayinthetargetsituation.Loyaltyreferstotheinterpersonalrelationshipbetweenthetranslator,thesource-te*tsender,thetarget-te*taddresseesandtheinitiator[3]126.Theloyaltyrulerequiresthetranslatortoberesponsibleforallparticipantsintheprocessoftranslationandtomediatetheirinterestsandseektheunderstandingofallsides.2.2PreviousresearchofBNTTheresearchofbrandnamecanbetracedbacktothebeginningof20thcenturyabroad.Atthattime,afamouspsychologistfromUniversityofMinnesota,HarlowGale,establishedthefoundationofadvertisingthroughhisbookAdvertisingPsychologyin1900withWalterDillScott’sbookThePrincipleofAdvertisement[4]7.Inthepastfewdecades,manyotherscholarsemphasizeonbrandnametranslation.Someofthemfocusontherulesandmethodsinbrandnametranslating.Fore*ample,Stewart-AllenandAllysonLconsiderthatpetentlymunicatingthebrandinternationallyisoneofthefirstrulesofeffectivemarketing[5].Someotherscholarshaveputforwardsomeusefultranslationmethodsfromalinguisticaspect,likeShiZhangandBerndH.Schmitt[6].Theyconceptualizethelocalbrand-namecreationprocessinamultilingualinternationalmarketandpresentaframeworkthatincorporatesalinguisticanalysisofthreetranslationmethodsnamelyphonetic,semantic,andphonosemanticandacognitiveanalysisfocusingontheimpactofprimesande*pectationsonconsumernameevaluations.UsingdualEnglish-and-Chinesebrandnames,theauthorsshowthattheeffectivenessofthetranslationdependsontheemphasisoftheoriginalEnglishnameandthemethodoftranslationusedpreviouslyforbrandnameswithinthesamecategory.Byanalyzingsomecasesofbrandnames’translationinAsia,especiallyinChina,somescholarshaveproposedsomeessentialfactorsthatneedconsiderationininternationalbrandingsuchaslanguageconstraints,productattributes,consumerperceptionsandlocalizationandtheyalsohavementionedrejuvenationcuresforbrandnametranslation.Fore*ample,FrankHong,AnthonyPecotich,andCliffordJ.ShultzⅡpointoutthatglobalbrandingisplicatedbythediversityoflanguages,nationalism,productattributes,andculture.Givensuchplications,howorwhetheramanagerdecidestotranslatebrandnameiscriticaltothesuccessofglobalbrandmanagement[7].InChina,manyscholarshavedevotedthemselvesintothetranslationofbrandnamesandmanyreallysignificantstudiesspringinthisfield.Ontheonehand,themajorityofthepreviousstudieshavebeendealingwiththeformationofbrandnames,translationprinciplesandtranslationmethods.Manyscholarshavestudiedthecategorizationoftranslationskills,andthemethodsandskillstheyhaveemployedintheirstudiesaremoreorlessthesame.Fore*ample,HeChuanshenghassystematicallyanalyzedthefeatures,motivationsandformationsofEnglishbrandnameinhisbookBrandNameEnglish[8]34.Intermsoftranslationprinciples,LiGuisheng[9]8proposesthreekindsof“faithfulness〞,namelyfaithfulnesstopronunciation,faithfulnesstomeaningaswellasfaithfulnesstomarketingstrategieswhileLuGuangyan[10]82insiststhatbrandnametranslationsshouldbeconformitywiththeinternationalbrandingprinciples.Somescholarsadopttheprincipleofequivalenceinbrandnametranslation.Ontheotherhand,brandnametranslationhasitsownfeaturesandple*itybecauseitneedstotakemanyfactorssuchaslanguage,culture,merce,lawandsoonintoconsideration.Amongthesefactors,anumberofscholarshaveemphasizedtheimportanceofculturefactorinbrandnametranslationintheirstudies.Manyotherscholarsalsohavedonealotinspiringresearchinthisfield.3.ThefactorstobeconsideredinBNT3.1CulturefactorsCultureisabigple*concept.EdwardTyler,ananthropologistfromEngland,definescultureasaplicatedformwhichincludesknowledge,belief,art,moral,law,customandotherabilitiesandhabitsacquiredfromsociety[11]3.AsNidasays,languageis“apartofcultureandoneofitsmostdistinctivefeatures〞[12]150.Andtheimpactofcultureuponagivenlanguageissomethingintrinsicandindispensable.Languageisthecarrierofcultureandthetoolofmunicationwhiletranslationisthebridgeofcross-culturemunication.Brandnameasapartoflanguageshouldalsobeaffectedbyculture.Theformationofabrandnamecanreflecttheinfluenceandfunctionofculturefactors.WhenitestoBNT,itisnotjustasimpletransferfromonelanguagetoanotherbutmustcorrespondwithtargetconsumers’culture.Awelltranslatedbrandnamecanseizethetargetconsumers’appetitebycateringtotheirhabitsandaestheticstandardofculturewhilecarefullyavoidingtheirverbalandculturaltaboos.3.2ConsumerpsychologyConsumerpsychologyreferstoconsumers’mentalcharacteristicsandactivitiesduringtheprocessofconsumption.Thecharacteristicsofchildrenincludeintuitiverecognitionofmodities,namely,theappearancefactorsofmoditiessuchascolour,design,picture,soundetc.canarousechildren’sattentionandinterest.Astotheyoungpeople,theypursuefashionandpersonalitiesandhavestrongwishtoe*pressthemselves.Distinctivemoditiesaretheirfavourite.Womenhaverichemotionsandshowsobviousemotionalinclinationinselectinggoods.Menaremorerationalandlesspassivethanwomeninpurchasing.Theypaymoreattentiontothequalityofthegoodsandcanmakedecisionsdecisively[13]89-96.Ingeneralconsumerpsychologycanbedividedintofourkinds,namelyconformity,seekingdifference,paringwiththehigherandbeingpractical.Inmarketingactivities,it’sanessentialpointtoseizeconsumers’psychologyandstimulateimmediateconsumerpurchasing.Variousskillsandmethodswouldbeusedbyadvertisersinordertostrikeconsumers’desirestobuytheirgoods.Givinganappropriate,beautiful,meaningfulbrandnamecanhelptostimulategoodmentalfeelingsoftheconsumers.Therefore,toadvertisersandbrandnametranslators,thepossessionofrelatedinformationaboutconsumerpsychologyisofgreatimportance.Whentranslatingabrandname,thetargetconsumers’psychologyshouldalsobetakenintoconsiderationcarefully.3.3mercialfactorsBesidethelinguisticfactorsthatshouldbetakenintoconsiderationwhendesigningabrandname,themarketingaspectshouldalsobegivenmuchattention.Strictlyspeaking,thedesignofabrandnamebelongstoadvertisingandmarketing.Brandnamingisgreatlyinfluencedbymarketingfactorssuchastheproduct’sattributes,thetargetmarketsandproductpositioning.Oneimportantfunctionofabrandnameisreflectingcharacteristicsofproducts.Ontheonehand,asuccessfulbrandnamecanimplythequalityofthegoods.Ontheotherhand,awelldesignedbrandnamecanalsopointoutthecategoriesandattributesofthegoods.Unlikeothertranslationsuchasnovels,playsandpoems,clothing’sBNThasitsownspecialcharactersforitisamercialactivitytakingthemercialfactorasitsfirst-lineconsideration.3.4LegalfactorsAbrandnamehasalegalprotectionfunctiononlywhenitisregistered.Thetranslatedbrandnamemustberegisteredinthelanguageofthetargetcountryandmustconformtotheregulationsofthesecountries’trademarklaws.Ingeneral,peopleareallowedbythelawtoregisterthesamename.However,thelawdoesnotallowtwoenterprisestoregisterthesameorsimilarbrandnamefortheirproductsofthesamekind[14]32.Inordertoavoidtheconflictswiththerulesandregulationsgoverningbrandnameinthetargetcountry,manypaniestendtousenon-descriptivetranslatednameswhichdonotconveyanydescriptiveinformationandcanbegivenwhatevermeaningasthepanywishestoconvey.Fore*ample,“雅戈尔〞takes“Youngor〞toreplaceitsformerEnglishname“Younger〞becausethelattercanhardlygetlegalprotectioninwesterncountries.3.5GlobalizationbackgroundSpingarmentindustryisChina’straditionalindustryandourcountryisthebiggestcountryofspinclothingintheworld.However,Chinaisalsothebiggestclothingmanufacturingfactoryintheworldwhichmeansmostofdomesticproducingenterprisestendtoprocesstheiningmaterialsandthesuppliedsamples.Butwearelackingofinternationalbrandsinthisfield.SinceChina’senteringtheWTOin2001,agoodvarietyofChineseclothingproductshavefloodedintotheinternationalmarket.Withthetendencyofglobalization,thebrandpetitionbeesmoreintenseontheinternationalstage.JuTianzhong,afamousPh.D.ofenterprisemanagementhassaidthatit'sabasicrequirementoffamousbrandstotakeinternationalismintoconsideration[15]56.Thenhowtoestablishandtranslateapetitivebrandnamebeesavitaltask.Intheglobalizationbackground,thephenomenonofcultureconvergenceisspreading.Sinceopeningup,westernculturehaswidelyaffectedourlifeinallfieldsandweseemtobewesternizedtosomee*tent.Inaddition,theglobalizationalsooffersagoodopportunityforustoshowChinesecultureandpromotethemunicationandfusionwiththewesternculturethroughtranslatingbrandnameswithnationalcharacters.4.parativeanalysisofcasesofclothing’sBNTwiththeguidanceofSkopostheorie4.1parativeanalysisofinternationalanddomesticclothing’sBNTInthischaptersomeselectedinternationalbrandnamesandcasesofdomesticclothing’sBNTareanalyzedaccordingly.Theanalysiswillbedonewithinthecategoriesofproductattributesandconsumers.Someoftheselectedcasescanbelongtoseveralcategoriesatthesametimebecauseinclothingfield,abrandcancontainseveralseriesatthesametime.Throughtheparativeanalysis,similarities,differencesandgapswillbeconcludedattheendofthischapter.4.1.1Analysisoffamousinternationalclothing’sbrandnamesAnalysiswithinthecategoriesofproductattributesClothingasakindofproducthasitsownattributes.Inordertohaveacleardescriptionofsomeselectedinternationalbrandnames,theanalysiswillbedonewithinthecategoriesaccordingtoclothingattributes:sportswear,jeansandunderwear.Someselectedclothingbrandnamesaregatheredasfollowing:(1)Sportswear“Nike〞isaworldleadingsportsbrandwithitsheadquarterlocatedinOregon,USA.Regardlessofitshighqualityandnoveldesignwhichattractitsconsumers,itsbrandnameisalsoanimportantfactorthathelpsthepanybeeworldfamous.Firstly,theword“Nike〞isshortinform,sonorousinvoiceanditcanalsobeeasilyreadandremembered.Secondly,ithasabeautifulmeaning.Thenameofthebrand,“Nike〞,originsfromthenameoftheancientGreecewingedvictorywhichimplieslucky.Whenreadingthisbrandname,peoplewillimagineaboutabeautifulandpowerfulgoddessflyingfreelywithherwings.Somesportsbrandnamesarenamedafterpeople’snames,usuallythefoundersofthebrands.Fore*ample:Adidas–AdolfAdiDasslerConverse–MarquisMillsConverseFila–FilabrothersKappa–RobeDiKappaEntrepreneurswillfeelproudwhenrelatefounders’ordesigners’namestotheirproductsandatthesametimecanmakeconsumersunderstandtheircharactersandspirit.Someothersportsbrandsadoptanimals’namesastheirbrandnamessuchas“Reebo*〞and“Puma〞.Theoriginalmeaningoftheword“Reebo*〞isakindofantelopeinsouthernAfricaandthelatter“Puma〞isakindoflargeAmericanfelineresemblingalionandtheyarebothgoodatrunning.Ifyouchoosethesebrandsyouwillfeelbeingstrongandnimbleandcanenjoytheinterestofsport.(2)JeansWhenwementionfamousinternationaljeansbrands,wemustnotmiss“Levi’s〞and“Lee〞.Thesetwobrandshavesimilaritiesinnamingastheyarebothnamedaftertheirfounders’namesnamelyLeviStrausswhoisthefatherofAmericanjeansandH.D.LEE.“Levi’s〞mainlytakesmenasitsconsumerswhile“Lee〞turnsitstargetatwomenandcreates“Rela*dRider〞forwomen.“Rela*edRider〞adaptstowomen’saestheticspsychologydemonstratingthatwomencanalsobeagoodandelegantrider.“Misssi*ty〞isaverypopularjeansbrandoriginsfromItalywhichislovedbymostwomenstarsandistheperfectse*yclothingforyoungladies.Thebrandname“Misssi*ty〞referstotheladiesin1960s.Itissaidthatbeautyiswomen’snature.Everywomanwantstobebeautifulandattractiveandcreatesherownstyle.“Misssi*ty〞canmakepeopleimagineaboutwomen’sse*yfiguressetoffbythejeans.Then,howcouldawomanrefusesuchlure.(3)Underwear“Victoria’sSecret〞hassymbolizedglamourandromancesinceitsfoundation.Thiswomen’sunderwearbrandgetsitsnamefromthelovestoryofitsfounderwithhislover.Thebeautifullovestoryaddstheromancetothebrandandtheword“secret〞isluringpeopleespeciallywomenwhoarecuriousenough.“LaPerla〞isthemostbeautifulandalsomoste*pensiveunderwearbrandintheworld.Thebrandname“LaPerla〞consistsoftwoparts“La〞and“Perla〞whichmeanspearl.Mostwomenlovepearlbecauseofitseleganceandpurity.“CalvinKlein〞shortfor“CK〞isanAmericanbrand.ItusesthefounderCalvinKlein’snameandcarriesonhisspirits:purest,simplestandmostfashion.Analysiswithinthecategoriesofconsumers(1)Ladies’wearManyladiesclothingbrandsarenamedaftertheirfoundersordesignerssuchas:Chanel–GabrielleChanelDior–ChristianDiorArmani–GiorgioArmaniVersace–GianniVersaceValentino–ValentinoGaravaniSomebrandnamesusemonnounsorcreatepoundwordstoconveyspecialmeaningstoattracttheirconsumers.Fore*ample:“Only〞meansbeingtheonlyoneandthebestone.Allwomenwanttobeunique,outofthemonandpursuetheirdistinctivestyle.Then“Only〞canmakethemfeelthattheyarespecialandthebest.“Weekend〞emphasizesaleisurelifestyle.Asthename“Weekend〞referstotheholidaysafterworkitofferswomenmorecasualclothingtomakethemfeelrela*andenjoytheirlife.“FGFEEL〞isshortof“feelgoodfeel〞whichdemonstrateswellitslifephilosophies–freedom,sunshine,healthandbright.(2)Men’swearHerearesomefamousbrandnamesnamedaftertheirfoundersanddesigners:Ferre–GianfranFerreGucci–GuccioGucciD&G–Dolce&Gabbana“HugoBoss〞takesanessentialroleinmen’sclothingmarket.Theword“Boss〞representsmasculinityandstablemenwithsuccessfulcareersandhighsocialstatues.Amanwillfeelconfidentwhenheiswearinga“Bossbrand〞clothes.“BoybyBandofOutsiders〞isanAmericanbrand.Thisbrandnameisdifferentfromothersasitisanounphraseratherthanashortnoun.Fromthenamewewillbeimpliedthatitisforyoungboysormenwhowanttobeyoungandfashionforever.(3)Children’swearInnamingchildren’sclothingbrand,children’scharacteristicsofinnocent,purelovely,healthyandsoonshouldbetakenintoconsideration.Manyinternationalchildren’sclothingbrandnamesarenamedafterfamousandpopularanimationfigures,fore*ample:“Snoopy〞iswell-knownamongchildrenandalsoadults.Childrenlikethislovely,kind,honestanduprightdogwhoalwaysdaydreams.“Snoopy〞makeschildrenfeelth