Because of the different culture backgrounds, schemata in the source brand names may be contradictory to those of the target language, which challenges translators. 因此，在商標翻譯的過(guò)程中，譯者應該選擇原語(yǔ)的圖式，還是目的語(yǔ)讀者的圖式就成為對譯者的一個(gè)挑戰。
Different from Dynamic Equivalence stated by E.Nida, skopos theorie put forward by German Functionalists offers a new perspective for trademark translation. 摘要不同于奈達提出的動(dòng)態(tài)對等翻譯原則，德國功能學(xué)派的翻譯目的論為商標翻譯研究開(kāi)啟了全新的視角。
