从目的论看汽车商标名称翻译_英语论文

A Study of Automobile Brand Name Translation from Skopos Theory

摘要

随着经济的发展国际化的接轨，中国汽车市场在日新月异的发展，中国消费者的汽车需求量也在与日俱增。汽车公司创建商标的最终目的是促进产品销售，激发消费者的购买欲望。在翻译汽车商标时，译者应尽量遵循翻译要求，强调的语读者，并综合考虑目标文本的预期功能，文化差异和消费者心理等因素。本论文试图从翻译目的论的新视角来探究汽车品牌名称的汉英译。汽车商标翻译主要以语读者即消费者为导向，因而本文采用归化翻译策略。由于汉语和英语在语言，文化上的差异，译者在很多情况下必须对原文进行调整和改写以实现汽车商标的预期功能和目的。在目的论的指导下，本文提出了汽车商标翻译的五种翻译方法，即：音译，直译，音译结合，意译。

关键词：汽车商标名称；目的论；翻译

Abstract

Under the background of globalization and the expansion of the market internationalization, more and more products are entering the international market. In China, the auto industry is developing quickly. Auto proportions create brands in order to promote product sales and stimulate consumer’s purchasing behavior. When translating automobile brand names, the translator should try to follow the translation requirements, emphasize the point of the readers, and comprehensively consider forecast function, cultural differences and consumer psychology and so on of the target text. This paper tries to study Chinese-English translation of automobile brand names from the Skopos Theory. Automobile brand translation mainly takes consumers as the leading factor, so this paper adopts domestication translation strategy. Because the differences between Chinese and English in language, culture and so on, the translator must adjust and rewrite the original text in order to achieve the intention of target text. Under the guidance of Skopos Theory, this paper puts forward the four methods of automobile trademark translation, such as transliteration, literal translation, free translation, and combination of transliteration & free translation.

Key words: automobile brand name；Skopos Theory；translation

Contents

1 Introduction 1

2 Literature Review 2

2.1 A Brief Introduction to Skopos Theory 2

2.1.1 Background and Development of Skopos Theory 2

2.1.2 The Main Three Rules of Skopos Theory 3

2.1.2.1 Skopos Rule 3

2.1.2.2 Coherence Rule 4

2.1.2.3 Loyalty Rule 4

2.2 Summary 5

3 A General Introduction to Automobile Brand Names 6

3.1 Definition of Brand Names 6

3.2 Origins of Automobile Brand Names 6

3.2.1 People’s Names with Historical Significance 7

3.2.2 Famous Works 7

3.2.3 Local National Characteristics and History 8

3.2.4 Names of Scenic Spots 8

3.2.5 Words That Can Generate Happy Associations 9

4 Application of Skopos Theory to Automobile Brand Names Translation 10

4.1 Factors to Be Considered in Automobile Brand Names Translation 10

4.1.1 Intended Functions of Target Texts 10

4.1.2 Cultural Diversity 10

4.1.3 Consumer Psychology 10

4.2 Translation Methods 11

4.2.1 Transliteration 11

4.2.2 Literal Translation 11

4.2.3 Free Translation 12

4.2.4 Transliteration Plus Free Translation 13

5 Conclusion 13

References