浅析汽车商标品牌的翻译策略_英语论文

An Analysis on Translation of Vehicle Trademark and Brand Name

摘要

随着世界经济的全球化，特别是中国加入世界贸易组织，越来越多的外国产品涌入中国。为此，商标的翻译已成为市场营销上显著的一部分。汽车商标早已不是单纯的汽车代号，它所代表的企业文化，品牌价值等都会随着汽车商标深入人心，商标作为产品推广至关重要的一部分，在商业竞争中发挥着巨大的作用。因此，研究汽车商标翻译对企业的发展前景和产品推广意义重大。本文先讨论商标语言的特点和原则，再具体讨论汽车商标翻译所采取的各种策略。基于所收集的汽车品牌，并结合奈达的功能对等等翻译理论试图对其进行实证对比研究。将翻译理论和汽车商标翻译紧密结合，通过大量实例分类探讨在展现品牌和兼顾文化的过程中力求译名完美的翻译策略。本文不仅展示出汽车品牌的翻译技巧和魅力，还预唤起全球汽车制造商，尤其是我国制造商的产品全球化和跨文化交际意识。

关键词：汽车商标名；翻译策略；商标翻译；文化差异

Abstract

With the globalization of the world economy, especially China joins in WTO. The trademark translation has become a significant part of the marketing. An automobile brand name is not a mere name of a car or a manufacturer, enterprise culture and brand value will impress the public by a delightful auto brand. Therefore，it comes to the important significance of translation in the automobile brand names. The article discusses the language feature of trademarks and the principles of trademarks in translation. Based on data of some automobile names, this paper tries to make research on the translation of automobile trademark names with some theories such as Nida's functional equivalence theory. By using plenty of trademarks examples, this paper not only wants to show the translation strategies of auto brand, but also arouse global automaker, especially Chinese manufacturers to foster a globalization and cultural communication awareness.

Keywords: automobile brand name; translation strategy; translating trademark; cultural differences

Contents

1. Introduction 1

2. Literature Review 2

2.1 Auto Trademark and Brand Name Translation 2

2.2 Reaserach on Auto Trademark Translation 3

3. The Translation of Auto Trademarks 4

3.1The Principle of Simplicity 4

3.2The Principle of Aestheticism 6

4. Analysis of the Auto Trademark Translating Methods 7

4.1 Transliterations 7

4.2 Literal Translation 8

4.3 Free Translation 9

4.4 Combination of Transliteration and Literal Translation 11

5. Conclusion 12

Works Cited 14