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
Abstract
摘要
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
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