汽车品牌名称的翻译与等效原则.docx

汽车品牌名称的翻译与等效原则.docx

《汽车品牌名称的翻译与等效原则.docx》由会员分享，可在线阅读，更多相关《汽车品牌名称的翻译与等效原则.docx（13页珍藏版）》请在冰豆网上搜索。

汽车品牌名称的翻译与等效原则

毕业论文

TheTranslationofAutomobileBrand-namesandThePrincipleofEquivalence

汽车品牌名称的翻译与等效原则

学院专业级班

学生XX学号

指导教师职称

完成日期日

Abstract：

Thetranslationofautomobilebrand-names,asakindoftranslation,isalsoaformofinterculturalmunication.Withtheimprovementoftheconsuminglevelofpeople,automobileproductrushesintopeople’slifeandtheautomobilebrandnamehasbeeanimportanttopicforeveryone.Theprincipleofequivalenceisveryimportanttothetranslationofautomobilebrand-names.Undertheprincipleofequivalence,thereactionsofthereceptors’shouldbesimilartothereceptorsofthesourcelanguageintheoriginalplace.Inthepremiseofunderstandingthesourcesandthefeaturesofautomobilebrand-name,translatorshouldhaveabriefrecognitiononthedefinitionandinfluenceoftheprincipleofequivalence,andthentrytomasteranduseit.

Keywords:

brandnames,principleofequivalence,translationmethods

【摘要】汽车品牌名称的翻译作为翻译中的一种形式，同样也是跨文化交际的一种形式。

随着人们的消费水平的提高，汽车闯入了人们的生活，汽车品牌成为了大家关心的一个重要话题。

对于汽车品牌名称的翻译来说等效原则是很重要的。

在等效原则下，接受者的行为应该与原语地方接受者的行为相似。

在掌握好汽车品牌名称的来源及其特征的前提下，译者应当了解等效原则对翻译的重大影响和意义，然后试着去掌握它并且运用它。

【关键词】汽车品牌、等效原则、翻译方法

Contents

Introduction

Withthedevelopmentofglobalizationoftheeconomy,alargenumberofthingsneedtobetranslated.Recently,asurveyshowsthatthelivingstandardofChinesehasimprovedyearbyyear.Somoreandmorefamiliescanaffordautomobile.Inthiscondition,agoodandsuitabletranslationisveryimportant.

However,thetranslationofautomobilebrandnamesisaverydifficultjob.Thereceptorsofthebrandnamesinthereceptorslanguageshouldrespondtoitinsubstantiallythesamemannerasthereceptors’ofthebrand-namesinthesourcelanguage.Accordingtotheprincipleofequivalence,thetranslatedautomobilebrandnamesshouldachieveaperfectlinguisticunityinsound,formandmeaning.Atthesametime,culturalobstaclesinthereceptors’languageshouldbeovere.Thetranslationoftheautomobilesshouldbesimpleandeasytounderstand.

1.IntroductionofAutomobileBrandNames

Justlikehumanbeing,moditieshavetheirownnames.Maybethesenamesareonlyasymbol,butitcanreflectalotofinformation,suchasquality,functionandperformanceandsoon.Forus,thisisthemostdirectandsimplestmeans.Asisknowntoall,agoodautomobilebrandnamecanbringgreatbenefittothepany.Soanexcellentnameiswealthfortheenterprise.

1.1ASimpleIntroductionofBrand

Abrand,whichistheimageofthemodityandenterprise,candelivertheinformationofgoodstocustomers.Thefunctionofthebrandistoidentifyproductsorservicesofaparticularselleroragroupofsellersandtomakeadistinctionbetweensellersandtheirpetitorswiththeirmoditiesandservices.Inotherwords,brandnotonlyisuniqueandspecific,butalsohasthefeatureofassociation,andothercharacteristicswhichalsodeterminethespecificityofbrandtranslation:

itisdifferentfromtheliteraturetranslation,asitshouldbethemostaccurateandconcisewaytoconveythegoodsbasicinformation;itisalsodifferentfromasimplescienceandtechnologytranslation,becauseithastoconsidertheaestheticpsychologyofconsumersandthecultureinthetargetplacewheregoodsaresold.Atthesametime,asasymbolofmodity,abrandnameshowsthewisdomofmanufacturers.Sothetranslationofautomobilebrandnameisnotmerelythesimpleconversionoflanguage,butalsoabinationofvariousfactors.Brandnameshouldreflectthelanguageandculturalimplicationofthesourcelanguageandgivefullconsiderationtotheconcernedinformationofthetargetlanguage.

Brandnamemaydeterminethesuccessorfailureofamodity.Alongwiththeglobalizationofeconomy,especiallywithChina’sentryintotheWTO,moreandmorepeoplehaverealizedtheimportanceofgoodsbrandnamesandinternationalbrandnamesinpromotingsales.

1.2TheOriginationofAutomobileBrandNames

Inordertotranslatethenameofautomobile,thetranslatormustunderstandthesourcesoftheoriginalautomobilebrandname.Throughlearning,weknowthatdifferentautomobileshavetheirownorigination:

1）Somebrandnamesareaccordingtopeople’sname.forinstance,BENZ（奔驰）,itesfromthenameofCarlFriedrichBenzwhothefounderofthepany;FERRARI（法拉利）,itisfromthegreatautomobiledesigner’snameofEnzoFerrari.FORD（福特）,itisalsofromthenameofHenryFordwhothefounderofthefirm.OthersarejustlikeMAZDA（马自达），Lincoln（林肯），andsoon.

2）Somenamesefromsomething.SuchasBlueBird（蓝鸟）,Jaquar（美洲豹）,Fox（狐狸）,andRose（玫瑰）andsoon.Thesenamesmaketheproductfullofvitality,andstimulatethedesireofpurchasingofpeople.

3）Someofbrandnamesefromgeographicalandphysicalphenomena,suchasSANTANA（桑塔纳）,Cherokee（切诺基）,TOYOTA（丰田）,andPONTIAC（庞蒂亚克）andsoon.Asisknowntoall,SANTANAisavalleyofCaliforniaofAmerica;CherokeeisthenameofthefirsttribeofIndians;TOYOTAandPONTIACareanameofacity.

4）Someofbrandnamesarefrommythology,forexample,Mazda（光明之神）,thegodofthelight.Triton（海神）,thegodoftheseaandApollo（太阳神）,thegodofthesuninwesternculture.

5）Someofbrandnamesefromtheordinarywordsthathavegoodimages,forinstance,Victory（胜利）,itrepresentsthewishofhumanbeingforgoodthings.

Andsomeoftheautomobilebrandnamearejustawordthatnotspecialmeaning,suchasLexus（雷克萨斯）,Excelle（越野）andsoon.

1.3TheCharacteristicsofAutomobileBrand-names

Asagoodtranslator,heorshemustknowhowtochooseasuitabletranslationmethod.Inordertomakethetranslationofthebrandmuchbetter,translatorsshouldmasterthecharacteristicsoftheAutomobileBrandNames.Accordingtoareach,weknowthatagoodautomobilebrandnameshouldhavethefollowingcharacteristics:

Firstly,fromthelinguisticsangle,theautomobilebrandnamesareallsimpleandeasytounderstandthatmakethecustomerstoeupwithsomerelevantassociationabouttheautomobilewhenhearingthetranslationofthenameoftheautomobile.SuchasVolvo（沃尔沃）,Rolls-Royce（劳斯莱斯）andCadillac（凯迪拉克）.

Secondly,fromtheaestheticsangle,theautomobilebrandnamesgiverisetoabetterassociation.Mostofthemaremadebasesonthecharacteristicsofautomobiles.Theyareallnewwordswhichwerecreatedbypeoplethroughbiningculture,customs,markets,andsoon.SuchasLexus（雷克萨斯）,Cruze（科鲁兹）,Grandis（格兰迪）,andGeely（吉利）andsoon.

Third,theautomobilebrandnamesarealwayscloselyconnectivewithculture.Fromthesebrandnames,wecanknowalotofrelevantknowledge.Amongthesenames,someofthemarefromlegendsandmyths.SuchasTitan（泰坦）,Apollo（阿波罗）,Nemesis（复仇女神）,andClio（克里奥）,andsoon.Mostoftheautomobilebrandnameshaveaspecificethnicculturalimplication.Inthesameculturalenvironment,thedesignerandconsumerofautomobilebrandnamesshareamonculturalpresupposition,sothroughtheliteralmeaningoftheautomobilebrandnames,theconsumercanunderstandthedeepculturalsignificancewithinit.Asaresult,automobilebrandnameshaveaconsiderableattractiontotheconsumersinthetargetplace.However,thetranslationofautomobilebrandnamesisnotonlythecontactoftwolanguages,itisalsoabridgeoftwocultures.Intheprocessoftranslatingthesourcelanguageintotargetlanguage,iftheautomobilebrandnamedoesnotmeettheculturaloflanguageintargetcountry,thepanywillfaceahugeamountoflosses.

2.ABriefIntroductionofthePrincipleofEquivalence

Withthedevelopmentofglobalizationeconomy,thetradebetweendifferentfieldsoftwocountrieshasbeemoreandmoreinternational.Sothetranslationofbrandnameisveryimportantforthepeopleofthetargetmarket.Becauseitisabridgetoconnectthetwocountries,alsoweknowthatagoodtranslationoftheautomobilebrandnamecanpromotethesalesoftheproducts.Sotochooseagoodprincipleisthekeystepforthetranslator.Theprincipleofequivalencecouldbethegreatestprincipleinthetranslationofautomobilebrandnames.

2.1TheConceptandDevelopmentofthePrincipleofEquivalence

Inthistheory,EugeneANidapointedoutthatthetranslationisusingthemostsuitable,natural,andequitablewordstoexpressthesourcelanguagefromthemeaningofwordstothestyleofthepassage（郭建中，200，p65）.Atthesametime,hesaidtranslationisnotonlytheequivalenceofthemeaningofthewords,butalsotheequivalenceofsemantics,style,andtypeofwriting.Translationdeliverstheinformationoftheliteralanddeepmeaning.Thewordof“equivalence”include:

wordsequivalence,sentencesequivalence,sectionsandchaptersequivalence,andstyleequivalence.

AccordingtoNida,aminimal,realisticdefinitionofequivalent-effectprinciplecouldbestatedas“Thereadersofhowtheoriginalreadersofthetextmusthaveunderstoodandappreciatedit”（Nida,1993:

18）.Theprincipleofequivalenceindicatesthatanidealeffectivetranslationshouldbeabletoproducetheequivalenceoffunction,messageandresponsetoboththetargetandtheoriginalreceptors.Thatistheeffectproducedbyatranslationonitsaudienceshouldbeascloseaspossibletotheeffecttheoriginalhadontherecipientsinthesourcelanguage.Nida（1964）advancestheprincipleofdynamicequivalencethatthetranslatorshouldproducethesameeffectonhisownreadersasthesourcelanguageauthorproducedontheoriginalreaders.Thisprincipleisrestatedinmanyothercurtainsoflinguisticandculturaldifferencessothatpeoplemayseeclearlytherelevanceoftheoriginalmassage（Nida,1986）.Theequivalenttranslationdoesuse“anythingwhichmighthavespecialimpactandappealforreceptors”;it