汽车品牌名称的翻译与等效原则.docx

1、汽车品牌名称的翻译与等效原则毕业论文The Translation of Automobile Brand-names and The Principle of Equivalence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：The translation of automobile brand-names, as a kind of translation, is also a form of intercultural munication. With the improvement of the consuming level of pe

2、ople, automobile product rushes into peoples life and the automobile brand name has bee an important topic for everyone. The principle of equivalence is very important to the translation of automobile brand-names. Under the principle of equivalence, the reactions of the receptors should be similar t

3、othe receptors of the source language in the original place. In the premise of understanding the sources and the features of automobile brand-name, translator should have a brief recognition on the definition and influence of the principle of equivalence, and then try to master and use it.Key words:

4、 brand names, principle of equivalence, translation methods【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ContentsIntroductionWith the d

5、evelopment of globalization of the economy, a large number of things need to be translated. Recently, a survey shows that the living standard of Chinese has improved year by year. So more and more families can afford automobile.In this condition, a good and suitable translation is very important.How

6、ever, the translation of automobile brand names is a very difficult job. The receptors of the brand names in the receptors language should respond to it in substantially the same manner as the receptors of the brand-names in the source language. According to the principle of equivalence, the transla

7、ted automobile brand names should achieve a perfect linguistic unity in sound, form and meaning. At the same time, cultural obstacles in the receptors language should be overe. The translation of the automobiles should be simple and easy to understand.1. Introduction of Automobile Brand NamesJust li

8、ke human being, modities have their own names. Maybe these names are only a symbol, but it can reflect a lot of information,such as quality, function and performance and so on. For us, this is the most direct and simplest means. As is known to all, a good automobile brand name can bring great benefi

9、t to the pany.So an excellent name is wealth for the enterprise.1.1A Simple Introduction of BrandA brand, which is the image of the modity and enterprise, can deliver the information of goods to customers. The function of the brand is to identify products or services of a particular seller or a grou

10、p of sellers and to make a distinction between sellers and their petitors with their modities and services. In other words, brand not only is unique and specific, but also has the feature of association, and other characteristics which also determine the specificity of brand translation: it is diffe

11、rent from the literature translation, as it should be the most accurate and concise way to convey the goods basic information; it is also different from a simple science and technology translation, because it has to consider the aesthetic psychology of consumers and the culture in the target place w

12、here goods are sold. At the same time, as a symbol of modity, a brand name shows the wisdom of manufacturers. So the translation of automobile brand name is not merely the simple conversion of language, but also a bination of various factors. Brand name should reflect the language and cultural impli

13、cation of the source language and give full consideration to the concerned information of the target language.Brand name may determine the success or failure of a modity. Along with the globalization of economy, especially with Chinas entry into the WTO, more and more people have realized the import

14、ance of goods brand names and international brand names in promoting sales.1.2The Origination of Automobile Brand NamesIn order to translate the name of automobile, the translator must understand the sources of the original automobile brand name. Through learning, we know that different automobiles

15、have their own origination:1) Some brand names are according to peoples name. for instance, BENZ(奔驰),it es from the name of Carl Friedrich Benz who the founder of the pany; FERRARI(法拉利), it is from the great automobile designers name of EnzoFerrari. FORD(福特), it is also from the name of Henry Ford w

16、ho the founder of the firm. Others are just like MAZDA(马自达)，Lincoln(林肯)， and so on.2) Some names e from something. Such as Blue Bird(蓝鸟), Jaquar(美洲豹), Fox(狐狸), and Rose(玫瑰) and so on. These names make the product full of vitality, and stimulate the desire of purchasing of people.3) Some of brand nam

17、es e from geographical and physical phenomena, such as SANTANA(桑塔纳), Cherokee(切诺基), TOYOTA(丰田), and PONTIAC(庞蒂亚克) and so on. As is known to all, SANTANA is a valley of California of America; Cherokee is the name of the first tribe of Indians; TOYOTA and PONTIAC are a name of a city.4) Some of brand

18、names are from mythology, for example, Mazda(光明之神), the god of the light. Triton(海神), the god of the sea and Apollo(太阳神), the god of the sun in western culture.5) Some of brand names e from the ordinary words that have good images, for instance, Victory(胜利), it represents the wish of human being for

19、good things.And some of the automobile brand name are just a word that not special meaning, such as Lexus (雷克萨斯), Excelle(越野) and so on.1.3The Characteristics of Automobile Brand-namesAs a good translator, he or she must know how to choose a suitable translation method. In order to make the translat

20、ion of the brand much better, translators should master the characteristics of the Automobile Brand Names. According to a reach, we know that a good automobile brand name should have the following characteristics:Firstly,fromthe linguistics angle,the automobile brand names are all simple and easy to

21、 understand that make the customers to e up with some relevant association about the automobile when hearing the translation of the name of the automobile. Such as Volvo(沃尔沃), Rolls-Royce(劳斯莱斯) and Cadillac(凯迪拉克).Secondly, from the aesthetics angle, the automobile brand names give rise to a better a

22、ssociation. Most of them are made bases on the characteristics of automobiles. They are all new words which were created by people through bining culture, customs, markets, and so on. Such as Lexus(雷克萨斯), Cruze(科鲁兹), Grandis(格兰迪), and Geely(吉利) and so on.Third, the automobile brand names are always

23、closely connective with culture. From these brand names, we can know a lot of relevant knowledge. Among these names, some of them are from legends and myths. Such as Titan(泰坦), Apollo(阿波罗), Nemesis(复仇女神),and Clio(克里奥), and so on. Most of the automobile brand names have a specific ethnic cultural imp

24、lication. In the same cultural environment, the designer and consumer of automobile brand names share a mon cultural presupposition, so through the literal meaning of the automobile brand names, the consumer can understand the deep cultural significance within it. As a result, automobile brand names

25、 have a considerable attraction to the consumers in the target place. However, the translation of automobile brand names is not only the contact of two languages, it is also a bridge of two cultures. In the process of translating the source language into target language, if the automobile brand name

26、 does not meet the cultural of language in target country, the pany will face a huge amount of losses.2.A Brief Introduction of the Principle of EquivalenceWith the development of globalization economy, the trade between different fields of two countries has bee more and more international. So the t

27、ranslation of brand name is very important for the people of the target market. Because it is a bridge to connect the two countries, also we know that a good translation of the automobile brand name can promote the sales of the products. So to choose a good principle is the key step for the translat

28、or. The principle of equivalence could be the greatest principle in the translation of automobile brand names.2.1The Concept and Development of the Principle of EquivalenceIn this theory, Eugene A Nida pointed out that the translation is using the most suitable, natural, and equitable words to expre

29、ss the source language from the meaning of words to the style of the passage(郭建中，200，p65). At the same time, he said translation is not only the equivalence of the meaning of the words, but also the equivalence of semantics, style, and type of writing. Translation delivers the information of the lit

30、eral and deep meaning. The word of “equivalence” include: words equivalence, sentences equivalence, sections and chapters equivalence, and style equivalence.According to Nida, a minimal, realistic definition of equivalent-effect principle could be stated as “The readers of how the original readers o

31、f the text must have understood and appreciated it”(Nida,1993:18). The principle of equivalence indicates that an ideal effective translation should be able to produce the equivalence of function, message and response to both the target and the original receptors. That is the effect produced by a tr

32、anslation on its audience should be as close as possible to the effect the original had on the recipients in the source language. Nida(1964) advances the principle of dynamic equivalence that the translator should produce the same effect on his own readers as the source language author produced on the original readers. This principle is restated in many other curtains of linguistic and cultural differences so that people may see clearly the relevance of the original massage(Nida,1986). The equivalent translation does use “anything which might have special impact and appeal for receptors”; it