1、 Translation of the Automobile Trademarks From the Cultural Perspective 院 （系）： 外国语学院 专 业： 英 语 班 级： 2010级2班 学 号： 2010505103 姓 名： 杨 芸 芸 指导教师： 臧 红 宝 完成日期： 2014年5月8日 AbstractIn modern society, the trademark as an essential part of advertisement plays a big role in business competition. The automobile tr
2、ademarks in the market not only reflect the different cultures but also become the component of culture. Therefore, the translation of automobile trademarks is also a cross-cultural activity. The translation of automobile trademark plays a great role in the business communication and trade cooperati
3、on among the manufactures in different countries. In order to achieve the intended purpose of the automobile trademarks translation, this thesis analyzes trademark translation from the cultural perspective. This paper discusses from three perspectives language, culture, and market factors and puts f
4、orward four translation approaching methods transliteration, literal translation, combination of transliteration and literal translation, adaptation.Key words: trademark words; culture; translation methods 摘 要在现代社会里，商标词是广告中不可或缺的组成部分，在商业竞争中发挥巨大作用。商标不仅是文化的反映，也是文化的组成部分。因此，商标翻译也是跨文化的活动。汽车商标的翻译对中外汽车厂商之间的
5、商业交流和合作起着重要作用。为了实现汽车商标翻译的目的，本文从文化视角下对汽车商标词翻译进行分析。从语言、文化、市场三个方面探讨了影响商标翻译的因素，并提出了汽车商标的翻译策略：直译、音译、音意结合和改写。关键词：商标词；文化；翻译方法 ContentsI. Introduction 1II. Literature Review 2III. A Brief Introduction to Trademark 4A. Definition 4B. Formation of Automobile Trademark 51. Proper Names Used as Automobile Trade
6、marks 52. Common Words Used as Automobile Trademarks 73. Coined words 8C. Features of Trademark 8. Factors Affecting the Translating Trademark.9A. Language 9B. Culture 10C. Market 10. Translation of Automobile Trademarks from Cultural perpestive 11A. Literal Translation 11B. Transliteration 12C. The
7、 Combination of Translation and Liberal Translation 12D. Adaptation Approach 13. Conclusion 14Works Cited 15. IntroductionTrademark is of great importance to the products. It is a symbol of the reputation in a company, and an efficient media for the companies to advertise and promote their products,
8、 which makes the company reach the aim to enter the world market. The brand name in some way represents a companys image. A trademark is a tool to make the commercials gradually enter the world market during the competition, which can attract the consumers, so as to increase the companys profits. Th
9、erefore, another closely related area trademark translation has been paid more great interest for the as a bridge of communication translation plays an important role.With the automobile industry developing fast, we need to attract the consumers purchasing desire to make the company prosperous. Besi
10、des, with the development of global automobile industry, the automobile trademark, not only is a designation of products, but also reflects business opportunity in the market because it has an abundant cultural implication. Therefore, it is of great significance in the translation of the automobile
11、trademark names. In fact, the competition in the market is a competition among different trademarks. Therefore, translation methods are considered as a very important part in the global marketing strategy. And trademark is not only a symbol of the attribution of commercials, but also a representatio
12、n of important social culture. So it is not an easy job to translate the trademarks into another language on the condition that we still keep its original meaning. And it is the reason why we need to do a research on such a direction. Since China has been a member of WTO, the market of our country h
13、as broadly opened up and many foreign manufacturers come to China to step into the commercial market. At this time, a variety of automobiles appeared which obviously made the world market focus on China. The mainstream of Chinese automobiles comes from foreign countries and every trademark has its o
14、wn unique character. Under such a condition, a good translation of the trademark with Chinese characteristics is necessary and eager for the foreign country to expand its trade market in China, and a trademark which can imply exotic flavor is of great significance to make Chinese automobiles expand
15、the international market. The trademarks also have been a part of culture, therefore the translation of automobile trademarks can be said a trans-culture exchange.II. Literature ReviewA trademark nowadays is more often considered as something of relationship and communication to the consumers, which
16、 helps people to realize the ultimate goal of brand positioning, that is, to satisfy their physical and emotional needs and persuade them to purchase products. （Cravens, D.W., 1998） This opinion that Warren J. Keegan （2001） quoted in his work Global Marketing Management reflects the important role that the brand p
