从目的论角度论汽车商标的翻译外国语言学及应用语言学专业论文.docxVIP

况下必须对原文进行调整和改写以实现汽车商标的预期功能和目 况下必须对原文进行调整和改写以实现汽车商标的预期功能和目 的。在目的论的指导下，本文提出了汽车商标翻译的五种翻译方法， 即：音译，直译，音意结合，改写和转译。 关键词：目的论，汽车商标翻译，归化，翻译方法 AbstractThe Abstract The brand name，as an efficient instrument for the companies to advertise and promote their products，has specific symbolic meaning as well as profound indicative meanings and embraces unique commercial and cultural information．It is not only regarded as“the window dressing”of the products，but also the guide for the consumers to know or purchase products．In modem society,the brand name，as an essential component of advertising，plays a big role in business competition．The companies come to realize the importance of good brand names in the process of promoting products，stimulating consumption and developing new markets． With the trend of globalization of world economy and China’S successful entry into WTO，more and more foreign products penetrate into China’S market，which makes the competition for various products in the market much fiercer．Entering the 2 1 st century,China’S economic strength increases substantially and automobile industry becomes prosperous。Foreign automobiles，however,play the leading role in China，S automobile market．Besides，with the development of global automobile industry,the automobile brand name，as a commercial concept，not only is a designation of goods，but also reflects business opportunity opportunity on its manufacturer with its abundant cultural implication． Therefore，it comes to the great signi ficance of translation of the automobile brand names． Over the past decades，Chinese scholars have made extensive explorations in the field of brand and brand name translation from different perspectives．The translation theories of all these findings are almost based on Yanfu’S“faithfulness，“expressiveness’’and‘‘elegance”， Eugene Nida’S‘‘equivalence’’or Peter Newmark’S‘‘semantic translation’’ which have many deficiencies：1)Due to the big differences of language and culture，absolute equivalence can n