Abstract

The domestic environment of automobile industry of foreign trade has changed a lot. There are high hopes for the promotional effect of automobile advertisements due to increasingly serious competition situation where automobile merchants are paying more attention. As one of the most important parts in advertisements, an automobile trademark helps establish the image of its enterprise and promote sales. 

This thesis does research on the existing naming and translation principles and strategies of English automobile trademark from the perspective of Functional Translation Theory. Meanwhile, based on the functional translation theory, this thesis puts forward some effective proposals of principles and strategies of English trademark translation, which may enrich the existing research results. It is hoped that this thesis may be used for reference for English automobile trademark translation.

Key words: automobile trademark; naming; Functional Translation Theory; translation principles and strategies

Contents

Abstract

摘要

1 Introduction-1

2 Literature Review-2

3 Naming Characteristics and Cultural Connotation of English Automobile Trademark-4

3.1 Named after Proper Names-4

3.2 Named after Places of Historic Interest-5

3.3 Named after Natural Phenomenon-5

3.4 Named after Names of Persons and Places in Myths and Legends-5

3.5 Named after Names in Astronomy-6

3.6 Named after Words of Happy Associations-6

3.7 Named after Loanwords-6

3.8 Named after Coined Words-7

4 English Automobile Trademark Translations from the Perspective of Functional Translation Theory-7

4.1 English Automobile Trademark Translation Principle from the Perspective of Functional Translation Theory-8

4.1.1 Showing Automobile Characteristics and Strengthening Advertisements Propaganda Effect-9

4.1.2 Catering to Consumer Psychology and Paying Attention to the Audience Effect-9

4.1.3 Making Full Use of Translation Advantage and Delivering Trademark Connotation-10

4.1.4 Valuing Cultural Difference and Reducing the Translation Errors-11

4.2 English Automobile Trademark Translation Strategies from the Perspective of Functional Translation Theory-12

4.2.1 Literal Translation, Easy to Give Full Play to the Advantages of the Target Language-12

4.2.2 Free Translation, Easy to Pass Automobile Brand Connotation-13

4.2.3 Translation Variation, Adequately Customized to Consumer Psychology-14

5 Conclusion-14

References-16