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1、TheTranslationofAutomobileBrand-namesfromthePerspectiveofthePrincipleofEquivalenceAbstract:Likeanyothertranslations,thetranslationofautomobilebrand-namesisalsoakindofformofinterculturalcommunication,itinvolveslanguagelaws,culturalpsychology,aestheticinterestandsomeotherfactors.Theprincipleofequiv
2、alenceofNidahasgreathelptothetranslationofautomobilebrand-name.Accordingtothisprinciple,thereceptorsofthebrandnamesinthereceptorslanguageshouldrespondtoitinsubstantiallythesamemannerasthereceptorsofthebrandnamesinthesourcelanguage.Onthepremiseofknowingthesourcesandthefeaturesofautomobilebrand-nam
3、e,thetranslatorshouldrealizethebigsignificanceofthisprincipletotranslationandimplementtheprincipleofequivalenceintheprocessoftranslation.Also,thetranslatorshouldmastervarioustranslationprinciplesandfourdifferenttranslationmethodssuchastransliteration,literaltranslation,freetranslationandtranslite
4、rationcombinedwithliteraltranslationtoachievethedesiredeffect.Keywords:principleofequivalence;brandnames;translationstrategies从等效原则看汽车品牌名称的翻译摘要:汽车品牌名称的翻译同任何翻译一样,是一种跨文化交际形式,也涉及到语言规律、文化心理、审美情趣等方面的因素。而奈达的等效原则理论对于品牌名称的翻译有很大的帮助。根据这一理论，奈达指出在翻译过程中，品牌译语中的信息接受者对品牌译文信息的反应应该与品牌源语接受者对商标原文的反应程度基本相同。在掌握好汽车品牌名称
5、的来源及特征的前提下，译者应当了解等效原则对翻译的重大影响和意义，并在翻译过程中彻底贯彻奈达的等效原则，熟练掌握翻译时应遵循的四条原则及四种翻译策略：音译法、直译法、意译法、音意结合法，以达到理想效果。关键词：等效原则；品牌名称；翻译策略20IntroductionWiththeaccelerationofeconomicglobalizationandChina'saccessiontotheWTO,alargenumberofautomobilebrandnamesneedtobetranslated.Nowadays,thetranslationofgoodshasbecomean
6、importantbridgethatcanhelpenterprisesopenthemarketsofothercountries.Inrecentyears,theeconomyofChinahasarapidimprovementaswellastheChinesepeople'slivingstandard.Automobileshavequicklyenteredintothecommonpeople’sfamily.Asthecontinuedgrowthofconsumerdemandandtherapidriseoftheautomobileproduction,peo
7、plecanseethatalmosteverywhere—thestreets,newspapers,magazines,radioandtelevision,theInternetandothermassmedia,aretalkingaboutautomobileandmoreandmoreautomobileadvertisementsaredancingandflyingoverthecityatthesametime.I
