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1、TheTranslationofAutomobileBrand-namesfromthePerspectiveofthePrincipleofEquivalenceAbstract:Likeanyothertranslations,thetranslationofautomobilebrand-namesisalsoakindofformofinterculturalcommunication,itinvolveslanguagelaws,culturalpsychology,aestheticinterestandsomeotherfactors.Theprinciple
2、ofequivalenceofNidahasgreathelptothetranslationofautomobilebrand-name.Accordingtothisprinciple,thereceptorsofthebrandnamesinthereceptorslanguageshouldrespondtoitinsubstantiallythesamemannerasthereceptorsofthebrandnamesinthesourcelanguage.Onthepremiseofknowingthesourcesandthefeaturesofautom
3、obilebrand-name,thetranslatorshouldrealizethebigsignificanceofthisprincipletotranslationandimplementtheprincipleofequivalenceintheprocessoftranslation.Also,thetranslatorshouldmastervarioustranslationprinciplesandfourdifferenttranslationmethodssuchastransliteration,literaltranslation,freetr
4、anslationandtransliterationcombinedwithliteraltranslationtoachievethedesiredeffect.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
5、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19IntroductionWiththeaccelerationofeconomicglobalizationandChina'saccessiontotheWTO,alargenumberofautomobilebrandnamesneedtobetranslated.Nowada
6、ys,thetranslationofgoodshasbecomeanimportantbridgethatcanhelpenterprisesopenthemarketsofothercountries.Inrecentyears,theeconomyofChinahasarapidimprovementaswellastheChinesepeople'slivingstandard.Automobileshavequicklyenteredintothecommonpeople’sfamily.Asthecontinuedgrowthofconsumerdemandan
7、dtherapidriseoftheautomobileproduction,peoplecanseethatalmosteverywhere—thestreets,newspapers,magazines,radioandtelevision,theInternetandothermassmedia,aretalkingaboutautomobileandmoreandmoreautomobileadvertisementsaredancingandflyingoverthecityatthesametime.I
