汽车品牌翻译的情感文化顺应研究

Analysis of the Emotional and Cultural Adaption in Translating Automobile Brands

以汽车商标品牌为例,在顺应论的基础上,首先阐述与汽车品牌相关的专业术语,其次通过分析消费者对品牌渊源的探究心理和"名人效应"心态、消费者对汽车外形性能的期待、消费者自我实现和自我期待的心理状态以及消费者所在的历史文化背景等来阐述汽车商标英文名称的汉译。指出商标翻译绝非易事,需要译者对原语料和目标语的各个因素进行综合分析,统筹考虑,才能在汽车品牌翻译中作出恰当的词汇选择,推动商品销售。

Taking the theory of adaptation as the theoretical base and the automobile brands as cases,the paper firstly describes the technical terms related to automobile brands and examples of typical automobile brands.Then,the paper elaborates English car trademark translation on the following four psychological states：consumers＇ celebrity effect,consumers＇ expectations of the car appearance,consumers＇ expectations of the performance of the car as well as their self-realization and self-expectation.Besides,consumers＇ historical and cultural background is also mentioned and discussed in the brand translation.In all,it is not easy to translate trademarks.It is necessary for the translator to synthetically analyze the various factors of the original material and the target language to make appropriate choices of vocabulary in translating automobile brands so as to promote the sales of the products.