C-E Translation Strategies of Chinese Automobile Advertisements under “The Belt and Road Initiative”

摘要

自中国政府于2014年提出“一带一路”倡议以来，中国汽车品牌便迎来了一个日益发展壮大的海外市场。一辆新车在正式投入市场之前就已经开始大肆地进行广告宣传了。无论是在国内市场还是海外市场，中国汽车广告在提高其销量方面都发挥着至关重要的作用。因此，中国汽车广告的翻译也成为了相关人员所关注的焦点。本文通过探究中国汽车广告在“一带一路”倡议背景下的汉译英问题，以期为所有关注这一问题的人们提供一些可行的翻译策略。

本文首先简明介绍了广告的定义，以及汽车广告的语言特点和功能。同时还介绍了“一带一路”倡议并讨论了其对于汽车行业的影响。在分析了中国汽车广告翻译存在的常见问题之后，包括可读性较低、忽略文化差异、以及同一汽车品牌英译名称不统一，本文着重探析了汽车广告的英译策略，包括直译、音译、意译以及混合翻译等多种翻译策略。最后作者得出结论：对于“一带一路”倡议背景下的中国汽车广告翻译而言，译员应该优先考虑沿线国家的目标文化和目标观众。

关键词：汽车广告;翻译策略;“一带一路”

Abstract

Since Chinese government put forward “the Belt and Road Initiative” in 2014, there has been emerging a bigger oversea market for the Chinese automobiles. A new car has been advertised before it is put on the market. Chinese automobile advertisements play an important role in promoting and selling the products either on the domestic or on the foreign market. Translation of Chinese automobile advertisements has become a major concern for the people involved. This paper deals with C-E translation of Chinese automobile advertisements under “the Belt and Road Initiative”, in order to offer some workable translation strategies for whoever is concerned.

This thesis begins with the definition of advertisement and linguistic features and functions of automobile advertisement. Then the author introduces “the Belt and Road Initiative” and discusses its influence on Chinese automobile industry. After analyzing some common mistakes made in translating Chinese automobile advertisements, such as low readability, ignorance of cultural differences and different brand names of the same automobile, thesis focuses on C-E translation strategies for automobile advertisements, covering literal translation, transliteration, free translation and mixed translation. The author finally concludes that for the translation of Chinese automobile advertisements under “The Belt and Road Initiative”, the translators should give priority to the target culture and target audience of the related countries. 

Key words: automobile advertisement; translation strategies; the Belt and Road Initiative