Abstract:

With the rapid development of economy, more and more Chinese people have their own cars, and at the same time, more and more foreign brand cars entered in the vision of the Chinese people. But at the time of buying foreign cars, do we really know these brands? We can immediately distinguish a variety of foreign brands of cars, but we may not know why they are called in that way. Nowadays, more and more people realize that in the process of product sales, good brand names and international brand names play an important role in trade. Study of brand names is a necessary and urgent task, because of the cultural differences between different countries, language differences, and ideological differences, the translation of trademark becomes very difficult of course. The automobile is a traffic tool which people are increasingly inseparable from. Its naming and translating ways become more important. This paper researches automobile brand naming and translation methods through the examples, classification, and comparison in detailed analysis. This enables us to know more about cars and car brands, naming culture and know more about European and American cultures, more skilled use of translation skills.

Keywords: automobile brands；trademark translation；culture differences

摘  要：

随着经济的快速发展，越来越多的中国老百姓拥有了自己的汽车，同时也有越来越多的国外品牌汽车进入了中国老百姓的视野。但在购买国外汽车的同时，我们真的了解这些汽车品牌吗？我们可能立即就能分辨出各种外国品牌的汽车，但是我们却不一定知道为什么这样叫它。如今，人们越来越多的意识到，在产品销售过程中，好的商标名称以及国际化的商标名称发挥着重要作用。研究商标名称是一项必要而且紧迫的任务，由于不同国家之间的文化差异，语言差异，思想差异，使得商标的翻译也提升到一个新的高度，当然作为人们越来越离不开的交通工具——汽车来说，它的命名与翻译便显得尤为重要。本文通过举例研究，分类研究，对比研究等方法详细解读国外汽车品牌的命名方式与翻译方法，使我们能更加了解汽车以及汽车品牌，更加了解欧美命名文化以及文化氛围，更加熟练地运用翻译技巧。

关键词：汽车品牌；商标翻译；文化差异