Abstract：Brand, as an efficient instrument for the companies to advertise and promote their products, has specific symbolic meanings as well as profound indicative meanings and embraces unique commercial and cultural information. In modern society, brand, as an essential component of advertising, plays a great role in business competition. Companies come to realize the importance of good brands in the process of promoting products, stimulating consumption and developing new markets. With the development of world economy, more and more foreign products penetrate into China’s market, which makes the competition for various products in the market much fiercer. Especially entering into the 21st century, China’s economic strength increases substantially and automobile industry becomes prosperous. However, foreign automobiles play a leading role in China’s automobile market. Therefore, the translation of automobile brands has grasped people’s attention. This paper is composed of five parts. The fist part is introduction. The second part summarizes the basic concept of skopostheorie and its rules and puts forward several translation methods based on it. The third part makes a simple research on the relationship between automobile brands and culture. The fourth part gives a brief study of translation of automobile brands from the perspective of cultural differences. The last part is the conclusion. It is hoped that the paper will provide some suggestions for the companies and will help readers to understand automobile brands more.
Key Words：Automobile brands; Translation; Skopostheorie; Cultural differences

摘 要：品牌，作为企业宣传和推销产品的有效工具，具有特定的标志意义和丰富的象征意义，承载着独特的商品信息和文化信息。在当代社会，品牌作为广告至关重要的一部分，在商业竞争中发挥着巨大的作用。各公司意识到品牌在其宣传产品、刺激消费和开拓新市场的过程中发挥着越来越重要的作用。随着世界经济的发展，越来越多的国外产品进入中国市场，同类产品的竞争变得日益激烈。尤其进入21世纪，中国的经济实力大大增强，汽车产业进入繁荣时期，但是主流的汽车产品大多来自国外。所以，人们更加重视汽车品牌的翻译。本文分为五个部分，第一部分是绪论，第二部分总结了目的论的基本概念和原则，并以目的论为基础提出几种翻译方法，第三部分对汽车品牌与文化之间的关系做了简单的研究，第四部分简要的分析了从文化差异的角度汽车品牌的翻译，最后一部分是本文的结论。希望达到的目的是为企业提供一些建议，帮助读者们更深刻地理解汽车品牌。
关键词：汽车品牌；翻译；目的论；文化差异