汽车品牌翻译

Contents
1. Introduction
2. The cultural attribute of automobile brand 2.1.Originates from the proper noun
2.2. Common words
2.3. Foreign words
2.4.Clipped words
3. Translation method of automobile brand 3.1. Transliteration
3.2. Literal translation
3.3. Combination of sound and meaning
3.4. Fabricate method
4.Conclusion
Bibliography
Research on automobile brand translation
Abstract
Along with the rapid development of China's economy today and the international status of the upgrade, more and more car manufacturers positioning its automobile production and sales in China, the rapid development of China's automobile industry. People in the choice of a car, in addition to the car practical, economic, security, the name of the car from the people choose a great impact, especially in our country, ensure that practical economic security, tend to choose fashion, Geely and local car color names or brand. Therefore, the importance of the translation of car brands is particularly dazzling.
key words: rapid development ，China’s economy，automobile brand translation
关于汽车品牌翻译的研究
摘要
伴随着当今中国经济的迅猛发展以及国际地位的提升，越来越多的汽车生产商将其汽车生产和销售定位在中国，同时中国汽车行业也发展迅猛。

人们在选择汽车时，除了对汽车实用性，经济性，安全性有重要要求之外，汽车的名称也对人们选择起很大影响，尤其是在我国，在保证实用经济安全的前提下，人们倾向于选择具有时尚，吉利并且具有本土色彩名称的汽车或者品牌。

因此，汽车品牌翻译的重要性就尤为耀眼。

关键词：汽车品牌，翻译研究
1.Introduction
China is a developing country with a large population base. Along with the rapid development of Chinese economy, the unceasing growth of average per person GDP, is verifying day-by-day prosperity and development of China. Meanwhile along with soaring of its economy, China also quickly becomes the outstanding person in world developing country, the international standing day by day is also improved. With the pace of reform and opening up, China ranks among the world's powers, show a better face to the world, while more and more countries and regions of the world began to rediscover the "different" Dragon, are increasingly concerned with China. Experienced after the 2008 Beijing Olympic Games, China once again to show the world "the scenery here is better," the bigger, more harmonious country. The enhancement of people's material culture, the promotion of per capita income, has urged the Chinese market unusual prosperous, market demand formidable desire. More and more enterprises in the world set its sights on China, for them, it's a treasure full of vitality, China's market is to seize the business trends of the future. Because of so, we was seeing such as: Populace, Honda，Toyota, BMW, Benz, Ford such world well-known brand to China's favor.
2. The cultural attribute of automobile brand
The automobile brand word is the branch of brand word, similarly also comes under the influence of various countries' culture, is containing the profound culture foundation in its cultural object.
2.1. Originates from the proper noun
Western cultures value the individual, personal values, adhere to the individual standard, prominent individuals is an important aspect of Western philosophy. There are many large European car company founder company, inventor or to commemorate one of the character's name as a trademark. Memorial purposes can be achieved on the one hand, on the other hand can also promote corporate culture, enhance the company's reputation, reflecting the personality of the company, inspire confidence, promoting the sale of company products.Porsche (保时捷), translation of Porsche, is Germany Porsche last name the name of the Feidinanteboershe , the founder of the company. Mercedes-Benz (Benz) is the automobile inventor Karl Frederick of Benz's last name as a brand, to commemorate the first inventor and founder of Mercedes-Benz cars. Now Mercedes-Benz generally is based on Mercedes-Benz for the brand.
European culture is the dominant culture of today's world, while Greece and Roman culture was the cradle of Western culture. Greece-Roman mythology as the greatest achievement of their culture, in Western history, or even an entire human history all has the supreme status.Many automobile companies also use personal name in the Greek mythology as the trade name of automobile, highlights the individuality of automobile, stressed that the performance of automobile, causes the
customer happy wish.Phaeton, V olkswagen's latest production of the most high-end luxury sedan, a name of Phaeton word in sun god son by the ancient Geek myth transferred, it is said that he was good at harnessing the solar car to gallop, reflects the earth.Popular in the UK in the 18th and 19th centuries, a four door pickup carriage, with that name, it is for the gentleman favorite. This trademark name implies this car agile, handsome and personable.
There are many place names in the automobile brand names, or seat of the enterprise of production or product, or is a picturesque tourist attraction or historic or literary works in the virtual names. For example: Dodge, a small town of western Kansas, has the special meaning in the US history, Mentioned this small town name, immediately reminds in the westbound movement the US-type fondness of countryside, brave and violence. Makes the trademark word with it, suggested its automobile strong power and hale and hearty style.
2.2. Common words
In American automobile trademark word has considerable many part precisely to reflect that the US develops the boundary culture. Some many automobile brand names by expressing the words of these dauntless pioneer behaviors, suggesting the automobile to be rough, heroic characteristics, such as:Grand V oyager, Escort, Pathfinder, Conquers, Blazer，Trailblazer，Wrangler.
Cherokee • Jeep Chrysler production of off-road vehicles, "Cherokee" is taken from American Indian tribes, the Cherokee natives, they lived for generations in the mountains, due to the needs of the living and hunting, good mountain climbing to be named said the Cherokee car can climb over rocks, wade through the sediment, to conquer any difficulties and obstacles, to reach the victory of the other side. Another example Viper, Dodge's a sports car, shape aggressive domineering, at an alarming rate, snakes viper brand name very appropriate.
European and American people like to be outdoors, adventurous, and the courage to challenge the limits, so many car word mark to reflect the practicality of the car, to narrow the distance between users and vehicles, using some representative noun. For example, Explorer , Ranger Rover, V oyager, Cavalier , Free lander , Prowler , Cruiser Rambler, Tracker . When it comes to the Beatles, the German naturally think of their favorite, it is common to be regarded as the mascot Coccinella, In addition tallies with its short automobile body and streamline ladybug vehicle roof, therefore \"beetle\" the nickname wins applause from this, the beetle car also has become the German people typical pet car. A Golf word, has the general lawn golf movement in German, also has meaning of the bay. It caters to the war fought for the restoration of production and economic growth for nearly 30 years the German mentality. It stands for rest, recreation, and for Germans living in cold climates, the name itself is the symbol of green grass, blue skies and brilliant sunshine. Since such that just like originally designers expected, the golf car has come out, receives the affection of all over the world each social stratum public figure quickly. A Polo word original intention is polo, namely the riding a horse person must strike a goal gate movement the cricket on lawn. It can be imagined new V olkswagen Polo must bring comfortable and safe for
the pilot and can flexible mobile "saddle horse". Other originate from the brand word of common noun such as: Vantage，Lotus，Esprit，Venture，Intrigue，Skyline，Prairie Liberty, Presage, Crown, Sonata.
2.3. Foreign words
Some automobiles named in vivid foreign language.
Lupo , the Italian word, the meaning of the wolf, whichever four wild, flexible, meaning. This small car economy, safety, quality excellent.
Pajero, for a South American Argentina behavior agile small stray cat, union of implication for rough with US, as a Mitsubishi SUV trademark word, has highlit the harmony and unity of performance and outward appearance of automobile appropriate.
The Bora , a word is the one wind name of Mediterranean region, its car shape one such as the car name, the outward appearance strong and vital, curve smoothing, rich autokinetic effect and individuality.
Passat, is the equator region the wind that is blown by Northeast and southeastern direction, is lasting because of its two wind directions, is translated into the trade in Chinese. The new automobile of this several years of age, is the new trade that the designers and engineers of V olkswagen works give to the world.
Such as: Capri (derived from the Greece language capricon goat constellation), Matador (derived from the Spain language, Matador), Nova (derived from the Latin, Nova), Vega (derived from the Latin, falling Eagle).
2.4.Clipped words
Some automobile trademark word direct use production manufacturer name first letter shrinks slightly the word, such as: BMW (Bayerishe Motoren Werke); Saab (Svenska Aeroplan Aktiebolaet); FIAT（Fabbrica Itliana Auto-mobi Ledi Torino）.
3. Translation method of automobile brand
Commodity itself is one cultural carrier, the commodity rises in value through the culture, culture through commodity dissemination.Therefore the trademark word also is a cultural part, is the cultural one kind of expression form and the dissemination tool. “As long as the information sent by a member of a culture when the recipient is a member of another culture, intercultural link”said by L·A·Samovar(1988). In fact when the trademark word enters the international market along with the commodity its cultural attribute then made it enter the transcultural biography to pass the domain, emanation of trademark word and accepted is the biography of one culture passes with the transmission of information. In translation of trademark words from one language into another language, we must fully take into account the source language and target language country cultural differences between countries, must retain the original text as far as possible essence, as well as to make its translated name conform to the psychology of consumer.
3.1. Transliteration
The transliteration namely the use of source language pronunciation of the word mark , with the corresponding translation of words written out. This method may retain the source words rhyme , manifests the commodity original taste and flavor the exotic atmosphere, such as: Passat帕萨特，Seat 西亚特，Renault 雷诺，Buick别克，Polo波罗，Santana桑塔纳，Alfa Remeo阿尔法罗密欧，Spider斯派得，Aston Martin阿斯顿马丁，Audi奥迪，Bentley本特利，Cadillac凯迪拉克，Alero阿雷罗，Corvette考维特，Chrysler克莱斯勒，Ferrari法拉利，Fiat菲亚特，Mondeo 蒙迪欧，Holden霍尔顿，Lamborghini兰博基尼，Lincoln林肯，Maserati玛莎拉蒂，Megane梅甘娜，Rolls-Royce劳斯莱斯，Volvo沃尔沃，夏利Xiali，悦达起亚Yueda Kia，云雀Yueque，红旗Hongqi.
3.2. Literal translation
Translated literally In accordance with the meaning of the word mark directly ,and meanwhile the meaning of the word mark would be reserved.
Japanese passenger vehicle trademark word Bluebird, usually translates as“Blue bird”,Bluebird stemmed from Belgian writer Maurice Materlinek 1911 the virgin modern drama "Bluebird". In the play the Bluebird symbol "the happy future", serves as the trademark of passenger vehicle, the translation is "sunshine". Tang Dynasty Li Shangyin has the poem cloud : "Pengshan goes roadless , Bluebird will have attentive exploration”. "Blue Bird" is a messenger of Pengshan Wonderland, and the Chinese "green" and "blue" are equivalent to the English Blue, "Bluebird" word not only read catchy, the cultural connotation few do similar. Another example is Vanquish征服，Continental大陆，Azure蓝天，Century世纪，Sunfire太阳火，Cruiser漫步者，Viper蝰蛇，Liberty自由，Explorer探险者，Landbruiser陆地巡洋舰，Jaguar捷豹，Lotus莲花，Mercury水星，Scenic风景，Volkswagen大众，Beetle甲壳虫.
bination of sound and meaning
Characteristics of phonetic and ideographic of Chinese characters, depending on the source of English trademark words pronunciation and meaning, carefully selected vocabulary to enable its translation as much as possible to retain the original words of rhyme, and relying on the Chinese characters inherent ambiguity culture information, manifests the Chinese characteristic to supplement appears the semantic information loss in the translation process at the time of delivery vehicle characteristics, thus induces the consumer to carry on beneficial association. This is also one of the most commonly useful translation methods in automobile brand translation.
Bora is V olkswagen's a family car, the trademark word intent of the Adriatic sea breeze, FAW-V olkswagen after the introduction of the car for its take a name with Chinese characteristics – Bora(宝来). So as to preserve the similarity of pronunciation, on the other hand, also in line with the traditional Chinese concept of Good Fortune, embodies the meaning of good luck. Especially as a family car, the trademark could be more attractive to the attention of the target population, caused by good association. It’s play a catalytic role in open ing up the market .
Porsche, the world's top sports car manufacturer, is well known for its superior performance and astonishing speed. It previously said as Porsche（波尔舍）sports car in Hong Kong, mainland Chinese translation for Porsche（保时捷）, that is closer to the original pronunciation of the word, in the sense implied speed amazing and swift. Now bring up the Porsche name, people's first reaction is the personable, super sports car. Mercedes-Benz, this is a good example of combining sound and meaning, hearing the name, people immediately think of automobile engine, smooth moving forward all the way. Another example：Lexus凌志，Regal君威，Grand Cherokee大切诺基，Mazda马自达，Fort福特，Opel欧宝，Chevrolet雪佛兰，Venture万程，Neon 彩虹，Citroen雪铁龙，Daewoo大宇，Dodge道奇，Palio Weekend派利奥周末风，Contour康拓，Windstar稳达，De Ville帝威，Fiesta嘉年华，Accent雅绅，Infiniti 无限，Kia起亚，Mini迷你，Maxima千里马，Saab绅宝，全顺Transit, 瑞风，Refine.
3.4.Fabricate method
This translation method is the most flexible and can put aside the word form or pronunciation limit of maximum creative. According to the nature characteristics of product, Fabricates one resoundingly striking, completely conforms to the goal language country culture environment and the esthetic psychological new name .
For example , the BMW is condenses by the Bayerishe Motoren Werke first letter, represents the name of manufacturer, it is only the commodity information which without too many cultural meanings. Horse is the favorite animal of the Chinese nation, symbol of the aggressive, vibrant and enthusiastic , and the sound of “horse” in Chinese is “Bao Ma”, so when translated BMW into Chinese, clever use of “B” and “M” two-letter. Mentioned the BMW, immediately reminds to gallop, the breadth of spirit of ten thousand miles running amuck.
Another example：Accord雅阁，Caravan捷龙，Escort雅仕，Escape爱仕，Evision遨游，Civic思域，Legend里程，Range Rover陆虎览胜，Peugeot标志，Smart精灵.
4.Conclusion
with the rapid development of the automobile industry in China and more and more international cooperation and communication between the automobile producers in China and abroad, the translation of the trademark words become a necessity. The automobile trademark words not only reflect the different culture but also become the culture. Therefore, the translation of the automobile trademark words is a trans-cultural communicative activity. The thesis analyzes the culture element underlying the automobile trademark words, and then puts forward four translation methods which include transliteration, literal translation, integrate translation and creative translation according to the characteristics of them.
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