汽车商标的翻译

石河子大学毕业论文题目：文化角度下的汽车商标翻译TranslationoftheAutomobileTrademarksFromtheCulturalPerspective院〔系〕：外国语学院专业：英语班级：2010级2班学号：2010505103姓名：杨芸芸指导教师：臧红宝完成日期：201AbstractInmodernsociety,thetrademarkasanessentialpartofadvertisementplaysabigroleinbusinesscompetition.Theautomobiletrademarksinthemarketnotonlyreflectthedifferentculturesbutalsobecomethecomponentofculture.Therefore,thetranslationofautomobiletrademarksisalsoacross-culturalactivity.Thetranslationofautomobiletrademarkplaysagreatroleinthebusinesscommunicationandtradecooperationamongthemanufacturesindifferentcountries.Inordertoachievetheintendedpurposeoftheautomobiletrademarkstranslation,thisthesisanalyzestrademarktranslationfromtheculturalperspective.Thispaperdiscussesfromthreeperspectiveslanguage,culture,andmarketfactorsandputsforwardfourtranslationapproachingmethodstransliteration,literaltranslation,combinationoftransliterationandliteraltranslation,adaptation.Keywords:trademarkwords;culture;translationmethods摘要在现代社会里，商标词是广告中不可或缺的组成局部，在商业竞争中发挥巨大作用。商标不仅是文化的反映，也是文化的组成局部。因此，商标翻译也是跨文化的活动。汽车商标的翻译对中外汽车厂商之间的商业交流和合作起着重要作用。为了实现汽车商标翻译的目的，本文从文化视角下对汽车商标词翻译进行分析。从语言、文化、市场三个方面探讨了影响商标翻译的因素，并提出了汽车商标的翻译策略：直译、音译、音意结合和改写。关键词：商标词；文化；翻译方法ContentsI.Introduction1II.LiteratureReview2III.ABriefIntroductiontoTrademark4A.Definition4B.FormationofAutomobileTrademark51.ProperNamesUsedasAutomobileTrademarks52.CommonWordsUsedasAutomobileTrademarks73.Coinedwords8C.FeaturesofTrademark8=4\*ROMANIV.FactorsAffectingtheTranslatingTrademark.................................9A.Language9B.Culture10C.Market10=4\*ROMANV.TranslationofAutomobileTrademarksfromCulturalperpestive11A.LiteralTranslation11B.Transliteration12C.TheCombinationofTranslationandLiberalTranslation12D.AdaptationApproach13=6\*ROMANVI.Conclusion14WorksCited15=1\*ROMANI.IntroductionTrademarkisofgreatimportancetotheproducts.Itisasymbolofthereputationinacompany,andanefficientmediaforthecompaniestoadvertiseandpromotetheirproducts,whichmakesthecompanyreachtheaimtoentertheworldmarket.Thebrandnameinsomewayrepresentsacompany’simage.Atrademarkisatooltomakethecommercialsgraduallyentertheworldmarketduringthecompetition,whichcanattracttheconsumers,soastoincreasethecompany’sprofits.Therefore,anothercloselyrelatedarea—trademarktranslationhasbeenpaidmoregreatinterestfortheasabridgeofcommunicationtranslationplaysanimportantrole.Withtheautomobileindustrydevelopingfast,weneedtoattracttheconsumers’purchasingdesiretomakethecompanyprosperous.Besides,withthedevelopmentofglobalautomobileindustry,theautomobiletrademark,notonlyisadesignationofproducts,butalsoreflectsbusinessopportunityinthemarketbecauseithasanabundantculturalimplication.Therefore,itisofgreatsignificanceinthetranslationoftheautomobiletrademarknames.Infact,thecompetitioninthemarketisacompetitionamongdifferenttrademarks.Therefore,translationmethodsareconsideredasaveryimportantpartintheglobalmarketingstrategy.Andtrademarkisnotonlyasymboloftheattributionofcommercials,butalsoarepresentationofimportantsocialculture.Soitisnotaneasyjobtotranslatethetrademarksintoanotherlanguageontheconditionthatwestillkeepitsoriginalmeaning.Anditisthereasonwhyweneedtodoaresearchonsuchadirection.SinceChinahasbeenamemberofWTO,themarketofourcountryhasbroadlyopenedupandmanyforeignmanufacturerscometoChinatostepintothecommercialmarket.Atthistime,avarietyofautomobilesappearedwhichobviouslymadetheworldmarketfocusonChina.ThemainstreamofChineseautomobilescomesfromforeigncountriesandeverytrademarkhasitsownuniquecharacter.Undersuchacondition,agoodtranslationofthetrademarkwithChinesecharacteristicsisnecessaryandeagerfortheforeigncountrytoexpanditstrademarketinChina,andatrademarkwhichcanimplyexoticflavorisofgreatsignificancetomakeChineseautomobilesexpandtheinternationalmarket.Thetrademarksalsohavebeenapartofculture,thereforethetranslationofautomobiletrademarkscanbesaidatrans-cultureexchange.II.LiteratureReviewAtrademarknowadaysismoreoftenconsideredassomethingofrelationshipandcommunicationtotheconsumers,whichhelpspeopletorealizetheultimategoalofbrandpositioning,thatis,tosatisfytheirphysicalandemotionalneedsandpersuadethemtopurchaseproducts.(Cravens,D.W.,1998)ThisopinionthatWarrenJ.Keegan(2001)quotedinhisworkGlobalMarketingManagementreflectstheimportantrolethatthebrandplaysintheprocessofconsumingbycustomers.DuncandefinesabrandfromtheviewofIMC(IntegratedMarketingCommunication),“aperceptionofanintegratedbundleofinformationandexperiencesthatdistinguishesacompanyanditsproductofferingsfromthecompetition”.(Duncan,2003)Scholarshavediscussedthetranslationofbrandnamesfromdifferentaspects.Someelaborateonitsculturalaspect,suchasWengFengxiangandWangYuan,whoareconcernedabouttheculturaleffectduringthetranslationofbrandnames.SomediscusstheoriginandconstitutionofEnglishtrademarks,suchasLiangGuotao,whosuppliesmanydetailsinhisdictionaryandhisarticles.SomediscusstheprinciplesandcriteriainbrandnametranslationsuchasPanHong,WangPing.ShenZhiyangfocusesontheculturalimpactofdifferentnationalitiesonbrandnametranslationandtheselectionofdifferenttranslatingprincipleswhentranslatingbrandnamesfromdifferentcountries.HeChuansheng,inhisbookTrademarkEnglish,(1997)investigatesintobrandnamesintermsoflinguistics,socialpsychology,marketing,advertising,culture,andlaw.Heexplainstheformation,motivationoftheformationandcharacteristicsofbrandwords.ZhuYajun,basingonasystematicresearchforthestandpointoflinguistics,consumerbehavioralscience,drawstheconclusionthatnamingsymbolizescommunicationinhisbookAResearchonBrandNaming.(2003)Heapproachesbrandnametranslationfromtheperceptiveoffunctionalequivalencetheoryandsuggeststhreeprinciples:doastheRomansdo,relevant,succinct;andthreetranslationmethods:equivalentmethod,complementarymethodandhomophonicmethod.Theliteraltranslation,thetraditionaltranslationmethod,isnotaslargeasweexpected.Mixedtranslationandcreativetranslationtakeasmallpartinthepracticeofvehiclebrandnametranslation.Theapplicationsofthesetranslationstrategiesaretheresultofthefactors,whichcomefromvariousaspectsassociatedwiththetranslation,marketingpracticesandcultureawareness.Inthe1960s,thetranslationtheorieswereenteringanendlessstream.Someofthemarefaithfultolinguistics,somestresstheculture,andsomearecommunication-oriented.Whichoneisappropriateforthetranslationofautomobiletrademarks?Overthepastdecades,Chinesescholarshavemadeextensiveexplorationsinthefieldofbrandandbrandnametranslationfromdifferentperspectives.ThetranslationtheoriesofallthesefindingsarealmostbasedonYanfu’s“faithfulness”,“expressiveness”,and“elegance”,EugeneNida’s“equivalence”orPeterNewmark’s“semantictranslation”.Nida’s“functionalequivalence”laysspecialemphasisonthepurposeoftranslation,ontherolesofboththetranslatorandthereceivers,andontheculturalimplicationsofthetranslationprocess.InhisbookLanguage,Culture,andTranslating,(1993)Nidahasdistinguisheddegreeofhis“functionalequivalence”fromtheaspectsofcognitiveandexperientialfactors.AsNida’s“functionalequivalence”indicates,an“effective”shouldbeabletoproducetheequivalentfunctionorinotherwordsthemostproximalfunctiontoboththetargetandtheoriginalreceptors.(Nida,1993)Generallyspeaking,theymainlyfallintothetranslationprinciples,propernameperspectiveandfunctionalistperspective.Butthesestrategiescannotreachtheexpectedtargetinbusinesscompetitions.Hedrawsvastlyupontheknowledgeofscienceofcommunication,linguisticsandinformationtheory,andestablisheswhathecallsasscienceoftranslation.Hisprinciplesof“dynamicequivalence”madethetranslationresearchopentovariousperspectivesandprovidedususefulenlightenmentinestablishingnewtranslationtheoreticalmode.Nida’stranslatabilitytheoryand“functionalequivalence”providethetheoreticalbackgroundsofthisthesis.Studiesfocusingonpropernameperspectiveandfunctionaltheoryalsotakeupalargepercentage.Oneofthemostfamoustranslationtheorists,PeterNewmarkstatesthat“Nida’sclassicaldefinitionoftranslationasthereproductionoftheclosestnaturalequivalentofthesourcelanguagemessagecouldnotbebettered”.(Newmark,2001)Basedonthat,hefurtherputsforwardthat“Thecentralproblemoftranslationhasalwaysbeenwhethertotranslateliterallyorfreely”.(Newmark,2001)Inaddition,MonaBakeroffersamoredetaileddiscussionoftranslationequivalenceinhisInOtherWords:ACoursebookofTranslation.(MonaBaker,1997)Generallyspeaking,sheexploresthenotionofequivalenceatdifferentlevelsandmakesadistinctionbetweenequivalenceatorabovewordlevel,grammaticalequivalence,textualequivalenceandpragmaticequivalence.Majorandcommonmethods—transliteration,literaltranslation,combinationoftransliterationandliberaltranslation,andadaptationapproachhavebeenanalyzed.Thereisnoabsolutedemarcationbetweenthesemethods.Agoodtranslationmayoftenneedthecombinationofmorethanonemethodandreallydemandthetranslator’screativeness.Andcustomers’responseistheonlycriteriontojudgethequalityofabrandnametranslation.Onlythosecustomer—orientedrenderingswillbeacceptedandremembered,andonlytheywillbethefinalwinnersinthemarket.Forthetrademarkisasymboltodeliverinformation,itisauniquelanguageandhasaspecialmeaning.AgoodtranslationofthetrademarkwithChinesecharacteristicsisnecessarytofortheforeigncountrytoexpanditstrademarketinChina,andatradenamewhichcanimpliesexoticmelodyisofgreatvaluetostepChineseautomobilesintotheinternationalmarket.Theapplicationoftrademarkshasadirecteffectontheimage,reputation,powerofacompany.Thetrademark’sdevelopmentischangedundertheinfluenceofthecultureinaregion,country,andchangedwithethnics.Thelanguageoftrademarkisalwayscomparablysimple,whichiscomposedofseveralwordsorevenoneword.Butitisnotaneasyjobtotranslatethesetrademarksintoanotherlanguageandkeepitsrhyme.Thetranslationprocessneedstostepoverthebarrierinlanguageandcultureinordertosatisfyconsumers’aestheticpsychologyandconsumerpsychology.Sothetranslationpartoftrademarksisnotdefinedasaneasywork,whichneedsyoutoputheartintoit.Thisthesisaimstointroducesomemethodsandstrategiesthathavebeenusedintranslatingprocess,especiallyfromculturalperspective,andanalysistheculturalbackgroundofthetrademark.III.ABriefIntroductiontoTrademarkDefinitionWhilewewanttoknowaboutthetrademark,firstweneedtoknowsomeinformationofbrands.ItisdefinedbyMason,RathandHusted,“Abrandnameisthatpartofabrandthatcanbespoken.Itmaybeaword,agroupofwords,aletter,anumber,oranyconbinationofthese”.(Masonetal.158)“Atrademarkisabrandthathasbeengivenlegalprotectionandhasbeengrantedsolelytoitsowner”.(AmericanMarketingAssociation)Fromthedefinitionwecanseeatrademarkisdevelopedonthebasisofabrand.Itisapartofabrand,andabrandafterbeingregistered.Atrademark,trademark,ortrade-markisarecognizablesign,designorexpressionwhichidentifiesproductsorservicesofaparticularsourcefromthoseofothers.Thetrademarkownercanbeanindividual,businessorganization,oranylegalentity.Atrademarkmaybelocatedonapackage,alabel,avoucherorontheproductitself.Forthesakeofcorporateidentity,

trademarksarealsobeingdisplayedoncompanybuildings.(Wikipedia,2014)B.FormationofAutomobileTrademarkAfterhavingresearchedonthestudiesdonebypreviousscholars,theyfindthatalmostallthestudieskeepthesameclassificationoftheformationoftrademarks.Theyare,propernames,commonwords,andcoinedwords.Thissectionwillgiveabriefconclusionofthesekindsabouttheformationoftrademarks.1.ProperNamesUsedasAutomobileTrademarksAconsiderablenumberofbrandnamescomefrompropernames,whichmaybebasedonpeopleinreality,inmythorinliterature.Besides,therearestillsomeautomobiletrademarkscomefromgeographicalnamesorsomenaturephenomena.Thewesterncountryhaspaidmoreattentiontoindivual,personalvalue.Therealizationofones’valueisanimportantaspectofphylosophyinwesterncountry.AlargenumberofautomobilecompaniesinEuropenhavenamedtheirproductsasaperson’snameformemorisinghim.Ononehand,theycanrememberhiminmemory,andontheotherhand,thecultureofthecompanycanbeadvertised,soastoimprovethereputation,reflectthecharacterofthecompany,inspiretheincrebilityofcustomers,andpromotethesalesperformance.Manytrademarksoriginatefrompeople’srealnameslikePorshe,whichnamedafterthefounderFerdinardPorsche.BenzisthelastnameofKarlFrederickBenz,whoisthefirstinventorandcreatorofBenz.NowitchangedasMercedes-BenzforMercedesisthenameofacooperator’sdaughter.LincolnisthenameofthepresidentAbrahamLincolninAmericanhistory.Thiskindofcarsisspeciallydesignedforpresidentsandtheheadsofstatebecauseofitshighproperty,elegentmodelling,andcomfortableseats.LincolnwaschosenbyWhiteHouseasthededicatedcarforpresdients.Manyothertrademarksalsocomefrompersons’nameslikeFord(HenryFord),RollsRoyce(CharlesRollsandHenryRoyce),Cadillac(AntonioCadillacwhowasaFrenchgovernorofNorthAmericanandthefounderofDetroit,thecityofautomobiles),Citroen(AndresGustaffCitroen).TheEuropeancultureisthemaincultureinthewholeworldtoday,whilethecultureinGreeceandRomanisthecradleinwesternculture.SotheGreeceandRomanculturehasanachievementandgreatpositioninthehistoryofwesterneveninthehumanhistory.Itadmireswisdom,knowledge,andiscuriousaboutnatue,human.Thiskindofcultureshowsthepositivechracterforfreeedom.Someautomobiletrademarksaretheonescomefrommythwhichcanspreadtheprominentcharactersandstressthepropertyoftheautomobiles.Suchkindofnamescanaddculturalandhistoricalsignificancetotheproducts,andmakecustomerslostinwildandfancifulthoughts.Forexample,PhaetonisexactlyaluxuryoneinVolkswagencompany.ThewordPhaetontransformsfromthenameoftheGodofSun.Itissaidthatheisamanskilledinrunninghiscarriageandshiningtheground.Thekindofthistrademarkindicatestheownerisagile,elegantandunconventional.DyaneisaFrenchnameoftheGodnessofmoonandhunting.SomeotherexamplesareMazda(theGodoflightandgoodnessinPersia’sreligion),Mercury(theGodofsmeltingmetalinGrace),Aurora(theGodnessoflightinGrace),Venus(Godofbeauty)inVolvocompany,Triton(Godofsea)inFordcompany.Someautomobiletrademarksarederivedfromthenamesinplaces,scenicspotsorplacesinlegendsandthenaturephenomeon.Thiskindofadoptioncancallreaders’association.DodgeisasmallvillageinKansas,whereithasaspecialmeaninginAmericanhistory.IntheAmericanExploredMovement,Dodgeisaninterchangeoftheeastandwest,wheretheconflictbetweencivilizationandviolencehashappened.Policemen,cowboys,gangstersalwayshavesofiercefightstherethatithasadisorder.Therefore,whenreferringtothevillage’sname,thebrave,violence,andwildnatureofpeopleinWestwardMovementcomeintoourmindsimmediately.TherearemanysuchkindofwordslikeAscona(aholidayresortofSwitzerland)inOpelcompany,Contina(avillageinthenorthofAlpsinEurope)inFordcompany,Shelby(hometownofcowboys),Subaru(thefamousmountainSubaruinJapan).ThenaturephenomeonareVolkswagen(thecompanyisinfavorofthewindtonamedtheautomobiles),Santana(avallyinCaliforniaofAmericaoftenhasthewind).2.CommonWordsUsedasAutomobileTrademarksCommonwordsaretherealwordsexistinourdailylife.Thiskindofwordshasadvantagescomparingwiththepropernounsfortheycanexpresstheautomobiles’functionquality,property,andariseconsumersmoreassociation,thusfullyreachingtheaimofadvertisingtheproductsandpromotingthesales.Someexamplesareasfollows,Cherokeecomesfromatribe’snameofAmericanIndia.Peopletherelivedinmountainouszonegenerationaftergeneration,andinordertosurvivetheyhadtohuntandhike.Thenamestandsforthecarcangothroughrocks,mud,sandsandanyharshsurroundignstoreachthedestinationintheend.Europeansliketodooutdoorsports,andsomeadventourousorchallengingthings.Soinordertoreflectthepracticalpropertyoftheautomobiles,sometrademarksarepersonalizedsuchasRanger,Voyager,Cavalier,Freelander,Prowler,Cruiser,Trackerandsoon.Herestillsometrademarksaredefinedbyanimals.WhenthepioneersexploredNewContinent,theyareattractedbymanyuniqueanddifferentkindsofanimals.Thensomeautomobilesarenamedafteranimalsthroughwhichtheycanreflecttheshapeorpropertyofcars.ExamplesforMustang,whichisakindofhorsethatalwaysrunfreelyandisfullofbeautyandpoweraroundtheprairieintheNorthofAmerican.Sothetrademarkwillmakepeopleassociateitsspeedwiththecar’sproperty.Beetleisakindofbug,butatrademarkofautomobile.Germanlikecoccinellaseptempunctatathatrepresentsluckyandauspicious.Andthecarwithashortbodylookslikebeetle,sothisnamehasbeenfamouseversince.Beetlebecameapetcaroflocalpeople.Thewordgolfmeansnotonlythesportthatplaysinagrandlawnbutalsothebay.ItcaterstotheheartofGermanatthattimebecauseitrepresentsentertainmentandrest.Forthemanliveinagloomyandcoldweather,theworditselfmeansgrassland,blueskyandbrightsunshine.Poloasasportisforhorsemantohittheballintogoalwhichisplayedonglassland.ManyothercommonwordsareVantage,Crown,Accord,Celebrity,Continental,Triumph,Alliance,Concord,Lotus,Venture,Skyline,PrairieLiberityetc.suchcategoryoftheseautomobiletrademarksrepresentabeautifullife,wonderfulworld,andhaveapositivemeaningwhichreflectsthecharactersandtriatsoftheautomobiles.3.CoinedwordsCoinedwordsholdalargepartofautomobiletrademarksintheworld.Accordingtotheproperty,functionsandfeatures,themanufacturersanddesignerstakeuseofthefactorssuchaslanguage,culture,market,andcombinedwiththetheoryofpsychologyandaestheticstocreatethenewwords.Theyareusuallyformedbythemethodsofwordformation.ThewordsareFIAT(FabbricaItlianaAutomobiLediTorino.,SAAB,LandRover,Elise,Luxury,BMW(BayerisheMotorenWerke),Saab(SvenskaAeroplanAktiebolaet).C．FeaturesofTrademarkTogetabettertargettrademarkname,thetranslatorshouldknowsomethingaboutthefeaturesofthetrademarks.Althoughtherearemanywaysintranslatingtrademarknames,thegoalofatrademarknametranslationshouldaimatcreatingagoodimageinthemarketandarousingcustomers’purchasingdesire.Whilealmostallthewonderfultrademarkshavefeatureslikethefollowings.Firstoneisbrevity.“Whenchoosingabrandnameforitsproducts,acompanywantsanamethatwillbeeasilyremembered,recognized,andpronouncedbythecustomer”,and“Shortbrandnameshavebeenfoundtohavegreaterimpactincustomersthanlongones”(Mason,etal.163).Brevitymeansabrandnameshouldbeshortandclear,andinthesamewayshouldnotbetoolongortoocomplicated,otherwise,itwouldbehardforconsumerstounderstandandremember.Thenthesecondwouldbenovelty.Abrandnamecouldarousethegreatinterestoftheconsumersandleaveadeepimpressiononthem.Thebranddesignerhadtriedmanywayssothattheirtrademarkcouldbeimpressiveandspecial.Andtheywouldalsoreflectthecharactersoftheproducts,whichcouldhelpconsumerstoknowmoreabouttheproducts.Thenextisdistinctivenesswhichfocusesondistinguishingtheproductsfromothercompetitors.“Adistinctivebrandnamepositivelyidentifiesamarketer’sproductandpreventsconfusionwithsimilarproducts”,and“Somebrandnamesaresodistinctivethattheyinstantlybringtomindtheproductorlineofproductsthatidentify.”(Masonetal.164)Thenthelastiselegance.Formostcustomersneedtohaveanimpressionofappreciationonaproductbeforetheywanttopurchaseonit.“Becausetheimageconveyedbythebrandnamegreatlyaffectsacustomer’sproductchoice,itisimportantthatthenamewillappealtothecustomerandencouragepurchaseoftheproduct”(Masonetal.164).=4\*ROMANIV.FactorsaffectingthetranslatingtrademarknamesThecompetitioninthemarketbothathomeandabroadhasbecomeintensive.Sotheyhavealwaysbeenlookingforwardtoahigherrequirementonthetranslators.Exceptforagoodskilloflinguisticknowledgeinbothlanguages,thetranslatorsalsoneedtoknowabouttheculture,language,business.Thesefactorsaresetasthefollowings.LanguageThetrademarkwordshaveacommoncharacterthattheyareshort,andeasytobereadandtobeunderstood,becauseinthiswaytrademarkscanarouseagoodimpressionandtheinterestofthecustomers.However,forthereasonthatdifferentlanguagebetweenChineseandEnglish,thetrademarksalsoshowsomedifferences.Itseemslikeageneralconsciousnessforallofusthatthebasicfactorsislanguagethatweshouldtakeintoconsiderationwhiletranslatingalanguage,soastoautomobiletrademarks.Thetranslatednamesshouldbepopularandfamiliartothepeopleinthetargetmarket.Thoughtherearemanyprinciplesthataresummarizedbyscholarsintranslating,manypeoplehavereachedtooneprincipleof“KISS”(Keepitshortandsweet).Forthereasonthatdifferentlanguagesdescribetheworldindifferentways,itisthesamewhenitcomestotrademarks.Thebrand“MercedesBenz”iswell-knownintheworld,andrepresentstheupscalecarsinChina.However;whenthepeoplefromdifferentplacestalkaboutthistrademark,itisdifficulttomakeacommonview.“MercedesBenz”istranslatedinto“奔驰”inthemainlandofChina,“宾士”inTaiwan,and“平治”inHongKong.Thetranslation“奔驰”isconsideredthetypicaloneforitistheperfectcombinationofsoundandspiritoftheoriginal.Thetranslation“奔驰”keepsthepronunciationfeaturesofEnglishinthemostextent,andcoincideswiththeimpliedimageofaspeedycarinChinaCultureCultureaffectshuman’sbehaviorwidely,includingconsumerbehaviorandresponsetothetrademarknames.Trademarktranslationisacross-cultureeventwhichrequirestheknowledgeonlinguistandculture.Whileapartfromthelanguagefactor,cross-culturalknowledgeisalsoanimportantaspectintranslating.AsNidapointsoutinhisworksLanguageAndCulture,“Fortrulysuccessfultranslating,biculturalismisevenmoreimportantthanbilingualism,sincewordsonlyhavemeaningsintermsoftheculturesinwhichtheyfunction.”Thismeansthetranslatorshouldbesensitivetotheculturalfactorsintranslationprocess.Aneffectivetranslationneedtotakethecultureintoconsideration.Exampleforanadvertisementabout“PRADO”incompanyToyota,theword“PRADO”istranslatedas“霸道”.Thisaffaircausedthedissatisfactionofcustomers,andfinallythecompanymadeanapologytopublic.ItbadlyinfluencedthereputationofToyota.Thereasonistheconnotationof“霸道”isnotacceptedinChineseculture,soitcausedamageofthedignityofChinesepeople.Intheend,thecompanytransformed“PRADO”as“普拉多”,andchangedmanyofitsothertrademarknames.MarketInsomewaywecansaythatthetranslationoftrademarknamesisanothernameofitselfinthetargetlanguage.Todefineornameaproduct,oneshouldtakethefactorssuchasthetargetmarket,marketsegmentation,productpositioningetc.intoaccount.Asapartofcompany’sglobalmarketing,automobiletrademarktranslationisasignificantthingformanufacturestoconsider.Anautomobiletrademarkalwaysconveysthehopeandexpectationofthecompany.Atthesametime,themanufacturewantsthetranslatednametobeimpressiveandexpressivetothecustomers.Thetranslationmeansacreationoftrademark’sname,whichmeansthegoalisthesameasthebeforeonewhentheproductscomeintothemarket.Thetranslationof“风云2”is“Fulwin2”,whichisanameunderthecombinationof“FullWind”.Itiseasytoreadandremember,withtheuniquemeaning,hardtoimitate,andhasthesimilarpronunciationof“风云”.Anotherexampleis“奇瑞QQ”,whichistranslatedinto“CherryQQ”.ThisnameisperfectbecauseitwillmakethetrademarkstepintothemarketsofEuropeandAsia.=4\*ROMANV.TranslationofAutomobileTrademarksfromCulturalperpestiveInautomobiletrademarks’translation,thetranslatormayadoptdifferentmethodstoattractconsumers.Whenthetanslatorconsiderstheculturalaspects,somecommonmethodsareasfollows:A.LiteralTranslationLiteraltranslationmeanstranslatingliterallyordirectlyintoanotherlanguage,whilekeepstheoriginalformandmeaning.Itistheprimarywayoftrademarks’translation.Literaltranslationisawaytotransformthetrademarkintothetargetlanguageswithasimilarmeaningtotheoriginalone.Oneconditionisthatthetranslationcannotgoagainstthetargetlanguageinsomeaspectsliketheculturalstandard,orcausemisunderstandingandunfavorableassociation.Suchawaywillmakeconsumerstruelyunderstandtheimplicationofthetrademarks.ThesalooncarBluebirdinJapaniscommonlytranslatedas“蓝鸟”inChina.ThetwocommonEnglishwords“blue”and“bird”aretranslatedas“蓝”and“鸟”.Thiswordcomesf