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A Discussion on Translation of Car Names from The Perspective of Skopos Theory Take the Series of Buick as the Example
Abstract As the economic globalization and the cultural perse develops more and more intensive and faster, the international trade is more common and there are lots of foreign commodities coming into the Chinese market, the cross cultural communication becomes more frequent.Many cars tries their best to build up the images.car names,as a crucial factor of the advertising,play an important role not only in the market but also in the communication.43928
This research of car name translation discusses the car name translation from the perspective of Skopos Theory of the example of the series of Buick.In Skopos Theory,the behavior of translation is intensive activity with the specific purpose.Based on this definition,the methods and strategies of the car name translation are decided by the purpose of the original text.So that the translation can get rid of the restriction of the traditional views that the target text should observe.
The research is made up of five parts.Chapter one provides the introduction of the research.It includes with the background,the objective and significance of the research and introduces the organization of the study.
Chapter two first gives an overview of the automobile car names, which contains two parts:one is about definition and features of the car names,the other one is the formation of the car names and the analysis of the objectives.Then, the previous research and the theoretical foundation.
Chapter Three is the core of this research,the application of the skopos theory to name translation of the series of Buick which is separated into three parts.In this chapter,it tells us the function of the name translation of the series of Buick by skopos theory and discusses about the strategies and methods of name translation of the series of Buick.
Chapter four is a conclusion.The research tries to make contribution to the translation theory application to practical use in car names.
Key words: globalization; Skopos Theory; translation methods
从目的论的角度辨析车名的翻译：以别克轿车系列为例
摘 要从20世纪90年代以来，在新科技革命和大范围的社会化生产的条件下，高速发展的全球经济水平和日益频繁的国际贸易活动全球为经济全球化趋势的发展奠定了基础。经济全球化指的是基于市场经济体系之上的超越国界的国际贸易，它包含了全球范围内的资金流动，国际分工，国际贸易等要素。自21世纪起，这些要素的发展更加迅猛，世界经济已经渐渐成为一个全球性，有机的整体。在这个过程中，商品的品牌名称及其翻译作为宣传商品的关键因素逐渐引起了广泛的重视和研究。
同时，文化多元化的发展使得商品在品牌翻译的过程中更加注重文化的适应性和接纳性，以便被商品输入国的消费者所接受和理解。而以互联网技术为首的信息技术的发展，使得来自不同国家和地区的人民在接收和吸取他国文化的同时也能够传播本民族的文化。而品牌翻译涉及语言间的沟通交流，其背后蕴藏的文化的传播和借鉴、吸收对商品本身的宣传，企业形象的树立，企业文化的理解有着至关重要的影响。
本文通过以目的论为基础对别克旗下轿车型号品牌名称进行分析，突出目的论在品牌名称翻译方面的优越性和可操作性`751^文:论;文'网www.751com.cn。根据这一理论，翻译是一项有目的，有目标受众的跨文化活动，而翻译策略和方法是由目标和受众所确定的，从这一角度来看，目的论使得翻译活动拜托了以往传统翻译理论下强调“忠实”和“对等”的规则和束缚，有利于译文达到原始文本所附带的最初目的和目标文本所能达到的更佳效果论文网。