汽车商标名来源及其汉译策略探讨分析  

On the Origin of Automobile Brand Names and Its Chinese Translation Strategies

作　　者：李向云 LI Xiang-yun(College of Foreign Languages and Cultures,Sichuan University,Chengdu Sichuan 610225,China)

机构地区：[1]四川大学外国语学院,四川成都610225

出　　处：《吕梁学院学报》2020年第6期20-23,共4页Journal of Lyuiang University

摘　　要：汽车商标由两部分组成:商标名和商标图。其中商标名可作为语言输入的直观感知,在商标概念价值中起核心作用。随着国外汽车产业在我国的发展与壮大,汽车商标名的汉译工作也日渐受到关注,在遵循“信仰达”的基本原则下,汽车商标的汉译更应该注重译名对于译入国消费者的吸引力。因此译者要关注译词是否适应译入国文化与语言体系和思维模式。目前市场上的汉译汽车商标的方法有音译、直译、音译意译相结合三种,但无论是哪种方法,都遵循“最佳意象法”。作者认为,在“最佳意象法”的基础上,结合“最佳选词法”,更能契合目的国家的接受习惯。Automobile trademark consists of two parts:trademark name and trademark map.Among them,brand name,as an intuitive perception from language input,plays a crucial role in the value of brand concept.With the development and expansion of foreign automobile industries in China,the translation of automobile brand names has attracted more and more attention.In accordance with the basic principles of“faithfulness,expressiveness and closeness”,the Chinese translators should pay more attention to the attraction of the translated names to the consumers in China.At this time,it is very important for the translated words to adapt to the culture,language system and thinking pattern of the target country.The methods of Chinese translations of automobile trademarks in the current market include transliteration,literal translation and the combination of transliteration and free translation.No matter which method is chosen,it will follow the method of“the best image”combining“the method of the best word selection”to satisfy the needs of the target country.

关 键 词：汽车商标名 最佳意象法 汉译 策略 

分 类 号：H159[语言文字—汉语]