关键词：等效原则；品牌名称；翻译策略

Introduction

With the acceleration of economic globalization and China's accession to the WTO,

a large number of automobile brand names need to be translated. Nowadays, the

translation of goods has become an important bridge that can help enterprises open

the markets of other countries. In recent years, the economy of China has a rapid

improvement as well as the Chinese people's living standard. Automobiles have

quickly entered into the common people’s family. As the continued growth of

consumer demand and the rapid rise of the automobile production, people can see that

almost everywhere— the streets, newspapers, magazines, radio and television, the

Internet and other mass media, are talking about automobile and more and more

automobile advertisements are dancing and flying over the city at the same time. In

this environment, a translation that is well coordinated with consumers' language

habits, cultural practices and capabilities of acceptance has become extremely

important in the process of automobile marketing.

The translation of automobile brand-names is not an easy job. The receptors of the

brand names in the receptors language should respond to it in substantially the same

manner as the receptors of the brand names in the source language. According to the

point of views of principle of equivalence theory, the translated brand names should

achieve a perfect linguistic unity among sound, form and meaning. Meanwhile,

cultural obstacles in the receptor language should be surmounted. The translated

brand names should conform to people’s aesthetic interest and psychology to attract

more consumers.

1. Introduction of Automobile Brand-name