Abstract：Brand, as an efficient instrument for the companies to advertise and promote their products, has specific symbolic meanings as well as profound indicative meanings and embraces unique commercial and cultural information. In modern society, brand, as an essential component of advertising, plays a great role in business competition. Companies come to realize the importance of good brands in the process of promoting products, stimulating consumption and developing new markets. With the development of world economy, more and more foreign products penetrate into China’s market, which makes the competition for various products in the market much fiercer. Especially entering into the 21st century, China’s economic strength increases substantially and automobile industry becomes prosperous. However, foreign automobiles play a leading role in China’s automobile market. Therefore, the translation of automobile brands has grasped people’s attention. This paper is composed of five parts. The fist part is introduction. The second part summarizes the basic concept of skopostheorie and its rules and puts forward several translation methods based on it. The third part makes a simple research on the relationship between automobile brands and culture. The fourth part gives a brief study of translation of automobile brands from the perspective of cultural differences. The last part is the conclusion. It is hoped that the paper will provide some suggestions for the companies and will help readers to understand automobile brands more. |
