目的论关照下汽车商标汉化翻译方略

摘要

In global economy, apart from the good quality and good credit, the trademark of the products is a more important factor to earn a bigger share in the market. The trademark of products is one way that potential consumers can know the products better. To choose a proper translation method of the trademarks matters much for the foreign products especially for the imported automobiles. This paper made a study about the translation methods from the perspective of Skopos theory and found it’s a great theoretical frame in the translation of automobiles’ trademarks.%以消费者为导向的市场经济背景下，一个商品要长久生存，那么恰当的汽车商标翻译就显得尤为重要。文章探讨利用德国的功能主义理论研究汽车商标的翻译，并制定符合汽车商标翻译的方法，即音译、直译、修饰法、创造性翻译、不译五种翻译方法。结果证明目的论更适合指导汽车商标的翻译。