On Translation Of Automobile Trademark From The Perspective Of Adaptation Theory

The brand name, as an efficient instrument for the companies to advertise and promote their products, has specific symbolic meaning as well as profound indicative meanings and embraces unique commercial and cultural information. It is not only regarded as"the window dressing"of the products, but also the guide for the consumers to know or purchase products. In modern society, the brand name, as an essential component of advertising, plays a vital role in business competition. The companies come to realize the importance of good brand names in the process of promoting products, stimulating consumption and developing new markets.With China's entry to the World Trade Organization, the development of China's opening up becomes faster and wider. More and more goods are introduced into China from overseas. Car as a commodity is now very common in every household. As many foreign auto companies swarmed into the Chinese market, facing the numerous international car brands, many consumers do not know how to choose cars from these well-known brands.This thesis attempts to analyze how the adaptation theory can be applied to automobile trademark translation to achieve the equivalent effect, and also to analyze how the pragmatic failure arises in automobile translation. The originality of the present paper is to study automobile translation in the light of adaptation theory. The author employs adaptation theory (a new approach of pragmatics) to realize pragmatic equivalent effect and puts forward some modes of adaptation in automobile trademark translation. By doing so, the author aims at applying adaptation theory to the automobile trademark translation to avoid pragmatic failure and exploring some suitable translation methods to improve the current automobile trademark translation, so that the automobile companies can use the trademark to influence the sales of their products and persuade customers to make purchase.