The Full Text Translation Report Of "Car Brands—Car Logo Graphic Guidelines"

With an economic boom in China,more and more foreign automobiles and car companies have made inroads into this country.Accompanying the recent growth of auto sale volume is an increasing interest in foreign auto culture,including the origin,history and design of cars.Against this background,many professional and amateur translators have become aware of the significance of automobile translation.However,a number of problems still exist in the automobile translation,including inconsistent and unprofessional translation terms and the translationese in lexical and syntactic translation.In addition,with a mass of auto brands in the market,many people are fond of cars but they are not able to make out these complicated badges,which often leads to ill-informed discussion among people.All of these problems need to be solved urgently.This report is based on the translation practice of Car Marques: A Graphic Guide to Automotive Logos and Emblems,from the perspective of the Skopos theory,which was proposed by Hans Vermeer in the 1970 s.The idea of the Skopos theory is that the purpose is the decisive factor of all the translation actions.In order to ensure that the target readers could understand automobile information more clearly with better reading experience,the translator needs to fully consider the target readers and their corresponding culture.Therefore,various translation strategies,including free translation and literal translation,are flexibly applied to adapt to the meaning of source text or the culture and expression habits of target language.With some guiding significance on the translation practice,this report may also provide reference for other translators to translate similar automobile texts.