US-ChinaForeignLanguage,ISSN15.PDFVIP

US-China Foreign Language, ISSN 1539-8080 February 2014, Vol. 12, No. 2, 157-170 D DAVID PUBLISHING Translation of Automobile Brand Name From the Perspective of Skopostheorie ZHANG Guang-qi Beijing Information Science Technology University, Beijing, China The brand name, embracing specific culture of enterprises and information of products, has a plentiful symbolic meaning and a significant effect on commercial marketing and purchaser’s recognition. Over the past years, many scholars have made extensive explorations in the field of brand name translation from different perspectives. While there are still some deficiencies in the practical application, this paper attempts to construct a theoretical framework for the translation model on the basis of Skoposthorie. Translation is not only an action, but a purposeful activity. It is important that translators should feasibly choose different translation methods owing to the target function and purpose, culture diversity and psychology of consumers who are also the target receivers. Thus, the author proposes four translation methods for automobile brand name translation under the guidance of Skopostheorie, and three translation principles through quantitative analysis. Keywords: Skopostheorie, quantitative analysis, translation method, translation principle Introduction In modem society, the brand name, as a commercial concept, is an efficient component for advertisement and promotion, and plays an important role in business competition. The global companies have realized the importance of good brand