本科生毕业论文
2015届本科生毕业论文
基于美学翻译理论的车牌名翻译策略STRATEGIES OF TRANSLATING VEHICLE
BRAND NAMES BASED ON AESTHETIC
TRANSLATION THEORY
学生姓名周婉媚学号201112321131 所在学院外国语学院班级经英1113 所在专业英语
申请学位文学学士
指导教师张小波职称教授
副指导教师职称
答辩时间2015年 6 月 7 日
CONTENTS
ABSTRACT ....................................................................................... 错误！未定义书签。ABSTRACT ........................................................................................................................ II
1 Introduction (1)
2 Traditional Culture of Vehicle Brand Name (2)
2.1 The origins of the vehicle brand names (2)
2.1.1Being named after people (2)
2.1.2Being named after animals (3)
2.1.3Being named after simple alphanumeric combination (3)
2.1.4Being named after the characters in the myths and legends (3)
2.1.5Being named after ordinary words (3)
2.1.6Being named after title, position and other identity (3)
2.1.7Being named after the inventing words without specific meaning (3)
2.1.7.1English In The Foreign Language ................................ 错误！未定义书签。
2.2 The Principles (4)
2.2.1Reflecting car commodity information (4)
2.2.2Lively，interesting and trigger imagine (4)
2.2.3Easy to be remembered (5)
2.2.4Paying attention to cultural differences (5)
3 Literature Review (6)
3.1 The combination of aesthetic and translation (6)
3.2The three beauties in translation: beauty in sound, form and sense (7)
4 Method Of Study (7)
5 Case Analyses (8)
5.1Beauty in sound (8)
5.2Beauty in form (9)
5.3Beauty in sense (11)
6 Conclusion (12)
ACKNOWLEDGEMENTS (13)
REFERENCES (14)
摘要
从百万富翁到平民百姓，都可以拥有一款适合自己的汽车。汽车市场销售的繁荣同时也引发了激烈的竞争。市场上汽车品牌众多，如何才能吸引消费者的眼球，让自己的产品成为其首选呢?人们对于任何新事物的了解，都是从其名称开始的，汽车也不例外。外国汽车在国内的销售和国产汽车在外国市场的销售不断增长。中国已经超越美国和日本，成为了世界上最大的汽车生产国和消费市场。然而目前中国汽车市场依然由国外汽车品牌主导。特别是中国加入WTO之后，中国的开发为外国汽车品牌进入中国市场提供了机遇。如果要将市场转入国外，公司首先应该把商标翻译成当地语言，并且确保翻译后的商标名不光语言上要确切，而且也要符合当地的文化背景、市场形态，亦不能有悖于当地的法律。成功的汽车商标翻译不仅能传递产品信息和企业文化，更让人过目不忘，刺激消费欲望。汽车工业的兴起和繁荣使汽车品牌的翻译成为一种必然，因为汽车名称能吸引消费者的注意力，促进购买欲望，使一家汽车公司的产品在激烈的市场竞争及纷繁复杂的名称中脱颖而出。
翻译美学在汽车名称的翻译中起到了重要的理论指导作用，由于汽车商标翻译受到越来越多研究者的关注，然而学者的研究角度主要集中于目的论、文化视角、等效原则和语言顺应等。笔者认为汽车商标翻译不仅是源语言和目标语言之间的信息转化，更是审美主体对美的认识和鉴赏以及对美的再现和创造。使汽车企业能在翻译美学的指导下取得一个好的译名从而更好地传递汽车企业的文化、理念和品牌形象。
本文选取一些我们平时较多接触的汽车品牌进行研究，共分为六部分。首先简要介绍了汽车行业的发展以及好的汽车译名对人们接受程度和销售量的影响。第二部分对汽车名的来源和翻译的原则进行阐述。第三部分对美学翻译理论进行了系统的阐述。第四部分对研究的方法进行了描述。第五部分选取一些代表性的汽车品牌的中英名称，并在关联理论的框架下对所选择的译名进行了深入系统的分析。论文在美学翻译的视角下，对汽车品牌名称进行了详尽的分析和论述，由此得出美学翻译理论对汽车名的翻译具有很好的适用性。
关键词：：汽车名翻译;翻译美学;音美;形美;意美
ABSTRACT
From millionaires to civilians, they can have a suitable car for their own. At the same time, the prosperity of auto sales also led to a fierce competition. There are many auto brands in the market, the question is how to attract the attention of consumers, and make their products become the first choice of consumers? Name is the first thing to be understood by people when they meet with new things, no exception for cars. The sales of foreign cars in the domestic market and the domestic auto in foreign market are expanding. China, overtaking the United States and Japan, has become the world's biggest car producer and consumer markets. However, China's auto market is still dominated by foreign car brands. Especially, after China gained the accession to the WTO, the opening policy gives a chance for foreign automobile brand to penetrate into Chinese market. If companies want to penetrate into foreign markets, they should first translated trademark into the local language, and ensure that the translated brand names not only using the accurate language, but also according with local cultural background, the market form without contracting to local law Successful translation of automobile trademark names can not only transfer product information and the enterprise culture, but also let a person never forget it and stimulate consumption desire. The rise of the automobile industry and prosperity makes the translation of automobile brand name become necessary, because the car names can attract consumers' attention, promote the purchase desire, make a car company products stand out in the fierce market competition.
Translation aesthetics play an important role in car name translation for its function of theoretical guidance. The car trademark name translation gains more and more attention from researchers. However, the research perspectives are mainly focused on the Skopos theory, cultural perspectives, equivalent principle, and language adaptation, etc. The author thinks that the translation of car brand names is not only a conversion between source language and target language information, but also the awareness and appreciation of beauty of aesthetic subject and representation and creation of beauty. （刘宓庆，2005）Under the guidance of translation aesthetics, good names which can deliver auto enterprise culture, concept and brand image better will be translated.
In this paper, some vehicle brands are chose to discuss. This paper is divided into six parts. First, it briefly introduces the development of auto industry and the impact of good translated names on people’s acceptance and sale. Second, the origins and translating principles of vehicle names will be shown. Third, aesthetics translation theory is elaborated in this part. Fourth, research methods are described. Fifth, under the guidance of aesthetics
translation theory, we select some representative car brands name to make a systematic analysis. Sixth, the conclusion is ,under the perspective of translation aesthetics we have carried on a detailed analysis and discuss for brand names, we know that it’s suitable for car name translation using aesthetic translation theory.
KEYWORDS:car name translation, aesthetics translation theory, beauty in sound, beauty in form, beauty in sense
STRATEGIES OF TRANSLATING VEHICLE
BRAND NAMES BASED ON AESTHETIC
TRANSLATION THEORY
English Major, 201112321131, Zhou Wanmei
Supervisor: Zhang Xiaobo
1Introduction
Because of reform and opening policy, the economy of China and people's living standards has a rapid development. Car can be owned by most of people. The growth of consumer demand and car production leads to a huge amount of ads for cars transferred by newspapers, magazines, radio, television, Internet and other mass media. So a good translated name which conforms to language habit of consumer and cultural custom is very important to automobile marketing process. China, overtaking the United States and Japan, has become the world's biggest car producer and consumer markets. However, China's auto market is still dominated by foreign car brands. Especially, after China gained the accession to the WTO, the opening policy gives a chance for foreign automobile brand to penetrate into Chinese market. They meet the demand of Chinese people by localization strategies. Such localization strategies include quality and styling as well as the localization of brand names. The most important thing of localization of brand names is to meet the demand of Chinese people.
Trademark, as a marketing tool, has received an unprecedented attention. Trademark is not only just a step to register manufacturer, but also the catalyst to win the market. (Hankinson and Cowking, 1993:4) Brand name is the core of the uniqueness and individuality of product. In today's competitive market, it's very important to create and maintain product image with an easy remembering brand. Before buying a product, consumers will usually distinguish products according to brand name and first impression of the products. Take the car brand names as an example, for example, Guangzhou Xin Huaxin market research and consulting co., LTD., served as the investigation of the automobile brand and sales relationship, the results show that more than 80% of the readers think car brand names to a large extent influence the car sales, and more than half of the readers won't buy a car with a flat name. The name of the car not only represents the model, but also the comprehensive reflection of performance, quality, credibility and image. So naming a car with a good brand name is a crucial step. With the development of the global auto industry, as a representative of the business concept, car trademark name not only represent
goods, but also provide business opportunities for commodity producers. In the 21st century, with the rapid development of our economy and the improvement of people's living standards, private cars have become affordable goods for general public. The sales of foreign cars in the domestic market and the domestic auto in foreign market are expanding. As the saying goes, "The tailor makes the man". In fact, the brand as the "clothes" of product, while the translation is the second "clothes". The good or bad of the "clothes" is directly related to the sale of the products in foreign markets.
Aesthetics translation theory played an important role in translating car brand names. Under the guidance of this theory, this paper analyzes the origins, characteristics, and the names of the cars through a detailed analysis. Three strategies, respectively, beauty in sound, form and sense are used as guidance of this paper.
2Traditional Culture of Vehicle Brand Name
To do car brand name translation we should know the origins of the vehicle brand names and the principle when translating it, it can help us to make a proper translation for car name under the premise of understanding the local culture, and then combining with its own culture.
2.1The origins of the vehicle brand names
Automobile brand names are different all over the world. Some come from normal words, producing a new specific meaning. Others come from proper nouns such as names and place names, etc.; Others can describe automobile performance; And other integrate of "Chinese elements" with deep cultural connotation. In this paper, based on the collected automobile brand names, we summarize seven methods to name automobile brand.
2.1.1Being named after people
European and American automobile brands have a long history. What's more, the western countries favorite individual ability and value. In order to promote self-respect, many foreign brands are being named after people. Rolls-Royce (Rolls-Royce) is a famous luxury car maker and one of the world's largest producers of Aeroengine. The company is cooperated by Charles Stewart Rolls and Henry Royce, created in 1904. And Abraham Lincoln names a Buick, Buick brand, etc. This kind of car brand has a long history and a profound cultural background, at the same time broadening the market and boosting sales. Alfa Romeo and Mercedes Benz were named after the founder. Aston Martin is the name of the creator and places together.
2.1.2Being named after animals
Some animals can leave a good imagination. So car brands named after the animal are very common. Nissan's Blue Bird is derived from the Belgian writer Maeterlinck (Maurice Maeterlinck) who has won the Nobel Prize for literature, pantomime of Blue Bird in 1911, which is a symbol of happiness in the future. And as the movie "Transformers" series, Chevrolet's "bumblebee (Camaro)", quickly catch on attention around the world. Jaguar (捷豹) reminds people of agile, speed special leopard; Beetle (甲壳虫) combine the shape and name of the car perfectly together, which is loved by people.
2.1.3Being named after simple alphanumeric combination
Car brand is straightforward named after simple alphanumeric. It can let the consumer remember as soon as possible, and also reflect the unique charm of the brand. Such as Audi's A series, R series, Q series and so on. BMW X series, focusing on middle-to-high-end car, are loved by consumers.
2.1.4Being named after the characters in the myths and legends
A Mythical character usually has extraordinary power, giving a person a good dream, so car brands named after a mythical character is a common way. Japan's Mazda, is the surname of the founder, Kojiro Matsuda. Because of the wrong English transliteration, Matsuda was spelled into Mazda. Actually, Mazda is originated from western Asia. A god, Geraldine Ferraro, Mazda, created iron and the civilization of vehicle. Chrysler’s "Nemesis" and "Cupid" are from the ancient Greek myth.
2.1.5Being named after ordinary words
Many car brand names are not new, they are just some common vocabulary as its brand. But these seemingly ordinary vocabulary are not "normal", they often have good morals. For example, Crown owned by Toyota shows a noble royal style, the Britain's Triumph (Triumph) car symbols triumphant return, etc.
2.1.6Being named after title, position and other identity
This way of naming can show the position of car brand, such as Nissan's "President", "Duke", Chrysler's "Emperor", "Baron," Cadillac's "Head" and so on.
2.1.7Being named after the inventing words without specific meaning
Each brand hopes to have unique characteristics. When satisfactory brand name cannot be found in the existing vocabulary, producers turned to create the brand name. These words have good pronunciation and are easy to remember and read. Japan's Toyota, Lexus itself is meaningless. The company spent $35000, an American named company, named as "Lexus".
English pronunciation of the word "Lexus" closes to Luxury reminding people of the vehicle's identity.
Western car brand name is derived from the above factors. They are in line with their own habits and cultural factors. The automobile trademark words itself contains the culture of the original country, and have different origins. Some come from person’s names, some come from literary works, and some come from the characteristics of the place output and so on. But when foreign brands want to penetrate into Chinese market, the name must accord with the national condition of China and China's own language and culture habits. The increasing car sales figures in China market have completely changed the composition of global sales. Foreign auto giants are targeted to China market. Transnational automobile giants are aware of that a good name not only shows the characteristics of the car itself, but also corresponds to the local culture. The name with "Chinese flavor", of course, will be more popular. Many companies also adapt to the tide that localize foreign car name, which can suit the multitude of Chinese consumers, and make fat profits. Thus, the importance of respecting the Chinese culture can't be ignored in the automobile market. In addition, when translating automobile brand names , we should follow the following principles:
2.2The principles
To do car name translation, we should follow some principles, reflecting the car commodity information; be lively and interesting, be easy to remember and paying attention to cultural differences. These principles should be considered when translating car names.
2.2.1Reflecting car commodity information
Brand name is the reflection of commodity quality, material，usage and so on. Product name should provide a certain amount of information, to make consumers has a general understanding for the goods after seeing the brand. Foreign brands are named after the person names, place names, lacking this function to reflect car commodity information. However, we can take advantage of the Chinese characteristics in the process of translation, selecting suitable words. Such as "Benchi(奔驰)", the name "Ma Zida(马自达)" makes people easily connect the car with good performance and means of transportation.
2.2.2Lively，interesting and trigger imagine
Car brands named after plants, animals and mythical figure will reminiscent of good things and stimulate consumer desire to buy it. Chinese has such a certain advantages. Many car names in fact have no deep meaning in the original language. But they are endowed with wonderful meaning because of Chinese name. Such as Sweden's SAAB, Chinese translation is "Shenbao(绅宝)", actually its original name is just the company acronym. But Chinese name gives a person a kind of noble, elegant feeling. Japan Lexus car is translated into "Lingzhi(凌志)", making people having a sense of rapid speed. We can imagine that if consumers can feel himself in that way, wearing a "crown(皇冠)",driving BMW(宝马）Mercedes-Benz（奔驰）in the "Chinese(中华)" earth , enjoying the voice of "music"(天籁), holding the "Chery wind and Cloud（奇瑞风云）".
It's impossible for them to reluctant to pay money to buy car.
2.2.3Easy to be remembered
The brand name should be short and catchy. Throughout the current names in the market of automobile, the foreign names often have double syllable, three syllables. The brief names with two words read smoothly. The translated name is not more than four words. According to the Chinese habit of naming, the name of two words and three words are easier to be accepted. Four words read with rhyme, and can also be easy to remember. It is difficult for most people to have a good handle of a brand with more than four words. Such as Rolls Royce has been transliterated into "罗尔斯?罗依斯". It contradicts to the Chinese naming conventions, so it was gradually replaced by "劳斯莱斯".
2.2.4Paying attention to cultural differences
With the increasing cultural communication in the recent years, people pay more and more attention to the influence of cultural differences in communication. In the sales of goods, if ignoring the cultural differences, you will often have devastating consequences for product marketing. The GM has exported one kind of car, called a Nova to Mexico, but no one was interested in it. After the survey, they found that although the Nova is the meaning of "new star" in Latin, its root "va" meams “go” in Spanish. In this way,"No. Va" has the meaning of "not go" in the local culture. No one will buy a car out of service. Later, Company renamed it as Caribe (卡利比), sales situation was reversed when China's Dongfeng automobile exports, attention to the cultural differences. Due to geographical differences, in China is "D ongfeng’s gifts ", isn't the case in other countries. So its translated name is Aeolus (风神). Of course, due to the disparity between the language of Chinese and western culture, when naming automobile products and product name translation, it is difficult for us to do and to abide the four principles of translation, but grasping these principles will undoubtedly help narrow or even completely resolve this difference. Hyundai stayed the name, "Sonata(索纳塔)" and "Elantra（伊兰特）" for a long time . When they are aware of the change of the market direction, they changed the naming rules for new models at the end of 2005, called "Sonata(御翔)" and "Yue（悦动）". A good translation must fit with the target language culture. If they do not respect Chinese culture, do not conform to the audience's expectation, acceptance in the Chinese market will be small. It is more likely to suffer from unpopularity or even consumer backlash. Prado, one brand of Japan's Toyota company, was translated into "Badao(霸道)". The translation in Chinese culture connotation is more negative. And they had not pay attention to the cultural differences between China and Japan. What’s more, some advertisements also cause some arguments. One is, Shishi （石狮）salute Prado. In Chinese culture, Shishi implies power, majesty, auspicious conceptual cognition. The other one is the car on the snowy plateau drag a green domestic large trucks with wire rope. Many consumers believe that green Dongfeng(东风) truck is look likely to military vehicles in our country. However, military vehicle is the representative of the national dignity. This advertisement makes people associate with the history that Japanese aggressed against China. Toyota finally apologized to Chinese consumers, removed these ads and proclaimed they changed the name, Badao(霸道) to Puladuo（普拉多）. A lot of people think the name of"
Puladuo（普拉多）" cannot be read smoothly just like" Badao(霸道)". It does not seem to be much cultural connotation, but at least it will not trigger public anger in Chinese consumer.
Compared to foreign country, the auto industry develops relatively late in China. There is no specific complete research system for the automobile trademark words translation. One paper about "foreign car names and trademarks translation", published in the Chinese translation, written by Qiu guixi, is an important article in this field. In this paper, professor Qiu shows parts of the specification for some car trademark translation, but it still lacks of systematic. With the improvement of living standards, more and more research focus on automobile brand name. Understanding the source of the car names, the problem of translation we should pay attention to and the guidance of aesthetic translation theory, we can have some ways to translate vehicle names. When we translate foreign car names into Chinese, we can use the following strategies, pay attention to the beauty in sound, form and sense.
3Literature review
Using the aesthetics translation theory to help us to translate auto names, we should know mo re about aesthetics and translation.
3.1The combination of aesthetic and translation
Translation is human social practice that one kind of language is translated into another language. If you trace the origin of translation, it can also be traced back to thousands of years ago, the ancient society. Though translation has a long history, but the study of translation theory is far behind than translation practice. In recent decades, the overseas started to carry on the beneficial exploration from a different perspective by using the research results of modern linguistics, opening up a new field of translation studies. Human science development makes some boundaries between disciplines increasingly blurred. The combination of translation and aesthetics also will become a trend in translation studies. Under the influence of "Cultural turn" in translation studies, the combination of translation and aesthetics is meant to be a direction of translation studies. To apply the aesthetic analysis in translation, it can help to achieve the equivalent of the aesthetic features between translation and the original.(李洁，2007) The combination of aesthetics and translation is called translation aesthetics. Translation aesthetics is a science. It is translation theory and aesthetics of literature and art, the product of the organic combination of classical aesthetics and modern aesthetics. Fang Mengzhi defined translation aesthetic in the dictionary to translation studies as: "reveals the aesthetic source of the translation studies, this paper discusses the special significance of aesthetics to translation studies, with aesthetic perspective to understand translation of scientific and artistic, and by using the basic principle of aesthetics, put forward the aesthetic standards of different stylistic translation, analysis, interpretation, and solve aesthetic problems in interlingual conversion."[4]. based on the analysis of the basic definition of translation and aesthetics, we can be seen that translation aesthetics is to explore the aesthetic object, the relationship between aesthetic subject and object and the receiver. Through the exploration, it can improve translators the ability of appreciation of beauty in two languages, then reflect rich connotation of two cultures and profound inside
information.
3.2The three beauties in translation: beauty in sound, form and sense
There are a lot of works about translation aesthetics, such as Liu Miqin's Theory of translation aesthetics, Fu Zhongxuan Theory of translation aesthetics, Xi YongJi comparative literary translation aesthetics, Mao Ronggui Translation aesthetics and so on. In this paper, by using translation aesthetics theory of Xu yuanchong and combining with the translation aesthetics theory of Mao Ronggui, some aesthetic characteristics that the translation of car name should have are explored.
Xu Yuanchong thinks that poetry is terrific words with good order, which have beauty in meaning, pronunciation and form. Translation should convey three beauty of the original poem as much as possible. He thought the first question to translate Tang poetry is to convey the "meaning of beauty" of the original poem. It can trigger the readers’ image, lenovo an immersive experience with beauty in sense. The second question is to convey the "sound beauty" of the original poem. "Beauty in sound " can be found in the rhyme, fold of the word and the rhythm of the poem. The third problem is how to convey the "beauty in form" of the original poem. The length of the line and the beauty of antithesis will directly impact on the beauty in form.
The research of Xu Yuanchong mainly focuses on three beauties when translating Tang poetry into English. In Mao Ronggui’s opinions, Chinese itself has the beauty in form, pronunciation and meaning. He thinks Chinese characters are ideograms. The characters of Chinese language, graphical and ideographical, can inspire specific image. So we can see that there are some similarity between beauty of Chinese and English. Under the guidance of Xu and Mao’s theory, we can convey the beauty of translated car name.
4Method of study
In this paper, in order to find out the approaches of translating names of vehicle brands，case study is adopted as an effective method．Examples in the case study for analysis are preliminarily collected mainly from vehicle names. Before we find the right methods to translate car name, we first analyzed the sources of foreign car names and the problem we should pay attention to when do car name translation. And then reviewing the related theories of aesthetics, analyzing existing translated car name, we learn that aesthetics can be found throughout the car name translation. There are three aspects: beauty in sound, beauty in form and beauty in sense.
First of all, understanding concretely the seven sources and their naming conventions of foreign car names, it can help us to make a proper translation for car name under the premise of understanding the local culture, and then combining with its own cultural. Second, we analysis the problem we should pay attention to. The car name translation should: reflecting the car commodity information; be lively and interesting, be easy to remember and paying attention to cultural differences. Finally, through the concrete example analysis, we find out the aesthetic characteristics the translated auto names have. Thus we can use the three beauties to guide our vehicle name translation.
5Case analyses
According to aesthetics translation theory, we can analysis the existing vehicle names.We fou nd they can bedivided into 3 groups; they are beauty in sound, beauty in form and beauty in sens e.
5.1Beauty in sound
In terms of pronunciation, Chinese and English are quite different. Chinese is tone language. The four tones of Chinese constitute the pronunciation intonation, producing a music features. The beauty of sound is the usage of duplicated words. Using a single syllable consists of a special beauty in Chinese. In English-Chinese translation, the translators use overlapping tone words, which constitute auditory sense of beauty. （毛荣贵，2005）
"Volvo" 沃尔沃
V olvo, famous car brand in Sweden, is one of the safest cars in the world. In Latin, "V olvere" is a verb infinitive "roll" (rolling), for example, are known as "revolver". When using the first person singular, the verb "volvere" becomes "V olvo", "I roll" is the meaning of "courage". So "V olvo" means "roll". The current Chinese name is "Wo Erwo(沃尔沃)".Obviously, this translated name looks simple, adopted. In fact, it has a deep meaning. In English version, repeating the first vowel syllable "VO", it reminds of the movement of the cars in order to generate correspond in Chinese version, using the same method, repeating "Wo（沃）" word, which makes people associate with a picture. The car is driven in flatland or passing through the crowd just leaving people exclaim wow behind.
Superb速派
Superb means excellent. The Chinese translated name is “Supai(速派)”. “Su（速）”the implicates rate and rhythm. "Pai（派）" can be seen as moral manners, inner nobility and external demeanor. Superb means the car doesn’t go with the flow and has its own style. The beauty of this name is that it sounds similar to the original name with the same good connotation.
Camry凯美瑞
The name comes from the Japanese かんむり, meaning "crown". This connotation matches with the position of Camry in the market. This car has been earned the title, the U.S. best-selling passenger car, for 12 years.
Porsche保时捷
Porsche has the longest history, as early as 1900, in Paris international exhibition, it has been known all around the world. Its name is named after the founder Ferdinand Porsche. Its
Chinese translation of name "保时捷", on the one hand，it is the direct transliteration of the name, but it successfully implies the fine performance of car. Literally, we can get the message that this car can ensure the time and speech. What's more, “Baoshi（保时）”，the pronunciation is the same as ”Baoshi（宝石）”，which implies the superior quality comparing to jewel.
Teana天籁
The name of Teana coming from American dialect, means the dawn. The implication is Nissan's new generation of large and medium-sized cars has a bright future. Teana which sounds similar to Tianlai(天籁), music and sound of nature ,giving a good moral to this car.
5.2Beauty in form
Chinese characters are ideograms. The characters of Chinese language, graphical and ideographical, can inspire specific image. So names of the cars have the material conditions to convey aesthetic information. （毛荣贵，2005）
Corolla卡罗拉
Corolla means "crown", a Botany term, which is a flower of all the floorboard of the petals, located in the upper or internal calyx, arranged in a round or rounds with bright colors. It's resemblance to crown, so called "crown".
The way Toyota named for Corolla, the small family car, hopes that the name can remind of the beautiful vehicle design and eye-catching style.
BMW 宝马
High-end luxury car, "BMW" is formerly known as three word acronym, "Bavarian Motor Works", meaning for the Bavarian engine company, Virginia. There is no particular meaning except providing information sources of goods. Chinese translated name "Baoma(宝马)" focusing on pronunciation, “BaoMaLiangJu(宝马良驹)”. They are two means of transport, one representing modern science technology, the other, the ancient tradition. On the one hand, it sends us a message that the good performance of this car can compare to the world top horse in ancient times with high speed and quality. In ancient times, one who driving precious horse must have a certain status. So car owners also have noble identity and status. Thus they evoked purchase desire of potential consumers by passing this information to consumers.
Land Rover 路虎
Land Rover is the world famous English series SUV brand. Land Rover Company is the only company specializing in the production of raider buggies, grasping the core value concept, adventure, courage, and supreme. As off-road vehicles, the body has a rugged, wild muscle line,
excellence quality, which can compare with the king of land, tiger. The second meaning is to point to a brave fighting pirate nation or the pirate ship in Nordic. The car brand logo is a pirate ship, with an open red sail symbol of the brave, invincible fearless adventure spirit and extraordinary courage Land Rover Company. The translation of "Land Rover", the former part, “land”, is a free translation，while later part uses transliteration. "Tiger is the king of beasts, intrepid invincible. Here considering cultural transformation, not only conforms to the Chinese cultural context, and highlights the implied meaning in English brand names. Land Rover is the embodiment of courage and adventurous spirit, it perfectly expressed the desire for freedom of soul, hooking up the consumer's infinite vision of the heart.
Jaguar捷豹
Jaguar has a long history, dating back to 1922. "Jaguar" original meaning is leopard or Jaguar. Its Chinese translation is "Jiebao(捷豹)". This two versions have similar sound with the same meaning. The translation retains the voice characteristics of clear pronunciation and the core meaning of original name. Trademark is a jumping jaguar sculpture, intrepid and lively, with a strong sense of time and visual impact. This sculpture tells us the company name, and shows the power and speed of the car, symbol of the vehicle as jaguar racing around the world. Hummer 悍马
The U.S. military, according to the experience of the Vietnam war, needed a new generation of light utility vehicles. Requirements are High mobility, multi-purpose, wheel (not tracked), which is referred to High Mobility multi-purpose Wheeled Vehicle. Its Chinese name is " Hanma (悍马)", on the one hand, by means of transliteration, the translated name can sound similar to the original name. On the other hand, using similes, compared its HUMMER car to "Hanma(悍马）", suggesting that the excellent quality, which has the same effect with "BMW". What's more, Hummer(悍马） is more powerful than BWM(宝马），pursuiting of practical quality. CROWN 皇冠
Crown is a symbol of honor, royalty and majestic demeanor. Since founded in 1952, this company always adheres to the core strategy of high-end course. They not only manufacture high quality products, but also create high grade culture. Crown is dedicated in transferring the concept of crown, emphasizing the international fashion colours, revealing international, modern and fashionable trend. Crown is a symbol of status, and let a person keep trace of fashion with high quality materials and distinguished design. Crown is designed for each crown user carefully. Crown hopes that it can be the life partner of the user. Let the user can experience special enjoyment every time.
Accord 雅阁
Abroad, called "ACCORD" in English, no matter how to literally translated, it will not be "Yage(雅阁)"in Chinese ,but the domestic carmakers cleverly used the name "Yage(雅阁)"."
Ya（雅）" has the meaning of elegant . "Ge（阁）"means loft. The Chinese meaning is closely related to the car characteristics. With two words, it’s easy to be spread. The English meaning is coordinating and harmonious. The intention to use this name is trying to make a clear position for car. Accord was born in the global energy crisis, when the large displacement car become unpopular. The appearance of Accord can cater to the need of energy conservation and environmental protection. Later, Accord entered into Chinese market. As a senior car, Accord is synonymous of advanced car. one who bought Accord must be certainly rich. So the meaning of Accord is that the car is like a comfortable small house.
5.3Beauty in sense
Beauty in sense can trigger the readers’ image, and readers can have an immersive experience.
Bora 宝来
Like other V olkswagen vehicle models, "Bora", literal meaning is violent cold north wind blowing from the mountains to the E coast of the Adriatic, usually in winter. This car is named after the "wind". In China, V olkswagen gives it a name with national cultural characteristics and luck "Baolai(宝来)". The meaning of its English name is just a weather phenomenon without special meaning. But its Chinese translation "Baolai(宝来)" gives people a good wish. “Bao(宝)”，mean s treasure, precious items; ”Lai(来)”, means coming. So the moral of this Chinese name is that precious things can be had. As the carrier of brand, its incisively and vividly embodies the all connotation of V olkswagen brand, charm, constant innovation, perfect life partner and responsibility for the human environment". Its core value is "to set a role for car models, creating perfect."
Touran 途安
The name of Touran comes from the combination of "Tour" (travel) and "- an"(multifunction) meaning that it is a vehicle emphasizing on comfort travel and multifunction. And Chinese translation is “Turan(途安)”. The first part is used literal translation, while the second part uses transliteration. It expresses good performance of the car and gives good moral to people, a safe journey. Safe is above everything. Everyone wants to have a safe and comfortable car. This translation reflects the beauty of sense in everywhere.
Excelle 凯越
Excelle sounds similar to excellent, reminiscent of excellent quality and performance of the vehicle. Chinese name “Kaiyue(凯越)”, reflecting a kind of positive enterprising spirit, self-confidence. There is no doubt that it gives the owners a sense of superior. The beauty of the
meaning is obvious.
Familia 福美来
Familia, is also called Family. As the name implies, it is a real household car. Except expressing clearly the specific information of the car and the main function, this name has no beauty at all. However, Chinese name, ”Fu Meilai（福美来）”, “Fu(福)”,means bless and happiness; “Mei(美)”,means beautiful; “Lai(来)”, means coming. The implied meaning of the name is that the good things will come, which is a blessing. This is a kind of beauty, meaning beauty,.
6Conclusion
This study may provide evidences for the point that the Aesthetic theory can be used in the translation of vehicle names. Three aspects have to be considered in translation of vehicle names. First，beauty in sound. Chinese is tone language. The four tones of Chinese constitute the pronunciation intonation, producing a music features. The beauty of sound is the usage of duplicated words. Using a single syllable consists of a special beauty in Chinese. Second，beauty in form. Chinese characters are ideograms. The characters of Chinese language, graphical and ideographical, can inspire specific image. So names of the cars have the material conditions to express aesthetic information. Third, beauty in sense, it can trigger the readers’ image, Lenovo an immersive experience. In order to prove that aesthetic theory plays an important role in translating vehicle names, we make a detailed analysis, finding that aesthetics has been exist in name translation of the car, which provides us an important guidance in our future translation.
ACKNOWLEDGEMENTS
I would like to extend my sincere gratitude to all those who helped me during the writing of this thesis. I gratefully acknowledge the help of my supervisor, Ms. Zhang Xiaobo, who has offered me instructive advice in the academic studies and whose useful suggestions, incisive comments and constructive criticism have contributed greatly to the completion of this thesis. In the preparation of the thesis, her tremendous assistance in developing the framework for analysis and her willingness to give me her time reading through each draft has been much appreciated. Truly, without her painstaking efforts in revising and polishing my drafts, the completion of the present thesis would not have been possible. I do appreciate her patience, encouragement, and professional instructions during my thesis writing. I am also greatly indebted to all my teachers in the Faculty of Foreign Language of Guangdong Ocean University who have helped me directly and indirectly in my studies, from whose devoted teaching and enlightening lectures I have benefited a lot and academically prepared for the thesis. Any progress that I have made is the result of their profound concern and selfless devotion. Last but not the least, my gratitude also express to my family who have been assisting, supporting and caring for me all of my life. Special thanks should go to my friends who have put considerable time and effort into their comments on the draft. I also owe my sincere gratitude to my fellow classmates who have given me the warm help and precious time to work out my problems during the tough course of the thesis.
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