Abstract: This study aims to investigate the translation of British and American automobile brand names. Brand names are the key point of the products, which play an important role in consumers’ purchasing behaviors. To achieve the greatest benefits, the enterprises need to pay more attention to the brand names and their translations. In the thesis, the author is trying to, from the perspective of skopostheorie, research into the Chinese translation of the foreign automobile brand name. This thesis not only studies the Chinese translation of foreign auto brands, meanwhile, it also aims to studies principles of brand name translations under the guidance of skopostheorie. 

Key words: automobile; brand name; translation; skopostheorie

CONTENTS

Abstract

摘要

1. Introduction1

2. Literature Review...2

2.1 Definition of Brand Name and Skopostheorie 

2.3 Current Studies

3. Translation Methods for Automobile Brands.. .7

  3.1 Presenting Examples of Automobile Brand Names

  3.2 Presenting Situation of Translation of Brand Names

4. Principles of Brand Name Translations under the Guidance of Skopostheorie.10

4.1 Presenting Necessary Information 

4.2 Presenting Target Consumers’ Preferences and Aesthetic Psychology

4.3 Being Easy for Consumers to Remember

4.4 Adapting to Target Cultures

5. Conclusion12

Bibliography.14

Acknowledgements..15