Studying the E—C Automobile Trademark Translation with the Adaptation Theory

【Abstract】：Automobile trademark translation serves as a symbol of company and product while epitomizing corporate image. Previous studies have analyzed automobile trademark from different perspectives and on various focuses. The present study will explore the structural adaptability and contextual adaptability in automobile trademark translation. This study is aimed to confirm the explanatory power of Adaptation Theory and to offer guidance for translation practice in this field.

【Key words】： Adaptation Theory； automobile trademark translation； English-Chinese

translation of brand names

1.Introduction

Automobile trademark， the name that a auto company uses on its products and that cannot legally be used by another company， takes a prominent position in promotion. Automobile trademark translation then shoulder the responsibility to transfer the original carriers to fit targeted context to the largest extent. Previous studies have analyzed automobile trademark translation applying various translation methods and strategies from dynamic perspectives. Ren （2010） analyzed E-C translation of trademarks with Equivalence Theory； Li （2014） studied foreign automobile brand name from the perspective of Skopostherie. They have exposed trademark translation on wide fields applying different theories and made contribution to the understanding and studying of trademark translation. However， they fail to focus on a specific studying area such as automobile trademark translation for further analysis and also miss out to some extent the application of a relatively new but approved feasible theory -- Adaptation Theory.

The present study will explore automobile trademark translation from the perspective of Adaptation Theory， presenting a preliminary attempt at capturing the structural objects of adaptability and contextual correlates of adaptability to show how adaptation happens in the area of auto trademark translation. The findings of the study will contribute to the current knowledge on the application of Adaptation Theory and may contribute to the supplement of study gap for translation practice in this field.

2.Literature Review

Trademarks serve as the highlight of products， occupying a remarkable position in fitting consumers’ psychology and arousing purchasing desire. Trademarks are of various diversities for the variety of products in the market. Previous studies on trademark translation are as follow：

Su（2008） studied Adaptation Strategies in translation of English brand names into Chinese based on the framework of Adaptation Theory proposed by Verschueren（1999）.Su（2008） combined quantitative and qualitative analysis， in which 168 examples were collected and 155 in them were applied adaptation strategies. Conclusion claimed the practicability and constructibility of Adaptation Theory in translating brand name and explaining translation practice. Also， translator should place customer’ need and social factors in the primary place when making linguistic and contextual choices.

Huang（2010）gave 32 examples of official translations from automobile， digital equipment， food and other industries， and analyzed their translation techniques and methods from the perspective of Memetics.Huang（2010） proposed that trademark translators should grasp the associative meaning of different psychology from different nations， knowledge of psychology and respect for alien culture as well as simplicity and understandability in translation are two other basic principles for trademark translation.

Ren（2010） analyzed the E-C translation of trademarks from the perspective of rules of Equivalence Theory proposed by Eugene A. Nida（1986）. Fifty-one English brand names were listed and analyzed due to four different translation methods their translator used. Ren（2010）argued that， to optimize equivalence， not only the equal transition of referential meaning but also flexible interlanguage pragmatic adjustments， which were based on targeted context and in all-around levels， were worthy of consideration.

Zhang（2013） collected 209 brand names of female consumer goods from official websites， magazines and department stores. Structural and contextual adaptation realization during translation process is shown by a adaptation model. She claims that the Adaption Theory is practical and feasible for translation practice as it maybe useful in various kinds of linguistic structure as well as contextual correlates.

After general analysis of previous relevant studies， the author finds that many articles writes about the translation methods and principles based only on description of listing extensive examples rather than focusing on a certain field such as automobile translation. Also， many studies applying dynamic translating methods and strategies from different perspectives but seldom study auto trademark translation from the perspective of Adaptation Theory which has been proved to be feasible and relatively new in explaining translation phenomena according to studies the author have listed above.Thus， the author will extend her study based on previous studies’ strengths and weaknesses and hope for further progress.

3. Methodology

Verschueren （2000） pointed out that language use is a dynamic process of continuous making of choice as to satisfy language users’ communicative needs. As translation is a special form of language use， automobile trademark translation should be a process of choice-making adaptation.

3.1 Structural Adaptation in Automobile Trademark Translation

As an ideographic language， Chinese relies heavily on the semantic meaning. In light of Nida’s view （2004）， meanings can be divided into “words as symbols which refer to objects， events， abstracts， relations and the words as prompters of reactions of the participants in communication.”

3.1.1 Semantic Adaptation in Respect of Referential Meaning

BMW is translated as “寶馬”， Bronco as “烈馬”， Bongo as “”紫羚羊”， Condor as “神鷹”， Florian as “御馬”， Hummer as “悍馬”， Jaguar as “捷豹”， and Land Rover as “路虎”， Leone as “雄獅”. These vehicle brands all have chosen the image of animals in their Chinese names. What is worth mentioning is that the animals used for brand names are usually those powerful ones that can run in fast speed on land， which lead customers to associate the similar automobile performance and properties under the referential images.

3.1.2 Semantic Adaptation in Respect of Connotative Meaning

Mercedes Benz's mini car brand Smart （formerly known as the “Wizard”） is translated into “精靈”. Similar to the images of “精靈”which is often small， this type of cars only occupy the area no bigger than the supermarket trolley with little impact on the environment. Another exampke is Swift translated as “雨燕” which is a kind of bird with fastest flying speed. This translation offers customers a sense of speed and flexibility， fitting well with the characteristics of Swift. The translator send these connotative messages through the Chinese version which carries naturally the semantic meaning he or she wants to deliver.

3.2 Contextual Adaptation in Automobile Trademark Translation

Trademark translation is two-way activities during which the translator shall weigh between the source language and the targeted language. Beyond the linguistic elements， extra factors such as cultural differences and mental needs are in need of taken into consideration during translation practice.

3.2.1 Adaptation to the Social-cultural World

Cadillac （凱迪拉克） is translated using transliteration method. In ancient China， “凱” can be interchanged with “愷” which means happiness and harmony， matching the background of the auto company respecting for French loyal family. In Chinese context， people often combine words as “凱旋” or “凱歌” to express triumphant and victorious meaning while “卡” is usually combined to form “卡通” meaning cartoon or “卡片” meaning card or the idea of being stuck. The chosen word “凱” compared with “卡” used in Taiwan for the same case is more semantically adapted to Chines context with its honorable and profound sense to cater people’s desire for distinguished enjoy. This case briefly shows how the chosen word “凱” caters to the commonly accepted popular culture in China. Twingo is translated into “天高”， reminding the customers of the famous Chinese sayings “海闊憑魚躍，天高任鳥飛” which means people can give full play to their capabilities in the vast world while remaining the similar pronunciation of the original language.

3.2.2 Adaptation to the Mental World

China boasts a long history of devoting particular care to harmony and auspice. Translation of Daihatsu is “大發(fā)”. Chinese people like to use “發(fā)大財” to express blessing and hope for making a fortune. Other examples are as “福特”， “吉普”， “保時捷”. The translators take advantage of people’s preference for auspicious implications such as “發(fā)” meaning wealth， “?！?referring to blessing， “吉” representing auspice， “捷” standing for victory to better satisfy their mental needs.

4.Discussion

Automobile trademark translation serves as an important role in balancing between the original brand name and the targeted context. The present study results show that English-Chinese translation of automobile trademarks can use typical images to highlight the characteristics of the vehicle productions and take the targeted-market demand and consumption psychology into account. Because of limitation of ability and time， the author have not discussed the phonological adaptation on semantic level， and hope the latter researchers can explore deeper for further study.

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