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1、1About to see the car brand translation from Saab SaabAdaptation and alienationAbstract: Translation is the conversion of the two languages, two cultures, between the translation of the trademark is also closely related to cultural factors, different languages reflect and hosted cultural vary car br
2、and translation is a trademark translation. start from the translation of the naturalization and alienation theory, analysis of the international car brand translation, and pointed out that no matter which method of translation, and cultural factors should be considered in order to achieve promotion
3、al purposes. Keywords: cultural factors, naturalization, alienation, trademark translation A, in the final battle of technology and alienation Naturalization (domesticating translation alienation (foreignizing, translation is well-known American theorists Lawrence Venuti1995 two in his translator st
4、ealth translation. Naturalization Act means that the translation is clear and smooth, original may give target language 2readers as to minimize the strangeness, to help readers better understand the translation, and enhance the readability of the translation and appreciation. alienation rule is to r
5、etain the exotic flavor of the original, so that readers feel different national sentiment, to appreciate the differences of national culture, language, traditions, cultural exchange rich expression of the target language translation industry in China, we should say, translators and translators has
6、long been consciously or unconsciously influenced by naturalization and alienation of the ideas contained in the impact, but different readers of naturalization and alienation have different focus, “Lu Xun Zhang Ningxin flow, and that the Chinese translation, although readers can learn to fee effort
7、, but this a translation, not only in the input of new content, also enter the new representation (P223-228 “Zhai Qiubai that, even if it is a literal translation, we should also use the vernacular Chinese population of the head can speak out to write, not with tolerance - how much ring true (P215-2
8、22). “20 1940s and 1950s, Fu Lei is not in the shape of the translation request bore a striking resemblance, may wish to assume that the ideal 3translation is as if the original author of the Chinese writing, showing his naturalization is more important than alienation, Fu translated the smooth and
9、easy to understand! literary talent as lively as ever, and often praiseworthy. Qian there, in pursuit of Transmigration, although he also said that to completely retain the original flavor, but still think that the translation to read, unlike Chinese translation. modern Wang Guowei to modern Baihua
10、from Tang Dynasty Sikongtu to talk about the environment, Qian Transformation translation theory is actually the Chinese culture to accommodate the .20 in the 1930s such a literal translation and free translation dispute of the dispute is the syntax for naturalization and alienation. Frey and Qian t
11、ranslation theory actually contains the idea of naturalization. visible, domesticating translation method is not limited to the ethnic characteristics of words and phrases translation due to the different users of different languages, cultural backgrounds, ways of thinking, such as, in many aspects
12、of the meaning of the expression differences, there are differences, there is the so-called naturalization and 4alienation, the former is more authentic reproduction of a primitive culture, those who focus on the target language culture, naturalization and alienation is a larger concept can be discu
13、ssed on the level of syntax, discourse structure, style and use. Two, the alienation in Brand Translation Trademark translation should Alienation should consider the following two criteria (a trademark translation significance of accurate smooth expression (2 trademark translation has an affinity fo
14、r the trademark on consumers attractive and consumer brand trust in the translation of the brand must have two conditions: (a translation of itself should have the form of the brand, (2 translation must be able to produce the approximation of the original brand name. In other words, translation of t
15、he language should read, nice, good-looking, so that sound perfect unity of form and meaning. At the same time, the translation but also across the target language, cultural barriers, in line with the national peoples aesthetic taste and consumer psychology in the target language, but also To focus
16、on the God of the goods, the 5brand behind the quality of goods, performance and promotion functions. We found that many car brands for the target language culture have varying degrees of naturalization, to accommodate the cultural psychology of the target language readers and express habits, communicative purpose to achieve the brand, brand translation, the use of naturalized alienation each have their weight, we come to specific conditions. 1 instance of naturali
