On Translation of English Automobile Brand Names Based on Appraisal Theory
Qian Yan, Chuanmao Tian
Translated brand names with local characteristics and exotic charm contribute to the establishment and expansion of foreign automobile brands in China. In the paper, 15 representative English automobile brand names have been selected for later analysis in qualitative research based on Martin's Appraisal Theory. The author evaluated the translation effect with three sub-systems of Attitude and compared the commercial effect of original and translated brand names from appraisal meanings. Through comprehensive analysis, she found that brand names are short but full of abundant appraisal resources, and then came up with two translation strategies under the guidance of Appraisal Theory (1) Choosing vocabularies bearing positive sentimental color and according with public aesthetics to strike a chord with consumers; (2) Adding or deleting appraisal meanings appropriately in accordance with target culture.