1The Translation of Automobile Brand-names from the Perspective of the Principle of EquivalenceAbstract: Like any other translations, the translation of automobile brand-names is also a kind of form of intercultural communication, it involves language laws, cultural psychology, aesthetic interest and some other factors. The principle of equivalence of Nida has great help to the translation of automobile brand-name. According to this principle, the receptors of the brand names in the receptors language should respond to it in substantially the same manner as the receptors of the brand names in the source language. On the premise of knowing the sources and the features of automobile brand-name, the translator should realize the big significance of this principle to translation and implement the principle of equivalence in the process of translation. Also, the translator should master various translation principles and four different translation methods such as transliteration, literal translation, free translation and transliteration combined with literal translation to achieve the desired effect. Key words: principle of equivalence; brand names; translation strategies从等效原则看汽车品牌名称的翻译从等效原则看汽车品牌名称的翻译摘要摘要: :汽车品牌名称的翻译同任何翻译一样, 是一种跨文化交际形式, 也涉及到语言规律、文化心理、审美情趣等方面的因素。而奈达的等效原则理论对于品牌名称的翻译有很大的帮助。根据这一理论，奈达指出在翻译过程中，品牌译语中的信息接受者对品牌译文信息的反应应该与品牌源语接受者对商标原文的反应程度基本相同。在掌握好汽车品牌名称的来源及特征的前提下，译者应当了解等效原则对翻译的重大影响和意义，并在翻译过程中彻底贯彻奈达的等效原则，熟练掌握翻译时应遵循的四条原则及四种翻译策略：音译法、直译法、意译法、音意结合法，以达到理想效果。关键词：关键词：等效原则；品牌名称；翻译策略2IntroductionWith the acceleration of economic globalization and Chinas accession to the WTO, a large number of automobile brand names need to be translated. Nowadays, the translation of goods has become an important bridge that can help enterprises open the markets of other countries. In recent years, the economy of China has a rapid improvement as well as the Chinese peoples living standard. Automobiles have quickly entered into the common peoples family. As the continued growth of consumer demand and the rapid rise of the automobile production, people can see that almost everywhere the streets, newspapers, magazines, radio and television, the Internet and other mass media, are talking about automobile and more and more automobile advertisements are dancing and flying over the city at the same time. In this environment, a translation that is well coordinated with consumers language habits, cultural practices and capabilities of acceptance has become extremely important in the process of automobile marketing.The translation of automobile brand-names is not an easy job. The receptors of the brand names in the receptors language should respond to it in substantially the same manner as the receptors of the brand names in the source language. According to the point of views of principle of equivalence theory, the translated brand names should achieve a perfect linguistic unity among sound, form and meaning. Meanwhile, cultural obstacles in the receptor language should be surmounted. The translated brand names should conform to peoples aesthetic interest and psychology to attract more consumers. 31. Introduction of Automobile Brand-nameAs is known to all, the brand name is the soul of product. It reflects the most important information such as quality, character, function and performance and so on to consumers with the most direct and simplest means and cause some certain image of the commodity to the buyers. Usually a good brand name can bring great benefit to the company because of its brand effect. So does the automobile brand name. 1.1 A Simple Introduction of BrandA brand is a name, a term, a word, a symbol, a design, or a combination of them. It aims to identify products or services of a particular seller or a group of sellers and to make a distinction between sellers and their competitors with their goods and services(倪宁，2004). In general, brand not only is unique and specific, but also has the feature of association, arbitrary and other characteristics which also determine the specificity of brand translation: it is different from the literature translation, as it should be the most accurate and concise way to convey the goods basic information; it is also different from a simple science and technology translation, because it has to consider the aesthetic psychology of consumers and the culture in the target place where goods are sold(贺川生, 2002 ). As the external image of commodity and corporate, brand passes the information of goods to the consumer. In fact, every brand name is the crystal of wisdom of commodity producers, because it contains a large amount of background information in a simple form, for example, product performance, corporate culture and social culture can also reflect the consumer culture. So the translation of brand is not merely the simple conversion of language, but also a combination of various factors. Brand name should reflect the language and cultural implication of the source language and give f