【正文】 so on. These names make the product full of vitality, and stimulate the desire of purchasing of people.3) Some of brand names e from geographical and physical phenomena, such as SANTANA(桑塔納), Cherokee(切諾基), TOYOTA(豐田), and PONTIAC(龐蒂亞克) and so on. As is known to all, SANTANA is a valley of California of America。 Cherokee is the name of the first tribe of Indians。 TOYOTA and PONTIAC are a name of a city.4) Some of brand names are from mythology, for example, Mazda(光明之神), the god of the light. Triton(海神), the god of the sea and Apollo(太陽(yáng)神), the god of the sun in western culture.5) Some of brand names e from the ordinary words that have good images, for instance, Victory(勝利), it represents the wish of human being for good things.And some of the automobile brand name are just a word that not special meaning, such as Lexus (雷克薩斯), Excelle(越野) and so on. The Characteristics of Automobile BrandnamesAs a good translator, he or she must know how to choose a suitable translation method. In order to make the translation of the brand much better, translators should master the characteristics of the Automobile Brand Names. According to a reach, we know that a good automobile brand name should have the following characteristics:Firstly, from the linguistics angle, the automobile brand names are all simple and easy to understand that make the customers to e up with some relevant association about the automobile when hearing the translation of the name of the automobile. Such as Volvo(沃爾沃), RollsRoyce(勞斯萊斯) and Cadillac(凱迪拉克).Secondly, from the aesthetics angle, the automobile brand names give rise to a better association. Most of them are made bases on the characteristics of automobiles. They are all new words which were created by people through bining culture, customs, markets, and so on. Such as Lexus(雷克薩斯), Cruze(科魯茲), Grandis(格蘭迪), and Geely(吉利) and so on.Third, the automobile brand names are always closely connective with culture. From these brand names, we can know a lot of relevant knowledge. Among these names, some of them are from legends and myths. Such as Titan(泰坦), Apollo(阿波羅), Nemesis(復(fù)仇女神),and Clio(克里奧), and so on. Most of the automobile brand names have a specific ethnic cultural implication. In the same cultural environment, the designer and consumer of automobile brand names share a mon cultural presupposition, so through the literal meaning of the automobile brand names, the consumer can understand the deep cultural significance within it. As a result, automobile brand names have a considerable attraction to the consumers in the target place. However, the translation of automobile brand names is not only the contact of two languages, it is also a bridge of two cultures. In the process of translating the source language into target language, if the automobile brand name does not meet the cultural of language in target country, the pany will face a huge amount of losses.2. A Brief Introduction of the Principle of EquivalenceWith the development of globalization economy, the trade between different fields of two countries has bee more and more international. So the translation of brand name is very important for the people of the target market. Because it is a bridge to connect the two countries, also we know that a good translation of the automobile brand name can promote the sales of the products. So to choose a good principle is the key step for the translator. The principle of equivalence could be the greatest principle in the translation of automobile brand names. The Concept and Development of the Principle of EquivalenceIn this theory, Eugene A Nida pointed out that the translation is using the most suitable, natural, and equitable words to express the source language from the meaning of words to the style of the passage(郭建中，200，p65). At the same time, he said translation is not only the equivalence of the meaning of the words, but also the equivalence of semantics, style, and type of writing. Translation delivers the information of the literal and deep meaning. The word of “equivalence” include: words equivalence, sentences equivalence, sections and chapters equivalence, and style equivalence.According to Nida, a minimal, realistic definition of equivalenteffect principle could be stated as “The readers of how the original readers of the text must have understood and appreciated it”(Nida,1993:18). The principle of equivalence indicates that an ideal effective translation should be able to produce the equivalence of function, message and response to both the target and the original receptors. That is the effect produced by a translation on its audience should be as close as possible to the effect the original had on the recipients in the source language. Nida(1964) advances the principle of dynamic equivalence that the translator should produce the same effect on his own readers as the source language author produced on the original readers. This principle is restated in many other curtains of linguistic and cultural differences so that people may see clearly the relevance of the original massage(Nida,1986). The equivalent translation does use “anything which might have special impact and appeal for receptors”。 it rather “means understanding not only the meaning of the source text but also the manner in which the intended receptors of a text are likely to understand it in the receptor language”Under the influence of the equivalence, the follow principles should be used into the practices of translation: 1) the target language should smooth and natural。 2) To deliver the language and deep meaning of the source language。 3) The form of expression should be suitable and easy understanding。 4) To make the receptors in the target language respond to it in the same manner as the receptors in the source language. The Influence of the Principle of Equivalence to TranslationTranslation is a kind of form of delivering information. It expresses the mean