【文章內(nèi)容簡介】 anguage. 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 books and later Nida states that the translator must be a person who can draw aside the curtains of linguistic and cultural 7 differences so that people may see clearly the relevance of the original massage (Nida, 1986). The dynamically equivalent translation does indiscriminately use “anything which might have special impact and appeal for receptors”。 it rather “means thoroughly 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” (Nida, 1986). Peter Newmark argues that Nida’s principle of equivalence is being generally superordinate, both in translation theory and practice, to the principles of primacy of form and primacy of content. (P. Newmark, 2020) The Influence of the Principle of Equivalence to Translation Translation is a mean of converting information. It expresses anew the information of one kind of language by using the information of another language, so that the people who don’t understand the first language gain the same information just as its users. This is translation. So the effect of translation to its reader should be equivalent to the effect of the original language to its original reader. This is subjected to the essence of translation (. Nida, 1969). According to Nida, translation is a reproduction of the information in the original language from the meaning to the style by using the closest and most natural corresponding language in the target language. Here corresponding language is a very important concept, because it involves the principle of equivalence in translation. In fact, translation is not only the change of language form, but also an extremely plex process. That is: original works→ the translator39。s understanding to the originalworks→ translation process→ translated works→ The reader39。s feeling The principle of equivalence requires the translators in the process of translation must implement these equivalences: words equivalence, logic equivalence, plot equivalence, conception and theme equivalence, aesthetic equivalence (including rhetorical equivalence, verve equivalence and style equivalence ) and cultural equivalence. Actually, equivalence in every aspect is not so easy. The translators have to loss or 8 sacrifice some item in the process of translation. As for what should be sacrificed and what should be implemented, it depends on the practical requires. All in all, Nida’s principle of equivalence is quite applicable to the translation of brand names, for the brand names are created to perform certain functions. In From One Language to Another, Nida classified language’s functions into nine: expressive, informative, cognitive, interpersonal, imperative, performative, emotive, aesthetic, and metalingual(Nida, 1986: 10). The expressive, informative, imperative and aesthetic are closely related to brand names. As is known to all brand name is the symbol of product quality and strengths of enterprise. The translated brand names should attempt to achieve an ideal equivalence in terms of meaning and cultural, and reproduce their functions. The Significance of the Principle of Equivalence to the Translation of Automobile Brand Names An automobile brand name looks simple, but it has abundant content. They help consumers to identify the goods and convey the faith and purpose of manufacturers in a silent way. They are even a microcosm of the corporate culture. So the translation process of automobile brand name is really not easy. Borrowing the aesthetics, the principle of equivalence stresses the importance of creativity of recipient, and emphasizes the regulating mechanism of the needs and the sense of recipients to art works. Thus the articlecenter theory is abandoned. These theories and ideas will undoubtedly provide a positive effect to improve the social function and social benefits of translation activities. Translation is a skill that has a high demand. As a skill, it must has a certain methodology as a guide. Nida39。s principle of equivalence provides a much newer view and a better theoretical guide for translation to a large extent. If people want to work well, the first thing they have to do is to own good arms, so is the brand name translation. So , the principle of equivalence provides a theoretical base for the translation. It implies different degrees of adequacy from minimal to maximal effectiveness factors, is defined as “in terms of the degree to which the receptors of the message in the receptor language respond to it in substantially the same manner as the receptors in 9 the source language” (Nida 1969:24). It does not matter which language brand name is translated to, the only purpose of drawing consumers’ attention and stimulating them to purchase the product or service being showed by the producers will never change. From this point of view, the principle of equivalence could be viewed as the right principle of brand names translation. The principle of equivalence is the fittest guide tool of the translation of brand names in all aspects. Using it to guide the translation of brand names can’t be more suitable. Therefore, the translators have to hold a very serious attitude, master the feature of automobile brand name, implement the principle of equivalence of Nida in the whole translation process and flexiblely use all kinds of translation means. If the translator really did it, the brand would have a better reputation and wider selling market, even sweep the whole glob