As the times progress and economic prospers, people's living standard continues to improve. Not just certain people or groups can have cars, which makes cars become universal. If the car dealers want a stable status in the competitive market, they have to be constantly thinking about a variety of means. For example: to give a car an attractive name such as "Phantom Black". This attracts the attention of consumers, and stimulates the desire of consumption. This marketing approach causes the creating of the color terms for the vehicles. The automobile paint color terms are very different from the traditional ones in syllables, word formations and semantics.
In this paper, I use the linguistic research methods to explore the identity and difference between the automobile paint color terms in Chinese and German. In addition, the main purpose that I have automobile paint color terms as the research target is to differentiate from other papers, which doesn’t only rigidly stick to the cultural difference of the color terms between the both languages.
As a contribution to the society, this paper resolves those new terms based on a different point of view and provides a different idea and concept. It analyzes the difference how people choose the color of automobiles in Taiwan and Germany. This research method also offers different theories and views for the color marketing of the automobile market.
