林语堂著译作品在海外的商业成功

On the Overseas Commercial Success of Lin Yutang’s English Works

林语堂的英文创作和汉译英作品在海外获得了巨大的商业成功。其成功秘诀在于其普世价值、民族性和个性的文化内核,本地化的创作话语方式以及本地化的市场推广策略。但是,林语堂的商业成功有其特定的条件,虽有启示意义但不能简单复制。

Lin Yutang＇s English writings and translations have seen great commercial success overseas. The core of the Lin Yutang brand consists of universal values, national identity and individual charm. A discursive strategy of localization and localizing promoting strategy account largely for this success. However, Lin＇s success had its conditions. It is iconic but not to be simpl y,copied.