文化交往视角下国内外珠宝企业品牌宣传语的辩析和翻译

Analysis of Brand Slogans of Domestic and International Jewelry Enterprises and Their Translation from a Perspective of Cross-Cultural Communication

在国际贸易日益繁荣的背景下,中国市场是众多国际知名珠宝企业的营销重地,同时中国的珠宝企业也开始进军国际市场,推广自有品牌。随着中外珠宝企业在本土市场和国际市场上广告宣传活动的展开,很多国际品牌将其品牌宣传语翻译成中文加以推广,与此同时越来越多的国内珠宝企业推出英文的品牌宣传语。当这些品牌口号宣传标识进入消费者的视野并被接受时,便开始影响到他们的消费行为,这同时也是中外文化碰撞融合的一个实例。本文从文化交往视角出发,重点分析了部分国内外珠宝企业在中国市场所采用的品牌口号的设计理念,将之分为五类,并探讨了部分国内外珠宝企业的品牌宣传口号在互译过程中存在的问题,目的在于探讨国内珠宝企业在设计和翻译品牌宣传口号时应注意的事项和规避的问题,以期有所借鉴意义。

Under the background of increasingly prosperous international trade,China has been the focus of marketing of many international famous jewelry enterprises.Meanwhile,domestic jewelry companies also begin to enter the international market to promote brand recognition.As the Chinese and foreign jewelry companies launch advertising campaign in domestic and international markets,the brand slogans of many international jewelry brands have been translated into Chinese and promoted when increasing domestic jewelry enterprises present their English brand slogans.The recognition and acceptance of these slogans in both Chinese and English inevitably influence consumers＇ choices,which exemplify the clash andcombination between the Chinese and foreign culture.The emphasis of the paper was put on the design concept of the brand slogans adopted by the domestic and foreign jewelry companies in the Chinese market from a perspective of cross-cultural communication.The paper classified them into five categories and discussed the problems existing in the translation,with an aim to explore the issues and problems that domestic jewelry enterprises need to pay attention to when they design and translate their brand slogan.