民国时期西方品牌在华“本土化”传播研究——基于商标的视角

The "Localization" of Western Brands in China during the Period of the Republic of China: Based on the Perspective of Trademarks

商标是企业文化的浓缩,进行商标的解读本身即对企业经营的一种诠释。民国时期的商标设计以图为主,通俗易记,文化色彩鲜明,很多商标广告设计要素齐全,集包装、广告、商标功能于一体,这为研究西方品牌的在华传播,提供了一个新的视角和可能性。文章以该时期外商在华注册商标为研究对象,以文化的视角,从形式、题材、风格上,分析了西方品牌在商标设计中对中国传统文化的利用,以及对中国民族性的把握,揭示了西方品牌"伪本土化"和强权思维下"本土化"的一面,旨在为当下中国品牌开拓国际市场、进行跨文化传播提供思考的样本。

Trademark enriches the culture of an enterprise, and the interpretation of trademark itself is an interpretation of the management of an enterprise. During the period of the Republic of China, trademark design was mainly based on pictures, which were easy to remember and had strong cultural connotations. Many trademarks’ advertisement designs had complete elements and integrated packaging, advertising and trademark into one unified artistic creation. This provides a new perspective and possibility for us to study the spread of Western brands in China. This article takes foreign-registered trademarks in China during that period as the object of study. From the perspective of culture, this article analyzes the elements of Chinese traditional culture in trademark design and its grasp of Chinese characteristics in terms of form,theme and style. It also reveals its "pseudo-localization" and the "localization" in terms of power relationship. This article also wants to provide some suggestions for Chinese brands to explore international markets and conduct cross-cultural communication.