比亚迪英文宣传片的多模态翻译及品牌形象构建研究

Research on Multimodal Translation and Brand Image Construction in BYD’s English Promotional Videos

品牌形象在产品推广和营销中扮演着重要角色。比亚迪作为“欧洲杯”首次携手的中国新能源汽车品牌,其品牌形象的塑造十分关键。本研究以比亚迪于2024年5月16日上线的全球品牌宣传片为研究对象,从多模态话语分析的视角,通过文化层面、语境层面和表达层面的分析,探讨文字、声音、图像等多模态元素在翻译过程中的运用、融合及其效果。研究认为,跨文化背景下有效整合多模态元素,通过翻译实现品牌信息的精准传达与高效传播,有助于提升中国品牌在国际舞台上的影响力与竞争力。Brand image plays a pivotal role in product promotion and marketing. As the first Chinese new energy vehicle brand to collaborate with the UEFA Euro, BYD’s brand image shaping is of utmost importance. This study takes BYD’s global brand promotional video launched on May 16, 2024, as the research object. From the perspective of multimodal discourse analysis, it delves into the utilization, integration, and effects of multimodal elements such as text, sound, and image in the translation process through analyses at the cultural, contextual, and expressive levels. The research posits that effectively integrating multimodal elements within a cross-cultural context and achieving precise communication and efficient dissemination of brand messages through translation can significantly enhance the influence and competitiveness of Chinese brands on the international stage.