摘要
品牌名称翻译不仅涉及语言符号的转换,还须考虑目标市场的文化语境、消费者心理以及品牌自身的定位与形象。成功的品牌名称翻译须在归化与异化策略之间实现动态平衡,兼顾文化意象重构与品牌核心价值传递。文章基于跨文化传播与翻译学视角深入分析中外服装品牌名称翻译中的文化适应策略,通过对比中国本土品牌国际化命名与国际品牌本土化译名的典型案例,探讨语言符号转换背后的文化价值差异、审美偏好冲突及市场接受度问题,以期为中外服装品牌在全球化背景下的名称翻译提供新的视角及有价值的参考。
The translation of brand names not only involves the conversion of language symbols,but also needs to consider the cultural context of the target market,consumer psychology,and the positioning and image of the brand itself.Successful brand name translation requires a dynamic balance between domestication and foreignization strategies,balancing cultural image reconstruction and brand core value transmission.Based on the perspective of cross-cultural communication and translation studies,this article deeply analyzes the cultural adaptation strategies in the translation of Chinese and foreign clothing brand names.By comparing typical cases of international naming of Chinese local brands and localization translation of international brand,it explores the cultural value differences,aesthetic preference conflicts,and market acceptance issues behind language symbol conversion,in order to provide new perspectives and valuable references for the name translation of Chinese and foreign clothing brands in the context of globalization.
作者
杜汉滢
Du Hanying(Shangqiu Institute of Technology,Shangqiu 476000,China)
关键词
服装品牌
文化差异
品牌翻译
跨文化传播
clothing brand
cultural difference
brand translation
cross-cultural communication
