广告传播中跨文化茶叶商标的翻译

发布时间：2018-04-02 00:24

本文选题：广告传播　切入点：茶叶商标　出处：《福建茶叶》2017年10期

【摘要】：在受到全球经济一体化的影响下,不同文化背景、不同地域、不同国家下的多元交流和商品的交易已经跨越了单一文化背景和单一国家的限制。尽管我国是茶叶出口大国,并且我国传统的大宗出口商品中有茶叶的地位,但是在国际贸易中我国并不是茶叶出口强国。应当制定合理有效的广告营销战略,规范制茶工艺,确定和提高我国茶叶品牌在国际市场上的竞争力。影响着茶叶品牌在国际贸易中竞争能力强弱的因素中,对茶叶商标翻译的优劣有着决定因素,商标代表了商品的形象和企业的文化,因此如何进行商标翻译有着可研究的价值。本文首先分析了茶叶商标的重要性,其次讨论了广告传播中跨文化茶叶商标的翻译难度,同时,探究了当前广告传播中跨文化茶叶商标翻译出现的问题,最后分析了广告传播中跨文化茶叶商标翻译常见方法和解决策略。
[Abstract]:Under the influence of global economic integration, diversified exchanges and trade in commodities between different cultural backgrounds, different regions, and different countries have transcended the restrictions of a single cultural background and a single country. Although China is a big exporter of tea, And China's traditional export commodities have the status of tea, but in international trade, China is not a tea export power. We should formulate a reasonable and effective advertising marketing strategy and standardize the tea making process. Determining and improving the competitiveness of Chinese tea brands in the international market. Among the factors that affect the competitive power of tea brands in international trade, there are decisive factors to the quality of tea brand translation. The trademark represents the image of the commodity and the culture of the enterprise, so how to translate the trademark is worth studying. This paper first analyzes the importance of the tea trademark, and then discusses the difficulty of the translation of the cross-cultural tea trademark in advertising communication. At the same time, this paper probes into the problems of the cross-cultural tea brand translation in the current advertising communication, and finally analyzes the common methods and solutions to the cross-cultural tea brand translation in the advertising communication.
【作者单位】：郑州旅游职业学院;
【分类号】：H059

【相似文献】