国际化妆产品英文名称及其英汉语际商务传播研究  

Product Naming of International Cosmetic Brands in English and Its Interlinguistic Business Communication in Chinese

作　　者：黄大网 王芳 蔡淑敏 Huang Dawang;Wang Fang;Cai Shumin

机构地区：[1]宁波大学外国语学院英语系,浙江省宁波市315211 [2]宁波亚虎进出口有限公司业务部,浙江省宁波市315033 [3]东京外国语大学综合国际学研究科,日本东京都183-8534

出　　处：《中国ESP研究》2022年第4期63-73,124-125,共13页Chinese Journal of ESP

基　　金：2016年国家社会科学基金项目“翻译关系论”(项目编号:16BYY008);2021年度宁波大学线上线下混合课程建设“技术传播”的阶段性研究成果

摘　　要：本研究考察国际化妆品产品英汉语名称的促销/创新型形态学特征,特别聚焦产品功效词族的语义场和元功效表述的跨文化语际商务传播转换策略。研究发现:(1)化妆品产品名称组合多为“品牌名+系列名+功效词+产品类型”,中文名称普遍较英文长;(2)产品名称追求形态学创新和操控,英文手段相对有限但中文明显丰富且多重构双音节生僻词;(3)产品名称的元功效表述在英汉语际商务传播过程中多被省略,语义具体化和直译(同义/近义)策略相对较少,突出功效目的与语言简雅之间的平衡。以上发现有望加深对多元文化工作场所话语及新文科创新型外语人才培养的理解,对中国企业跨文化品牌营销实践有所启示。This paper examines the promotion and morphological creativity of product naming in English and its business communication in Chinese with world-famous cosmetics brands;in particular,among the research foci are their semantic fields of functional word-category and intercultural/linguistic(English-Chinese)transformation strategies of those meta-functional words.Results show that:1)the product names both in English and Chinese largely follow the pattern of“Brand+Product Series+Function+Product Type”,but the Chinese names have more words than the English counterparts;2)the category of functional words features morphological creativity and manipulation,in which English terms resort to a limited list of suffixes whereas Chinese terms are more diversified and use innovative disyllabic words;and 3)for the sake of balancing function and brevity/elegance,meta-functional words in English turn to be localized mainly via omitting,followed by specifying product’s function and using literal translation by means of synonyms.Our findings shall enhance our understanding of multicultural workplace discourse and the corresponding new-liberal-arts education of innovative foreign language professionals;brand marketing of Chinese companies in cross-cultural contexts may also benefit from this research.

关 键 词：女性化妆品 产品命名 女性美 英汉语对比 语际商务传播 

分 类 号：H315.9[语言文字—英语]