The Translation and Promotion of Chinese National Drinks Brands from the Perspective of Advertisement History
DOI:
https://doi.org/10.5281/zenodo.6824348Keywords:
Chinese National Drinks, brand image, diachronic advertising, going-globalAbstract
Chinese beverage brands are faced with surmounting competitions from both within and without since the very beginning. The present study, by qualitatively and quantitatively analyzing the publicity history of Coca Cola, is intended to explore the strategies for translation and transmission of Chinese national drinks brands in the new era, with the aim of providing ideas and thoughts for promoting Chinese brands to go global and becoming part of the strengths for national competitiveness. By way of conclusion, it is suggested that Chinese beverage enterprises give their brands English names, translate their slogans by taking into account both the original features of language or products and the cultural norms of the target language, and publicize their brands in a more dynamic and diachronic way, all of which would be helpful for establishing the image of the brands as well as their internationalization.
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Copyright (c) 2022 Junchao Wang
This work is licensed under a Creative Commons Attribution 4.0 International License.
