TITLE:
Study on the Translation of China Time-Honored Brands in Shanghai from the Perspective of Multimodal Positive Discourse Analysis
AUTHORS:
Yimeng Yuan
KEYWORDS:
China Time-Honored Brands, Shanghai, Multimodal Positive Discourse Analysis, Language, Image
JOURNAL NAME:
Open Access Library Journal,
Vol.11 No.4,
April
16,
2024
ABSTRACT: This study applied multimodal positive discourse analysis to investigate the current state and prevailing challenges associated with the English translations of China’s time-honored brands in Shanghai. Employing a comprehensive analysis that integrates both language and image, the study proposes translation strategies suitable for the nomenclature of these China time-honored brands in Shanghai. These strategies aim to preserve the brands’ uniqueness and traditional styles while navigating potential linguistic and cultural challenges. The research findings indicate that multimodal positive discourse analysis serves as an effective tool in fostering cross-cultural communication for China time-honored brands in Shanghai. Through this approach, there emerges a promising avenue for facilitating the adaptation of these heritage brands into the international market sphere. Furthermore, it presents an opportunity to elevate brand recognition and facilitate broader cultural diffusion.