Analysis of the Impact of Advertising Translation on Corporate Image Building
Abstract
industries in China and multinational enterprises. The advertising translation under the wave of globalization functions not just as an instrument of language conversion; it is also a strategic tool used by enterprises to build its cross-cultural image. Errors or inappropriate application
in advertising translation has become one important factor influencing brand image while there is lack of theoretical research which leads to
the gap with practical implementation. This study primarily focuses on exploring how advertising translation affects the shaping of corporate
brand image especially investigating the role played by language adaptation, cultural symbol transfer and conveyance of emotional resonance
in cross-cultural communication on brand image. This study's basic issue lies with the gap between advertising translation theory and practice
by using advertising translation as a core tool for cross-cultural communication to enhance global brand recognition. Applying cross-cultural
communication theory along with theories of language style and brand personality, cultural semiotics, cross-cultural adaptation, and emotional
resonance, we systematically analyze it from three aspects (language style, translation of cultural symbols, and transmission of emotional
resonance). In addition, through case study methods, we examine how advertising translation affects corporate brand image. We found that
adapting the language style in advertising translation can enhance brand personality; translating cultural symbols helps to build cross-cultural
identity; and conveying emotional resonance strengthens consumer loyalty according to our research results. We recommend that companies
should take account of cultural adaptation and emotional expression in advertising translation so as to prevent cultural misunderstanding and
misaligned emotions. We conclude that the research value of this paper is to provide strategies for multinational enterprises' brand image construction based on advertising translation, help them find a balance between globalization and localization thus improving the international
competitiveness and market recognition of their brands.
Keywords
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DOI: http://dx.doi.org/10.70711/wef.v4i6.10212
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