功能对等理论视角下花西子产品名称英译研究

VChapter1IntroductionResearchBackgroundInrecentyears,theglobalbeautymarkethasseensignificantexpansionandanincreaseincompetitiveness.Marketresearchindicatesagrowingconsumerdemandforbeautyproductscharacterizedbydiversificationandpersonalization.Furthermore,thereisanenhancedfocusontheculturalsignificanceofbrandsandthequalityoftheirofferings.Withinthiscontext,China'sbeautyindustryisexperiencingaperiodofrapiddevelopment.Domesticbrands,exemplifiedbyHuaxizi,haveswiftlygainedtractioninthemarketbyembracingdistinctiveconceptsofOrientalaestheticsandengagingininnovativeproductdevelopment.Thesebrandsarenotonlyflourishingwithinthedomesticlandscapebutarealsoactivelypenetratinginternationalmarkets.Sinceitsinception,FlowerWesthasadoptedthecoreprincipleof"Orientalmakeup,nourishedbyflowers."ThebrandeffectivelyamalgamatestraditionalChineseculturalelementswithcontemporarybeautytechnologytocreateadiverseportfolioofproductswithuniquefeatures.Eachproductnamenotonlyreflectsthebrand'sstrategicpositioningandattributesbutalsoencapsulatesprofoundculturalconnotations.TheprovisionofaccurateandcontextuallyappropriateEnglishtranslationsofbrandmessagingiscrucialintranscendinglanguageandculturalbarriers,therebyfacilitatingtheeffectivecommunicationofbrandvaluesandproductinformationtointernationalconsumers.Incontrast,inadequatetranslationsmayleadtomisinterpretationsandculturalmisunderstandings,whichcouldadverselyaffectbrandperceptionandhindermarketexpansionefforts.1.2ResearchSignificanceThisthesisseekstoapplythefunctionalequivalencetheorywithinthecontextoftranslatingtheproductname"Huaxizi"intoEnglish.Bydoingso,itaimstobroadenthetheoreticalframework'sapplicationwithintherealmofcosmeticproducttranslation,therebyenrichingthecorpusofpracticalcasestudiesrelevanttotranslationtheory.Thisexpansionnotonlydeepenstheunderstandingoffunctionalequivalencetheorybutalsointroducesnovelperspectivesandmethodologiesforadvancingtranslationpractice.Initspracticalcomponent,thestudyconductsacomprehensiveanalysisoftheEnglishtranslationsofHuaxizi'sproductnames,identifyingandsummarizingeffectivestrategiesandmethodologiesforthetranslationofdomesticbeautybrandproductnames.ThefindingsintendtoserveasavaluablereferencefortheinternationalizationeffortsofbothHuaxiziandanalogousbrands.Ultimately,thisresearchaspirestoenhancethecommunicativeefficacyandcompetitiveedgeofdomesticbrandsintheglobalmarketplacewhilecontributingtothepromotionofChinesecosmeticbrandsonaninternationalscale.1.3PaperStructureThisthesiswillbedevelopedprogressivelythroughaclearandlogicalstructure,commencingwithanintroductiontotheresearchtopic,contextualizedwithinabroaderbackground.Theexplorationwillthendelveintorelevanttheoriesandcasestudiesindepth,ultimatelyculminatinginconclusionsandprospectivedirectionsforfutureresearch.TheintroductorysegmentofChapterOnewillthoroughlyelucidatetheresearchbackgroundanditssignificancewhilebrieflyoutliningtheoverallstructureofthethesis,therebyestablishingasolidfoundationfortheensuingdiscourse.Insubsequentchapters,ChapterTwowillundertakeacomprehensiveliteraturereviewaimedatassessingthecurrentstateofresearchandidentifyingcutting-edgedevelopmentswithinthefield.Thiswillbeachievedbysystematicallyorganizingpertinentresearchoutcomesrelatedtofunctionalequivalencetheoryandthetranslationofproductnames,bothdomesticallyandinternationally,withthegoalofprovidingrobusttheoreticalsupportandreferenceforthedetailedinvestigationthatfollows.Thereafter,ChapterThreewilldeliveranextensiveoverviewoffunctionalequivalencetheory,encompassingitsorigins,developmentaltrajectory,andfundamentalprinciples.Thischapterwillplaceparticularemphasisonanalyzingtheapplicabilityofthetheorywithintherealmofcosmetictranslation,therebylayingasolidtheoreticalfoundationforthesubsequentcasestudyoftheEnglishtranslationoftheproductname"Huaxizi."Followingtheestablishmentofthetheoreticalframework,ChapterFourwillfocusspecificallyontheproductnameHuaxizi,undertakinganin-depthanalysisofitslinguisticandculturalcharacteristics.Thisanalysiswillencompassaspectssuchasbrandpositioning,namingphilosophy,linguisticfeatures,andculturalconnotations,therebyfacilitatinganuancedunderstandingoftheimplicationsinherentintheEnglishtranslationoftheproductname.ThisexaminationwillelucidatetheuniquenessofHuaxizi'sproductnameandtheculturalrationaleunderpinningit.Buildinguponthetheoreticalgroundworkandcaseanalysis,ChapterFivewillexplore,fromfouranalyticaldimensions—vocabulary,syntax,discourse,andstyle—thespecificapplicationsoffunctionalequivalencetheoryintheEnglishtranslationofHuaxizi'sproductnames.Throughtheanalysisofconcretecases,thischapterwilldemonstratehowtheapplicationofthetheorycancontributetoachievinghigh-qualitytranslations.Finally,ChapterSixwillserveastheconclusion,systematicallysummarizingtheresearchfindingswhileobjectivelyacknowledginganylimitationsencounteredduringtheresearchprocess.Thischapterwillalsoprovidewell-reasonedprojectionsregardingthefuturedevelopmentofrelatedresearch,aimingtooffervaluableinsightsforsubsequentscholarlyinquiries.Chapter2LiteratureReview2.1RelevantStudiesatHomeBeforedelvingintothespecificresearchontheFunctionalEquivalenceTheoryinChina,itisessentialtounderstandthebroadercontextofacademicexplorationwithinthedomestictranslationfield.Inrecentdecades,withtheincreasingemphasisoncross-culturalcommunicationandtheflourishingdevelopmentoftranslationstudies,Chinesescholarshaveactivelyengagedinresearchingvarioustranslationtheoriesandtheirpracticalapplications.Thishaslaidasolidfoundationforin-depthinvestigationsintospecifictheoriesliketheFunctionalEquivalenceTheory.2.1.1FunctionalEquivalenceTheoryStudiesDomesticscholarshaveconductedin-depthresearchandapplicationsoftheFunctionalEquivalenceTheory.Wen(2003)didn'tspecificallydiscusstheFunctionalEquivalenceTheoryinherbook

EnglishLearners’PathtoSuccess,butfromtheperspectiveoflanguagelearningandteaching,sheprovidedideasfortheexpansionofthistheoryinthefieldoflanguageapplication.Chen(2024),inthepaper

AStudyonSubtitleTranslationfromthePerspectiveoftheFunctionalEquivalenceTheory—Taking

TheStoryofMinglan

asanExample,tookthesubtitletranslationofapopularChineseTVdramaasastartingpointandanalyzedindetailthespecificapplicationoftheFunctionalEquivalenceTheoryinsubtitletranslation.Bycomparingtheoriginaltextandthetranslatedtext,itwaspointedouthowtoachievefunctionalequivalenceatthelexical,syntactic,anddiscursivelevels.Thisenablesthetranslatedtexttoconveyinformationwhileretainingthestyleandculturalconnotationsoftheoriginalwork,enhancingtheviewingexperienceoftheaudience.Dong(2024),inthemaster'sthesis

ResearchontheEnglishTranslationStrategiesofChineseNewsHeadlinesfromthePerspectiveoftheFunctionalEquivalenceTheory,focusedontheEnglishtranslationofChinesenewsheadlines.ThestudyfoundthatduetothedifferencesinlanguagestructuresandculturalbackgroundsbetweenChineseandEnglish,theFunctionalEquivalenceTheoryneedstobeflexiblyappliedinthetranslationprocess.Byadjustingvocabularyandoptimizingsyntacticstructures,theEnglishtranslationcanbefunctionallyequivalenttotheChineseoriginal,accuratelyconveyingthecorecontentofthenewsandattractingtheattentionofthetargetaudience.Wen(2024),inthepaper

ResearchontheDomesticandForeignResearchStatusandDeficienciesofNida'sFunctionalEquivalenceTheory,comprehensivelyreviewedtheresearchanddevelopmentprocessoftheFunctionalEquivalenceTheoryathomeandabroad,anddeeplyanalyzedtheadvantagesandlimitationsofthistheoryinpracticalapplications.ThestudypointedoutthatalthoughtheFunctionalEquivalenceTheoryprovidesimportantguidancefortranslationpractice,therearestillchallengesindealingwithculture-loadedwordsandspeciallanguagestructures,indicatingthedirectionforfollow-upresearch.2.1.2ProductNameStudiesIntheresearchofproductnames,domesticscholarshaveexploredfrommultipleperspectives.Chen(2023)tookthenamesofdailychemicalproductsastheresearchobjectandanalyzedthecharacteristicsanddifferencesbetweenEnglishandChinesedailychemicalproductnames.Itwasproposedthatinthetranslationprocess,factorssuchasproductfunctions,culturalbackgrounds,andtargetmarketdemandsshouldbefullyconsidered,andtranslationstrategiessuchasliteraltranslation,freetranslation,andtransliterationshouldbeusedtomakethetranslatednamesnotonlyaccuratelyconveyproductinformationbutalsoconformtothelanguagehabitsandaestheticneedsofconsumersinthetargetmarket.HuandLi(2020)exploredthetranslationstrategiesforcosmeticnamesbasedontheperspectiveoftheadaptationtheoryincommunicativecontext.Thestudybelievedthatthetranslationofcosmeticnamesneedstoadapttovariouscommunicativecontextfactorssuchaslanguage,culture,andsociety.Throughcaseanalysis,itwaspointedoutthatmethodssuchasamplification,reduction,andpart-of-speechconversionshouldbeflexiblyusedintranslationtomakethetranslatednamesbetteradapttothecultureandconsumerpsychologyofthetargetmarket.Wang(2014)studiedtheEnglishtranslationofcosmeticinstructionsfromtheperspectiveofSkoposTheory.Itemphasizedthatinthetranslationprocess,appropriatetranslationmethodsshouldbeselectedaccordingtothetranslationpurposeandtheneedsoftheaudience.Forexample,whendescribingproductefficacy,conciseandclearlanguagecanbeusedtohighlightthekeypointstomeettheinformation-seekingneedsofconsumers.Wu(2021)conductedanin-depthstudyondomesticcosmeticbrandnamesfromtheperspectiveoflanguageandculture.Byanalyzingthelanguagecharacteristicsandculturalconnotationsofbrandnames,itexploredtheimportantroleofbrandnamesinshapingbrandimagesandspreadingbrandcultures.Thestudyfoundthatbrandnameswithrichculturalheritageanduniquelanguagecharmcanbetterattractconsumersandenhancebrandcompetitiveness.2.2RelevantStudiesAbroadAsweshiftourfocusfromthedomesticresearchlandscapetotheinternationalarena,itbecomesevidentthattheglobalacademiccommunityhasalsobeenactivelyengagedinexploringvarioustranslationtheories.TheFunctionalEquivalenceTheory,whichoriginatedintheWest,hasitsrootsdeeplyembeddedintherichsoilofinternationaltranslationstudies.Intheinternationalacademiccircle,scholarsfromdifferentcountriesandculturalbackgroundshavecontributedtothedevelopmentandrefinementofthistheorythroughtheirdiverseresearchperspectivesandmethodologies.2.2.1FunctionalEquivalenceTheoryStudiesNidaandTaber(1969)firstproposedtheFunctionalEquivalenceTheoryin

TheTheoryandPracticeofTranslation,emphasizingthattranslationshouldnotbelimitedtoformalequivalencebutshouldfocusonthefunctionalequivalencebetweenthetranslatedtextandtheoriginaltext.Thistheoryopenedupanewperspectivefortranslationresearchandtriggeredextensivediscussionsandapplications.Subsequently,Nida(2001)furtherelaboratedontheapplicationoftheFunctionalEquivalenceTheoryindifferentculturalcontextsin

LanguageandCulture—ContextsinTranslating.Hepointedoutthatinthetranslationprocess,theinfluenceofculturalfactorsonlanguageexpressionneedstobefullyconsidered,andfunctionalequivalencecanbeachievedbyadjustingthelanguageformandculturalconnotationsofthetranslatedtext.Thisviewprovidedimportanttheoreticalsupportforcross-culturaltranslationresearch.2.2.2ProductNameStudiesInthefieldofproductnameresearch,foreignscholarsmainlyfocusonthetranslationanddisseminationofproductnamesincross-culturalcontexts.Hong,Pecotich&Shultz(2002)tookthemarketsinEastandSoutheastAsiaastheresearchobjectsandanalyzedtheinteractionoffactorssuchaslanguage,productattributes,andconsumerperceptionsintheprocessofbrandnametranslation.Thestudyfoundthatbrandnametranslationneedstofullyconsiderthelanguageandculturalcharacteristicsandconsumerpsychologyofthetargetmarkettoavoidmisunderstandingscausedbyculturaldifferences,therebyenhancingtheacceptanceofthebrandintheinternationalmarket.Keh,Torelli,Chiu&Hao(2016),showedthatforChineseconsumerswithabiculturalbackground,brandnametranslationshouldpayattentiontotheself-expressivenessofproductsandtherelevanceofvalues,sothatthetranslatednamescanarousetheemotionalresonanceofconsumersandenhancetheattractivenessofthebrand.Kim,Perez,Gonzales,Thamrin&Tein(2022),althoughtheresearchfocuswasnotonproductnames,throughthemeasurementandfunctionalequivalenceresearchofthereducedversionoftheUPPSImpulsivityScaleamongdifferentethnicadolescents,itprovidedamethodologicalreferenceforcross-culturalresearch.Intheresearchofproductnames,suchmethodscanbeusedforreferencetodeeplyunderstandthecognitionandreactionsofconsumersfromdifferentculturalbackgroundstoproductnamesandoptimizethetranslationstrategiesofproductnames.Chapter3OverviewofFunctionalEquivalenceTheoryFunctionalequivalencetheory,developedbyEugeneA.Nida,arenownedAmericanlinguistandtranslator,isamongtheWesterntranslationtheoriesthathavesignificantlyimpactedtheChinesetranslationfield.Atthecoreofthistheoryisthereactionofreaderstoatranslation,specifically,theirlevelofappreciationandcomprehension.3.1TheOriginandDevelopmentofFunctionalEquivalenceTheoryAccordingtoNida,theidealoutcomeofatranslationshouldcloselyapproximatethenaturalequivalenceofthesource-languageinformation,encompassingbothformalanddynamicequivalence.Initially,Nidaproposedtheconceptofformalanddynamicequivalence.However,recognizingthepotentialfortheterm"dynamic"tocausemisunderstandings,helaterreviseditto"functionalequivalence."ThefunctionalequivalencetheoryisaproductofNida'songoingreflectionandimprovementinhistheoreticalresearch.ItalsorepresentsthecontinuousevolutionofNida'sideas,whichcanbedividedintothreedevelopmentalstages.Thesestagesshowhisin-depthexplorationandadaptationoftranslationtheoriestobetteraddressthecomplexnatureoftranslationandthediverseneedsofthetranslationprocess.Eachstagebuildsuponthepreviousone,contributingtotherefinementandsophisticationofthefunctionalequivalencetheory.Thefirststageischaracterizedbydescriptivelinguistics.Nida'searlytranslationphilosophy,deeplyinfluencedbyhisdoctoralsupervisorBroomfield,beganwithanexplorationofsyntax,morphology,andsemantics.Drivenbythedesiretoenhancehistranslationproficiency,Nidaembarkedonglobaltravels.Duringthesejourneys,hededicatedhimselftogatheringexamplesoflinguisticdisparities.Hepainstakinglydescribedtranslationissuesrelatedtosyntax,morphology,andlinguistics,aimingtoelucidatethestructuralessenceoflanguage.Throughthisinitialperiodofresearchanddatacollection,Nidasystematicallyandscientificallydevelopedhistranslationconcepts.Thesecondphaseisthecommunicativetheoryphase.Duringthisperiod,Nida'stranslationphilosophyunderwentsignificantdevelopment.Thekeytheoriesinthisstageareasfollows:(1)Translationisnotonlyaskill,butalsoa"science."Thischallengedthetraditionalviewoftranslationasapurelyintuitiveorartisanalpractice,emphasizingtheneedforasystematicandmethodicalapproach.(2)Translationis"communication."Nidaarguedthataproficienttranslatormustconductacomprehensiveanalysisofthesourcetext.Thisanalysisshouldtakeintoaccountallrelevantelementsoflanguagecommunication,suchastheauthor'sintentions,thetargetreaders'background,theculturalandsituationalcontext,andthemodeofexpression.Byconsideringthesefactors,thetranslatorcanbetterconveythemeaningoftheoriginaltexttothetargetaudience.(3)DynamicEquivalenceTheory.Heemphasizedthattranslationsshouldnotbeoverlyconcernedwithformalequivalence,whichoftenleadstoliteralandstiltedtranslations.Instead,translatorsshouldfocusoncapturingthespiritandcontentoftheoriginaltext.Thismeansthatthetranslationshouldaimtoproduceasimilarresponseinthetarget-languagereadersastheoriginaltextdidinthesource-languagereaders.(4)Thefourstepsinthetranslationprocess:analysis-translation-reorganization-inspection.Intheanalysisstage,thetranslatorexaminesthesourcetexttounderstanditsmeaning,structure,andculturalcontext.Thetranslationstepinvolvesrenderingthesource-textmeaningintothetargetlanguage.Reorganizationisaboutadjustingthetranslatedtexttofitthetarget-languagegrammar,style,andculturalnorms.Theinspectionphaseisaquality-controlstepwherethetranslatorreviewsthetranslationforaccuracy,fluency,andequivalence.TheseideaslaidthefoundationforNida'soveralltranslationtheory.Inthefollowingyears,mostoftheseconceptswerefurtherenhanced,refined,andexpandedupon,contributingtothecontinuousevolutionofhistheoreticalframework.Thethirdstageisthesocialsemioticstranslationphase.Duringthisperiod,Nidamaintainedthecoreelementsofthecommunicativetheoryphase.Hegraduallyintegratedsociolinguisticandsocialsemioticmethodstoaddresstranslation-relatedissues.Nidaputforwardthefollowingkeypoints:(1)Hepointedoutthateverycomponentofatext,evenelementslikethevoicepattern,holdsmeaning.Thisindicatesthatintranslation,nothinginthesourcetextshouldbeoverlooked,aseachelementcontributestotheoverallmessageconveyance.(2)Nidaemphasizedthevitalroleoflanguage'srhetoricalfeaturesinlanguagecommunication.Rhetoricaldevicesnotonlyenhancetheexpressivenessofthetextbutalsocarryculturalandcommunicativeimplicationsthatneedtobecarefullyconsideredduringtranslation.(3)Nidareplacedtheterm"dynamicequivalence"with"functionalequivalence."Thischangewasnotmerelynominal;itreflectedamorerefinedunderstandingofthetranslationprocess.Functionalequivalenceemphasizesthattranslationsshouldfocusonachievingequivalentfunctionsinthetargetlanguageasthesourcelanguage,ratherthanjuststrivingforadynamicbutpotentiallymisleadingequivalence.(4)Hemadedistinctionsbetweendifferenttypesofmeanings,suchasrhetorical,grammatical,andlexicalmeanings,aswellasreferentialandassociativemeanings.Understandingthesedifferentlevelsofmeaningisessentialforaccuratetranslation,asithelpstranslatorscapturethefullrangeofsemanticandpragmaticaspectsofthesourcetext.TheseconceptsfurtherenrichedNida'stranslationtheoryandprovidedmorein-depthinsightsintothecomplexnatureoftranslation.InSummary,theoutcomesofthesethreephasesembodyNida'scomprehensionoftranslation.Inthepastfewyears,anincreasingnumberofChinesetranslatorshaveemployedNida'stranslationtheoryasaguidefortheirtranslationpractice.Thistheoryhasprovidedthemwithvaluableinsightsandpracticalapproaches,helpingthemtobetterhandlevarioustranslationtasks.Ithasinfluencedthewaytheyanalyzesourcetexts,maketranslationdecisions,andevaluatethequalityoftheirtranslations.Asaresult,Nida'stheoryhasplayedanimportantroleinthedevelopmentoftranslationintheChinesecontext,facilitatingcross-culturalcommunicationandthespreadofknowledge.3.2MainRulesofFunctionalEquivalenceTheoryFunctionalequivalencetheoryismainlyreflectedinfouraspects:lexicalequivalence,syntacticequivalence,chapterequivalenceandstylisticequivalence.3.2.1LexicalEquivalenceLexicalequivalencerequiresthetranslatortoensurethatthesemanticsofthesourcelanguagevocabularyisaccuratelyconveyedinthetargetlanguageduringthetranslationprocess.AccordingtoNida,therearegenerallythreelexicallevelstotakeintoaccount:(1)termsthathaveeasilyfoundparallels,suchasriver,tree,stone,knife,etc.;(2)termsthatidentifyobjectsthatareculturallyuniquebutservesomewhatsimilarfunctions,suchasbook,whichinEnglishreferstoanobjectwithpagesboundtogetherintoaunitbut,inthetimeoftheNewTestament,meantalongpieceofparchmentorpapyrusrolleduplikeascroll;aswellas(3)termsthatdenoteculturalspecializations;someexamplesfromtheBibleinclude"synagogue,""homer,""ephah,""cherubim,"and"jubilee."(Nida,1964).Itisimportanttoconsidernotonlythebasicmeaningofthevocabulary,butalsotopayattentiontoitsculturalconnotations,emotionalcoloursandsoon.Forvocabularywithculturalcharacteristics,appropriatetranslationmethodsneedtobeadopted,suchasdirecttranslation,Italiantranslation,phonetictranslationwithannotation,etc.,inordertoachievefunctionalequivalenceatthevocabularylevel.Forexample,whentranslatingvocabularycharacterisedbytraditionalChineseculture,adirectdirecttranslationmayleadtoincomprehensibilityforthetargetlanguagereaders.Atthistime,themethodofItaliantranslationorphonetictranslationwithnotescanbeusedtohelpreadersunderstanditsculturalconnotation.3.2.2SyntacticEquivalence“Dynamiccorrespondencesonasyntacticlevelincludegeneralstylisticcomparabilityandcertainadjustmentsinspecificstructures”(Nida,1964,p.244).Intheprocessoftranslation,itisnecessarytomakereasonablestructuraladjustmentstothesentencesofthesourcelanguage,includingtheadjustmentoftheorderofwords,theconversionofsentencecomponents,etc.,soastomakethetranslationnaturallysmoothandeasytobeunderstoodbythereadersofthetargetlanguage.Atthesametime,careshouldbetakentopreservethesyntacticfunctionsoftheoriginaltext,suchasemphasisandmodification.Forexample,thesubject-verb-objectstructureisoftenusedinChinese,whereasinEnglishthesentencestructureismoreflexible.ThetranslationneedstobeadjustedaccordingtotheEnglishexpressionhabitstoensurethesyntacticcorrectnessandfluencyofthetranslation.3.2.3TextualEquivalenceAccordingtotheFunctionalEquivalenceTheory,“weshouldnotonlyanalyzelanguageitselfinthediscourseanalysis,butalsoseehowlanguageembodiesmeaningandfunctioninaparticularcontext”(Nida&Taber,1969,p.91).Textualequivalenceisconcernedwiththecoherenceandlogicofthetranslatedtextatthediscourselevel.Thetranslationshouldbeconsistentwiththeoriginaltextintermsofchapterstructure,thematicdevelopment,andinformationorganization,sothatthetargetlanguagereaderscanunderstandtheoverallmeaningofthetextasclearlyasthesourcelanguagereaders.Thisrequiresthetranslatortoconsidernotonlythetranslationofindividualsentences,butalsotograspthecontextandlogicalrelationshipofthechapterasawhole.Forexample,whentranslatingaproductintroductiontext,itisnecessarytoensurethattheorganizationofinformationsuchasproductnames,functiondescriptionsandmethodsofuseisinlinewiththereadinghabitsofthetargetlanguagereaders,sothatthelogicofthewholechapterisclearandcoherent.3.2.4StylisticEquivalenceAccordingtoNidaandTaber(1969),"styleisamultidimensionalfeaturethataffectsthe'tone'and'flavor'ofdiscourse.Styleisamatteroftheexterior,amountandcolor,landscapingandinteriordecor."Diversestylesoftranslationhavedistinctivelinguisticcharacteristicsoftheirown.Stylisticequivalencerequiresthatthetranslatedtextbestylisticallyconsistentwiththeoriginal,includingthedegreeofformality,literaryquality,andcolloquialismofthelanguage.Whetheritisaformalbusinesstext,apoeticliteraryworkoraneverydayspokenexpression,thetranslationshouldreproducethestylisticfeaturesoftheoriginaltextasmuchaspossible,sothatthereadersofthetargetlanguagecanfeelthestylisticstylesimilartothatofthereadersofthesourcelanguage.Forexample,forproductnameswithpoeticstyle,poeticvocabularyandexpressionsshouldbeusedintranslationtopreservethebeautyoftheoriginaltext.Forcolloquialproductnames,thetranslationshouldbeclosetoeverydaylanguagetoreflectitsaffinity.Chapter4HaxiziBrandOverviewandProductNameAnalysisHuaxizi,asadomesticbeautybrandsuccessfuloverseasleader.Behinditssuccesscannotbeseparatedfromthecorrectpositioningofthebrandandtheintentionofproductdesign.4.1BrandPositioningandNamingPhilosophyBeforedelvingintothespecificnamingphilosophy,itisessentialtounderstandHuaxizi'sbrandpositioning.Thisservesasthecornerstoneforallaspectsofthebrand,includingitsnamingstrategies.

Withaclearbrandpositioninginplace,thenamingphilosophyemergesasanaturalextension,guidingthecreationofproductnamesthatalignseamlesslywiththebrand'sidentityandvalues.

4.1.1BrandPositioningandNamingPhilosophyThebrandFlowerWest,knownas"Huaxizi"(花西子),embodiesthecorevalueof"OrientalMakeup,NourishedbyFlower."ThisinnovativeenterpriseeffectivelymergestraditionalChineseculturalelementswithcontemporarybeautytechnologies.Theterm"Hua"(花)inthebrand'snamesignifiestheuseofnaturalfloralingredients,therebyhighlightingtheskincarebenefitsinherentinitsproducts.Meanwhile,"Xizi"(西子),whichreferences"Xishi"(西施),oneofthefourlegendarybeautiesofancientChina,symbolizestheidealsoftranscendentb