Volume 4,Issue 3
The Analysis of Translation Strategies Used in International Publicity of Moutai Terms through the Lens of Skopos Theory
As a famous liquor with distinctive Chinese characteristics, Moutai relies heavily on term translation in its global expansion. Skopos Theory emphasizes that translation strategies should be flexibly selected according to the intended purpose and target audience. This study explores three translation strategies: literal & transliteration, transliteration & annotation, and free & creative translation, with analysis of typical term examples. The research shows that under the guidance of Skopos Theory, flexibly adopting appropriate strategies based on term attributes and audience cognition can preserve cultural connotations, adapt to the understanding habits of foreign audiences, help build a strong overseas brand image, enhance international visibility, and promote the recognition and acceptance of Moutai among consumers from different cultural backgrounds.
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