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Title: Study of the translation of tobacco product's packaging: translation strategies and potential issues in Chinese import & export tobacco products
Authors: Zhang, Miaomiao
Keywords: Humanities::Language::Linguistics
Issue Date: 2022
Publisher: Nanyang Technological University
Source: Zhang, M. (2022). Study of the translation of tobacco product's packaging: translation strategies and potential issues in Chinese import & export tobacco products. Master's thesis, Nanyang Technological University, Singapore.
Abstract: Because of increased openness, import and export trade and industry in China are becoming increasingly successful. Enterprises from various countries are beginning to recognize the significance of translating packaging into the target language. Tobacco culture, like wine and tea culture, has a profound as well as its historically significant role, and tobacco is cultivated, distributed, and utilized as civilization evolves. China, on the other hand, as one of the most important tobacco-growing countries, is currently attempting to export more products with Chinese features. As a result, translation of Chinese imports and exports appears to be critical. Tobacco products packaging has been around for over a century, and the early applications have become collectible pieces. Numerous studies have been done in the field of product packaging translation, but the object in this study has a unique attribute in the market. None of the various studies on Chinese import and export product packaging translation are concerning tobacco. It creates a clear gap in the translation research of cigarette packaging. Linguistic issues are not the only barrier in translation, cultural inequivalence between the two language cultures is the final determining factor that has to be taken into consideration. Thus, Susan Bassnett’s cultural translation theory can be appropriately conducted in this study. A content analysis of tobacco product packaging translation from one of the most representative tobacco economy websites indicated that translation strategies used for different cigarette brands are comparable, but strategies used for different text types are not. When translating tobacco product packaging, it is proposed that cultural elements such as historical backgrounds, value variances, and thinking method differences be considered. The findings of this dissertation provide tobacco corporations with a fundamental reference on how to implement various translation strategies using Susan Bassnett's cultural translation theory. This serves as a starting point for brands considering tobacco product translation and production, as well as for tobacco product companies planning their own translation strategies. The applicability of the findings is especially essential because it allows brands to profit more directly as a result of the findings. Meanwhile, enterprises may recognize the significance of cultural aspects in tobacco product packaging translation.
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