从翻译美学的角度看“花西子”品牌宣传材料的英译
The English Translation of “Florasis” Brand Publicity Materials from the Perspective of Translation Aesthetics

随着全球化的推进和中国综合国力的提升，国货品牌逐步走向国际舞台，向世界展示“中国之美、东方之美”。品牌外宣材料的翻译因此成为展示中国品牌形象的重要途径。本文以翻译美学理论为视角，分析花西子品牌的外宣材料。首先，介绍花西子外宣材料的内容，接着深入探讨翻译美学的定义、特点及中西翻译美学的差异。核心部分集中分析花西子品牌外宣材料的英译，运用音韵美、意象美、对称美和简约美等翻译美学特征，对品牌理念、产品介绍及产品名称的翻译进行研究。该分析不仅确保翻译的准确性，还通过美学提升材料的吸引力，助推品牌的国际传播。最后，本文总结了翻译美学在品牌外宣材料中的重要性，为中国品牌的全球推广提供理论支持与实践指导。
With the promotion of globalization and the improvement of China’s comprehensive national strength, domestic brands are gradually moving to the international stage, showing the world “the beauty of China and the beauty of the East”. Therefore, the translation of brand publicity materials has become an important way to show the image of Chinese brands. Based on the theory of translation aesthetics, this paper analyzes the publicity materials of the Florasis brand. Firstly, this paper introduces the content of Florasis brand publicity materials, and then probes into the definition and characteristics of translation aesthetics and the differences between Chinese and Western translation aesthetics. The core part focuses on the English translation of Florasis brand publicity materials, using aesthetic features such as phonological beauty, image beauty, symmetry beauty and simplicity beauty to study the brand concept, product introduction and product name translation. This analysis not only ensures the accuracy of the translation, but also enhances the attractiveness of the material through aesthetics and promotes the international dissemination of the brand. Finally, this paper summarizes the importance of translation aesthetics in brand publicity materials to provide theoretical support and practical guidance for the global promotion of Chinese brands.