跨文化传播视角下产品副文本翻译策略研究——以花西子(Florasis)为例

A Study on the Translation Strategies of Product Paratexts from the Perspective of Cross-Cultural Communication—Taking Florasis as an Example

摘要: 产品副文本翻译是本土品牌国际化进程中实现跨文化沟通与品牌形象建构的关键环节。本研究以热奈特副文本理论为框架，以美妆品牌花西子为研究对象，系统考察其海外市场产品副文本英译实践。基于对品牌名、产品名、宣传语、产品描述等核心副文本的分析，研究发现花西子主要运用三大翻译策略：一是文化意象重构，通过文化符号的筛选与等效转化在文本层面更贴合英文语境的认知与表达习惯，如将“花西子”创译为“Florasis”；二是功能显化与信息补偿，将中文凝练表述中隐含的产品功效、研发逻辑与文化内涵予以显性化呈现，如将“以花养妆”明确阐释为“妆养合一”；三是语言结构重组，通过句式调整、视角转换与语篇重构，使译文更契合英文表达习惯与营销传播逻辑。研究表明，跨文化传播语境下的产品副文本翻译已超越单纯的语言转换，成为品牌叙事与跨文化价值协商的重要实践。本研究可为本土美妆品牌国际化传播提供策略参考，同时丰富副文本理论在商业翻译领域的实证研究。

Abstract: The translation of product paratexts is a critical link in achieving cross-cultural communication and brand image construction during the internationalization of local brands. Based on Gérard Genette’s paratext theory, this study takes the cosmetics brand Florasis as the research object and systematically investigates the English translation practices of its product paratexts for overseas markets. Through an analysis of core paratexts including brand name, product names, slogans and product descriptions, this study finds that Florasis mainly adopts three translation strategies: first, cultural image reconstruction, which makes the translation more compatible with the cognitive and expressive conventions of the English context at the textual level through the selection and equivalent transformation of cultural symbols, such as the creative translation of “Huaxizi” into “Florasis”; second, functional explicitation and information compensation, which explicitly present implied product efficacy, R&D logic and cultural connotations in concise Chinese expressions, such as interpreting “nurturing makeup with floral essences” as “the integration of makeup and skincare”; third, linguistic structure reorganization, which adjusts sentence patterns, narrative perspective and discourse structure to make target texts more consistent with English expression habits and marketing communication logic. The study shows that the translation of product paratexts in the context of cross-cultural communication has gone beyond simple language transformation and become an important practice of brand narration and cross-cultural value negotiation. This study can provide strategic references for the international communication of domestic cosmetics brands and enrich the empirical research of paratext theory in the field of commercial translation.