Comparative analysis of human-machine translation of brand introductions from the perspective of eco-translatology: a case study of Breguet
生态翻译学视角下品牌介绍的人机翻译对比分析—以宝玑为例

摘要

品牌介绍作为连接品牌与目标顾客的重要桥梁，不仅是吸引潜在消费群体的关键手段，更是深刻传达品牌价值主张、强化市场定位及提升品牌市场竞争力的有效宣传媒介。它能有效促进顾客对品牌的认同感与忠诚度，构建稳固的市场基础。然而，在将知名品牌的介绍文案翻译成其他语言时，即便机器翻译技术日新月异，广泛普及，翻译工作者依旧面临着巨大的挑战与压力。深入探究人工翻译与机器翻译的对比差异，能够精准揭示机器翻译存在的短板与局限，为翻译技术的持续优化与创新提供宝贵的指引。本文基于生态翻译学的理论框架，挑选了业界领先的机器翻译工具，通过细致比对宝玑这一高端钟表品牌官网的人工译文，从语言维、文化维、交际维三个层面展开剖析，旨在为未来翻译工作的质量与效率双重提升提供有价值的参考与启示。

Abstract

Brand introductions serve as a vital bridge connecting brands with their target customers. They are not only crucial in attracting potential consumer groups but also effective promotional tools for conveying brand value propositions deeply, reinforcing market positioning, and enhancing brand competitiveness in the market. They effectively promote customers’ identification with and loyalty to the brand, establishing a solid market foundation. However, when translating the introduction texts of well-known brands into other languages, even with the rapid advancements and widespread adoption of machine translation technology, translation professionals still face significant challenges and pressures. A thorough exploration of the comparative differences between human and machine translations can accurately reveal the shortcomings and limitations of machine translation, providing valuable guidance for the continuous optimization and innovation of translation technology. Based on the theoretical framework of Eco-translatology, this paper selects a leading machine translation tool in the industry and conducts a detailed comparison with the human translations on the official website of Breguet, a premium watch brand, analyzing them from three dimensions: linguistic, cultural, and communicative. The aim is to provide valuable references and insights for the dual improvement of translation quality and efficiency in future translation work.