Analysis of Brand Slogans of Domestic and International Jewelry Enterprises and Their Translation from a Perspective of Cross-Cultural Communication

Under the background of increasingly prosperous international trade，China has been the focus of marketing of many international famous jewelry enterprises.Meanwhile，domestic jewelry companies also begin to enter the international market to promote brand recognition.As the Chinese and foreign jewelry companies launch advertising campaign in domestic and international markets，the brand slogans of many international jewelry brands have been translated into Chinese and promoted when increasing domestic jewelry enterprises present their English brand slogans.The recognition and acceptance of these slogans in both Chinese and English inevitably influence consumers’choices，which exemplify the clash and combination between the Chinese and foreign culture.The emphasis of the paper was put on the design concept of the brand slogans adopted by the domestic and foreign jewelry companies in the Chinese market from a perspective of cross－cultural communication.The paper classified them into five categories and discussed the problems existing in the translation，with an aim to explore the issues and problems that domestic jewelry enterprises need to pay attention to when they design and translate their brand slogan.