Research on the current situation of English usage of commodity packaging in the market

In recent years, with the proliferation of English packaging, the use of many English words began to become random and chaotic, and irregular use of words and grammar, random application of foreign trademark and other phenomena appeared from time to time, which greatly reduced the market value of goods in China and had a negative impact on our advertising. The following is a research paper on the current situation of English use of commodity packaging in the market, which I compiled for you, hoping to help you.

Absrtact: At present, it has become an important way for producers to use English in product packaging design, especially in food packaging. Using English design can not only improve product sales, but also improve the aesthetic and artistic quality of packaging design. This is a special marketing method aimed at consumer psychology. However, due to the designer's language background and professional knowledge, there are many mistakes in design and language use. All these have greatly affected the standardized use of food packaging English in China.

Keywords: standardized use of English design for product packaging

Introduction

Since the reform and opening up, China's commodity economy has been greatly developed, and more and more China commodities have begun to use foreign words as packaging means. Especially, the foreign language vocabulary in food packaging not only facilitates foreigners' choice of goods, but also promotes the export and consumption of Chinese goods, and also embodies the trend of the times in propaganda and caters to the consumer psychology of the public.

In recent years, with the proliferation of English packaging, the use of many English words has become random and confusing, and the use of words and grammar is not standardized, and foreign trademark is casually used, which greatly reduces the market value of goods in China and has also had a negative impact on advertising in China.

First, the importance of standardized use of English in food packaging

From the perspective of consumption, the packaging of goods is an invisible brand, and the use of English is as important as the trademark of the brand. In the author's opinion, a brand trademark is a combination of all the names, terms, marks, symbols or design elements of the product. Among them, English is widely recognized as an international language, and the accuracy and standardization of its expression are very important.

From the perspective of consumer psychology, the current consumers in China have a higher recognition of foreign products. Using English packaging or English advertisements on food packaging can increase consumers' potential desire for consumption and enhance the brand value. Once the use of English on product packaging is not standardized or appears? Fraudulent use 、? Apply? The phenomenon will reduce consumers' evaluation of the product and affect the corporate image. Therefore, while using English to innovate, food packaging must retain certain linguistic norms.

second, the current situation of the use of Chinese and English in commodity packaging in the market

2.1 name translation errors

In many supermarkets, we can see that imported goods or domestic goods use English letters on food packaging in pursuit of visual effects, but the word selection of these products is not very accurate, and sometimes there are simple translation errors.

2.2 professional grammar errors

products are very strict about the place of origin, especially food products, which must clearly indicate the place of origin, production date and raw materials. However, there are still some shortcomings in the translation of these details in the current market. Like the place of origin? Humen? Some manufacturers directly use words provided by translation tools? tiger door? For words like this, the correct grammar should be transliteration, that is:? Humen? . Then there are many words with special meanings: for example? Kaifeng? Some products are expressed as? Open it and help yourself? This sentence says: free for personal use, completely inconsistent with grammar and translation rules. What should be correct? Ready to be served? .

2.3 Analysis of the causes of errors

According to the author's investigation, there are several reasons for the chaotic use of food packaging English: First, machine translation. It means that many designers use Google Translation or Baidu Translation to convert words, which leads to linguistic errors. Second, the audit is not strict. For the use of English, the producers of food packaging bags have not carefully examined it, or the producers themselves have insufficient English knowledge, which leads to confusion in the use of English. Third, deliberately confuse and blur products. This belongs to deceive and deceive consumers through the complexity of product packaging in order to achieve the purpose of product sales.

Third, how to strengthen the standardized use of English in food packaging

3.1 Fully understand the redesign of commodity packaging

One-time design of commodity packaging is to use visual graphic design to carry out the overall packaging of products. For example: the packaging form, material, theme, shape and color of food. The redesign of commodity packaging refers to adding design elements such as words, patterns and colors to the packaging on the basis of one-time design. As a packaging designer, we must understand the purpose and effect of using English, standardize the use of English in combination with the characteristics of products, enhance the image of products and promote products to enter the market.

3.2 master the basic usage norms of business English

English in food packaging is a kind of business English, and its translation mode and grammatical structure are different from ordinary dialogue and academic English. Therefore, the English used in food packaging must be short, concise and attractive. Therefore, when using English, designers should not only take into account the attributes of goods and advertising effects, but also understand certain rules of using business English, and be professional in vocabulary such as units and fixed terms of food products, so as to enhance the overall value of products. Besides, it is necessary to understand the proprietary translation of place names in China, and use the place names translated in English differently from those translated in Chinese Pinyin.

3.3 Strengthen the review of advertisements and reduce the low-level mistakes in English use

Finally, strengthen the review of English in food packaging. As designers and users, manufacturers should pay more attention to product packaging and carefully check whether English use is standardized. Reduce the occurrence of low-level errors and simple grammatical errors.

in addition, the relevant departments in China should also strengthen the audit of food packaging, carry out irregular spot checks, and rectify or replace the packaging of products that do not meet the requirements within a time limit. Use administrative means to help the market standardize the development of product packaging.

IV. Conclusion

To sum up, with the continuous development of market economy, all walks of life should deepen their communication with each other. English researchers should use their professional knowledge to help food producers and advertising designers standardize the application of business English, improve the professional level of English use in food packaging, contribute to the development of China's commodity economy, and broaden the convenience for Chinese and foreign exchanges.

References:

[1] Zhang Lin. Marketing English [M]. Tianjin: Nankai University Press, 28: 144.

[2] Guo Zhuzhang, Li Qingsheng. Practical Course of English-Chinese Translation [M]. Wuchang: Wuhan University Press, 24: 172. < p