In recent years, with the proliferation of English packaging, the use of many English words has become random and confusing, and the words and grammar are not standardized. The casual use of foreign trademark has greatly reduced the market value of goods in China and also had a negative impact on advertisements in China. The following is a research paper on the current situation of English usage of commodity packaging in the market, which I compiled for you. I hope it will help you.

Abstract: In today's society, in product packaging design, especially in food packaging, using English has become an important propaganda means for producers. 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: the use of English design specifications for product packaging

introduce

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, foreign words in food packaging not only facilitate foreigners to choose goods, but also promote the export and consumption of goods in China, and also reflect the trend of the times in propaganda and cater 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 words and grammar are not standardized. The casual use of foreign trademark has greatly reduced the market value of goods in China and also had a negative impact on advertisements in China.

First, the importance of standardizing the use of food packaging English

From the point of view 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 view, a brand trademark is a combination of all names, terms, marks, symbols or design elements of a product. Among them, English is a recognized international language, and the accuracy and standardization of its expression are very important.

From the perspective of consumer psychology, Chinese consumers have a high degree of recognition of foreign products. Using English packaging or English advertising on food packaging can increase consumers' potential consumption desire and enhance brand value. Once the use of English on product packaging is not standardized or appears? Fraudulent use? Apply? This phenomenon will reduce consumers' evaluation of products and affect corporate image. Therefore, while using English to innovate, food packaging must retain certain language norms.

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

2. 1 name translation error

In many supermarkets, we can see that imported goods or domestic goods use English letters on the outer packaging of food in pursuit of visual effects, but the choice of words of these goods 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, which must be clearly marked with the place of origin, production date and raw materials. However, there are still some shortcomings in the translation of these details in the market at present. Like the place of origin? Humen? Some manufacturers directly use translation tools to provide words? Humen? The correct grammar for words like this should be transliteration, that is:? Humen? . Then there are many words with special meanings: for example? Kaifeng? Some products are expressed as? Open it, please help yourself? This sentence is: free for personal use, completely inconsistent with grammar and translation rules. What should be right? Are you ready? .

2.3 Error Cause Analysis

After the author's investigation, there are several reasons for the confusion in the use of food packaging English: First, machine translation. This means that many designers use Google Translation or Baidu Translation to convert words, which leads to language 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 knowledge of English, which leads to confusion in the use of English. Third, deliberately confuse and blur products. This is cheating, which deceives consumers through the complexity of product packaging to achieve the purpose of product sales.

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

3. 1 Fully understand the redesign of commodity packaging.

The primary design of commodity packaging is to use visual graphic design to package the product as a whole. 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 packaging designers, we must understand the purpose and effect of using English, standardize the use of English according to the characteristics of products, enhance the image of products and promote products to enter the market.

3.2 Master the basic business English usage norms

Food packaging English 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 consider 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, we should also know the proprietary translation of China place names, because the place names translated in English are different from those translated in Chinese Pinyin.

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

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

In addition, the relevant departments of our country should also strengthen the audit of food packaging, conduct irregular spot checks, and rectify or replace the unqualified product packaging within a time limit. Help the market standardize and develop product packaging by administrative means.

Four. conclusion

To sum up, with the continuous development of the current market economy, all walks of life should deepen exchanges 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 food packaging English, make contributions to the development of China's commodity economy, and broaden the convenience of communication between China and foreign countries.

References:

[1] Zhang Lin. Marketing English [M]. Tianjin: Nankai University Press, 2008: 144.

[2] Guo, Li Qingsheng. Practical English-Chinese Translation Course [M]. Wuchang: Wuhan University Press, 2004: 172.

[3] Li Xian. Lexical Features and Translation Strategies of Business English [J]. Journal of Chifeng University, 20 10(08).

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