摘要：

在经济全球化和互联网迅速发展的大背景下，“官网国际化”研究也越来越受到关注。本文在语言层面对官网国际化进行了探索，借助强大的美国当代英语语料库COCA，从词汇的选词、搭配，句子的时态、句长、修辞以及篇章的结构、词频、词性等方面对比“香奈儿”和“无用”英文官网语言特点的差异。研究发现“香奈儿”网站文本更具创造性：选词搭配富有表现力，大量修辞凸显品牌优雅精致的特点，短句和高频词汇的使用以及调理清晰的篇章结构增加了文本的可读性；“无用”网站文本呈现以下特点：用词简单、用语中式、无修辞、超长句、字面翻译，篇章缺乏逻辑、高频学术词汇。作者以“香奈儿”相关文本为参照，对“无用”对应文本进行了翻译赏析和改译。鉴于“无用”折射出丰富的中国文化，作者就如何在其英文官网中突出该品牌的文化内涵提出了可行性建议。本文对探索提升中国品牌英文官网语言质量策略的研究有一定参考意义，就推动中国品牌的官网国际化建设有实用价值。

关键词：美国当代英语语料库；“香奈儿”；“无用”；英文官网；官网国际化；语言质量；

Abstract:

Against a background of economic globalization and popularization of the Internet, studies regarding the internationalization of Chinese website have attracted more scholar attention. This paper explores the internationalization of Chinese website from a language perspective, in terms of vocabulary (word choice, collocation), sentence (tense, sentence length, figures of speech) and discourse (structure, frequency ratio and genre. The author first makes comparative analyses of the linguistic features of texts from Chanel and WUYONG’s English websites, with the help of COCA. A thorough study demonstrates that Chanel is more creative in website building, with the use of chosen words, expressive collocations, various types of figures of speech, passages with highlighted themes, paralleled structure and frequently-used words, while WUYONG is outshined by Chanel, the website of which is strewn with plain narration, sterile Chinglish, super long sentences, literal translation and Chinese-style passages. Inspired by Chanel, the author makes attempts to appreciate and rewrite the translation and practical advice is also given to highlight the Chinese culture that WUYONG mirrors. This paper serves studies regarding the strategies of internationalization of Chinese brands’ websites and the improvement of the language quality on English official websites.

Key words: Corpus of Contemporary American English (COCA); Chanel; WUYONG; English official websites; the internationalization of websites; language quality;