Scientific Development Research

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.

Eco-translatology; Brand Introduction; Comparison of Human Computer Translation