StrategiesofChineseTranslationofCosmeticBrandName-

1StrategiesofChineseTranslationofCosmeticBrandName----fromthePerspectiveofReceptionAestheticsyyySupervisors:xxxAdissertationpresentedinpartialfulfillmentoftherequirementsfortheDegreeofBAinEnglish（medicine-oriented）atGuangzhouUniversityofChineseMedicineMay,20xx2ContentsAcknowledgements………………………………………………………….i中文摘要……......................................................................................................iiAbstract…………………………………………………………………………iii1.Introduction………………………………………………………………….12.LiteratureReview………………………………………………………….32.1ThePreviousStudiesofTrademarkTranslationFromthePerspectiveofCulturalDifference……………………………….……………………..32.2TheLiteratureReviewofTranslationAesthetics……………………….32.3TheSignificanceofAestheticstotheTranslationofCosmeticTrademarks………………………………………………………………43.TheCulturalDifferencesintheTranslationofCosmeticTrademarks……63.1DefinitionsofTrademarks………………………………………………63.2FunctionsofTrademarks………………………………………………..73.2.1TheInformativeFunction……………………………………………73.2.2TheVocativeFunction………………………………………………..73.2.3TheAestheticFunction………………………………………………83.3CulturalCharacteristicsintheTranslationofCosmeticTrademark……83.4CulturalDifferencesReflectedintheTranslationofCosmeticTrademark……………………………………………………………………………93.4.1CulturalConnotations……………………………………………….103.4.2CulturalAssociation…………………………………………………113.4.3NationalCulture……………………………………………………….134.AestheticintheTranslationofCosmeticTrademarks……………………144.1BeautyintheSound…………………………………………………….144.2BeautyintheForm………………………………………………………144.3BeautyintheImage…………………………………………………….155.PrinciplesandStrategiesAppliedtotheTranslationofCosmeticTrademarks…………………………………………………………….1635.1PrinciplesAppliedtotheTranslationofCosmeticTrademarks………..165.1.1BrevityPrinciple……………………………………………………..165.1.2NoveltyPrinciple…………………………………………………….165.1.3ReadabilityPrinciple…………………………………………………165.1.4ImagePrinciple………………………………………………………175.2StrategiesAppliedtotheTranslationofCosmeticTrademarks………..175.2.1Domestication………………………………………………………..185.2.2Foreignization………………………………………………………..196.Conclusion…………………………………………………………………….20Bibliography…………………………………………………………………….214AcknowledgementsIwanttogivemythankstopeoplewhohavegivenmehelpintheprocessoffinishingmypaper.Firstly,Iwouldlikegivemythankstomysupervisor,XXX.Withoutherhelp,guidanceandadvice,mypapercannotbefinishedattime.ShegavemedetailedrevisionsuggestionssoIcanfindmyshortcomingsandmakeitbetter.MythanksalsogotoalltheteachersinForeignLanguageCollegeofXXXUniversity,withoutthemIwillnothaveenoughknowledgeandskillstofinishmypaper,Lastbutnotleast,Iwanttothankmyparentsandmyclassmateswhogivemehelpinthewayofmylifeandthewritingofmypaper.5摘要全球经济一体化的今天,行业间的商业竞争日趋激烈,在这样的环境下,商标之于产品和企业的作用就更不可忽略。产品的商标恰如人的名字,赏心悦目的商标名让人过目难忘,能够促进产品的销售,而不恰当的商标名将给产品甚至其企业带来厄运。随着国际经济的发展,越来越多的企业走出国门进军世界市场。为了成功地让产品在国际市场上夺得一席之地,好的译名商标必不可少。化妆品商标作为企业参与国际市场竞争的重要武器有它独特的功能：产品区分功能,信息提供功能,广告宣传功能和法律保护功能。化妆品商标的独特功能决定了商标词语的翻译不仅是两种语言符号的转换,而且还是文化的转换。得体贴切的商标译名能更好地促进商品的品牌形象销售,使商家获得最大的利润。化妆品商标翻译在开拓世界市场、参与国际竞争、树立品牌意识中起着举足轻重的作用。然而,由于中西方国家风土人情、社会意识和文化背景的不同,有些在一国为消费者所喜爱的常用商标,在另一国家却未必适用。由此,若对于中西方的跨文化交际和文化差异没有一个系统的认知,商标的翻译恐怕是差强人意。文章从美学角度结合化妆品商标翻译的特点对中西文化的差异做了系统介绍，并提出了化妆品商标翻译的原则和策略。关键词：化妆品商标；翻译；美学；文化差异6AbstractAsoneofthebeststrategiesofmarketing,brandnameisofvitalimportanceinthekeencompetitionofbusinessesintheglobaleconomy.Brandnametoproductislikenametopeople.Agoodbrandnamecontributestothegoodreputationofacompanyandcanhelptopropelsalesofproductswhileapoorbrandnamecouldbedisastroustoacompany.Withthefastdevelopmentoftheinternationaleconomy,moreandmorecompaniesarecultivatingtheirmarketsoutsidetheirownnations.Tosuccessfullypromoteproductsintheglobalmarket,agoodtranslationofthebrandnameisofutmostimportance.Asanimportantweaponinbusinesscompetitions,cosmetictrademarkisaspeciallanguagewhichhasfunctionsofdistinguishingoneproductfromanother,informingthepublicoftheproduct,advertisingandprotectingtheproduct.Specialfunctionscallonspecialtreatmentintranslation.Brandnameisheavilyculture-loadedandembodiedwithrichconnotationsandassociations.Notonlyisthetranslationofcosmetictrademarksthetransferbetweenthetwolanguage,butistheshiftfromoneculturetoanother.Agoodandappropriatetranslationofthebrandnamemayhelptobuildtheimageoftheproductandbebeneficialinthesalesoftheproduct,whichwillbringmaximumpossibleprofittothecompany.Cosmetictrademarkstranslationplaysasignificantroleincultivatinginternationalmarket,competingwithothersameproductsand,buildingapositiveimageandbrandloyalty.However,therearemanydifferencesbetweenwesternandeasterncultures.Somebelovedbrandnamesinthesourcelanguageculturemightbehatedorevenbetaboosinanotherculture.Withoutathoroughunderstandingofcross-culturalcommunicationandculturaldifferencesbetweeneasternandwesterncultures,thetranslationofbrandnamesmightnotbesatisfactory.Thispapergivesasystemicintroductionoftheculturaldifferencesofthetranslationofcosmetictrademarkscombiningthecharacteristicsofcosmetic7trademarksfromaperspectiveofaesthetics,anditputsforwardsomeprinciplesandstrategiesofthetranslationofcosmetictrademark