从翻译美学角度谈化妆品品牌名的汉译(英文)

Abstract: With the rapid development of international trade and economic globalization, the translation of brand names in commercial trade is gaining greater and greater importance. It is not easy to translate trademarks from one language into another language and preserve its original style, keeping appeal and connotation. Translators shouldn't only have a correct and appropriate understanding of the original text of a trademark, but also have to get rid of the restraints from the rigid and equivalent Peer-to-Peer translation principle, furthermore, make bold innovation. Translations that could perfectly interpret the true connotation of goods, deliver goods charm and take into account the cultural habits and customs of the consumers; can finally attract more attention of desire to purchase. This paper starts with the present situation of cosmetic trademarks translation, commonly used methods and characteristics. Through analyzing a great deal of examples and comparing the difference of translation, the thesis analyses the cosmetic trademarks translation from the aspects of method, wording and sound effect. The research reveals that this kind of translation shows some typical characteristics under the influence of the aesthetic.

Key words: Receptive aesthetics; Translation methods; Cosmetic trademarks; Characteristics

摘 要: 随着国际贸易和经济全球化的飞速发展，商标名称翻译在商品贸易中的重要作用日益突出。要把商标从一种语言转化为另一种语言,并能保存其原有的风格、韵味及内涵,绝非易事。翻译者不仅要对商标的原文有正确而贴切的理解,还要能够摆脱死板对等观念的束缚,大胆创新,译出能够完美演绎商品内涵、传递商品神韵而又能兼顾消费者文化风俗习惯的佳作,吸引更多费者购买。本文从化妆品品牌翻译的现状，常用方法与特点入手，通过大量举例，对比翻译前后的差别，并从遣词用句﹑音调韵律等方面,对化妆品品牌的汉译进行了详细的分析,初步探讨了翻译美学对于化妆品品牌的翻译所产生的影响，并使之呈现出的别具一格的特性。

关键词:接受美学；化妆品品牌；翻译方法；特征

Introduction
Along with China’s accession to the World Trade Organization and the process of economical globalization continues apace, our country’s trade with other countries in the world is growing, more and more foreign commodities have been swarming into China’s market. In order to compete successfully in the market, all manufacturers are facing the same issue: how their products will be introduced to the consumer of target market better.
The trademark is a property and an important capital for an enterprise in market competition. A good brand name can bring unexpected advantages to its enterprise or company, so one of the most important tasks is to translate trademarks well. A well-translated brand name can satisfy the requirements of local market, lingual, cultural and legal environments can reflect brand image and convey product information while an awful translated brand name can only evoke unfavorable association to customers and bring damages to its company. 
Thus brand name translation is gaining greater and greater importance and is surely vital to the companies and enterprises that do businesses in foreign countries. Therefore, over the past decades, Chinese and foreign scholars has done a lot of research for trademarks translation, from different perspectives, such as its source, produce, composition, expression, use and functionality, characteristics, classification, cross-cultural communication and development trend …Up to now, translation in China are mainly concerned with literary translation and sci-tech translation while little attention is given to the translation of commercial languages such as advertising copies and brand names. These studies are all from the overall point of view, the research still not particularity and specific enough.
This paper use the method of quantitative analysis, select cosmetic trademarks as examples, in order to make in-depth and careful study and analysis on the receptive aesthetic effect of cosmetic trademarks translation.

1  Theoretical principle
Unlike other translation, trademarks translation belongs to advertising translation, what is a translation with a very strong purpose. Its purpose is to maximize the brand’s ads function, attract the attention of the consumers. Prompted by this purpose, translator in the translation or manufacturers in the choice of translation, are will undoubtedly affected by the economic interests. So meet the target language culture, aesthetic habits, and please the consumers will become the characteristics of cosmetics trademarks translation. Discussion on trademarks translation cannot without its purpose.
In receptive aesthetic, the purpose of trademarks translation must be to “target readers” as the center. The needs of trademarks translation rooted the needs of businessmen to promote their products or service, so the purpose is no different from the original advertising creation. “Target readers, namely consumers, their reactions should be the standard to check the success of translation”.  Thus the translation of trademarks should take readers as the center likes the original, and pay attention to their reactions.转贴于 酷文网-论文下载中心 http://www.coolwen.net