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| 英语化妆品品牌的汉译策略研究Strategies of Chinese Translation of Cosmetic Brand Name Abstract As one of the best strategies of marketing, brand name is of vital importance in the keen competition of businesses in the global economy. Brand name to product is like name to people. A good brand name contributes to the good reputation of a company and can help to propel sales of products while a poor brand name could be disastrous to a company. With the fast development of the international economy, more and more companies are cultivating their markets outside their own nations. To successfully promote products in the global market, a good translation of the brand name is of utmost importance. As an important weapon in business competitions, cosmetic trademark is a special language which has functions of distinguishing one product from another, informing the public of the product, advertising and protecting the product. Special functions call on special treatment in translation. Brand name is heavily culture-loaded and embodied with rich connotations and associations. Not only is the translation of cosmetic trademarks the transfer between the two languages but is the shift from one culture to another. A good and appropriate translation of the brand name may help to build the image of the product and be beneficial in the sales of the product, which will bring maximum possible profit to the company. Cosmetic trademarks translation plays a significant role in cultivating international market, competing with other same products and, building a positive image and brand loyalty. However, there are many differences between western and eastern cultures. Some beloved brand names in the source language culture might be hated or even be taboos in another culture. Without a thorough understanding of cross-cultural communication and cultural differences between eastern and western cultures, the translation of brand names might not be satisfactory. This paper gives a systemic introduction of the cultural differences of the translation of cosmetic trademarks combining the characteristics of cosmetic trademarks from a perspective of aesthetics, and it puts forward some principles and strategies of the translation of cosmetic trademarks. Contents Abstract I 摘 要 II Chapter 1 Introduction 2 Chapter 2 Literature Review 4 2.1 Literature Review 4 2.2 Cosmetic Trademark Translation 4 2.3 Translation Aesthetics 5 Chapter 3 The Cultural Differences in the Translation 7 3.1 Definitions of Trademarks 7 3.2 Functions of Trademarks 7 3.2.1 The Informative Function 8 3.2.2 The Aesthetic Function 9 3.3 Functions of Trademarks 9 3.3.1 Cultural Connotations 9 3.3.2 Cultural Association 10 3.3.3 Cultural Heritage 11 Chapter 4 Aesthetic in the Translation of Cosmetic Trademarks 13 4.1 Beauty in the Sound 13 4. 2 Beauty in the Form 13 4. 3 Beauty in the Image 14 4. 4 Beauty of Empathy and Resonance 14 4. 5 Beauty of Difference 16 Chapter 5 Principles and Strategies Applied to the Translation of Cosmetic Trademarks 18 5.1 Principles Applied to the Translation of Cosmetic Trademarks 18 5.1.1 Brevity Principle 18 5.1.2 Novelty Principle 18 5.1.3 Readability Principle 18 5.1.4 Image Principle 19 5.1.5 Following the principle of accuracy 19 5.1.6 Maintaining the principle of unification 19 5.1.7 Focusing on the principle of equivalence of cultural information 20 5.2 Strategies Applied to the Translation of Cosmetic 20 5.2.1 Domestication 21 5.2.2 Foreignization 21 Chapter 6 Conclusion 23 Bibliography 25 Acknowledgements 27 |
