关键词:商标翻译 ,化妆品,功能理论, 翻译策略
Abstract
Brand name translation plays a vital role in the international market. The brand name is not only related to the economic benefit regards with its decisive function for sales,but also to the culture of enterprises for conveying the features of products. As the major expenditure for women, the translation for cosmetic brand names should have more detailed and deeper research, in order to develop cosmetic market home and abroad.
On the basis of Functionalists, especially the Skopos Theory, this thesis explains the imperative factors which should be taken into consideration in the translation process. Since the sales target, cosmetic brand name translation should be in accordance with the aesthetic values, consumer psychology, and target group and cross-culture factor. This thesis tries to provide some strategies in light of these factors.
Chapter One gives a brief introduction and analysis for the Functionalists applied in translation of cosmetic brand names, and a further explanation for the Skopos Theory. As for equivalence and faithfulness, this thesis provides the specific method to deal with. Chapter Two categorizes the existing cosmetic brand names according to their features, and suggests the two major influential factors for cosmetic brand name translation—psychology and culture. On the basis of the former chapters, Chapter Three puts forward four strategies for cosmetic brand name translation through the cases analyzing, supplying translators the reference for translation strategies.
This thesis aims not only at raising the further resolution for brand name translation, but also at providing help for the cosmetic enterprises willing to compete in the international market.
Keywords: trademark translation, cosmetic , Functionalist, translation strategies
Contents
Introduction 1
Chapter One Translation Studies 4
1.1 The Funtinalist Approach 4
1.1.1 The Introduction of Funtionalist Approach 4
1.1.2 Skopos Theory 6
1.2 Perspectives on Translation 7
1.2.1 On Equivalence and Faithfulness 7
1.2.2 Towards a Target-culture Translation Approach 8
Chapter Two Cosmetic Brand Names 10
2.1 Overview of Brand Name 10
2.2 The Feature of Cosmetic Brand Name 12
2.3 Issues on Cosmetic Brand Name Translation 15
2.3.1 Consumption Psychology 15
2.3.2 Cross-cultural Factor 16
Chapter Three Strategies for Cosmetic Brand Translation 18
3.1 Translitaration 18
3.2 Literal Translation 19
3.3 Combination of Transliteration and Literal Translation 20
3.4 Free Translation 21
Conclusion 23
Acknowledgments 24
Bibliography 25