英语化妆品品牌的翻译研究_英语论文

A Study of Chinese Translation of English Brands of Cosmetics

摘要

中国加入世贸组织后，经济实力逐年增长，人民生活水平逐步提高，对生活品质的要求逐步提高，女性朋友更加注重自身形象，愿花重金购置各色化妆品，因此越来越多国外化妆品牌入驻中国。国外化妆品如何赢得中国女性消费者的青睐，因素众多，但其中不容忽视的要素之一则是，化妆品牌须有一个响亮的，可心的商标名称。因为商标名是商品带给消费者的第一感官，一个好的名称不仅能赢得顾客信赖，刺激消费者消费欲望，对公司形象塑造还能起到事半功倍的作用。反之，不当的化妆品商标名，不但不能吸引消费者眼球，还有可能引起他们的反感，在特定的情境下，甚至可能会导致文化冲突。因此，加强对化妆品牌的汉译研究，将对化妆品在中国的发展起着至关重要的作用，对中西方经济文化交流和发展也能发挥一定积极作用。本文以翻译学为理论依托，以目前市场上主流英语国家化妆品为研究对象，侧重讨论英语化妆品汉译过程中，归还与异化翻译策略的使用情况。

关键词：英语化妆品；语言；文化；翻译学

Abstract

Since China entered the WTO, the Chinese economy is increasingly developing and people’s living standard has gradually improved. They also have higher requirements on their quality of life, especially the women. They pay more attention to their own figure and prefer to buy various kinds of cosmetics, so a growing number of English-speaking countries’ cosmetics have come into China. The core of being popular among the female consumers is to create well-known cosmetic brand. And the most important aspect is how to translate the image of the brand name closely. Brand name is the first step that introduce goods to consumers. A good name can not only win customers’ trust, but also stimulate the consumers’ desire to buy the product. On the contrary, the improper translation of cosmetics brand names will not attract consumers’ attention, it may be even offensive to the consumer. What is more, it will even lead to cultural conflict. Therefore, strengthening the study of translation of cosmetics brand plays a vital role in the development of cosmetics in China. And it also plays a positive role in the cultural exchange and the development of China’s economy. This paper is based on the theory of translation and treated the main cosmetics brands of English-speaking countries as the research object. It focuses on the use of domestication and foreignization strategies in the process of translation of cosmetics brands.

Key words: English cosmetics brands; culture; language; translation

Contents

1 Introduction 1

1.1 The Significance of the Research 1

1.2 Literature Review 1

1.3 Structure of the Thesis 2

2 The Relationship Between Language and Culture 2

2.1 The Concept of Culture 2

2.2 The Concept of Language 3

2.3 The Relationship Between Language and Culture 3

2.3.1  Language Reflects Culture 4

2.3.2  Language is the Transmission of Culture 4

2.3.3  The Language and Culture Restricted Each Other 5

3 The Relationship Between Translation and Culture 5

3.1 The Concept of Translation 6

3.2 The Concept of Culture 6

3.3 The Relationship Between Translation and Culture 7

3.3.1  Religion Influences Translation 7

3.3.2  Ways of Thinking Influences Translation 7

3.3.3  Asthestic Interest Influences Translation 8

4 Domestication and Foreignization 8

4.1 The Concept of Domestication 9

4.1.1  Examples of Domestication 9

4.2 The Concept of Foreignization 11

4.2.1  Examples of Foreignization 11    

5 Conclusion 12

5.1 Findings 12

5.2 Limitations 13

References 14