On E-C Translation of Cosmetics Brand Names from a Perspective of Intercultural Communication_英语论文

摘要

2018年,尽管中国经济放缓以及面临不确定性，但中国消费者对化妆品、护肤产品的需求依然强劲。欧莱雅中国首席执行官斯铂涵认为中国现在已经是集团创新和数字化的枢纽。 越来越多外国护肤品牌受庞大的市场吸引而进驻中国，推广品牌，开拓市场成为重要一环。而品牌名称是消费者对一个企业及其产品认知，在树立形象、宣传产品和开拓市场中有着重要作用。护肤品品牌名称是特殊的商务词汇，既体现着该品牌产品特点与企业文化和价值，又需要迎合本地消费者的心理、文化和价值取向。在中外文化观念有所差异的情况下，护肤品品牌名称翻译成为一门学问。本文试图从跨文化交际角度探讨化妆品品牌的含义，力求找出其中的文化内涵及寻求翻译中适当的处理方法。

关键词：化妆品品牌名称  翻译  跨文化交际

Abstract

In 2018, although faced with economic slow growth and uncertainty, Chinese consumers still have a great demand for cosmetics. Stephane Rnderknech, the CEO of L’oreal of Chinese region considered China as a hub for innovation and digitalization of the group. Drawn by a massive market, an increasing number of foreign cosmetics brands enter China which view brand promotion and marketing as a significant step. It is known to all that a brand name is a kind of awareness of consumers for a company and its products which plays an important part in building corporate image, publicizing products and acquiring market shares. As a kind of special business English, cosmetics brands not only embody products’ feature and enterprise culture and value, but also it should meet the philosophy, culture as well as value. Therefore, in a situation of cultural differences, how to translate cosmetics’ brand names needs to be studied. From a perspective of intercultural communication, this paper attempts to explore the translation of the brand names of cosmetics with a view to identifying the cultural connotations and strategies to deal with them in translation. 

Key words: cosmetics brand names  translation  intercultural communication

Contents

Chapter One  Introduction 1

1.1  Purpose of This Thesis 1

1.2  Significance of This Thesis 2

1.3  Structure of This Thesis 2

1.4  Research method of This Thesis 3

Chapter Two  Literature Review 4

2.1  Introduction 4

2.2  Previous Studies on Brand Names Translation 4

2.2.1 Perspective of Functional Equivalence 5

2.2.2 Perspective of Adaptation 5

2.2.3 Perspective of Intercultural Communication 6

2.2.4 Perspective of Sociolinguistic 6

2.2.5 Research on Cosmetics Brand Names Translation 6

2.3  Comment 7

Chapter Three  Theoretical Framework 8

3.1  Introduction 8

3.2  Culture 8

3.3  Intercultural Communication 9

3.4  A Model of Intercultural Conflict Management 9

3.4.1 Orientation Factor 10

3.4.2 Conflict Competence 10

Chapter Four  Translation Strategies Applied to Cosmetics Brand Names

Translation 12

4.1  Introduction 12

4.2  Translation Strategies Applied to Cosmetics Brand Names Translation 12

4.2.1 Transliteration 12

4.2.2 Literal Translation 13

4.2.3 Free Translation 15

4.2.4 Combinative Translation 16

4.3  Conclusion 17

Chapter Five  Conclusion 19

5.1  Major Findings 19

5.2  Limitations 19

Bibliography

Acknowledgements