English to Chinese Female Cosmetic Brand Name Translation under Reception Aesthetics Theory_英语论文

摘要

考虑到国外众多化妆品涌入中国内部市场，商家为了吸引消费者，花大力气进行品牌宣传。作为一种跨语言、跨文化的交流活动，商标翻译的重要性也可见一斑。该文章是基于接受美学理论来探究商标品牌的翻译。首先介绍的是基本的理论框架；其次是对于化妆品商标翻译的标准进行探讨；最后提出化妆品商标翻译的主要方法。

关键词:  品牌名称翻译；接受理论；视野融合；审美价值

Contents

1. Overview of Cosmetic Brand Names 1

1.1 Cosmetic Brand Names 1

1.2 Existing Findings about Brand Name Translation 1

1.2.1 Study on Brand Name Translation in Foreign Countries 1

1.2.2 Study on Brand Name Translation in China 2

2. Theoretical Framework 3

2.1 The Theoretical Origins and Development of Reception Aesthetics 3

2.2 The Concepts of Reception Aesthetics 4

2.2.1 The Main Concept of Reception According to Reception Aesthetics 4

2.2.2 The Concept of Aesthetic Experience 5

2.2.3 The Position of Receptors 5

2.2.4 The Position of Translator 6

2.2.5 Horizon of Expectations 7

3. Criterion of Translation of Cosmetics Brand Names 8

3.1 Consumer Psychology 9

3.2 Culture Factors 10

3.3 Aesthetic Factors 12

3.3.1 Sound Beauty 12

3.3.2 Form Beauty 13

3.3.3 Sense Beauty 14

4. Main Approaches to Translation of Cosmetic Brand Names 15

4.1 Transliteration 15

4.2 Literal Translation 17

4.3 Transliteration Plus Literal Translation 18

4.4 Zero Translation 19

5. Conclusion 20

References 21