目的论视角下的化妆品牌翻译_英语论文

On The Translation of Cosmetic Brand Names from the Perspective of Skopostheorie

摘要

随着我国经济的快速发展和全球化进程的加快，越来越多的化妆产品涌入了中国市场。品牌名称翻译是否得当直接影响到产品的推广与销量，因此化妆品品牌名称的翻译值得关注。本文以赖斯和弗米尔所提出的目的论为理论基础，对20余种市场中流行的化妆品品牌进行了分析研究，并结合化妆品名称翻译的特点、影响化妆品品牌的翻译的因素，讨论了目的论视角下化妆品牌翻译的策略。化妆品牌翻译应合理应用直译、意译、音译以及零翻译等翻译方法，以达到说服顾客购买的目的。

关键词：目的论 化妆品品牌 翻译

Abstract 

With the rapid development of economic and the acceleration of globalization, an increasing number of cosmetic bands have been flooding into Chinese market. A wonderful translation of their brand names influences the popularization and sales directly. Then, the cosmetic brand names translation has brought great challenges. So we can see cosmetic brand names translation deserves more attention indeed. At present, however, the researches on the translation of cosmetic brand names are quite few and we are still weak in it, which needs more theoretic direction. Skopostheorie proposed by Reiss and Vermeer provides strong theoretic support for cosmetic brand names translation. This thesis mainly studies the translation of cosmetic brand names from the prospective of Skopostheorie. Based on it, the thesis analyzes more than 20 examples of the translation of cosmetic brand names, all of which are popular in the market. Combined with the characteristics of the translation of cosmetic brand names, the thesis discusses the factors influencing cosmetic brand names translation and the translation methods with the guidance of Skopostheorie. It illustrates that the brand names should be translated with the guidance of the Skopostheorie. 

Key words: Skopostheorie, cosmetic brand names, translation