顺应论视角下化妆品说明书的翻译_英语论文

A Study of the Translation of Cosmetic Instruction From the Perspective of Adaptation Theory

摘要

随着全球化的不断推进，中国经济的不断发展，大量的外国化妆品涌入中国市场, 中国的知名化妆品也开始走向国外。消费者对化妆品的功能的了解大多借助于化妆品的说明书，化妆品说明书是一种产品能否获得消费者认同和获取市场份额的重要依据，因此化妆品说明书的翻译对于化妆品的销售和消费者的接受度是是密切联系的。化妆品说明书的翻译由来已久，很多学者运用不同的理论从不同的角度对其进行研究，因此至今仍是一个热点问题。

本文试图以维索尔伦的顺应论为指导，对化妆品的说明书的翻译进行研究。维索尔伦的顺应论包括语境关系的顺应，语言结构的顺应，顺应的动态性，顺应过程的意识凸显程度。其中在语境顺应的角度，又分为文化的顺应以及心理的顺应。化妆品说明书的翻译不仅要顺应消费者所在国家的文化，还应抓住不同性别不同年龄的消费者的心理。由于中西方思维模式存在差异，所以语言结构也有所不同，翻译过程中要注重顺语言结构的顺应性。由于不同国家的社会，文化，语言的不同，也就要求翻译是一个动态的过程。顺应过程的意识凸显程度是由思维模式，特定社会的审美期待和模式所决定的。

关键词:化妆品说明书翻译；语境关系的顺应；语言结构顺应；顺应的动态性；顺应过程的意识凸显程度

Abstract

With the promotion of globalization and the fast development of china, more and more cosmetics are swarming into Chinese market while some Chinese well-known cosmetics are packed into the western countries. Customers learn the function of cosmetics mainly from the instructions. The instructions of cosmetics form a vital part in acquiring the approval of customers and market share. Therefore, the translation of cosmetic instruction is very important in selling and making the customer accept it. It has a long history in the study of the translation of cosmetic instruction. Many scholars used many theories to study it from different perspectives. Therefore, the translation of cosmetic instruction is still a hot topic. 

This essay studies the translation of cosmetic instruction under the guidance of Verschueren’s Adaptation Theory. The Adaptation Theory includes contextual adaptation, structural adaptation, dynamic adaptation and salience adaptation. Contextual adaptation can be divided into two parts: the cultural adaptation and the psychological adaptation. The translation of cosmetic instruction should not only adapt to the culture of the customer’s countries, but also adapt to the psychology of the customers of different ages. Due to different thinking patterns between China and western countries and language structures are also different, so the translators should pay more attention to the structure adaptation in the translation process. Because of the difference in the society, culture and language, the process of translation is a dynamic process. The salience of adaptation is determined by the aesthetic expectation and thinking patterns.

Keywords: the translation of cosmetic instruction  contextual adaptation  structural adaptation  dynamic adaptation  salience adaptation