摘要

随着化妆品在经济市场的份额不断增长，化妆品翻译越来越受翻译界关注。而对于试图进入中国市场的外国化妆品牌，品牌名称的重要性更是不言而喻。品牌名称给消费者留下的印象不仅决定了能不能引起消费者的购买欲望，从长远角度看还会影响到品牌的形象与发展。本文将以翻译目的论为理论基础，对市面上常见的品牌名称进行详细的研究，从两个方面分析当前外国化妆品品牌在名称翻译过程中对中国女性的迎合，一方面，化妆品品牌迎合了中国女性的自身特点和主观需求，另一方面迎合中国社会对女性的期待，从而刺激目标消费者的消费，并据此总结化妆品翻译策略。

关键词：化妆品；品牌翻译；目的论；消费者；翻译策略

Contents

Abstract 1

1. Introduction 1

2.Skopotheorie 2

2.1 A brief introduction of Skopotheorie 2

2.2 Developments of Skopotheorie 2

2.3 Three rules of Skopostheorie 4

2.3.1The skopos rule 4

2.3.2 The coherence rule 5

2.3.3The fidelity rule 5

2.4 Advantages of Skopostheorie 6

3. Cosmetic Brand Names and its Translation 7

3.1 Cosmetic Brand Names 7

3.1.1 Functions of cosmetics brand names 7

3.1.2 Formation of Cosmetics Brand Names 8

3.1.2.1 Based on the founders’ names 8

3.1.2.2 Based on source places 8

3.1.2.3 Based on products 9

3.1.2.4 Creative naming 9

3.1.3 The importance of cosmetic brand names translation. 10

4. Analysis of Brand Name Translation in the Light of Skopotheorie 10

4.1 Main characteristics and needs of Chinese females 10

4.1.1 Cultural background and social values of Chinese females 10

4.1.2 Preference of Chinese females on Phonology and connotation of brand names 11

4.1.3 Preference of Chinese females out of different ages 12

4.2 The expectations imposed on Chinese females by the society. 12

4.2.1 Expectation on beauty 13

4.2.2 Expectation on elegance 13

4.2.3 Expectation on tenderness 14

5. Strategies of Cosmetic Brand Name Translation in the Light of Skopotheorie 14

5.1 Transliteration 15

5.2 Literal Translation 15

5.3 Free translation 16

5.4 Zero Translation 16

6. Conclusion 17

Acknowledgements 19

Bibliography 20