Abstract and Key Words

Abstract: Culture permeates all sides of our life. Translation is inevitably influenced by culture factors. Trade mark translation is not only language translation, but also cultural translation. This paper analyzes the influence of cultural factors on cosmetic brand name translation . It also puts forward that trade mark translation should follow some basic principles.

Key words: cultural factors; cosmetic brand name; translation

摘要：文化渗透于社会生活的各个方面，翻译不可避免地受到文化因素的影响。商标翻译不仅是一种语言翻译，更是一种文化翻译。文章以具体商标为例，分析了文化因素对化妆品商标翻译的影响，提出了商标翻译应遵循尊重文化差异、注意文化移情、展示文化特色、迎合文化心理等基本原则。

关键词：文化因素；化妆品商标； 翻译

1. Introduction
With the enforcement of policy of “Reform and Opening-up to the outside world and China’s successful entry into the WTO，economic exchanges become more and more frequent between China and other countries. Meanwhile, more and more companies spare no effort to market their products in the world and build their brand images. A brand name is a symbol of a product which defines the theme of the product. What’s more, it is regarded as an essential part of the foundation for marketing. Although market competition mainly lies in the quality of products, brand name obviously plays a vital role in building a good image of the company and promoting sales.
As we all know, global branding is complex due to the diversity of nationalism, languages and cultures. So when transnational companies promote their brands in a culturally different country, brand name translation becomes inevitable.
Brand name translation, a once neglected field in the translation studies in China, has been drawing more and more attention.
Therefore, the market of cosmetics is a great lure to the enterprises. Accordingly，market competition of cosmetics is tough and challenging. Brand name, Part of advertising, plays a significant role in marketing activity. The enterprises have come to realize that one of their most valuable assets is their brand name. And an effective brand name can promote the brand development process and enhance the perceived value of a product, to some extent, win an advantageous point in the market battle.