摘要：

近来，随着国际贸易发展更快，商品商标的翻译变得更具挑战，而翻译引起了许多的问题，例如语法错误。语用失误是翻译中最常见的问题。随着化妆品流入其它国家，商标翻译中的语用失误因处理不当导致了许多问题，同时也是研究中未完全开发的区域。这篇论文主要基于珍妮托玛斯 (1983) 的跨文化语用失误，目的是从跨文化角度研究中英化妆品翻译中出现的语用失误现象。研究显示，化妆品商标中存在很多语用失误，包括语用语言失误和社交语用失误。之后作者采用系统的分析方法分别举例分析说明了他们各自形成的原因。最后，与上述原因相对应，作者提出了避免语用失误的措施。并且，作者提出建议，扩大语用失误的研究，以更好的翻译中英文商标，在其他领域开展更多关于语用失误的研究，因而促进跨文化交流。

关键词：社交语用失误；化妆品商标；翻译；策略

Abstract：

Recently, as the international trade develops in a faster pace, the translation of trademarks of products becomes more challenging. It brings about many problems, such as grammar errors. Pragmatic failures have been the most common problem in translation. With cosmetics flowing into other countries, the pragmatic failures in the translation of trademarks lead to many problems for improper handling and still remain an incompletely developed area for research. This article, based on the theory-Cross-cultural Pragmatic Failure by Jenny Thomas (1983) , is intended to investigate the pragmatic failures in translation of English and Chinese cosmetic trademarks from cross-cultural perspective. The study reveals that there exist many pragmatic failures in the translation of cosmetic trademarks, which include pragma-linguistic failures and socio-pragmatic failures. Then the author employs an analytical method to respectively exemplify their causes. Finally, in accordance with the above causes, the author puts forward systematic approaches to avoiding these pragmatic failures. The author also suggests widening the study of pragmatic failures to better translate English and Chinese cosmetics and carrying out more studies on pragmatic failures in other fields, thus promoting the cross-cultural communication.

Key words: pragmatic failures; cosmetic trademark; translation; strategies