探讨美容化妆品翻译技巧以安利雅姿产品为例学位论文.docx

探讨美容化妆品翻译技巧以安利雅姿产品为例学位论文.docx

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探讨美容化妆品翻译技巧以安利雅姿产品为例学位论文

Abstract

Chinagovernmentpursueapolicyofopeningtotheoutsideworldsince1978,inparticularwithChina’saccessiontotheWorldTradeOrganizationin2001,moreandmoreforeigncosmeticsbrandscometoChina.Facingthecompetitivemarket,thetranslationoftrademarkandtheproductnamebecomeveryimportant.Goodtranslationshaveinfluenceonthecompany’scultureandimageinthecustomers’mind.Thisstudyprovidesthetranslationprinciplesandskillsasaguideforthetranslators.Thestudyshowedthat,withpropermethod,thetranslationwillbeacceptedbyboththecompanyandthecustomers.Skopostheoryalsohasbeenusedinthisthesis,whichfocusesontranslatingcosmeticsintoChinesewithitsownpurpose.Theadvantagesanddisadvantagesoftheprinciples,techniquesandmethodwillbeshowedinthisthesis.

Keywords:

cosmeticsname;skopostheory;principles;techniques

中文摘要

随着1978年中国的对外开放，特别是2001年加入世界贸易组织，越来越多的外国化妆品品牌进入中国市场。

面对与日俱增的市场竞争，化妆品牌的中文翻译变得越来越重要。

一个好的化妆品名翻译，它可直接影响到其公司的文化内涵和对消费者的影响。

本课题将给翻译人员提供翻译方法进行参考，方便日后翻译工作。

在正确的翻译方法指导下，化妆品名翻译将被绝大多数公司和消费者所接受。

本课题将探讨在目的论的指导下，化妆品名翻译中翻译方法的重要性，化妆品名翻译的原则，技巧，和翻译方法的优缺点以及翻译过程中应注意的事项。

关键词：

化妆品名，目的论，原则，技巧

Contents

AbstractI

中文摘要II

1.Introduction1

1.1Relevantbackground1

1.2Significanceofthestudy1

1.3innovativepointsoftheStudy2

2.LiteratureReview3

2.1Domesticresearchsituation3

2.2Foreignresearchsituations4

3.Translationprinciplesofthenamesofcosmetics6

fromEnglishintoChinese6

3.1Thepurposeoftranslation6

3.2Thecoherenceoftranslation7

3.3Thefidelityoftranslation7

4.Techniquesincosmeticstranslation9

4.1Transliteration9

4.2LiteralTranslation9

4.3FreeTranslation10

4.4MeaningImplication11

5.Conclusion13

References14

Acknowledgements15

1.Introduction

1.1Relevantbackground

Withthedevelopmentofeconomicglobalization,andfurtherimplementationofthereformandopeningpolicy,plentyofforeignmerchandisesfloodintoChinesemarkets,includingforeigncosmetics.Inordertoreceiveagoodreputationandattractmorepeopletobuyitsproducts,theforeigncompaniesnotonlymaketheproductsmorecateringforthehabitsofChinese,butalsohaveanidiomaticandattractivetranslationnameofthebrand,sodothecosmeticsproducts.Theloveforattractivenessisnativetohumans.Owingtotheseverecompetitionamongdifferentcosmeticbrands,everycosmeticcompanyrackstheirbrainstopromotesales.Therefore,howtomaketheconsumersknowtheirproductsverywellisthemainissue.ForeigncosmeticsproductslikeClinique,Lancôme,andArtistry,everybodyinChinaknowsitsChinesename.ItisinvisiblethatacharmingtranslatednameishalfofasuccessandhastheinfluenceonthecustomersSuccessfultranslationcannotonlybringhealthybenefitstothecompany,butalsodirectlyaffecttheimageofthecompanyincustomers’mind.

TheChinesenameofforeigncosmeticsisthemostimportantthingwhentheproductssaleinChina.Theprinciplestotranslatetheforeigncosmeticsaretoraiseattention.Skopostheoryisoneoftheprinciplesintranslating.“Itfocusesontranslationasanactivitywithanaimorpurpose,andontheintendedaddresseeoraudienceofthetranslation”（Vermeer,1987）.Onlywhentheoriginalcosmeticsnameisadaptedtothetargetedculture,canthetargetedcustomerseasilyunderstandandbelikelytobuytheproducts.Cosmeticshaveitsmainpurposeasaproductwhichistoattractmorecustomerstobuy.Therefore,Skopostheoryplaysasignificantroleintranslatingcosmeticswhichshouldbetakenasthebasicstrategyintranslation.

1.2Significanceofthestudy

Thecosmeticindustryisaprofitablebusinessformostmanufacturersofcosmeticproducts.ManyforeigncosmeticcompaniesthinkthatChinaisapotentialmarketwithalargeamountofpopulation.Ifeveryonebuystheirproducts,theywilloccupythemainmarket.ThemostimportanceistoraiseitsreputationamongtheChinesecustomer.Therefore,thelanguagebecomesabridgeforpeopletounderstandtheproducts.Translatingthenamesoftheproductshastofollowtheskopostheory.Becauseofthedifferencesbetweenlanguagesandcultures,ChinesepeoplemaynotknowtheproductwellwhenitiswritteninEnglish.Sowehavetostudythesuccessfulcases.Skopostheoryprovidesatheoreticalguidanceforthetranslatortocopewiththecomplexsituationincosmeticstranslation.Asapurposeorientedprocess,cosmeticsnametranslationhasgoodgroundstotakeSkopostheoryastheguidingtheoryforitspurposeofpromotingthecommodity.TheauthorwilllistsomeproductsofArtistrycosmeticsonE-Ctranslation.ItcanbeareferencefortheforeigncompanieswhentheyselltheproductsinChina.

1.3InnovativepointsoftheStudy

Whentheeconomicglobalizationdeveloped,manykindsoftheforeignproductsarerushingintoourdomesticmarket.Inordertogainmostofthecustomers,thecompaniestryeveryefforttoselltheirproductswellinChina,andtheirsellingmodesarevarious.Somemayhastheirownshoptoselltheirproducts.Somemayselltheproductsinallthesupermarkets.Inthisthesis,thereisanewmodetosellproducts----DirectSelling.AmwayCompanyistousethismodetoselltheirproducts.Differentfromothersellingmodes,thetranslationscanbedifferent.Themostimportantthingistomakethesellerunderstandtheproductsclearly.Thenthetranslationtechniquesshouldbetakenintodeeperconsideration.

2.LiteratureReview

2.1Domesticresearchsituation

YanfutoldusthattranslatetheEnglishintoChinese,ithastofollowtheprinciplesthatis“faithfulness,expressivityandelegance”,especiallyinliteraturetext.Butwhenweenterthecommercialperiod,ifacompanytendstomakeasuccessfulsteporabigprofit,itissignificanttotranslatethetrademarkintotargetlanguageandsomeprincipleswillhavetobetakenintoaccount,whenthetranslatorsarenowfacingsometranslationproblems.Liyi（2009）wroteinhisthesisthattrademarktranslatedintoChineseisbetterthanintoforeignlanguagesinourcountry.ApplicationofPinyinChinesetrademarks,abuseofliteraltranslation,disadvantagesofabbreviation,thesethreeproblemswehavetosolve.

ThreeprinciplesraisedbySun（2010）havebeensolved.Firstly,theoriginallanguageandthetranslationshouldhavesimilarmeaningortheproductfunctionisalmostthesame.Weshouldadoptthebestmethodfromvariouschoicesinvariousstylesinsteadoftheoriginalinternalvocabulary.Withthismethod,theconsumerscouldgetthemostsimilarfeelingasthenativelanguageconsumers.Secondly,thetranslatorsshouldpayattentiontothedifferenceamongvariousculturesandmakethetranslationdomestic.Thetranslatorcanneverneglectthenationaltraitsandvalueswhichareexclusivelypossessedbythetargetconsumersifatranslatednameistobewellacceptedinthetargetmarket.Thirdly,itiseasiertoreadandremember,briefandnovel.Becauseofthepurposeofthebrand,thetranslationshouldreachthepredictfunctionoftheskopostheory.

Thereisanothersolutiontotranslatethetrademark.Qin（2009）listssometranslationforproductnametranslationtechniques.First,itistransliteration.SincenotalltheEnglishwordscanbefoundinthedictionary,wehavetousethismethodoftransliteration,liketheMobilphonebrandnamedMOTOLORA.TheChineseis摩托罗拉.Itshowsaculturegap.Second,itisliteraltranslation.AccordingtotheFaithfulnessprinciple,ifthetranslationcanreachtheresultofattractingpeopletobuyit,itcanbetranslatedinliteraltranslation.SuchasRoyalFurniture,ittranslates皇朝家私.BothChineseandEnglishhavethesamemeaningwhichisthesymbolofdomination,andthetasteofelegant.Third,itisfreetranslation.Becauseofthedifferencesinculturelanguages,freetranslationisafamiliarwayaswellasthemostidealwayforustotranslatetrademark.Onlyinthisway,customersindifferentcountrieswillhavethesamefeelingtowardsacertaincommodity.Fourth,itisflexibletranslation.Zhu（2005）saidtranslatorscantranslateproductinaflexibleway,justaccordingtothedistinguishablefeaturesoftheproductsorthepsychologyoftheconsumersortheactiveassociationoftheproducts.Fifth,itiszerotranslation.Withtheaccelerationofinternationalcommunication,moreandmoreforeignbrandnameshavebeenwellacquaintedbeforetheyareintroducedinthedomesticmarket.Itmaycostthecustomersmoretimetoacceptthetranslation.Asaresult,famousbrandnamescomposingofEnglishletterswhichareeasytoreadandeasytorememberthatweareusually“translated”inanewway—zerotranslation.

Female,isanotherpotentialmarket,especiallythecosmeticsproductswhichiswellsaleinwomen’sworld.Asanoldsayinggoes,“Everyoneadmiresbeauty”.Particularly,cosmeticsplayaveryimportantroleinwomen’smind.Guidanceforcosmeticstranslation,Fulei’sprinciplesof“spiritualconformity”whichsuggeststheloweststandardfortranslationistheconsistenceincontendbetweenafter-translationversionandtheoriginalversion,andQianzhong-shu’sopinionofsublimedadaptationwhichfocusesonthetranslator’ssmoothandidiomaticChineseversionforthesakeoftheChinesereader（Jiang,2009,cited）.Incosmeticstranslation,ithastorespecttheconsumers’psychologyandthelocaltraditionsandculture,flexiblyusevarioustranslatingmethods,andillustratethebeautifulsound,thewonderfulmeaningandthebeautyofcontextofsituation（Chang,2007）.Andithasthesecharacteristics,following:

Accordwithcommoditycharacteristics,Accordingtothetargetlanguageco