从翻译目的论角度浅谈化妆品品牌翻译

On the Translation of Cosmetic Brands from the Perspective of Skopostheorie

By

Zhu Meng

Submitted in Partial Fulfillment of the Requirements

For the B. A. degree

Department of English

School of Languages and Cultures

Nanjing University of Information Science and Technology

May, 2016

On the Translation of Cosmetic Brands from the Perspective of Skopostheorie

Zhu Meng

Department of English

School of Languages and Cultures

Nanjing University of Information Science and Technology

Abstract: Nowadays abundant external enterprises and commodities have been flowing into the Chinese market and even into the domestic common households. A variety of cosmetics are especially popular among female customers with enormous potential purchasing power,which spurs the development of the cosmetic industry.In order to be the champion in the unprecedented fierce international competition, to build a well-known brand is the strategic core besides improving the quality of cosmetics. From the angle of Skopos theory, which is subject to German Functional Translation Theory, this paper analyzes the translation of cosmetic brand names including both mass and niche brands. The aim is to provide some strategies which can be well applied so as to achieve the best business results.

Key words: Skopostheorie; brand names translation; cosmetic brand names; strategies

摘 要

随着经济全球化迅猛发展，中国与国际市场交往日趋频繁，国际商品及企业不断渗透进中国市场乃至寻常百姓家，对于女性这个具有强大后劲的消费群体来说，琳琅满目的化妆品尤其受到追捧，这就促使化妆品行业发展势头加快。作为一种特殊的广告，新颖又有特色的化妆品品牌名称，不仅可以增强消费者的兴趣、刺激购买欲，而且能提高市场份额、强化企业形象。对此，化妆品品牌翻译的成功与否在市场竞争中起着至关重要的作用。着眼德国功能翻译理论的目的论，本文对一系列化妆品品牌的汉译名进行分析研究，旨在找出合适的翻译策略，为化妆品品牌翻译提供一个新的视角和有益的借鉴。通过具体案例分析来探讨化妆品品牌翻译采用的翻译策略，并灵活运用以达到最佳的商业效果。

关键词：目的论；品牌翻译；化妆品品牌；策略

Contents

1. Introduction 1

1.1 The Background of the Thesis 1

1.2 The Organization of the Study 1

1.3 The Aim of the Thesis 2

2. Theoretical Framework of This Thesis 2

2.1 A Brief Introduction to Skopos Theory 2

2.2 The Evolution of Skopostheorie 3

2.3 Essential Rules of Skopostheorie 4

3. Presentation of Cosmetic Brand Names and Translation 5

3.1 Definition of Brand Names 5

3.2 Formation of Cosmetic Brand Names 6

3.2.1 Common Words in Cosmetic Brand Names 7

3.2.2 Coined Words Used as Cosmetic Brand Names 7

3.2.3 Proper Words Used as Cosmetic Brand Names 7

3.3 Functions of Cosmetic Brand Names 8

4. Exertion of the Skopos Theory to Cosmetic Brand Translation 8

4.1 The Involved Elements Need Consideration in Cosmetic Brand Names

Translation 8

4.1.1 Psychological Needs of the Target Consumers 9

4.1.2 Moral Values in the Target Settings 9

4.1.3 Aesthetic Association 10

4.2 Application of the Skopos Theory in Translation of Cosmetic Brands 10

4.2.1 Transliteration 10

4.2.2 Literal Translation 11

4.2.3 Free Translation 11

4.2.4 Zero Translation Approach 12

5.Conclusion 12

References 13

Introduction

1.1 The Background of the Thesis

As economy globalization intensifies, intercourse of products has been more frequently around the world. Nowadays, the Chinese market are being filled more and more external commodities and at the same time, multiple and abundant Chinese products are being exported to the external markets. However a severe problem emerged accompany with the above phenomenon which are urgent to be solved by all enterprises from the world and that is in which way those export merchants could make their good be widespread in the external market and be approved by the local consumer with an aim of gaining an considerable profits. There is no doubt that a novel and unique brand name plays a significant role besides the trustworthy qualities and acceptable prices of the products can work. It is generally known that brand is the gold name card of products which bears the enterprises’ spirit culture. The brand is also a reflection of products reputation as a special kind of advertisement, a considerate translation of cosmetics brand not only can attract eyeballs of consumers but also intensify the enterprise image and pump buying temperature. It is self-evident that brand images construction needs placing on the agenda. Although there are many researchers stepping into this field, the relatively theories are deficient and unsystematic.

In addition, the author regards the brand name translation as a chance of making cross-culture communication for people and people is becoming more skillful at it with an increasing number of chances appeared accompanying with the globalization tendency. Furthermore, the author firmly believes that the translation of brand names is playing an indispensable role in the process of international market exploitation and cross-culture communication especially in modern commercialized society. As a consequence, brand name translation which presents as an vital section in the field of translation will inevitably gain more attentions from the global researchers.

1.2 The Organization of the Study

The study is composed of five sections.

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