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Abstract Recently, as international trade develops, there is an increasing number of foreign cosmetics pouring into the Chinese market. Whether a trademark translation is successful or not will have an important impact on the product itself, even on the development of an enterprise. An appropriate trademark translation can not only attract the attention of consumers, but also improve commodities’ value. Therefore, the studies of cosmetics trademark play a vital role for foreign brands to come into the Chinese market.
Reception Aesthetics provides a new theoretical perspective and research method for cosmetics trademark translation. The writer thinks that cosmetics trademark translation should be consumers-oriented. It should reveal the information and value of cosmetics, fully consider consumers’ expectations and aesthetic experience, and bring it into a particular atmosphere, thus arousing their imagination and desire of the products. This paper will discuss problems in cosmetics trademark translation, as well as strategies adopted in successful cases of cosmetics trademark translation, and further discusses several examples of foreign cosmetics trademark translation into Chinese from the perspective of Reception Aesthetics, which is aimed at providing references for better cosmetics trademark translation.48244
Key Words：Reception Aesthetics cosmetics trademark translation
摘要近年来，随着国际贸易的不断增长，越来越多的外国化妆品涌入中国市场，因此商标翻译的成功与否对于一个产品，乃至一家企业的发展都会产生重大的影响。适当的商标翻译不仅能吸引消费者关注，更能提高商品价值。因此，化妆品商标译名的研究，对于众多国外品牌进驻中国市场起着至关重要的作用。
接受美学理论为化妆品商标的翻译提供了全新的理论视角和研究方法。笔者认为翻译化妆品商标应以消费者为中心，揭示出化妆品的信息和价值，充分考虑到消费者的期待视野和审美经验，将其引入特定的氛围，唤起他们对产品的想象和渴望。本文拟从接受美学的视角，发现化妆品商标翻译过程中出现的问题以及成功的化妆品商标翻译的策略，进而探讨几种化妆品英文商标翻译成中文的方法，旨在为更好的规范化妆品商标的翻译提供参考。
毕业论文关键词：接受美学 化妆品 商标翻译
Contents
Abstract...i
摘要...ii
Chapter One Introduction1
1.1 Significance of the Study..1
1.2 Structure of the Thesis.1
Chapter Two Literature Review.3
2.1 A Brief View of Reception Aesthetics..3
2.2 The Application of Reception Aesthetics in Translation Study....4
2.3 Enlightenment of Reception Aesthetics to Cosmetics Trademark Translation
...4
Chapter Three Analysis of Cosmetics Trademarks Translation..7
3.1 Principles of Trademarks Translation..7
3.1.1 Clear the Properties of Products and Highlight the Advantages of Products...7
3.1.2 Innovate Actively8
3.1.3 Give Full Consideration to the Culture of Target Language Countries
..8
3.2 Factors Influencing Cosmetics Trademarks Translation....9
3.2.1 Gender.9
3.2.2 Culture.9
3.2.3 Own Characteristics of Cosmetic Brands.10
Chapter Four Analysis of Foreign Cosmetic Trademarks Translation from Reception Aesthetics..11
4.1 Problems in Cosmetic Trademarks Translation According to Reception Aesthetics11
4.1.1 Weakness in Cultural Awareness....12
4.1.2 Ignorance in Religious Customs....12