On the Translation of Cosmetic Trademarks from the Perspective of Aesthetics

Abstract With the rapid growth of global economic and trade exchanges, import and export of commodities are becoming more and more frequent, and many kinds of products are distributed to different countries。 Meanwhile, trademarks, which attract customers to buy, need to be translated into different kinds of languages。 As English is most used as a universal language, and the Chinese total volume of import and export is large, the demand for the translation of trademarks between the two languages is ever increasing。 The research object of this thesis is the translation of trademarks between Chinese and English。 Trademarks have been analyzed and researched from a variety of angles。 Some research are under the guide of Skopostheorie, some are from the perspective of contrastive discourse analysis of interpersonal function, and some are based on the text features and style of directions or reception of readers, and so on。 This thesis will study the translation of trademarks from the perspective of aesthetics。 That is a comparatively new perspective as far as the translation of trademarks is concerned, and relative researches are still in the initial stage, since trademarks have long been just regarded as direct explanations without aesthetical feelings。 As a kind of pragmatic text, the basic function of trademarks is certainly to introduce products or the use of products to customers。 However, trademarks are endowed with the new role of sales promotion in the background of the commodity economy, and to play this role, they must attract customers’ attention by providing aesthetical enjoyment。 Therefore, aesthetic study on translation of trademarks is imperative and necessary。 This thesis includes five chapters:  Chapter One is the introduction; Chapter Two is a literature review, to review the theory applied in this thesis—translation aesthetics; Chapter Three introduces the existing problems in translation of cosmetic trademarks; Chapter Four is translation strategies of cosmetic trademarks in the field of aesthetic, to apply aesthetics to the translation of trademarks and try to put forward some translation methods; Chapter Five is the conclusion。  Keywords: Trademarks; translation aesthetics; aesthetical feelings; sales promotion; commodity economy。74505

从美学角度谈化妆品商标的翻译

摘  要随着全球经济和商品贸易的快速发展，进出口商品变得越来越平常，不同的商品被分发到不同的国家。同时，引人注目的商标需要被翻译成不同的语言。英语作为最常用的一种通用语，同时中国进出口总量很大，造成中英文之间商标翻译的需求在不断增加。这篇论文的研究点是中英文之间的商标翻译。商标已经从很多角度被分析研究过了，一些研究从目的论出发，一些从人际关系对比的角度，还有一些从语篇特点，语言风格和读者接受度来入手，等等。这篇论文将会从美学角度来研究商标翻译。对商标翻译来说，这是一个相对新颖的角度，一些相关的研究都还在初步阶段，因为商标一直来都被直译而没有任何美感。商标符合实用主题，因为它最基本的功能一定是向顾客介绍商品或商品的用法。然而，在商品经济中，商标被赋予了促进营销的使命，为了完成这个使命，他们必须给顾客以美的享受来吸引他们的注意。因此，对商标翻译的美学研究是十分必要的。这篇论文将分为五个部分，第一章是介绍，第二章是文献综述，讲一下文章中应用的翻译美学，第三章介绍了现存的问题，第四章是翻译方法，如何将美学应用到商标翻译中，最后第五章是总结。

毕业论文关键词：商标，翻译美学，美感，促进营销，商品经济。

Contents_Toc448263495

Chapter 1 Introduction