1。3 Purpose for the research

In western countries, most people study trademark and its translation only from the perspective of business, or marketing and brand management。 And they usually study those trademarks in western world。 Since the 1970s, with the rising of emerging market, trademarks of Asian product appeal to academia。 From linguistics, they analyzed emphatically the features of Chinese trademarks and the rule of naming different kinds of merchandises。 Finally, they put forward that a successful trademark needs not only to be pleasant to hear, easy to read and concise, but also have a positive connotation。 Mao Ronggui has proposed that, beauty is one formal nature of language, and aesthetics is worth marring to the translation of trademarks。 Aesthetics of translation uses fundamental principles of aesthetics and modern linguistics to study aesthetics’ problem in interlingual transformation。

1。4 Approaches and arrangement

1。 Referring to books and journal articles and reviewing critically the previous studies related。 

2。 Collecting different cosmetic trademark translation from Internet。

3。 Analyzing and evaluating foreign cosmetic trademark in Chinese version。

4。 Making case studies of the cosmetic trademark translation under the guidance of Aesthetics。

5。 Illustration and summary。

Chapter 2 Literature Review

Reception Aesthetics, also called Aesthetics of Reception or Reception Theory, is an important literary branch that emerged in the 1960s。 Its two major representatives are Hans Robert Jauss and Wolfgang Iser of the Constance School in Germany。

Affected to some extent by “precursors” or “anticipators” of reception theory, such as Russian Formalism, phenomenology and hermeneutics, Roman Ingarden’s reception Prague structuralism, which once emphasized the importance of studying readers’ reception, Aesthetics of Reception, as an approach to literary criticism, was established by several literary theorists of the “Constance School”, with Robert Hans Jauss and Wolfgang Iser, professors at the University of Constance as the major representatives。（郭丹丹，2009）来*自~优|尔^论:文+网www.youerw.com +QQ752018766*

Published in 1967, Jauss’ literary History as a Challenge of Literary Theory was claimed to be the declaration of emergence of Aesthetics of Reception。 Later in 1970, Jauss’ colleague Wolfgang Iser published his most successful piece, which was originally a lecture delivered at the University of Constance and later published in English entitled Indeterminacy and the Reader’s Response in Prose in Prose Fiction。 The impact of this talk and its printed version, although perhaps not as intense or protracted as the reaction to Jauss’ “provocation’, established Iser as one of the foremost theorists of the “Constance School”。 However, his major theoretical volume, such as “The Act of Reading”, didn’t appear until the mid-1970s (Holub 1984:82)。 Attempting to develop a new approach into the literary history by converting history of literature into that of aesthetic experience, Aesthetics of Reception, for the first time, took readers’ role in the literary realization into consideration and fundamentally led to the shift of literary research focus from the pole of author-work to the relationship between text and reader, which offered a new viewpoint and area to do literary researches and also exerted great influences on literary studies。

It was only in the late 1980s that Aesthetics of Reception began to enter Chinese translation field。 Up till now, there are only about 20 essays on translation study concerning Aesthetics of Reception, 16 of which were published in predominant periodicals or magazines (张英,2005)。