3.  GENERAL ANALYSIS OF THE APPLICATION OF TRANSLATION PRINCIPLES 3

3.1 LOCALIZATION(CULTURE&PSYCHOLOGY) 3

3.1.1 CULTURAL LOCALIZATION 3

3.1.2 PSYCHOLOGY LOCALIZATION 4

3.2 CONCISE LANGUAGE 4

3.3 CREATIVITY &ORIGINALITY 5

3.4 AESTHETIC 5

3.5 LEGALITY 6

4.  GENERAL ANALYSIS OF THE APPLICATION OF TRANSLATION METHODS 6

4.1 TRANLITERATION 6

4.2 LITERAL TRANSLATION 7

4.3 SEMANTIC TRANSLATION 7

4.4 AMPLIFICATION AND OMISSION 7

4.5 ZERO TRANSLATION 8

5.  CONCLUSION 8

5.1 FINDINGS OF THE RESEARCH 8

5.2 LIMITATIONS AND SUGGESTION 9

BIBLIOGRAPHY 10

 1.  Introduction

1.1 Research Background

The cosmetics sector on the Chinese mainland has been growing at a fast pace in tandem with the rapid development of the Chinese economy in recent years. It is an accepted fact that the Jews have a outstanding business sense, and one of Jewish business ethics is that staring at ladies’ pockets. Because of female’s relentless pursuit of beauty, the cosmetic industry has a rosy prospect. Data from Euro monitor reveals that total retail sales of skin care products and make-up products in China reached Rmb131.4 billion and Rmb18.8 billion respectively in 2013, achieving year-on-year growth of 9.1% and 7.3% respectively. The table below shows the retail sales of cosmetic products of enterprises above designated size in the wholesale and retail trade in recent years.  

 According to estimates, more than 4,000 enterprises are qualified to produce cosmetics in China, of which some 1,800 are located in Guangdong. However, taking the whole cosmetics market into consideration, one will find that domestic players account for less than 20% of the market while foreign-invested enterprises and joint ventures take the largest share (80%).

1.2 Research purpose and significance 

With so many foreign enterprises rushing to China, the first issue they are confronted with is how to let numerous consumers know their own products. Although the trademark is only a kind of linguistic symbol, it carries brand value and indicates enterprise culture. A perfect trademark translation will strengthen the product image, attracts consumers and increases the potential of their second purchase. Therefore, trademark translation is not as simple as language transformation, but needs the translator to give much thought to the translation which is based on exotic culture, aims at market extension, and signifies the enterprise culture at the same time. Only so can this product enjoy popularity with consumers. 

For this reason, foreign trademark translation becomes a hot issue in linguistic field. Many linguists have conducted researches in this aspect, most of which studied it from aesthetic perspective. What’s more, the previous researchers studied trademarks translation in general, which may be not so deep going. In this thesis,