1。1 Research Background 1

1。2 Significance of the Research 1

1。3 Purpose for the research 2

1。4 Approaches and arrangement 2

Chapter 2 Literature Review 2

2。1 The contents of Aesthetics 3

2。1。1 Definition of Aesthetics 4

2。1。2 General aspects of Aesthetics 4

2。1。3 Principles of Aesthetics 5

Chapter 3 Achievements and deficiencies in the translation of cosmetic trademarks from the perspective of aesthetics 6

3。1 Achievements in the translation of cosmetic trademarks from the perspective of aesthetics 6

3。2 Deficiencies in the translation of cosmetic trademarks from the perspective of aesthetics 8

Chapter 4 Translation strategies of cosmetic trademarks in the field of aesthetic 8

4。1 Transliteration 8

4。2 Literal translation 9

4。3 Combination of transliteration and literal translation 10

4。4 Free translation 10

4。5 Coinage 10

Chapter 5 Conclusion 11

References 13

Chapter 1 Introduction

1。1 Research Background

Trademark is the production of commodity economy, which is derive with the development of commodity economy。 In fact, there is no “trademark” this word in Chinese, which is a borrowed word from English。 The day when the word “trademark” was born, it played an important role in merchandise trade。 Since 21st century, business competition has got fiercer and it makes the论文网 internationalized feature of Brand more obvious, with economic globalization。 The reform and opening-up policy makes China open it door and accept foreign brands into。 At the same time, Chinese brands also need to go out。 Between the export and import, the translation become an indispensable bridge which link China and foreign countries。 The most important thing is, the translation of cosmetic trademarks determines the success of enterprises in the target market。 According to the “China's National Bureau of Statistics of national economy and social development in 2012”, cosmetics retail sales has a 17 percent growth the whole year。 Another report from China E-commerce Research Center shows, up to 2012, beauty and cosmetics industries’ annual sale has reached more than 2000 billion yuan, which means, Chinese expenditure on cosmetics ranks second around the world, just after US。 Moreover, this industry has become another Chinese high growth market since real estate, communication, automobile and tourism became。 Therefore, to research the translation of cosmetic trademarks will affect both foreign and Chinese brands。

1。2 Significance of the Research

Whether the translation of one merchandise’s trademark is successful will make a tremendous impact on this merchandise, even the company who product this merchandise。 Only have the successful translated name, those transnational business and merchandise can appeal to foreign consumers and stimulate their wish to buy, which is their aim to sell their goods and makes the translation of trademarks significant。 However, not only the translated names have to show properties of goods, consider the specialty of national culture, and cater to consumer psychology, but also they should be brief, fluent and memorable。 So translation of Brand Names is complex and needs the guide of translation theories and principles。 But we cannot find any unified principles to lead us to translate and only a few is translate from the perspective of cross-culture。 Consider that, I want to research the translation of trademarks from the perspective of aesthetics and cosmetic is one kind of trade so these theories and principles must also be suit for the translation of cosmetic trademarks。 As we all know, “faithfulness”, expressiveness and elegance” is the principle we have to follow when we translate。 But beside these, the translation of trademarks also need to follow others requirements。 Trademarks use less word but contain more information, and it has commodity and symbolism。 When we translate, we should consider many aspects, such as our thoughts and feelings, knowledge level, mental condition, culture cultivation, faith, living environment。 We should make consumers accept this merchandise。文献综述 从美学角度谈化妆品商标的翻译(2):http://www.youerw.com/yingyu/lunwen_85119.html