Abstract
As one of the best strategies of marketing, brand name is of vital importance in the keen competition of businesses in the global economy. Brand name to product is like name to people. A good brand name contributes to the good reputation of a company and can help to propel sales of products while a poor brand name could be disastrous to a company. Brand name is heavily culture-loaded and embodied with rich connotations and associations. Not only is the translation of cosmetic trademarks the transfer between the two language, but is the shift from one culture to another. A good and appropriate translation of the brand name may help to build the image of the product and be beneficial in the sales of the product, which will bring maximum possible profit to the company. Cosmetic trademarks translation plays a significant role in cultivating international market, competing with other same products and, building a positive image and brand loyalty. However, there are many differences between western and eastern cultures. Some beloved brand names in the source language culture might be hated or even be taboos in another culture. Without a thorough understanding of cross-cultural communication and cultural differences between eastern and western cultures, the translation of brand names might not be satisfactory. This paper gives a systemic introduction of the cultural differences of the translation of cosmetic trademarks combining the characteristics of cosmetic trademarks from a perspective of aesthetics, and it puts forward some principles and strategies of the translation of cosmetic trademarks.
Key words: cosmetic trademarks; translation; cultural differences
Contents
Abstract 3
Content..........................................................................................................................4
1. Introduction…………………………………………………………………. 6
2. The Cultural Differences in the Translation of Cosmetic Trademarks……7
2.1 Definitions of Trademarks……………………………………………… 7
2.2 Cultural Differences Reflected in the Translation of Cosmetic Trademark..8
3. Skopostheory and Strategies Applied to the Translation of Cosmetic Trademarks……………………………………………………………. 10
3.1 Skopostheory.........................................................……….. ·10
3.1.1 Definitions of Skopostheory…………………………………………..10
3.1.2 Origin of Skopostheory……………………………………………. 10 3.1.3 Three principles of SkoposTheory…………………………………… 10
3.2 Strategies Applied to the Translation of Cosmetic Trademarks……….. 12
3.2.1 Domestication………………………………………………………..12
3.2.2 Foreignization………………………………………………………..13
4. Conclusion……………………………………………………………………16
5.References……………………………………………………………………18
