摘要
随着经济水平的提高，中国人民的生活条件也越来越好，也因此越来越注重外表，尤其是女性，这就导致了化妆品市场的开发及迅速发展。而现今在中国的化妆品市场中，外国品牌占到85%以上，大多数的外国品牌都会将品牌翻译后再投入市场，所以一个品牌的翻译关于该企业打入中国市场是至关重要的。因此，化妆品品牌翻译得到了翻译界的关注，在方面的探讨也不在少数。然而对于品牌翻译的探讨大多从美学出发研讨；有的会去探讨化妆品品牌的来源；还有的略论化妆品翻译的策略。而对比翻译前后，可以得知化妆品品牌翻译往往与原语中的意义及功能相去甚远，尚并未找到对于化妆品品牌翻译中的功能转换的相关探讨。而化妆品品牌翻译作为一种实践性的翻译，英语论文范文，应是以翻译目的为导向的。鉴于此，本文在“目的论”的指导下，探讨的58个化妆品品牌，分别音译、音义译、改译、补译等翻译策略中去探索是否发生功能转换并探求其原因。最终本文发现65%发生功能转换，尤以改译和音义译为甚，且发现发生功能转换的原因主要是为了迎合中国消费者的文化价值观、语言差别和消费心理需求等。
关键词：化妆品品牌, 品牌翻译, 功能转换，目的论
Abstract
With the rapid growth of economy, the living standard of Chinese people is raised substantially. More and more people pay attention to their public images which results in the expanding market and soaring sales of cosmetics. Among the market in China, 85% of cosmetics brands originate from foreign countries. And a well-translated brand, as a bridge connecting consumers and companies in the international market, is the icing on the cake of the market activities and plays an important role in promoting the sales of products. Therefore the translation of cosmetic brand names is an indispensable part in the translation field and arouses attention from more and more researches. A few studies regarding cosmetic brand translation pay attention to the origins of brand names, the aesthetic features of cosmetic brand translation, strategies of translation. Yet this paper discovers that once translated into Chinese, cosmetic brands usually have shifted emphasis of brands which leads to functional changes. The functional changes in brands are usually made intentionally to cater to Chinese consumers. Moreover, there are few people in China who have probed into this phenomenon yet. In this regard, this paper tries to do this research by first introducing the Skopostheorie, and moving on to analyze the functional changes in translation strategies ranging from literal translation, transliteration, semantic transliteration to adaptation and addition with authentic examples, followed by discussion of reasons for these functional changes. Based on the thorough analysis of 58 foreign cosmetic brands, this paper concludes that 65% of brands have changed the original function of the brand when they are translated into Chinese, and the dominant reason of these functional changes is to cater to the psychological needs, moral values and linguistic habits of Chinese addressees.
Key words: cosmetic brands, brand translation, Skopostheorie, functional change ，英语论文 |
