Abstract:Along with the globalization of the world economy, China has become the most potential commodity market in the world. And a large number of world famous cosmetic brands have appeared on the market. If these overseas cosmetics brands want to successfully develop the Chinese market and get consumers’ identity and love. In addition to good quality, reasonable price and fine packing, but also need to have a good brand name translation. Cosmetic brand translation is a cross-cultural communication, which involves the study of languages, regional cultures, consumers’ mentality and aesthetic appreciation. It is not simply a word for word translation from source language to target language. Rather, it is a kind of linguistic interchange that demands exact understanding of the cultural differences, including national psychology and value concept, aesthetic feeling, interesting and religious custom. Based on the analysis of the present situation of trademark translation, this paper aims to make a brief study of the cultural differences in cosmetic brand translation, points out that the existing problems prospective of culture, What is more, explores how to take corresponding translation methods to avoid the cultural conflicts in translation and finally some common and creative methods are provided, such as: domesticating method, foreignizing method，so as to help the standardization of the trademark of translation
Key Words: cosmetic brand；cultural differences；domesticating method；foreignizing method
摘要：随着世界经济的全球化，中国已经成为全球最具潜力的商品市场。随之而来的是大量世界著名化妆品品牌涌入中国市场。如果这些海外的品牌化妆品想要成功开拓中国市场，得到消费者的认同和喜爱，除了需要拥有良好的品质，合理的价格，精美的包装，还要拥有一个合适的品牌翻译名。化妆品品牌的翻译是一种跨文化的交流，其中包括了对语言，地区文化，消费心理和审美情趣的研究。这不仅仅是直接将译入语转化成目的语的逐字的翻译，它还是一种要求准确理解文化差异的语言学的交换，文化差异包括民族心理，价值观念，审美情趣，兴趣爱好，宗教习俗等方面的差异。基于对商标名翻译现状的分析,本文旨在简要研究化妆品品牌翻译过程中西方文化的差异，从文化视角度指出现存的问题，并进一步探索用正确的翻译方法来避免文化冲突，最终提出一些常用的和创新的化妆品品牌翻译方法，例如：归化法，异化法。以期有助于商标名翻译的规范化。
关键词：化妆品品牌翻译；文化差异；归化法；异化法
注：本文全文为英语所写的英语论文。只有摘要是中英语写的，全文为英文。
