Abstract
With the further development of economic globalization and the improvement of people’s standard of living, imported cosmetics have been more and more popular to broad masses of the people. -Many cosmetic brands at home and abroad have joined the market competition. The problem that many enterprises have to face is how to make their product stand out in many competing products. However, trying to solve this problem not only need to consider the quality, price and the packaging of a product, it is of great significance to have a brand name with special characteristics. We all know the importance of brands, it is not only just the symbol and representatives, but also reflects the corporate culture and the image. Therefore, whether it is from an economic or a literary point of view, brand name translations are worth studying further.
This thesis explores the translation methods and principles of cosmetics brand names from the perspective of Skopostheorie. Based on the collection of more than 100 kinds of cosmetics brands which were analyzed and studied systematically, the article takes the east-west cultural differences, consumer’s psychology and characteristics of language translation into consideration for translating the cosmetics brand. Skopostheory has important theoretical significance in translation for the brand, because it broke through the traditional equivalence and provided a theoretical basis to flexible translation.
Key Words：Skopostheorie Cosmetic, brand translation ,Translation principle, Translation Method
Contents
Abstract
摘要
1 Introduction1
1.1 Background of the Research.1
1.2 Significance of the Study2
1.3 Overall Structure of the Thesis2
1.4 Methods of Research2
2 Literature Review.4
2.1 About Skopostheorie4
2.2 Basic Concepts and Three Rules of Skopostheorie.5
2.2.1 Basic Concepts5
2.2.2 Three Rules of Skopostheorie5
3 Cosmetic Brand Names8
3.1Definition of Brand Names.8
3.2 About Cosmetic Brand Names8
3.2.1General Characters.8
3.2.2 Formation of Foreign Cosmetic Brand Names9
4 The Methodology of Cosmetic Brand Names Translation11
4.1 Methods of Cosmetic Brand Names Translation11
4.2The Specific Principles of Cosmetic Brand Name Translation.15
5 Conclusion.18
References.19
