Abstract: Cosmetic brand names translation is becoming more and more important in the field of translation. Brand names are characterized by rich culture, geographical environment, ethnic and aesthetic characteristics. It should retain the elite of the language and conform to the consumer psychology. So cosmetic brand names translation is not a simple inter-lingual transformation, but a cross-cultural activity which requires the translators can flexibly use Chinese and English, and should take into account customs, aesthetic value and other aspects among different cultures, and fully grasp the similarities and differences between two cultures. In the process of translation, translators can smoothly adopt the methods like transliteration, free translation, and combination translation. Therefore, this paper mainly detects the cultural factors and explores the translation strategies of brand names translation from cultural perspectives.
Key words: cosmetic brand names; translation; cultural factors; translation strategies
CONTENTS
Abstract
摘要
1. Introduction-1
2. Literature Review-2
2.1 Definition of Brand Name-2
2.2 Translation Strategies-2
2.3 Studies on Cosmetic Brand Names Translation-3
2.4. Cultural Factors in Translation-3
3. Cultural Factors in Cosmetic Brand Names Translation-5
3.1 Aesthetic Orientation-5
3.2Consumer Psychology-6
3.3 Thinking Patterns-6
4. Translation Strategies of Cultural Factors in Cosmetic Brand Names-6
4.1 Free Translation-6
4.2 Transliteration-7
4.3 Literal Translation-8
4.4 Combination of Free Translation and Transliteration-9
5. Conclusion-9
Bibliography-11
Acknowledgments-12
