Abstract: The translation of cosmetic brand name requests not only to express the function and features of the cosmetic clearly, but also to satisfy the consumers’ expectation of beauty. Recent years, the wide application of reception aesthetic has great effect on brand name translation. Translation under the guidance of reception aesthetic centers on the role of consumers, emphasizing consumers’ horizon of expectation and pursuit of beauty, so it can improve the brand’s influence and stimulate consumption. In this paper, the author introduces the principle of reception aesthetic put forward by Jauss and Iser briefly and elaborates the development of reception aesthetic and its application in translation field. Then, the author cites a lot of convictive examples to analyze the reception aesthetic principle in translation of foreign cosmetic brand names and put forwards some translation strategies of cosmetic brand name. The final part is the conclusion. Generally speaking, this paper studies the translation strategies and value of cosmetic brand name translation from the perspective of reception aesthetic principle.
Key words: translation of cosmetic brand names; reception aesthetics principle; horizon of expectation
CONTENTS
Abstract
摘要
1.Introduction1
2. Literature Review .1
3.Guidance of Reception Aesthetic Theory on Cosmetic Brand Name Translation.3
3.1Sound Beauty
3.2Form Beauty
3.3Artistic Connotation Beauty
4.Translation Strategies of Cosmetic Brand Name4
4.1 Literal Translation
4.2 Transliteration
4.3 Liberal Translation
4.4 Zero Translation
4.5 Creative Translation
5.Conclusion8
Bibliography9
Acknowledgements-10
