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1、ContentsChinese Abstract2English Abstract31. Introduction42. Literature Review53. Differences Between Chinese and Western Cosmetic Trademarks63.1 Naming63.2 Aesthetic Values73.3 Cultural Backgrounds84. Cosmetic Trademark Translation Under the Guidance of Relevance Theory94.1 Transliteration94.2 Lite
2、ral Translation104.3 Free Translation114.4 Transliteration Plus Free Translation135. Conclusion14References15关联理论下化妆品商标翻译探析摘 要本文通过选取国内外著名的化妆品商标为研究对象，探讨关联理论指导下化妆品商标的翻译策略。经考虑译语读者的认知语境，发现：在关联理论指导下，译者灵活地采用音译、直译、意译、音义译结合的翻译策略，能够使翻译的化妆品商标在原文与译文之间找到最佳关联，从而引起化妆品消费者的心理认同感，并激发消费者的购买欲望。而且，关联理论指导下翻译的化妆品商标更贴合原义，
3、内涵更加丰富。因此，关联理论对于化妆品商标翻译具有重要的指导作用，为翻译化妆品商标提供了新的思路。关键词：关联理论；化妆品商标；翻译On the Translation of Cosmetic Trademarks from the Perspective of Relevance TheoryAbstractThis paper selects world well-known cosmetic trademarks as the study objects and discusses the cosmetic trademark translation under the guidance
4、 of Relevance Theory. After fully considering the target language readers cognitive context, the translator should flexibly adopt translation strategies in translation, such as transliteration, literal translation, free translation, transliteration plus free translation, which can reach the best rel
5、evance between the original cosmetic trademarks and their translations, so as to arouse the psychological identity of cosmetic consumers and simulate their purchase desire. Besides, the translated cosmetic trademarks are more consistent with the original trademark meaning and have a richer content w
6、hen they are guided by Relevance Theory. Therefore, Relevance Theory has an important guiding significance for cosmetic trademark translation and provides a new perspective for cosmetic trademark translation.Key words: Relevance Theory; cosmetic trademarks; translation 1. IntroductionAs the constant
7、ly improving of peoples living conditions, an increasing number of people tend to purchase overseas cosmetics, which is especially popular among young women. There are an awful lot of cosmetics in the market, and consumers always buy them based on cosmetic trademarks which is the fastest and most di
8、rect way. Trademark is an indispensable element of products and a necessary part in companies success. A trademark with high quality can promote product sales. Hence, the translation of trademarks not only determines the product sales, but also promotes the localization of multinational companies. F
9、or the purpose of stimulating peoples consumption, enterprises should attach great importance to cosmetic trademark translation. As for Relevance Theory, which focus on people s communicative intention and processing effort, has great explanatory power for cosmetic trademark translation, because the
10、 ultimate purpose of trademark translation is to serve the profit of enterprises, and the main idea of Relevance Theory contains communicative purpose and the process of ostensive-inferential communication. But most scholars apply traditional translation theories such as Function Equivalence Transla
11、tion and Teleology Theory in the trademark translation. Therefore, this paper discusses the flexibility and importance of cosmetic trademark translation from the perspective of Relevance Theory, hoping to provide a new perspective for cosmetic trademark translation.This paper consists of five parts.
12、 The introduction mainly includes the existing studies of trademarks, reasons of studying the translation of cosmetic trademarks and the framework of this paper. In the second part, this paper presents the literature review by offering the theoretical frame for this thesis to make an introduction of
13、 Relevance Theory, and presents the former studies at home and abroad. The content of part three is the brief introduction of trademarks and discusses the naming of cosmetic trademarks, aesthetic values and cultural backgrounds during the translation. In the forth part, this paper discusses the stra
14、tegies under the guidance of Relevance Theory in the translation of cosmetic trademarks. The last part is the conclusion of this paper.2. Literature ReviewAmong the subjects of trademark translation research, the cross-marketing, language and cultural factors have always been the focus of research o
15、n the factors affecting trademark translation abroad. The trademark translation is influenced by marketing factors, for instance, product features, the purchase intention of consumers and so on. In terms of cultural factors, cultural differences are mentioned by Dong and Helms. Eugene A.Nida suggest
16、ed that the two primary factors of trademark translation are cultures and societies. Schmitt and Zhang (2012) researched the influence of explicit naming on English translation of trademarks. Alon (2009) pointed that the wide language difference between China and the West makes it extremely difficul
17、t to translate trademarks. In the aspect of the strategy and method of the trademark translation, Dong and Helms (2001) concluded the trademark translation strategies: literal and free translation, and on this basis, proposed simple literal translation, meaningful literal translation, literal transl
18、ation with modified meaning and meaningless literal translation.There are two trends in the research of trademark translation overseas, which are analyzed from the correlation and semantic correlation, and from the perspective of marketing, language and culture. In order to have a further study of t
19、ranslation strategies for trademarks, this paper discusses cosmetic trademark translation.In China, scholars have studied the cosmetic trademark translation from the perspectives of Skopos Theory by Zhang Qiuchen (2017) and Functional Equivalence Theory by Zhang Huaxia (2018). And 23 articles mentio
20、ned the trademark translation from the perspective of Relevance Theory from 2003 to 2019. Wang Yuchuan (2017) proposed that trademark translation should find the best relationship between the original trademark and the translated trademark, follow the principles of simplicity and easy to be remember
21、ed, and convey sense of beauty to consumers and adapt to Chinese culture. Han Xiaolan (2013) expounded the deficiency of traditional theories in the trademark translation guidance, and then systematically discussed the feasibility of applying Relevance Theory in translation and trademark translation
22、 from the aspect of optimal relevance, express inference and cognitive context. Yuan Mengwan (2013) also discussed the translation of cosmetic trademarks based on Relevance Theory, and figured out that under the guidance of Relevance Theory, the translation of trademarks can make consumers pay the m
23、inimal processing effort to obtain the maximum context effect, that is, obtain the optimal relevance by semantic association, phonetic association, sign association and culture association. 3. Differences Between Chinese and Western Cosmetic Trademarks3.1 NamingOn the one hand, a great many of weste
24、rn cosmetic trademarks are named after people, particularly the name of their founders who are admired by consumers for their good image and brilliant life. Huang Xiao (2009) argues that choosing this approach usually attracts more consumers to the companys brand culture, so that both the cosmetic t
25、rademarks and the names of their founders are remembered by the public, like ESTEELAUDER (雅诗兰黛), GIVENCHY (纪梵希), DIOR (迪奥), NARS (纳斯), CHANEL (香奈儿), GUERLAIN (娇兰), YSL (圣罗兰), BOBBI BROWN (芭比布朗) and so on. For example, Givenchy, a famous French fashion designer who designed the Audery Hepburn evening
26、 dress, has always been the symbol of Givenchy clothing. What s more, Garbrielle Bonheur Chanel, the founder of Chanel Brand, is one of the most fashion giants in the world. Consumers always associate with the classic stories of trademark founders when they see these cosmetic trademarks, so as to in
27、crease their favorable impression of the product and promote their consumption.On the other hand, many cosmetic trademarks are not only named after their founders but often refer to famous places or places of origin. For example, the world-renown cosmetic trademark LANCOME (兰蔻), which is derived fro
28、m the LANCOME castle on the banks of the lovaca river in the central France where is surrounded by many roses and full of romantic atmosphere. Armand, the founder of this trademark, thought that each woman is like a rose, with their own characteristics, and therefore the rose became the LANCOME logo
29、 (Net1), when consumers see this trademark will instantly get the image of roses, so they are more inclined to buy. Such naming method enables consumers intuitively understand the origin of the cosmetic products, as well as attaches a profound historical story on cosmetics.Chinese cosmetics usually
30、named after beautiful images of plants or herbs, like PECHOIN (百雀羚), INOHERE (本草相宜), HERBRIST (佰草集), DR PLANT (植物医生), all of them indicate that the main ingredients of their cosmetic products are traditional Chinese herbs or plants, aiming to give consumers safe and healthy skin care. Apart from nam
31、ed after plants, named after people is also a very common method, such as DABAO (大宝), which conveys a sense of intimacy and is easy to be accepted by Chinese consumers. T JOY (丁家宜), just likes a girls name, in keeping with its focus on the skin care of young women. Some Chinese cosmetic products are
32、 named after their ingredients, like WETCODE (水密码). And some naming methods of cosmetic trademarks are irregular, such as WINONA (薇诺娜) and CHANDO (自然堂), all of them are skin care products, and the characters of their trademarks contain a positive and reliable meaning. Some cosmetic trademarks like P
33、ERFECT DAIRY (完美日记), JUDYDLL (橘朵), MARIE DALGAR (玛丽黛佳), all of them create a lively and lovely sense, and accurately grasp the psychological characteristics of young women to draw their attentions.In conclusion, Chinese and western cosmetic trademarks usually emphasize to convey a reliable sense and
34、 a glorious poetry to consumers and adhere to the principle of simplicity and easy to be remembered and meet their mental demands.3.2 Aesthetic ValuesGreat differences exist in China and the West, and people have various kinds of values under various social and cultural environments. As westerners,
35、they value the individualism, while Chinese people usually focus on the collectivism and have a herd mentality, such as the skin care trademark Dabao (大宝), which advertises its products for people of all ages. Moreover, westerners prefer to take risks and are keen to explore the unknown while Chines
36、e people are more conservative and prefer something positive and auspicious. For example, a famous French perfume “Dior Hypnotic Poison”, aims to encourage women to maximize their charm and seduction and show their beauty boldly as a way of catering to the characteristics of western women s pursuit
37、of new things. However, most Chinese females won t accept anything like that, which means unlucky and negative, so the literal translation of “Poison” would not be accepted by Chinese female consumers. Then, the company has revised the translation, the ultimate translated trademark “百爱神”, which mean
38、s even many gods would prefer this perfume, it takes embodiment of the collectivism into consideration and eventually becomes popular with Chinese women.Various social customs and values result in various kinds of aesthetics, therefore, the translator should also cater to various aesthetic needs of
39、target consumers from different countries, so as to stimulate their desires to purchase cosmetic products. Chinese and western aesthetic values belong to two different ideological and cultural systems, they are deeply rooted in different cultural backgrounds and social environments which have differ
40、ent development histories (刘凡等, 2012). In China, the vast majority of women prefer white and delicate skin, as the old saying: “A white complexion is powerful enough to hide seven faults”, in an attempt to be white, females try all kinds of methods to do so, so that plenty of cosmetic products focus
41、 on the whitening effect. Contrary to Chinese females, the western women are in pursuit of sex and health, they are keen to show their bodies and more likely to do outdoor sports as a way to tan their skin into a healthy wheat color, which is a kind of beauty full of publicize personality.Generally
42、speaking, people s preferences for beauty are deeply influenced by social standards for beauty and values where they live. Therefore, the translation of cosmetic trademarks must consider the various pursuit of beauty and aesthetic values in different countries, only by catering to their preferences
43、can the product sales be promoted.3.3 Cultural BackgroundsDiversified countries or regions have formed their own social customs and cultural traditions in social development, just as what Wu Zhiying (2015) notes that, the translation of cosmetic trademarks should be paid close attention to the targe
44、t countries social customs and avoid taboo words in cosmetics. Chinese skin care product Dabao SOD (大宝) is deeply loved by Chinese people, its main ingredient SOD is a kind of superoxide dismutase which has the effect of delaying aging, whereas it means a swearing taboo in the west, so there is no d
45、oubt that it won t be sold well abroad. Japanese cosmetic trademark KISS ME (奇士美) literally means “吻我”, while in China, people usually do not accept such a direct expression, because it does not conform to the implicit and restrained cultural connotation of China, but the translated trademark “奇士美”
46、is not only similar with the original trademark in the pronunciation, but also expresses women s courage and enthusiasm for love, so the translated trademark is easier to be accepted by Chinese consumers.4. Cosmetic Trademark Translation Under the Guidance of Relevance TheoryAs a theory in the field
47、 of pragmatics, Relevance Theory was firstly proposed by Sperber and Wilson in their jointly published book Relevance: cognitive and communication in 1986, which is about discourse cognitive and discourse understanding and has a positive guiding significance in the field of pragmatics research. Rele
48、vance Theory thinks that the utterance communication is an ostensive-inferential process, and contents the informative intention and the communicative intention. In this process, “the communicator produces a stimulus, which makes it mutually manifest to communicator intends, by means of this stimulu
49、s, to make manifest or more manifest to the audience a set of assumptions” (Sperber & Wilson, 1995: 54), that means the audience tries to obtain sufficient contextual effect with minimal processing effort. Chen lei and Zhu Xiaomei (2012) point out that Relevance Theory combines the communication with cognition context. From the perspective of Relevance Theory, su