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1、浙江财经大学东方学院毕业论文 从目的论角度研究化妆品名的翻译学生姓名 汪 慧 指导教师 俞芳洁分 院 外国语 专业名称 英 语班级2012（4） 学号 1220800404 提交日期 2016年5月5日 答辩日期 2016年5月10日 2016年5月5日15On E-C Translation of CosmeticsBrand Names from the Perspective of Skopos TheorybyWang HuiRegistered No. 1220800404 Foreign Languages Department, Dongfang College,Zhejiang
2、 University of Finance & EconomicsMay, 2016声明及论文使用的授权本人郑重声明所呈交的论文是我个人在导师的指导下独立完成的。除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写的研究成果。论文作者签名： 年 月 日本人同意浙江财经大学东方学院有关保留使用学位论文的规定，即：学校有权保留送交论文的复印件，允许论文被查阅和借阅；学校可以上网公布全部内容，可以采用影印、缩印或其他复制手段保存论文。论文作者签名： 年 月 日On E-C Translation of Cosmeticsfrom the Skopos PerspectiveAbst
3、ract: In recent years, the quickening globalization makes the interdependence on different nations more deep, improves peoples living standard and thus, a large number of European and American cosmetics brands have also been stationed in the domestic market. Then，how to translate the name of cosmeti
4、cs plays an essential role in enhancing brand awareness in China for further influence and higher profit. Therefore, the translation of names of cosmetics has a clear purpose which is in accord with the Skopos theory which holds the idea that the process and ways of translation are determined by its
5、 purpose.Key words: names of cosmetics; skopos; translation从目的论角度研究化妆品名的翻译摘 要：近年来，由于全球化进程加快，国家间的相互依赖程度加深，人民生活水平显著提高，一大批欧美化妆品品牌也因此得以进驻国内市场。为了提高欧美品牌在国内的知名度，提升影响力并最终提高销量获得更高的利润，化妆品名的翻译至关重要。其翻译的结果不仅要符合产品本身的功效，还要能被国人广泛接受吸引更多的国内消费者，因此化妆品名的翻译存在着十分明确的目的性，而目的论的思想认为翻译的目的决定了翻译过程和手段，故此用翻译中的目的论来研究化妆品名从英到中的翻译是十分贴
6、切的。关键词：化妆品名；目的论；翻译Contents1. Introduction.11.1 Skopos Theory.1 1.2 Definition of Brand Name and Language Features of Cosmetic Names.1 1.3 Principles of Cosmetic Name Translation and Rationality of Using Skopo Theory.12. Application of the Three Rules of Skopos Theory.22.1 The Application of Skopos R
7、ule.22.2 The Application of Coherence Rule.32.3 The Application of Fidelity Rule. .42.4 Relationship between the Three Rules.43. Suggested Translation Methods. . .43.1 Literal Translation.53.2 Transliteration.63.3 Free translation.73.4 Zero Translation Method74. Conclusion.8References.17Acknowledgme
8、nt.18In the background of economic globalization and internationalization of commodity markets, Chinese peoples living standards are improving, and more and more international brands entered the domestic cosmetics market, which makes cosmetics industry experience the rapid rise and start to be sough
9、t after by others. However, most of the domestic businesses, enterprises and consumers prefer to obtain relevant information of certain cosmetic products by their brand name. Therefore, we should improve visibility and attractiveness of cosmetic brands to stimulate consumer to buy goods and try to i
10、ncrease sales.In China, there is still a considerable part of academic trademark research which makes success. However, the studies about the name of cosmetics is less common, many of which give some advice about general translation techniques on the basis of the translation theory, and most methods
11、 have overlapping portions and lack of new ideas and are less scientific and systematic. From the point of view of skopos theory this paper would adopt the analysis to translation of cosmetics names with examples. Skopos theory breaks the traditional translation principle, which indicates that all a
12、cts of translation are determined by the purpose of the translation. Because the cosmetics industry is a profit-orientated industry, its purpose is very clear, that is, translating cosmetic name is to sell out the product better. (Zhong Weihe, 1993) Therefore, it is very appropriate to analyze how t
13、o translate cosmetic name into Chinese from a teleological point of view. This paper selects partial translated cosmetic names from the names of the worlds 80 famous-brand cosmetics, and classifies them according to the translation methods with detailed analysis and explanation.As far as the limitat
14、ions are concerned, the author will put forward a few suggestions for future research. Do the same translation strategies can be applied into all types of products in the light of Skopos Theory? Therefore future researches should be focused on a specific field of advertisement in order to make thoro
15、ugh and profound research in advertisement translation and make some practical suggestions in this specific field. Second, an investigation should be conducted to test the receivers response to the target texts to see whether or not the strategies proposed are effective.1 Introduction1.1 Skopos theo
16、ryThe advent of Skopos theory is based on the domestication of equivalence translation and practical needs. In the middle term of last century, linguistics was a mainstream of research. And Nidas equivalence translation followed the trend by examining translation from the angle of linguistics. So it
17、 gained a dominant position in the realm of translation theory in that it was considered as a standard to evaluate translation outcome at that period of time. Equivalence translation puts an extraordinary emphasis on the origin text, which is explained in the book Translation as a Purposeful Activit
18、y: Function Approaches: “It alleges that any target text that is not equivalent to the origin one cannot be called translation. Though many theorists acknowledge that the target text is sometimes not equivalent to the origin text due to pragmatic differences in two cultures, they still adhere to thi
19、s view.” (Nord, 2005) There are three basic principles of Skopos theory. The first principle is the goal, which means that the translation should obey the target language context and culture, and translate in the way that could be accepted by the recipients in the target language. The fundamental pr
20、inciple of translation activities decides how to translate. This requirement should be consulted with the translator; the second is the principle of continuity, which means the translated text should be readable and have some acceptability. The result is to achieve inter-textual coherence and to be
21、consistent with communicative situation for recipients in target Language; the third is the principle of loyalty. To be precise, translation must be fedelityful to the original text, but the extent of fidelity depends on the purpose of translation and the understanding of the original text by transl
22、ators. (Zhong Yu, 1999)The history of skopos theory is introduced in a general history of western translation theory, study on functionalist skopos theory of translation and translation as a purposeful activity: Function Approaches Explained. The “teleological” by German functionalists demonstrate t
23、hat any behavior has a purpose, so there is also a purpose in an act of translation behavior, and that is to conduct complex cross-cultural information, cross-language conversion and design. Fermi Hans thinks the first rule that all translators have to follow is “The law of the purpose”. The purpose
24、 of translation behavior determines the overall process of the translation behavior. (Tan Zaixi, 1991) Here, the word “purpose” has three explanations: the translators purpose, communicative purpose of the translated text and the purpose achieved by using a particular translation means. And under no
25、rmal circumstances, the “purpose” refers to the communicative purpose of translation. Commodity name always has a clear communicative intention, and there is a clear indication that advertising a particular product or service to ignite peoples consumption desires and stimulate buying behavior.1.2 De
26、finition of brand name and language features of cosmetic names Cosmetics name is the cosmetic trademark. A trademark is logo or mark (picture, design, shape and text) carved in the packaging or printed on the surface of a commodity, so that goods can be different from other similar commodities” (“Mo
27、dern English Dictionary). Trademark of goods is like a persons name, the representative of the product image, a symbol of quality, but also the protection of intellectual property. It is necessary for the foreign cosmetics to establish a good image of goods, if they tend to enter into the Chinese ma
28、rket, which requires that product not only must have a good quality , reasonable prices, attractive packaging, but also have a distinctive and beautiful trademark translation which can stimulate consumers to buy.From the perspective of the existence form of language, harmonious syllables are mostly
29、chosen as the name of cosmetics, and translators always use brand names which are consistent with the characteristics of products and feminine. But the translation of the name of cosmetics needs not only the consideration about the conversion between language and culture, but also the purpose of sel
30、ling products under the commercial economy. Since females are the main target consumers of cosmetics, so the translation of cosmetic name needs to fully meet the needs of consumers, namely the pursuit of elegance and beauty. Empirical work has been done in previous study, which leaves very high refe
31、rence value for topic in this paper. It is easy to find out that there are few systematic researches on brand name translation abroad, let alone the specific aspect of cosmetic brand name translation. There are many academic works and thesis concerning brand name translation in China, but only a few
32、 focuses on cosmetic brand name translation. For example, The Analysis of Translation of Cosmetics Brand Names from Social Characteristics by Yu Xiaoji and An Kunwei (2006) explores cosmetics brand name in the perspective of social linguistics. This paper offers us some information about the impact
33、of sex, age and culture on cosmetics brand name translation. 1.3 Principles of cosmetic name translation and rationality of using skopos theoryA good cosmetic name translation has the invisible impact on consumer psychology, but the influence is huge. First, the translation of the name of cosmetics
34、needs to cater to consumer psychology with commendatory language selection. Chinese characters are both phonetic and ideographic. Therefore, when translate cosmetic name, the word must be carefully selected with appropriate scrutiny selected in line with Chinese consumers seeking fortune.Secondly, t
35、he cosmetic name translation should have been market-oriented, reflecting the commodity information. All kinds of cosmetics have clear selling price levels and sales targets according to their raw materials, quality and other, namely, market position is the key determinant of the success of product
36、sales. Before cosmetics enter the market, the pronunciation of its brand name and translation of words should be possible to be market-oriented and target to consumer groups, so as to play an effective role in promoting the sale of goods in the market. (Li Kexing, 2010)Furthermore，the translation of
37、 the name of cosmetics also have to present the national culture and reflect national characteristics. Translation of the name of imported cosmetics should properly reflect the national characteristics so as to help stimulate the consumer psychology, as well as appeal new consumers to buy. This will
38、 be beneficial to attract customers and has an important positive role in promoting products.The purpose of translation for cosmetics brands tends to convey the most useful information to consumers in a short and effective way, which aims to achieve the purpose of sales and to achieve the pursuit of
39、 profit. So translator should be more concerned about whether the translated text is contagious or not for enhancing practical effect by advertising benefit. (Zhang Mei Fang, 2005) and according to the skopo theory, the most important point is the principle of purpose, and the principle of fidelity
40、and coherent principle are to serve it. No matter how well the text is consistent, the ultimate aim of the translation is to be understood and accepted by consumers, and this purpose is more important than whether it is faithful to the original or not. Therefore, the aim of the principle of purpose
41、and the aim of using skopo theory in cosmetic-brand translator should coincide, so applying the purpose of theory as the guiding theory is very scientific.It is clear that the samples offered are very limited. A better research made by Chen Hao (2009) at the same time by exemplifying more than 100 c
42、osmetic brand names from the angle of skopos theory. It is done in a more systematic way and much more attention is paid to culture. The tendency of emphasis on culture instead of linguistics involving brand name translation is revealed from this paper. However, in this paper the author just mention
43、s the significance of culture; no more detailed information is given. In view of the above, it is obvious that there are still many researches to be made on cosmetic brand name translation underlying cultural factors in details. This research takes one step towards it.2. Application of the Three Rul
44、es of Skopos Theory2.1 The application of Skopos RuleSome of those scholars mentioned previously have made further researches E-C Translation of Cosmetics from the Skopos Perspective. Here are some of their findings. Wei Lin (2009) researched the cosmetics translation from the perspective of functio
45、nalist skopos theory. She thinks that the translation of cosmetics names is also included in the category of the advertising translation, and can also be incorporated into the functional translation theory. She thinks the function and purpose of the translation of brand name is identical to the func
46、tionalist skopos theory. For example, she says the purpose of cosmetics translation is to transport information and attract consumers to purchase cosmetics, which is similar with Sun Junxia (2010).She states that researches on E-C Translation of Cosmetics from the Skopos Perspective often influenced by nationalcustomculture and psychology of customers. From the methods of translation, she and Zhou Qinchao (2009), Zhang Yadong (2013) all list fo