Abstract: Given that foreign cosmetics flooding into domestic markets, merchants attach importance to brand promotion in order to attract customers. As a cross-linguistic and intercultural communication bridge, the importance of brand name translation is obvious. This paper tends to explore the brand name translation from the reception Aesthetics Theory. Firstly, the theoretical framework is introduced; secondly, Criterion of translation of cosmetics brand names is discussed; finally, main approaches to translation of cosmetic brand name are put forward.

Key Words: brand name; translation; Reception Aesthetics Theory; fusion of horizon;  aesthetic value contents

Contents

Abstract

摘要

1. Overview of Cosmetic Brand Names-1

  1.1 Cosmetic Brand Names-1

  1.2 Existing Findings about Brand Name Translation-1

    1.2.1 Study on Brand Name Translation in Foreign Countries -1

    1.2.2 Study on Brand Name Translation in China-2

2. Theoretical Framework-3

  2.1 The Theoretical Origins and Development of Reception Aesthetics-3

  2.2 The Concepts of Reception Aesthetics-4

    2.2.1 The Main Concept of Reception According to Reception Aesthetics-4

    2.2.2 The Concept of Aesthetic Experience-5

    2.2.3 The Position of Receptors-5

    2.2.4 The Position of Translator-6

    2.2.5 Horizon of Expectations-7

3. Criterion of Translation of Cosmetics Brand Names-8

  3.1 Consumer Psychology-9

  3.2 Culture Factors-10

  3.3 Aesthetic Factors-12

    3.3.1 Sound Beauty-12

    3.3.2 Form Beauty-13

    3.3.3 Sense Beauty-14

4. Main Approaches to Translation of Cosmetic Brand Names-15

  4.1 Transliteration-15

  4.2 Literal Translation-17

  4.3 Transliteration Plus Literal Translation-18

  4.4 Zero Translation-19

5. Conclusion-20

References-21