Abstract

The cosmetics sector in China has been growing at a fast pace in tandem with the rapid development of the Chinese economy in recent years. The female is the most sensitive consumer group, and they will buy cosmetic without any doubt as long as it help them become younger and more charming. Because of this relentless pursuit of beauty, the cosmetic industry has a rosy prospect. With so many foreign cosmetic enterprises looking forward to selling products to China, the first issue they are confronted with is how to let numerous consumers know them. Because trademark is enterprise’s important intellectual property, which is also called the gold business card and gold passport to overseas market. 

Lots of linguists have made researches in this aspect, most of which studied it from aesthetic perspective. What’s more, the previous researchers studied trademarks translation in general, which may be not so deep going. In this thesis, I will use only cosmetic trademarks as my research object, and analyze them to conclude the principals and methods that should be taken into consideration, discussing how to translate trademarks to make it suitable in Chinese cultural environment and acknowledged by Chinese consumers, in the hope of helping the standardization of trademark translation. 

This thesis consists of five parts: the first chapter is introduction that introduces research background, research methodology and the structure of this thesis. The second chapter is the literature review about the kinds of translation principles and methods. The third chapter is the general analysis of the application of translation principles. The fourth chapter discusses the application of translation methods. In the end of this thesis, conclusions are drawn from the analysis and discussion.

Keyword: application, principles, methods, cosmetic, trademarks

Contents

Abstract

摘  要

1.  Introduction-1

1.1 Research Background-1

1.2 Research purpose and significance-1

1.3 Research Methodology-2

1.4 Thesis Structure-2

2.  Literature Review-2

2.1 Different kinds of translation principles-2

2.2 Different kinds of translation methods-3

3.  General Analysis of the application of Translation principles-3

3.1 localization(culture&psychology)-3

3.1.1 cultural localization-3

3.1.2 psychology localization-4

3.2 concise language-4

3.3 creativity &originality-5

3.4 aesthetic-5

3.5 legality-6

4.  General Analysis of the application of Translation methods-6

4.1 tranliteration-6

4.2 literal translation-7

4.3 semantic translation-7

4.4 amplification and omission-7

4.5 zero translation-8

5.  Conclusion-8

5.1 Findings of the Research-8

5.2 Limitations and Suggestion-9

Bibliography-10