探讨美容化妆品翻译技巧以安利雅姿产品为例学位论文

AbstractChina government pursue a policy of opening to the outside world since 1978, in particular with China’s accession to the W orld Trade Organization in 2001, more and more foreign cosmetics brands come to China. Facing the competitive market, the translation of trade mark and the product name become very important. Good translations have influence on the company’s culture and image in the customers’ mind. This study provides the translation principles and skills as a guide for the translators. The study showed that, with proper method, the translation will be accepted by both the company and the customers. Skopos theory also has been used in this thesis, which focuses on translating cosmetics into Chinese with its own purpose. The advantages and disadvantages of the principles, techniques and method will be showed in this thesis.Key words: cosmetics name; skopos theory; principles; techniques中文摘要随着1978年中国的对外开放，特别是2001年加入世界贸易组织，越来越多的外国化妆品品牌进入中国市场。

面对与日俱增的市场竞争，化妆品牌的中文翻译变得越来越重要。

一个好的化妆品名翻译，它可直接影响到其公司的文化内涵和对消费者的影响。

本课题将给翻译人员提供翻译方法进行参考，方便日后翻译工作。

在正确的翻译方法指导下，化妆品名翻译将被绝大多数公司和消费者所接受。

本课题将探讨在目的论的指导下，化妆品名翻译中翻译方法的重要性，化妆品名翻译的原则，技巧，和翻译方法的优缺点以及翻译过程中应注意的事项。

关键词：化妆品名，目的论，原则，技巧ContentsABSTRACT (I)中文摘要 (II)1. INTRODUCTION (1)1.1R ELEVANT BACKGROUND (1)1.2S IGNIFICANCE OF THE STUDY (1)1.3 INNOVATIVE POINTS OF THE S TUDY (2)2. LITERATURE REVIEW (3)2.1D OMESTIC RESEARCH SITUATION (3)2.2F OREIGN RESEARCH SITUATIONS (4)3. TRANSLATION PRINCIPLES OF THE NAMES OF COSMETICS (6)FROM ENGLISH INTO CHINESE (6)3.1T HE PURPOSE OF TRANSLATION (6)3.2T HE COHERENCE OF TRANSLATION (7)3.3T HE FIDELITY OF TRANSLATION (7)4. TECHNIQUES IN COSMETICS TRANSLATION (9)4.1T RANSLITERATION (9)4.2L ITERAL T RANSLATION (9)4.3F REE T RANSLATION (10)4.4M EANING I MPLICATION (11)5. CONCLUSION (13)REFERENCES ........................................................................... 错误！未定义书签。

ACKNOWLEDGEMENTS ....................................................... 错误！未定义书签。

1. Introduction1.1 Relevant backgroundWith the development of economic globalization, and further implementation of the reform and opening policy, plenty of foreign merchandises flood into Chinese markets, including foreign cosmetics. In order to receive a good reputation and attract more people to buy its products, the foreign companies not only make the products more catering for the habits of Chinese, but also have an idiomatic and attractive translation name of the brand, so do the cosmetics products. The love for attractiveness is native to humans. Owing to the severe competition among different cosmetic brands, every cosmetic company racks their brains to promote sales. Therefore, how to make the consumers know their products very well is the main issue. Foreign cosmetics products like Clinique, Lancôme, and Artistry, everybody in China knows its Chinese name. It is invisible that a charming translated name is half of a success and has the influence on the customers Successful translation can not only bring healthy benefits to the company, but also directly affect the image of the company in customers’ mind.The Chinese name of foreign cosmetics is the most important thing when the products sale in China. The principles to translate the foreign cosmetics are to raise attention. Skopos theory is one of the principles in translating. “It focuses on translation as an activity with an aim or purpose, and on the intended addressee or audience of the translation” (Vermeer, 1987). Only when the original cosmetics name is adapted to the targeted culture, can the targeted customers easily understand and be likely to buy the products. Cosmetics have its main purpose as a product which is to attract more customers to buy. Therefore, Skopos theory plays a significant role in translating cosmetics which should be taken as the basic strategy in translation.1.2 Significance of the studyThe cosmetic industry is a profitable business for most manufacturers of cosmetic products. Many foreign cosmetic companies think that China is a potential market with a large amount of population. If everyone buys their products, they will occupy the main market. The most importance is to raise its reputation among the Chinese customer. Therefore, the language becomes a bridge for people to understand the products. Translating the names of the products has to follow the skopos theory. Because of the differencesbetween languages and cultures, Chinese people may not know the product well when it is written in English. So we have to study the successful cases. Skopos theory provides a theoretical guidance for the translator to cope with the complex situation in cosmetics translation. As a purpose oriented process, cosmetics name translation has good grounds to take Skopos theory as the guiding theory for its purpose of promoting the commodity. The author will list some products of Artistry cosmetics on E-C translation. It can be a reference for the foreign companies when they sell the products in China.1.3 Innovative points of the StudyWhen the economic globalization developed, many kinds of the foreign products are rushing into our domestic market. In order to gain most of the customers, the companies try every effort to sell their products well in China, and their selling modes are various. Some may has their own shop to sell their products. Some may sell the products in all the supermarkets. In this thesis, there is a new mode to sell products----Direct Selling. Amway Company is to use this mode to sell their products. Different from other selling modes, the translations can be different. The most important thing is to make the seller understand the products clearly. Then the translation techniques should be taken into deeper consideration.2. Literature Review2.1 Domestic research situationYanfu told us that translate the English into Chinese, it has to follow the principles that is “faithfulness, expressivity and elegance”, especially in literature text. But when we enter the commercial period, if a company tends to make a successful step or a big profit, it is significant to translate the trade mark into target language and some principles will have to be taken into account, when the translators are now facing some translation problems. Liyi(2009) wrote in his thesis that trademark translated into Chinese is better than into foreign languages in our country. Application of Pinyin Chinese trademarks, abuse of literal translation, disadvantages of abbreviation, these three problems we have to solve.Three principles raised by Sun (2010) have been solved. Firstly, the original language and the translation should have similar meaning or the product function is almost the same. We should adopt the best method from various choices in various styles instead of the original internal vocabulary. With this method, the consumers could get the most similar feeling as the native language consumers. Secondly, the translators should pay attention to the difference among various cultures and make the translation domestic. The translator can never neglect the national traits and values which are exclusively possessed by the target consumers if a translated name is to be well accepted in the target market. Thirdly, it is easier to read and remember, brief and novel. Because of the purpose of the brand, the translation should reach the predict function of the skopos theory.There is another solution to translate the trademark. Qin (2009) lists some translation for product name translation techniques. First, it is transliteration. Since not all the English words can be found in the dictionary, we have to use this method of transliteration, like the Mobil phone brand named MOTOLORA. The Chinese is 摩托罗拉. It shows a culture gap. Second, it is literal translation. According to the Faithfulness principle, if the translation can reach the result of attracting people to buy it, it can be translated in literal translation. Such as Royal Furniture, it translates 皇朝家私. Both Chinese and English have the same meaning which is the symbol of domination, and the taste of elegant. Third, it is free translation. Because of the differences in culture languages, free translation is a familiar way as well as the most ideal way for us to translate trademark. Only in this way, customers in different countries will have the same feeling towards a certain commodity. Fourth, it is flexible translation. Zhu(2005) said translators can translate product in a flexible way, just according to the distinguishablefeatures of the products or the psychology of the consumers or the active association of the products. Fifth, it is zero translation. With the acceleration of international communication, more and more foreign brand names have been well acquainted before they are introduced in the domestic market. It may cost the customers more time to accept the translation. As a result, famous brand names composing of English letters which are easy to read and easy to remember that we are usually “translated” in a new way—zero translation.Female, is another potential market, especially the cosmetics products which is well sale in women’s world. As an old saying goes, “Everyone admires beauty”. Particularly, cosmetics play a very important role in women’s mind. Guidance for cosmetics translation, Fulei’s principles of “spiritual conformity” which suggests the lowest standard for translation is the consistence in contend between after-translation version and the original version, and Qian zhong-shu’s opinion of sublimed adaptation which focuses on the translator’s smooth and idiomatic Chinese version for the sake of the Chinese reader (Jiang, 2009, cited). In cosmetics translation, it has to respect the consumers’ psychology and the local tra ditions and culture, flexibly use various translating methods, and illustrate the beautiful sound, the wonderful meaning and the beauty of context of situation (Chang, 2007). And it has these characteristics, following: Accord with commodity characteristics, According to the target language country or the culture of the target country, has the symbol, easy to remember and so on. Many translation skills and principles have to consider.Lots of translation techniques have been studied by the scholars, which can provide us more material to think deeper and deeper.2.2 Foreign research situationsVermeer J. Hans, in his book Groundwork for a General Translation theory mentioned the Skopos theory. The word come from Greece, and means “target, purpose, intention and function”. In Skopos theory, it emphasizes the interaction of the translation and pragmatic features. He thought the function is the basic form of translation. The definition of translation is “produce a text at target setting for a target purpose and target addressee in target circumstance” (Nord, 1997). He explained this theory into two rules. First, the purpose of the translation is the function of the translation. The purpose of translation decides the interaction between the original text and translation text. Second, according to the target groups, the translation will be different. The translator should use the most appropriate translation techniques to achieve the purpose of translation. In a short word, all the conduction should come before the purpose principle .According to Skopos theory, the prime principle determining any translation process is the purpose of the overall translation action (Nord, 1997). Vermeer J. Hans also has three translation principles “skopos rule, coherence rule and fidelity rule”. But the skopos rule come the first. It is said the purpose of translation deciding the whole process of translation. It can also be said the purpose deciding the method. When we come to the economics globalization period, all the products sell all over the world. The translation becomes more importance. The main criterion for this choice is the communicative purpose the client wants to achieve the translation (e.g. sell products, convince the audience of certain ideas, inform or instruct the readers how to use a particular machine, explain the use of a new technical term, and share an aesthetic or emotional experience). Therefore, the translator (like any other text producer) analyses the pragmatics of the target situation before deciding on what to say and how to say it (Nord.2001). Skopos theory provides a theoretical guidance for the translator to cope with the complex situations in production translation. As a purpose-oriented process, product name translation has good grounds to take skopo theory as the guiding theory for its purpose of promoting the commodity (Li &Ye, 2010). Language characteristics’ general directions are described as practical, scientific, consecutive, word-picture, co-existent concise, speculating and imperative, so does the cosmetics name translation. As a hypotactic language, English emphasizes more on the structure and precise expression, while less on the sound and rhythm. But Chinese versions are on the contrast as Chinese is a paratactic language (HU, 2005). In the cosmetics translation, we have to translate in the direction of the skopos theory. Vermeer J. Hans thought that language is a part of the culture, and it plays a very important role when people communicate or in the passage. But usually in the writings, it is seldom being considered that the culture massages. The translatum, it not only translates the passage, but also combines with the purpose of the culture massages. So in cosmetics translation, skopos is significant.3. Translation principles of the names of cosmeticsfrom English into ChineseCosmetics name as a symbol of its company, it delivers the information of its culture. Therefore, the name has its own important meaning. In order to attract more customers to buy its products, the good impression comes the first to the customers is its name. Because of the two different cultures, in the translation, the translator has to know well in one’s culture and customs. It will influence the sales of the company. Skopos theory thought that translation has its purpose. If the foreign products sell well, it can directly affect the company. With this purpose, the translation can not be followed these kinds of principles, like faithfulness, equivalence. It can change the principles while translating. According to Skopos theory, the basic translation is its purpose. Under the specific culture or customers, the translators should put more attention to the situations. There must some principles as a guide to the translators that will help them to conquer the translation difficulties when they are on the way to the proper translation. There will have three principles under the skopos theory, which the translator should take it into consideration.3.1 The purpose of translationNord.Christiane said that what methods should be used in translation is depends on the purpose of translation. In other words, the purpose of the translation come the first consideration. Any form of translational action, including translation itself, may be conceived as a "purposeful activity" (Nord 1997:12). The final purpose is attracting more customers to buy the products or causing the attentions or make them interested. No matter what kinds of product, it has its own unique feature. It should be easy to remember, contend vividly, or sound good. But different cultures, religions, or the economics, people will have different perspectives to see the name. The translation is a cross-culture communication. The translator can not neglect the culture, the customs, the values and the psychology when he translates the cosmetics products. Therefore, the purpose of the translation is necessary. To know the culture and the relevant things, the translator has to make sure that the translation will not embarrass the people or the country. The purpose of the translation can decide which translation method to use. Ward H.Goodeough emphasized that people have right to acceptthe behavior following the purpose or not (Nord, 2001). When the translator translates, the purpose of the translation has to considerate in the first place.3.2 The coherence of translationThe principle of coherence, it means intratextual coherence. In other words, the translation must be understood by the reader, and has its own meaning in the culture background or cross-culture (Nord, 2001). Translation is the best way for the people to communicate, to know other’s culture, to make a progress together. People speak different languages can not understand the original meaning. At this time, the translation plays a very important role in communication. In cosmetics translation, it also has to follow the principle of coherence. When the customers buy the cosmetics, they can not read the name fluently. It will not have a good reputation among the customers. According to Nord (1997:59-62), translation brief (which refers almost to the same thing as commission) should contain information about the intended text function, the target audience, the medium for text transmission, etc. So when the translator translates the name of the product must know it very well, and let the customer know the company value in its translation. For example, Artistry(雅姿), its original meaning is artistic pursuits or good skill. It is a brand name with elegant feeling and special feature. It represents the high level or art. When people see this name, they can image themselves dancing in a big stage and the audiences admire their graceful dance and confident face. The customers will proud of they own the beauty and confidence.3.3 The fidelity of translationThe fidelity of translation, it means intertexual coherence. There are some relationships between the origin and the translation. The translation must have the same style, form, as the origin. The Chinese translator Yanfu said: “in translation, the translator has to follow three principles.”Faithfulness is one of the three principles. This principle needs the translator know the original one very clearly and the background totally. And the translator should do a survey on what kinds of the product people would like to buy. Cosmetics product is a treasure for female. So when translating the cosmetics, the translator should know better the psychology of the females. But at the same time, the translation should be the same as the origin approximately. It can not be far away from the original one, because they have some relations hip. For example, the “pure white cleaner(美白洁面膏)”, the translation follows thefidelity principle. It sounds good and has the approximately name as the original language. When translating the cosmetics products, the faithfulness principle also is very important, because it may affect the sales of company. If the translation is closing to the original name, the translation delivers the products deeper meaning and the function. The “pure white”, if translated into Chinese , that means “纯白”. But when it comes to cosmetics translation, the target function is to make somebody’s skin very white and bright. So the translation “美白” is very closing to the original name.4. Techniques in cosmetics translation4.1 Transliteration4.1.1DefinitionIt means to represent (letters or words) in the corresponding characters of another alphabet. Transliteration attempts to use a one-to-one correspondence and be exact, so that an informed reader should be able to reconstruct the original spelling of unknown transliterated words. Ideally, reverse transliteration is possible.4.1.2Advantages and DisadvantagesIf the products come from foreign countries, the translators even don’t know some information about the products and the transliteration is the best choice. It can remain the original the phonetic beauty. Under the principle of faithfulness, the transliteration is faithful to the pronunciation and vocative function of the original name.The biggest disadvantage of the transliteration is that it can not express the exact meaning or convey the real information. The customer will get confused when they buy the products. The similar pronunciation may make some mistakes. The best way to use the transliteration is translating the name.4.1.3Example“Tolsom” is one of the Artistry cosmetics brand. It is the first series producing for the male. It means the target market is the males. The company translates the name into Chinese is “陶士”. In Chinese, “士”represents gentlemen always have a good taste. This series have three products. Tolsom toning lotion (陶士紧肤水), Tolsom moisture balance lotion (陶士保湿乳液)and Tolsom facial cleaning foam（陶士洁面膏）are the main products. From this translation, the translator takes the transliteration techniques as reference. It maintains the original name and gives a nice reputation to customers.4.2 Literal Translation4.2.1DefinitionLiteral translation, or direct translation, is the rendering of text from one language to another “word-for-word” rather than conveying the sense of the origina l. This distinction is valid only when a literal translation does not accurately convey the sense, which is notinvariably true. In translation studies, literal translation denotes technical translation of scientific, technical, technological or legal texts.4.2.2 Advantages and disadvantagesThe translator can translate into the same meaning of the name, and it won’t cause some arguments. It keeps the original form and feature. It can better convey the massage and emotion and build a harmonious unity with the company culture.But it also has disadvantage. If the translation is the same with the original name, customers can make some mistakes. Because different countries have different cultures and customs, no one can accept the unfavorable products which go against the culture. Before selling the products, the company is better to do a research in the target country.4.2.3 Example“Pure White Series” is a brand of the Artistry. When it comes to China, the translators know that the Asia people are pursuing the white skin. So this series translates into“美白系列”. Like Pure White Cleanser (美白洁面膏), Pure White Replenishing Cloth Mask(美白保湿面膜),and Pure White Moisturizer(美白乳液) , these names sounds magic. It can help women to become white. Obviously, literal translation can deliver the information directly. When the customers see these names, they will know what treatment they want easily.“Daily Skin Care series” is another series. From the English name, it should be some daily cosmetics. This series is translated into “日常护理系列”. That is a proper translation to desc ribe this series. It is for the daily care. Like “Moisture Rich Protective Moisturizer(滋润防护乳霜)，Moisture Rich Refreshing toner(滋润清爽洁肤乳)，Clarifying Foaming Cleaner(清洁泡沫洁面膏)，these products are for female to care and clean their skin in daily life. From those names, it can be inferred that kinds of products are for cleaning, keeping moisture and protecting the skin. These names are translated directly, and it is easy for the customer to understand clearly without any confusion.4.3 Free Translation4.3.1DefinitionFree translation means translating a trademark according to its literal meaning. Because of culture differences, if we only translate the cosmetics name according to its pronunciations or their literal meaning, even the name sounds like music, can not make a deeper image incustomers’ mind. So it can be a free style combining the local culture and the company’s culture.4.3.2Advantages and disadvantagesThe advantages of free translation are that it can change whatever style or form the company like. They will take the local culture and their own value into consideration, and figuring out a good solution. Those translation names can be accepted both by the company and customers. Undoubtedly, it is “win-win” strategy.It remains some disadvantages. Beca use it is free, it can not cover the entire customer’s aspirations. The ways people look at things are different. So, we can tell that different people having different views in translation. Some may not understand exact meaning.4.3.3ExampleThere are two products with their anti-aging. One is Artistry Dramage 14 (肌因14活颜系列). Dramage, it means against the ages. As we all know, when people get older and older, the skin of us will loose moisture. This product contains a kind of T4 enzymes, with its antioxidant, anti-aging, beauty and metabolism to promote the effectiveness of beauty in 14 days. This series was translated 肌因14活颜系列which is adapting it feature. The Crème L/X(臻萃焕能乳霜) is the definitive solution for achieving younger-looking skin.Crème L/X is the first product in the market to contain Cardiolipin—a rare and unique lipid that helps generating skin renewal from within. With this special function and unique ingredients, this series was translated 臻萃焕能乳霜. The name means that the product will treat the skin and make it brighten and younger-looking skin.“Time Defiance Skin Care Series” (滋养修护系列) is named for treating the skin too. It means that the skin will recover soon. Like “Time Defiance Night Recovery crème（夜间滋养乳霜）,Time Defiance conditioner Tonner(滋养调理柔肤水), and Time Defiance 3 Dimensional lighting cream(滋养弹性提升精华乳)”，all the translation are following the free translation technique. But if the translator translated it directly, the customers will not understand the usage of the product.4.4 Meaning Implication4.4.1DefinitionMeaning Implication mean “pun”. One ward has two meanings. In order to know it better, the translation will translate into two ways. This means the name changing when thesituation changes. Customers can not see the meaning directly. It should be getting to know it very well. From the name, it is not very wise to guess, it may have other meanings.4.4.2 Advantage and disadvantageIt has its advantage that is its own meaning. The translator can translate the products in specific name, or the way company can agree.But not all people can understand the deeper meaning. In other words, it can not convey the exact meaning that the customers want. So the seller should explain the function to customer which will bring some unnecessary troubles.4.4.3 Examples“Targeted Solution Series” is one of t he Artistry. From the English, one may not know what is it for. Indeed, the main target for this series that is treating special skin problems, like acne, freckles and so on. Firstly, it was translated into “特殊护理系列”. But in our country, it sounds not good and can cause some misunderstandings. Someone will think that it must be some serious skin problems. The customers will feel embarrassment. After that, it was translated into 多元修护系列. It is better than before. It won’t cause some misunderstandings. In these series, it has “Anti-blemish(清痘调理精华液), Alpha hydroxyl serum(复合果酸活肤精华液), and Polishing Scrub(磨砂洁面啫喱). All these products have targeted treatment.5. ConclusionFrom what have been discussed above, the author know that the translation of the names of cosmetics plays a significant role in arousing Chinese customers to buy the foreign brand and promoting the company’s culture in China. Therefore, skopos theory is the most essential factors involving in the translation of the names of cosmetics.In actual translation, various translations, such as transliteration, literal transition, free translation and meaning implication, all these methods can be used in translation. These methods are vivid and concise, easy to be understood and remember, accurately conveying as much as possible the meaning of the original and transferring the information and context of original to the target language. In addiction, under the skopos theory, the goal to attract more customers will be achieved.Last but not least, the author takes Artistry as example and used skopos theory as guidance. The mode to sell cosmetics products is direct selling, which is different from others and it is successful. The author takes some examples in this study. This passage will provide a reference for translators, especially for those companies who sell products in direct way.Like other studies, this study still has some limitations, which the future studies should take into consideration. First of all, stronger survey to support is lacking in this study, so future studies targeting a larger number of samples are still needed. Furthermore, because of the time limitation, this study only has lasted for about two months, hence future studies conducting for longer time, such as six months or a year, are still highly recommended.。