Translation Strategies For E-C Cosmetics Advertisement From Skopostheorie

Because of the high frequency of economic and cultural communication among different nations, the advertisement has become an essential part in marketing strategies. In order to attract target readers' attention, cosmetics advertisement superficially neglects cultural differences or identities, which in fact pays great attention to the target culture and tries all means to inspire target readers to purchase the products. Under the guidance of Skopostheorie, this thesis concludes that loyalty and equivalence are not the only criteria of evaluating the success of cosmetics advertisement translation. The translator is encouraged to make full use of all original messages and entitled to choose whatever strategies, which according to Skopostheorie is called Ends testify means, so target readers'understanding and acceptance to cosmetics products has become the only criteria.There are four main parts with the introduction in the beginning and conclusion at the end of this thesis. The research motivation, the significance and the method of the research, the structure of this thesis are listed in the introduction to help readers to get the points I try to make. Chapter one summarizes and makes out cultural differences between Eastern countries and Western countries; specific stylistic characteristics of cosmetics advertisement have been listed here. These factors make the translation of cosmetics advertisement difficult. In Chapter two, the author talks about the theoretical considerations of cosmetics advertisement translation. In this chapter, previous studies in this field both at home and abroad have been reviewed. Moreover, the definition, the development and the contributions of Skopostheorie have been introduced in details. The author analyzes the application of three rules—the skopos rule, the coherent rule and the fidelity rule in cosmetics translation. Based on the previous analysis, numerous successful translation samples have been employed in Chapter four to illustrate the translation strategies, such as literal translation, free translation, creative translation, supplementary translation, condensed translation and zero translation in translating cosmetics advertisement. In the conclusion, the author points out the inspirations set out from this thesis. If Chinese cosmetics have a desire to win in the fierce commercial competition, the companies should not only pay attention to the quality of cosmetics products, but also investigate the characteristics of target culture and propagate cosmetics products.with the principle of target-culture oriented. Last but not least, the author discusses the main limitations of cosmetics advertisement translation under the guidance of the Skopostheorie. At the same time the author hopes that this thesis can provide some new perspectives and arouse more researches in this area.