On The Translation Of Cosmetic Brand Names From The Perspective Of Skopostheorie

As economic globalization intensifies, with the rapid development of our national economy, China expands its international trades in more areas with more foreign countries. An increasing number of foreign products have been flooding into the Chinese market and meanwhile many Chinese products are going into foreign markets. A well-translated brand name, as a bridge connecting consumers and companies in the international market, is the icing on the cake of the market activities and plays an important role in promoting the sales of the products. Therefore, the translation of cosmetic brand names is an indispensable part in the translation field and is well worth the attention of more and more researchers.Based on Skopostheorie, this thesis mainly probes into the translation of cosmetic brand names and analyses the popular translating techniques, aiming at providing some references to the brands'entering the market and drawing more attention to this topic. The first chapter is an introduction which presents the background and significance of the study and mainly explains why the translation of cosmetic brand names deserves our attention. Chapter two reviews the literatures on Yan Fu's criteria for translation—Faithfulness, Expressiveness and Elegance and Eugine A. Nida's "Functional Equivalence" and points out the limitations of the two theories in guiding the translation of cosmetic brand names. Chapter three presents a theoretical framework of the study, mainly focusing on Hans. J. Vermeer's Skopostheorie including its background, development and the three basic rules known as Skopos rule, coherence rule and fidelity rule. Also the relevance of Hans. J. Vermeer's Skopostheorie to the translation of cosmetic brand names will be introduced. Chapter four presents an introduction to cosmetic brand names. Here the author makes an attempt to demonstrate the definition of brand name, the general characteristics and functions of cosmetic brand names, and the importance of cosmetic brand name translation. Chapter five makes an analysis of the translation techniques applied in practical cosmetic brand name translation activities from the perspective of skopostheorie. Chapter six comes to the conclusion of the thesis, mainly summarizing the limitations of the study and the advantages of applying Skopostheorie to the translation of cosmetic brand names.