Cosmetic Brand Name Translation Under Skopostheory

Cosmetic brand name translation has become an increasingly important element in translation domain. In today's highly developed society of market economy, brand name, part of the advertisement, plays a very important role in the corporate image and the promotion of consumption. With the increasingly fierce competition throughout the world in business, people by degrees wake up to the great importance and produce an urgent demand regarding the brand name translation. Brand name is not only the symbol of the quality of the product, the character and intellectual property, but also an intangible asset or even the intellectual creation. Brand name is an important doorstep to understand the products. In general, a well-known brand name contains two important roles: the guarantee of the quality of the product and the information conveyed by the brand name. Brand name is the spokesperson of the enterprise image and quality of the merchandise. The translated brand name has a direct effect on the failure or success of the non-domestic market, so true to the cosmetic brand name translation. Though brand name translation has a long history and in a large number, the cosmetic brand name translation still lacks detailed and deeper research information.Skopostheory has provided strong theoretical support for the cosmetic brand name translation. The Skopos rule is the top-ranking rule in Skopostheory, which means the end justifies the means. As cosmetic brand name possesses the specific function, the translation of cosmetic brand name should take the delivery of beauty, the appellation of consumers and the promotion of products as the orientation. This orientation will force the translator to take factors such as social property, cultural property and aesthetic value etc into consideration. This article aims to apply Skopostheory to give a comprehensive interpretation to the cosmetic brand name translation. The exploration of Skopostheory in cosmetic brand name translation makes it known that the cosmetic brand name translation must take the"Skopos rule"as the top-ranking principle in order to ultimately achieve the commercial function of cosmetic brand name. The advantage of this theory not only provides a strong theoretical support but also provides a relevant basis for the pros and cons of cosmetics brand name translation. Skopostheory has great theoretical significance in cosmetic brand name translation. It has broken the traditional theory of equivalence and provides a theoretical basis for the flexible translation. The translator can be flexible depending on circumstances and needs to apply appropriate translation methods in brand name. One of the criteria in marking the success of the brand name translation is whether the purpose of advertising the product has achieved. Therefore, the brand name translation under the Skopostheory has positive and important role on the propaganda of the merchandise. The translation methods under Skopostheory include transliteration, literal translation, the combination of the transliteration and literal translation, adaptation and zero translation. The application of Skopostheory in cosmetic brand name translation can fully reflect the characteristics and the function of cosmetic brand name.