目的論視角下化妝品商標(biāo)英漢翻譯

TheEnglish-ChineseTranslationofCosmeticBrandNamefromthePerspectiveofSkopostheorieAbstractThisarticleismainlythroughtheanalysisandcomparisonofalargenumberofEnglishadvertisingtrademarksofthetranslation,soastoillustratetheroleofteleologyinthetranslationofEnglishadvertisingtrademarks,encourageeveryonetouseteleologyintranslation,usingteleologytoguidetranslationpracticeactivities.Thispaperfirstintroducesteleology,pointsouttheproblemsexistinginthetranslationoftrademarksathomeandabroad,andexplainstheadvantagesofusingteleologyinthepracticeoftranslatingtrademarks.Thenfurtherexplainsthesuperiorityandthetranslationstrategyundertheteleologyguidance.Finally,thefulltextissummarized.Languageisthetoolofthought,thetranslationofcosmeticsadvertisementtrademarkshouldcombinethecharacteristicofcosmeticproductandnativeculture,useteleologycorrectly,thusreducetheobstacleintranslationactivity,reachthetargetlanguageandconsumerstothemaximumdegree,realizetheaimofproductpromotion.Keywords:teleologyperspective;cosmetics;trademarks;english-Chinesetranslation摘要本文主要是通過分析、對比大量的英語廣告商標(biāo)的翻譯，從而說明目的論在英語廣告商標(biāo)的翻譯中所起的作用，鼓勵大家在翻譯時多用目的論，用目的論來指導(dǎo)翻譯實踐活動。先介紹目的論，指出當(dāng)今在國內(nèi)外商標(biāo)的翻譯仍然存在的問題，說明在翻譯商標(biāo)的實踐活動中使用目的論的優(yōu)勢。然后進一步說明目的論指導(dǎo)下的優(yōu)勢與翻譯策略。最后對全文進行總結(jié)。語言是思想的工具，化妝品廣告商標(biāo)的翻譯應(yīng)結(jié)合化妝品產(chǎn)品的特性以及本國的本土文化，正確運用目的論，從而大大減少翻譯活動中障礙，最大程度地接近目的語和消費者，實現(xiàn)商標(biāo)對產(chǎn)品促銷的目的。關(guān)鍵詞：目的論視角；化妝品；商標(biāo)；英漢翻譯 目錄TOC\o"1-5"\h\z\u1.Introduction. 42.LiteratureReview. 52.1Gerenalizationonbrands. 52.2Astudyofbrandnametranslationonboard. 62.3.Astudyofbrandnametranslationathome. 73.TheSkopostheorie. 93.1BasicconceptoftheSkopostheorie. 93.2ThreeprinciplesoftheSkopostheorie. 103.2.1TheSkoposRule. 103.2.2TheIntratextualRule. 103.2.3TheIntertextualRule. 104.CosmeticAdvertisementsTranslation 114.1Principlesincosmeticbrandnametranslation. 114.1.1easyacceptance 114.1.2easyremembering 124.1.3easypursuittoaeathetictaste 134.2Approachestocosmeticbrandnametranslation. 134.2.1Transliteration 134.2.2Literaltranslation 144.2.3Translationplusliteraltranslation 154.2.4Zerotranslation 154.2.5Adaptation 165.Conclusion 16Reference 17Acknowledgements 201.Introduction.Withthedevelopmentofeconomicglobalization,theexchangebetweenChinaandtheworldismoreandmoreextensive,thedegreeofeconomicdevelopmentsothatresidentslivingconsumptionlevelhasbeenrising,manypeoplebegantopayattentiontotheirownspiritualneeds.Nowadays,theconceptof"enjoyinglife"isbecomingmoreandmoredeeplyinthemindsofthemasses.AllsaymenlikeBaiFumi,womentomarryGaofu,nouglywoman,onlynotmakeupwoman.Cosmetics,asa"angelwand"reputationoftheproduct,graduallyreplacedthesamepeoplefavorthetrendofclothing.Therearemanykindsofcosmeticsonthemarket,trademarksarethefirstdoortoopenproductsales.WhethertheChinese-Chinesenameofforeigntrademarkcanhighlightproductcharacteristics,iforiginality,directlydetermineswhethercosmeticscanstandoutinthesamekindofgoods,promptingpeopletobuytheirgoods,therefore,thetrademarktranslationofcosmeticsisofgreatsignificancetothedevelopmentofbrand.Andhowtomaketheadvertisingtrademarkacrossthelanguage,culturalbackgroundbarriers,sothatitmaintainsitsowncharm,translationmethodsareextremelyimportant.Thelate1970s,GermanfunctionalschoolHansVermeerproposedteleology.Itbreaksthroughtheoriginaltextasthecenterofthestructureofequivalencetranslationtheory,fromthetranslator'sspecificgoals,theoriginaltextisatranslationcommissionedbyaconstituentfactor,andultimatelyaffecttheformationoftheimportantfactors.Mantalifurtherdevelopedthefunctionalisttranslationtheoryandproposedthetheoryoftranslationbehavior.Thetheoryregardstranslationasbeingdrivenbypurposeandtheinteractionbetweenpeoplebasedontheresultoftranslation.Inaddition,Enochfurthercompletedandclearlysummeduptheideologicaltheoryoffunctionalschool,soastofurtherdevelopteleology.However,intheprocessofapplyingteleologytothepracticeoftranslation,thefinalreader'sresponseisfarfromtheauthor'sexpectedeffect,andthecontrolabilityofapplyingtheprinciplesofteleologyisnotverygood,soitisstilltobefurtherimprovedtoachieveamorecomprehensiveandin-depthunderstandingoftranslationpurposes.SincetheintroductionofthefunctionalisttheorytoChinain1987,therehavebeencountlessarticlesontranslationtheory.Therelatedresearchmainlyinvolvestranslationdefinition,strategy,translationcriticism,translationteachingandliterarytranslation,forexample,inrecentyears,manyarticleshaveexploredcorrespondingtranslationstrategies,suchasthetranslationstrategystudyoftourismmaterialsintheperspectiveofSkopostheoryin2014years.However,thereareaseriesofproblemsinthecourseofthestudy,whenreadingthesearticlesaboutSkopostheory,weoftenhavethisillusion:thispassageorthisarticledéjàvu,readmorewillfindthatmanyarticlesaresimilaroridentical.Thiskindofparrot,lackofinnovativeacademicresearchphenomenonhastoarouseourdeepthinking.Traditionaltranslationandresearchoncosmeticstrademarks,intheprocessoftranslation,theoriginaltextisputinthecoreposition,repeatedinthedeliberation,inordertoachievethemaximumdegreeofequivalencewiththeoriginaltext,teleologythattranslationshouldbefollowedbytheprincipleofpurposeisthegoalofthelaw,whichmakesthetranslationactivitiesoutoftheequivalentbondage,Itreducestheguidinganddominatingroleoftheoriginaltextintheprocessoftranslation,anditismoreadvantageoustothetranslatortoexerthisowninitiativeintheprocessoftranslation,andtogivefullplaytotheadvantageofthetargetlanguage.2.LiteratureReview.2.1Gerenalizationonbrands.Aftersearchingtheinternetandconsultingthebooks,theauthorfindsthatacademicjournalswithregardtotrademarknametranslationabroadaresofewthattheliteraturereviewhereisonlyconfinedtothereviewsinChina.WiththetrendofglobalizationandChina’scarryingoutthepolicyofreformandopening-up,thestudyontrademarkandtrademarknametranslationhasbeenincreasinglyhotandreceivedmoreandmoreattention.Untilnow,withthephrase“trademarktranslation”putinasthekeyword,onecanfind820articlesconcernedinthedatabaseofCNKI,and1040articleswillturnupifletting“trademarktranslation”bethesubject.Allinall,aftersearchingthedatabaseonlineforthepredecessors’researchresults,onecansummarizethatmanyscholarshavediscussedtrademarknametranslationfrommanydifferentperspectivesoremployingdifferenttranslationtheories,suchas“DynamicEquivalence”，“FunctionalTheory”，“DomesticationandForeignizationTheory”，“RelevanceTheory”，“AdaptationTheory”，“PragmaticEquivalenceTheory”，“ManipulationTheory”andsoon.Apartfromthese,somescholarsresearchthetrademarknametranslationfromtheperspectiveofculture,aesthetics,consumerpsychology,pluralcomplementarism,memetics,etc.ThestudyoftrademarktranslationinChinacanbetracedbackto1987whenforeigngoodsbegantoswarmintoChinauponChina’simplementationofthepolicyofreformandopeningup.Thisyear,FanYanbocarriedoutaresearchontheChinese-Englishtranslationoftrademarknamesofexportcommodities,pointingoutfivemethodsofChinese-Englishtranslationoftrademarknamesandsomeexistingproblems（范彥博，1987）.Inthefollowingyear,ZhangShaoyiconductedaresearchwiththerenderingofforeigngoodsasthetopicandthenputforwardthestandardstobeagoodtrademarkname（張少一，1988）.In1989，GaoTingjianpublishedtwojournalsabouttrademarknametranslation,oneofwhichisabouttheEnglish-Chinesetranslationoftechnologicaltrademarknames,anotheraboutthebackgroundknowledgeconcerningtheEnglish-Chinesetranslationoftrademarknames（高廷健，1989）.FanJuqinclaimedthattrademarknametranslationshouldmainlyrelyontransliterationplussomefreetranslationin1990（樊菊琴，1990）.2.2Astudyofbrandnametranslationonboard.Tosumup,thepreviousstudiesontrademarknametranslationhasmadegreatprogressandpresentedmanyachievements.Firstly,bothlinguisticandnon-linguisticfactorsinvolvedintrademarktranslation,suchasculturaldifferences,consumerpsychologyandaesthetics,havebeentakenintoaccount.Secondly,translationmethodsandprincipleshavebeenthoroughlyanalyzedandsystematicallygeneralized.Thirdly,translationtheorieshavebeenappliedtothetranslationpracticeandsomeresearchescenteringonmorespecifictopicssuchascosmetictrademarknamesandgarmenttrademarknameshaveshownup.However,therearestillsomelimitationsandshortcomings.MostofthesearticleslaystressontheEnglish-Chinesetranslationofforeigngoods,withonlyafewofthemtouchingupontheChinese-EnglishtranslationofChinesetrademarknames.Intoday’sChina,withthetrendofglobalization,foreigngoodsprevailindomesticmarketwithanoverwhelmingmajorityduetotheirsuccessfulrenderingoftrademarknames.However,itseemsthatChinesegoodsarenotsopopularinforeignmarkets,whichislargelybecauseofthepoorlytranslatedtrademarknames.SoifChinesecommoditieswanttoenterandstandoutintheglobalmarket,theymustfirstmaketheirtrademarknamesinternationalizedbymeansoftranslatingthemintoEnglishtrademarknames.Therefore,itisessentialtotakethetranslationofChinesetrademarknamesintoconsiderationconcerningthetrademarknametranslation.What’smore,forthetimebeing,someproblemsstillremainintrademarknametranslation,thusitisimperativethatweconductastudyonthetrademarknametranslationsoastopavethewayfortheglobalizationofthecommodities.Skopostheorieisanimportantpartoffunctionaltheory,anditisfeasibletoapplySkopostheorietotrademarknametranslation.Thoughtherehavebeensomepapersdiscussingtrademarknametranslationfromtheperspectiveoffunctionaltheory,thereareonlyafewpaperswhichstudytrademarknametranslationunderSkopostheorie.Hence,thisthesisattemptstocarryoutastudyonthetranslationoftrademarknamesfromtheperspectiveofSkopostheorie.2.3.Astudyofbrandnametranslationathome.Afterreadingtherelatedjournalsbefore1990，onecanfindthatthestudyontrademarknametranslationinChinabefore1990was,altogether,sporadicandmostlysomerandomthoughtsinsteadofdeepdiscussiontosomeextent.Inthisphase,trademarknametranslationhadnotbeenpaidmuchattentiontobyscholars,sotherewerefewarticleswithreferencetotrademarknametranslation.Unsystematicasthesearticleswere,theyenlightenedsomecorporationsasforhowtonametheirproductssoastogainprofitsandshedilluminatinglightonthetrademarknametranslationstudieslateron.Since1990，withthedeepeningofChina’sreformandopening-up,thequantityofChina’simportandexporthasbeencontinuallyincreasing;asaresult,trademarknametranslationhascometobetakenseriouslyandmanypapersonithavebeguntospringup.What’smore,somebooksontrademarkwerepublishedinsuccession,suchasEnglishofTrademarkwrittenbyHeChuansheng（賀川生，1997），StudyonTrademarkNamingbyZhuYajun（朱亞軍，2003），bothofwhichhadfar-reachingsignificancefortrademarkresearch.WecanseefromtheCNKIdatabasethatmanyscholarshavecarriedonvariousstudiesandmadeaseriesofachievementsinthisfield.Sofar,theresearchontrademarknametranslationhasbecomeincreasinglysystematicanddiversified,whichisnolongerlimitedtotransliterationandliteraltranslation.Besides,morefactorsweretakenintoconsideration,suchasconsumerpsychology,culturaldifferences,linguisticsfactorsandaesthetics.Scholarspointedoutthefeaturesoftrademarknamesandproposedalotofprinciplesandmethodsfortrademarknametranslation.Butmostofthisperiod’sresearchesdidn’tcombinethetranslationtheorywithtrademarktranslationpractice,andmostofthemputemphasisontheEnglish-Chinesetranslationofforeigntrademarknames.Onlyin2000，XiaoHuiandTaoYukangfirstcombinedNida’s“equivalencetheory”withtrademarktranslationintheirpaper“TrademarkTranslationandCultureAssociationfromthePerspectiveofEquivalenceTheory”（肖暉，陶玉康，2000）.Alsointhisphase,ZhangDinxingmentionedtheverbificationofEnglishtrademarknames,whichwasthefirsttimethattheverbificationofEnglishtrademarknameswasinvolvedinacademicjournals（張定興，1997）.Especiallysince2001whenChinaenteredtheWTO,theresearchontrademarknametranslationhascometoitsclimaxandthearticlesontrademarknametranslationhavethrived.ManyscholarshaveconductedaninterdisciplinaryresearchontrademarknametranslationandsomeofthemhavemadeanoverviewoftheexistingresearchesontrademarktranslationinChina.Researchersofthisperiodhavetriedtoapplytranslationtheoriesofvariousschoolstoguidetrademarknametranslation.Forexample,HuangGuiin2005publishedapapernamedas“FunctionalEquivalenceandTranslationofBrandNames”，whichstudiedthetrademarktranslationfromtheperspectiveoffunctionalequivalence（黃貴，2005）.In2004，ChenFuyuproposedsomegeneralprinciplesguidingtrademarktranslationinhismasterthesis“OnFunctionalistTheoryinBrandNameTranslationintheLightofConsumerPsychology”（陳福宇，2004）.YouYuxiang’s“ARelevance-theoreticAccountofFlexibleTransferenceofCultureImageinBrandNameTranslation”providedanewpointofviewfortrademarktranslationstudy,thatistheperspectiveofrelevancetheory（游玉祥，2003）.In2005，thearticle“TheCommunicativeTranslationofChinese-EnglishTrademarks”byZhangXinmingandYangGuoyanclaimedthatcommunicativetranslationhasgreatsignificanceforguidingthetrademarktranslation（張新民，楊國燕，2005）.BaiShuxiaappliedtheadaptationtheorytothetrademarktranslationinthejournal“TheoryofAdaptationandtheTranslationofTrademark”in2005（白淑霞，2005）.LongLixia’sarticle“TalkaboutEnglish-ChineseBrandTranslationwiththeTheoryofForeignizationandDomestication”in2004gaveastudyontrademarktranslationfromtheperspectiveofforeignizationanddomestication（龍麗霞，2004）.3.TheSkopostheorie.3.1BasicconceptoftheSkopostheorie.IntheteleologicalframeworkofVermeer,oneofthemostimportantfactorsindeterminingthepurposeoftranslationistheaudience-therecipientsofthetarget,whohavetheirownculturalbackgroundknowledge,theexpectationofthetranslationandthecommunicativeneeds.Eachtranslationpointstoacertainaudience,sothetranslationisatextproducedinthecontextofthetargetlanguageforaparticularpurposeandtargetedaudience.Vermeerthattheoriginaltextisonlyasourceofsomeoralloftheinformationforthetargetaudience.Thestatusoftheoriginaltextinteleologyisobviouslylowerthanitspositioninthetheoryofequivalence.3.2ThreeprinciplesoftheSkopostheorie.3.2.1TheSkoposRule.Coherenceprinciplecoherence(coherencerule)thetranslationmustconformtothestandardofintra-verbalcoherence(intra-textualcoherence),thatis,thereadabilityandacceptabilityofthetranslation,whichenablestherecipienttounderstandandmakesenseinthecommunicativecontextoflanguagetranslationanduseofthetranslation.TheFidelityprinciple(fidelityrule)referstotheexistenceofinterlingualcoherence(inter-textualcoherence)betweentheoriginaltextandthetranslation.ThisisequivalenttowhatothertranslationtheoriesarecalledFaithfultotheoriginaltext,butthedegreeandformoffidelitytotheoriginaltextdependsonthepurposeofthetranslationandthetranslator'sunderstandingoftheoriginal.3.2.2TheIntratextualRule.Theprincipleofloyalty(loyaltyprinciple)ThiswasproposedbyNord.Shefoundtwomajorflawsinteleology:firstly,becauseofthedifferencesofculturalpatterns,peoplefromdifferentculturalbackgroundshavedifferentviewsongoodtranslations,andifthecommunicativepurposeofthetranslationrequiredbytheobjectiveprincipleiscontrarytotheintentionoftheoriginalauthor,thenwewillabidebytheprincipleofpurposeandviolatetheprincipleoffidelity.Therefore,heproposedtheprincipleofloyaltytoaddressculturaldifferencesandtherelationshipbetweentheparticipantsintranslationactivities.Inhisview,thetranslatorhasamoralresponsibilitytotherecipientofthetranslationandmustexplaintothemwhattheyhavedoneandwhy.Thisisoneaspectoftheprincipleofloyalty.3.2.3TheIntertextualRule.Theotheraspectoftheprincipleistorequirethetranslatortobefaithfultotheoriginalauthor.Thetranslatorshouldrespecttheoriginalauthorandharmonizethetargetlanguageandtheauthor'sintention.(nord:2001)Therefore,theprincipleofloyaltyfocusesontherelationshipbetweenthetranslatorandtheoriginalauthor,theclientandtherecipientofthetranslation.Hesuggestedthatthetranslatorshouldfollowtheguidingprinciplesof"functionplusloyalty",thusperfectingthetheory.4.CosmeticAdvertisementsTranslation4.1Principlesincosmeticbrandnametranslation.4.1.1easyacceptanceAcceptabilityisaprerequisiteforthecommercialbenefitsofcosmetics.OnlycosmetictrademarkscanbeacceptedbyChinesewomen,cosmeticscanbepopularintheChinesemarket.Theacceptedprincipleisfrominterculturalcommunication."Cultureisacomplextotality,includingknowledge,belief,art,morals,law,customandalltheabilitiesandhabitsthatpeopleacquireasmembersofsociety,"saidBritishanthropologistTaylorinthe1871issueofPrimitiveculture."(XiaoWei,JiaYong2007:81)cultureisall-encompassing,itaffectsanddeterminespeople'sconsumptionmotivation,habits,ideasandbehavior."Thetranslationoftrademarksisnotonlyatransformationoftwodifferentlanguages,butalsoaconsiderationofinterculturalcommunication.AstranslationtheoristEugeneNidait:"Foratrulysuccessfultranslation,familiaritywithbothculturesisevenmoreimportantthanmasteringtwolanguages,becausewordsareonlymorerighteousintheculturalcontextinwhichtheyfunction.",'(YangChaoyan2001:45)intranslatingthenameandtrademarkofacommodity,notonlytoclarifytheliteralexhaustedmeaningoftheworditself,butalsotoknowtheculturalsignificanceofitsloadandthedifferentwaysofexpressionofthetwolanguages,otherwisetheremaybe"culturalconflict"."Translatorsshouldnotonlyhaveacorrectandappropriateunderstandingoftheoriginalofthetrademark,butalsobeabletogetridoftherigidconceptofequality,boldinnovation,translationcanbeaperfectinterpretationofcommoditycontent,conveythecharmofgoodsandcantakeintoaccounttheculturalcustomsofconsumers,toattractmoreconsumerstobuy."(HuangRuigong2003:76)Thegreaterthedifferencebetweenthebackgroundandexperienceofthecommunicator,thegreaterthedifficultiestheyencounter.Theseculturaldifferencesaffectconsumerbehavior.Forexample,inthe80's,theFrenchperfume"Poison"firstenteredtheChinesemarketwhentheyencounteredculturalbarriers.ItisfarlesspopularinChinathaninwesterncountries.WhyisitthatnooneinChinabuysthebestsellingthingintheworld?TheproblemliesinitstranslationinChina.Theoriginaltrademark"Poison"caterstothepsychologicalneedsofEuropeanwomenwholiketotrynewthingsorevenabnormalthings.InChinese,however,itscorrespondingtranslationisd'poison'or'venom'.Thisisculturallydenied,becauseChinesewomenarenotsogoodatrevealingtheirpersonalitiesasinfluencedbytraditionalculture.UnlikeWesternwomen,theytendtobuytraditionalratherthanunusualgoods.Itisconceivable,becausethetranslationofitssalesinChinaisnotoptimistic."HundredEros"caterstothepsychologyofChinesewomenatthattime.Nowbecauseofthepursuitofnoveltyandpersonalityofthemiddleclasswomenbecomethepurposeofthisperfumeconsumers,thetranslationreturntothe"poison".Theevolutionfrom"poison"to"Eros"to"poison"isdeterminedbythepsychologicalchangesofChinesewomen.Therefore,thetranslationofcosmeticstrademarksshouldbeconsistentwithChinesecultureandpsychology,sothatproductscanbesuccessful.4.1.2easyrememberingEasymemoryreferstothetranslationoftrademarksshouldmakethetargetlanguagereaderssoundsmooth,itlooksnatural.Justasalltrademarksshouldfollowtheprincipleofsimplicity,thetrademarksthathavebeentranslatedshouldalsobeconciseandclear.Thetrademarkthattranslatesoverisdifficulttopronounceandmemory,itisdifficulttoattractfemaleconsumer,Thentheproductsalesareunsuccessful.Moreover,thetrademarksthataretranslatedshouldbeaseasytounderstandandrememberaspossible,andbusinessmenortranslatorsshouldtrytheirbesttomakethetrademarkseasytoreadandtokeepinmind.Forexample,"Purc&mild"istranslatedinto"ParkBeauty"inChina.Obviously,thetranslationismuchsimplerthantheoriginal.Itisnotonlyinlinewiththeprincipleofeasymemory,butalsosuitableforChinesetwo-syllabletrademarknaminghabits.AnotherJapanesecosmetics"SKI獷insomeHongKongcosmeticsandfashionmagazinesaretranslatedas"thekeytobeauty.Asacosmeticbrand,itisacceptableforpeople.ButinmainlandChinaandTaiwan,'sk-ii',nottranslatedintothemarket,butretaineditsoriginal,becausecomparedtothe"BeautySpoon","sk-ii"easiertopronounceandmemory,sothatthemajorityofChinesewomenwelcome.4.1.3easypursuittoaeathetictasteAsmentionedabove,thetranslationofbrandnamesshouldbeofgreatsignificance,butmereenrichmentdoesnotguaranteethesuccessoftrademarknames.Itshouldalsohaveaestheticsignificance.Thereisnodoubtthatabrandnamewithagoodmeaningandafemininemeaninghelpstoarouseemotioninthefemaleconsumergroupandmakesthemmoreattractive.Themeremessageofatrademarknamedoesnotarousethedesireofconsumers,especiallyfemaleconsumers,tobuy.Femaleconsumerscansometimesbepersuadedbylogicalrhetoric,butmoreoftenbythesymbolicmeaningoftheproduct.Agoodtranslationofbrandnamecanmakewomenfeelsweetandpleasant,itiseasytobringthemunlimitedimagination.Suchpleasurehelpsthemtoremembertrademarkswell,andwhentheybuycosmeticstheyarewillingtochoosethebrand.Inordertosellalargenumberofcosmetics,translatorsneedtousethefreedomoftranslationandflexibilitytofirstcreatetrademarkstoarousethebeautyofChinesewomen.Thiskindofbeautycanberealizedboththroughspeechandsemantics.4.2Approachestocosmeticbrandnametranslation.4.2.1TransliterationThefreetranslationmethodunderthetheoryoffunctionalequivalencereferstotheinfluenceofculturaldifferencesintranslatinglanguage,whichhastodiscardtheliteralmeaningoftheoriginallanguage,andinsteadadoptthenamewhichcanexpressproductcharacteristicsinordertoachievefunctionalequivalence.AmericantranslatorNidahaspointedoutthatiftheformofclosetranslationmaycausemisunderstanding,itisnecessarytochangethetranslationintime,whichisalsoanimportantmeanstoachievefunctionalequivalence.Therefore,whenliteraltranslationmaycauseblankormisunderstandingoftheoriginaltext,itisnecessarytochangethetranslationformandtranslatethebrandnameintothefamiliarconceptoftheaudiencesoastoachievethefinalpragmaticgoalandachievetheequivalenceintherealsense.Forexample,theFrenchcosmeticsbiothermistranslatedas"Obiquan",wherebioreferstothegrowthofhumanskin,thermreferstomineralhotsprings,thecombinationofthetwosymbolizesthenaturalandhumanintelligenceblend.Atthesametime,Francedoeshaveamineralhotspringcanmoisturizetheskin,"Obiquan"Thisbrandnamenotonlyreflectstheproductcharacteristics,butalsocanbringagoodimagination.Anotherexample,theUnitedStatescosmeticsH2Owithseaweedessenceandmarinemineralsasrawmaterialstodevelopskincareproducts,inordertoachievewhiteningmoisturizingeffect,putforwardthe"water-oriented"productphilosophy.H2Onotonlyeasytoidentify,butalsoeasytoguideconsumerstothemoisturizing,waterandotherfunctions.Therefore,thecorrespondingChinesenameshouldbe"waterandcheeseo",indicatingthatthebrandisthewaterasamysterytonourishtheskin.4.2.2LiteraltranslationAstothefunctionofcosmeticsbrandname,ithasvividfunctionandpracticability,itismainlytoexertinfluenceandconveyinformation,soastoplaytheroleofagitation,guidance,propagandaandpersuasion.Accordingtothetheoryof"functionalequivalence"inthetranslationprinciple,thetranslationofcosmeticsbrandnamesshouldkeeptheequivalencebetweentranslationandoriginalfunction,whichrequirestranslatorstoconsiderthehabitsandpsychologyofthetargetaudiences,andtoconsiderthe"fidelity"ofthetextinformation.Cosmeticsbrandnameinthestructureandlanguagehasarelativelyfixedcharacteristics,therefore,translatorsinthetranslationtobepracticaltofollowthesecharacteristics,accuratedeliveryofcosmeticsbrandnamefunction.Itshouldbenotedthatintranslatingcosmeticsbrandname,weshouldfullyconsiderculturaldifferences,tofindtheright"equivalentlanguage",asfaraspossibletofollowtheequivalenceofculturaltransmission,topromoteconsumerstopurchaseinterest.4.2.3TranslationplusliteraltranslationTheso-calledtransliterationmethodreferstothepronunciationoftheoriginaltextaccordingtothecharacteristicsoftheuseofthelanguageinthetranslationofthesamepronunciation.Indailylifetherearemanycosmeticscardstranslatedbytransliteration.Forexample,MaybellinetranslationforChinesebrandnameis"Maybelline",notonlytakeitspreciousprecious,makepeoplebeautifulandbeautifulmeaning,butalsocanletpeoplethinkofbeautifulpurelotus.Therefore,thisbrandtr