文档介绍：该【《关联理论下化妆品商标翻译探析》 】是由【风一样的男子】上传分享，文档一共【15】页，该文档可以免费在线阅读，需要了解更多关于【《关联理论下化妆品商标翻译探析》 】的内容，可以使用淘豆网的站内搜索功能，选择自己适合的文档，以下文字是截取该文章内的部分文字，如需要获得完整电子版，请下载此文档到您的设备，方便您编辑和打印。1ContentsChineseAbstract 2EnglishAbstract 14References 152关联理论下化妆品商标翻译探析摘要本文通过选取国内外著名的化妆品商标为研究对象,探讨关联理论指导下化妆品商标的翻译策略。经考虑译语读者的认知语境,发现:在关联理论指导下,译者灵活地采用音译、直译、意译、音义译结合的翻译策略,能够使翻译的化妆品商标在原文与译文之间找到最佳关联,从而引起化妆品消费者的心理认同感,并激发消费者的购买欲望。而且,关联理论指导下翻译的化妆品商标更贴合原义,内涵更加丰富。因此,关联理论对于化妆品商标翻译具有重要的指导作用,为翻译化妆品商标提供了新的思路。关键词:关联理论;化妆品商标;翻译3OntheTranslationofCosmeticTrademarksfromthePerspectiveofRelevanceTheoryAbstractThispaperselectsworldwell-’cognitivecontext,thetranslatorshouldflexiblyadopttranslationstrategiesintranslation,suchastransliteration,literaltranslation,freetranslation,transliterationplusfreetranslation,whichcanreachthebestrelevancebetweentheoriginalcosmetictrademarksandtheirtranslations,,,:RelevanceTheory;cosmetictrademarks;translation4IntroductionAstheconstantlyimprovingofpeople’slivingconditions,anincreasingnumberofpeopletendtopurchaseoverseascosmetics,,’,thetranslationoftrademarksnotonlydeterminestheproductsales,’sconsumption,,whichfocusonpeople’scommunicativeintentionandprocessingeffort,hasgreatexplanatorypowerforcosmetictrademarktranslation,becausetheultimatepurposeoftrademarktranslationistoservetheprofitofenterprises,municativepurposeandtheprocessofostensive---,thispaperdiscussestheflexibilityandimportanceofcosmetictrademarktranslationfromtheperspectiveofRelevanceTheory,,,thispaperpresentstheliteraturereviewbyofferingthetheoreticalframeforthisthesistomakeanintroductionofRelevanceTheory,,,,thecross-marketing,,forinstance,productfeatures,,(2012)(2009),DongandHelms(2001)concludedthetrademarktranslationstrategies:literalandfreetranslation,andonthisbasis,proposedsimpleliteraltranslation,meaningfulliteraltranslation,,orrelation,andfromtheperspectiveofmarketing,,,scholarshavestudiedthecosmetictrademarktranslationfromtheperspectivesofSkoposTheorybyZhangQiuchen(2017)andFunctionalEquivalenceTheorybyZhangHuaxia(2018).(2017)proposedthattrademarktranslationshouldfindthebestrelationshipbetweentheoriginaltrademarkandthetranslatedtrademark,followtheprinciplesofsimplicityandeasytoberemembered,(2013)expoundedthedeficiencyoftraditionaltheoriesinthetrademarktranslationguidance,andthensystematicallydiscussedthefeasibilityofapplyingRelevanceTheoryintranslationandtrademarktranslationfromtheaspectofoptimalrelevance,(2013)alsodiscussedthetranslationofcosmetictrademarksbasedonRelevanceTheory,andfiguredoutthatundertheguidanceofRelevanceTheory,the6translationoftrademarkscanmakeconsumerspaytheminimalprocessingefforttoobtainthemaximumcontexteffect,thatis,obtaintheoptimalrelevancebysemanticassociation,icassociation,,agreatmanyofwesterncosmetictrademarksarenamedafterpeople,(2009)pany’sbrandculture,sothatboththecosmetictrademarksandthenamesoftheirfoundersarerememberedbythepublic,likeESTEE?LAUDER(雅诗兰黛),GIVENCHY(纪梵希),DIOR(迪奥),NARS(纳斯),CHANEL(香奈儿),GUERLAIN(娇兰),YSL(圣罗兰),BOBBIBROWN(芭比布朗),Givenchy,afamousFrenchfashiondesignerwhodesignedtheAuderyHepburneveningdress,’smore,GarbrielleBonheurChanel,thefounderofChanelBrand,,,,theworld-E(兰蔻),,thefounderofthistrademark,thoughtthateachwomanislikearose,withtheirowncharacteristics,1),whenconsumersseethistrademarkwillinstantlygettheimageofroses,,,likePECHOIN(百雀羚),INOHERE(本草相宜),HERBRIST(佰草集),DRPLANT(植物医生),allofthemindicatethatthemainingredientsoftheircosmeticproductsaretraditionalChineseherbsorplants,,monmethod,suchasDABAO(大宝),(丁家宜),justlikesagirl’sname,,likeWETCODE(水密码).Andsomenamingmethodsofcosmetictrademarksareirregular,suchasWINONA(薇诺娜)andCHANDO(自然堂),allofthemareskincareproducts,(完美日记),JUDYDLL(橘朵),MARIEDALGAR(玛丽黛佳),allofthemcreatealivelyandlovelysense,,,,theyvaluetheindividualism,whileChinesepeopleusuallyfocusonthecollectivismandhaveaherdmentality,suchastheskincaretrademarkDabao(大宝),,,afamousFrenchperfume“DiorHypnoticPoison”,aimstoencouragewomentomaximizetheircharmandseductionandshowtheirbeautyboldlyasawayofcateringtothecharacteristicsofwesternwomen’,mostChinesefemaleswon’eptanythinglikethat,whichmeansunluckyandnegative,sotheliteraltranslationof“Poison”,panyhasrevisedthetranslation,theultimatetranslatedtrademark“百爱神”,whichmeansevenmanygodswouldpreferthisperfume,,therefore,eedsoftargetconsumersfromdifferentcountries,,theyaredeeplyrootedindifferentculturalbackgroundsandsocialenvironmentswhichhavedifferentdevelopmenthistories(刘凡等,2012).InChina,thevastmajorityofwomenpreferwhiteanddelicateskin,astheoldsaying:“plexionispowerfulenoughtohidesevenfaults”,inanattempttobewhite,femalestryallkindsofmethodstodoso,,thewesternwomenareinpursuitofsexandhealth,theyarekeentoshowtheirbodiesandmorelikelytodooutdoorsportsasawaytotantheirskinintoahealthywheatcolor,,people’,thetranslationofcosmetictrademarksmustconsiderthevariouspursuitofbeautyandaestheticvaluesindifferentcountries,,justaswhatWuZhiying(2015)notesthat,thetranslationofcosmetictrademarksshouldbepaidcloseattentiontothetargetcountries’(大宝)isdeeplylovedbyChinesepeople,itsmainingredientSODisakindofsuperoxidedismutasewhichhastheeffectofdelayingaging,whereasitmeansaswearingtaboointhewest,sothereisnodoubtthatitwon’(奇士美)literallymeans“吻我”,whileinChina,eptsuchadirectexpression,becauseitdoesnotconformtotheimplicitandrestrainedculturalconnotationofChina,butthetranslatedtrademark“奇士美”isnotonlysimilarwiththeoriginaltrademarkinthepronunciation,butalsoexpresseswomen’scourageandenthusiasmforlove,,RelevanceTheorywasfirstlyproposedbySperberandWilsonintheirjointlypublishedbookRelevance:municationin1986,---inferentialprocess,,“municatorproducesastimulus,municatorintends,bymeansofthisstimulus,tomakemanifestormoremanifesttotheaudienceasetofassumptions”(Sperber&Wilson,1995:54),(2012),substantially,,thestudentofWilsonandSperber,basedonthecoreideaofRelevanceTheory-optimalrelevance,firstappliedRelevanceTheoryinthetranslationfield,