Female Consumer Psychology Perspective of Cosmetics Brand Names Translation_英语论文

摘要

随着贸易日益全球化，化妆品的发展与流通已突破了国界的限制。这就使得化妆品商标的翻译变得愈加重要。化妆品商标的翻译目的是满足其目标群体的消费心理。由于女性是化妆品消费中的主力军，其消费心理在化妆品选择中起到越来越重要的作用。因此化妆品商标翻译需要考虑女性的消费心理、文化和价值取向。本文以女性消费心理为基础，在参考已有成果的基础上，进一步阐述如何根据女性消费心理进行商标翻。在阐述化妆品商标的翻译方法、原则的同时从消费心理尤其是女性消费心理的角度出发讨论如何顺应女性消费心理进行化妆品商标翻译来刺激消费者的购买欲从而占据更多的市场。

关键词：化妆品商标；翻译；女性消费心理

Contents

摘  要 I

Abstract II

1 Introduction 1

2 The Translation of Cosmetics Brand Names 2

2.1 Principles of Cosmetics Brand Names Translation 2

2.1.1 Acceptance 2

2.1.2 Memorization 3

2.1.3 Aesthetic Perception 3

2.2 Methods of Cosmetics Brand Names Translation 4

2.2.1 Transliteration 4

2.2.2 Literal Translation 4

2.2.3 Liberal Translation 5

2.2.4 The Combination of Transliteration and Liberal Translation 5

2.2.5 No Translation 6

3 Consumer Psychology and Business Translation 6

3.1 Consumer Psychology 6

3.1.1 Consumer Psychology of Aesthetic Appreciation 6

3.1.2 Consumer Psychology of Association and Acceptance 6

3.2 Business Translation from the Perspective of Consumer Psychology 7

4 Female Consumer Psychology Perspective of Foreign Cosmetics Brand Names Translation 7

4.1 Transliteration of Foreign Cosmetics Brand Names 7

4.2 Liberal Translation of Foreign Cosmetics Brand Names 8

4.3 Words about Beauty Used in Translation 8

5 Female Consumer Psychology Perspective of Chinese Cosmetics Brand Names Translation 9

5.1 Transliteration of Chinese Cosmetics Brand Names 9

5.2 Liberal Translation of Chinese Cosmetics Brand Names 9

5.3 Translation Focus on the Efficiency of Cosmetics 10

6 Conclusion 10

References 12