关联理论视角下化妆品商标的翻译策略研究_英语论文

Translation Strategies of Cosmetic Brand Names ——From the Perspective of the Relevance Theory

摘要

品牌是用来区别经营者们产品或服务的标记，是企业无形的资产，传达企业信息，提升企业形象，象征企业核心文化。品牌作为产品在消费者心目中的认知，通过商标这一载体达到传播的目的，其在国际市场的推广往往又借助于商标的翻译。随着经济全球化的不断深化，国际贸易逐渐增多，众多国际知名化妆品纷纷落户中国，占据了广泛而稳固的市场，化妆品商标的翻译也被提升到新的高度。本文认为，关联理论能够很好地考虑到商标本身的功能和不同文化对于商标的不同理解，并借助最佳关联顾及到源语作者和目标作者的认知环境，在化妆品商标翻译领域有很好的指导性作用。

关键词：化妆品商标；关联理论；翻译策略

Abstract

Brand, a mark used by managers to distinguish their goods or services, is the intangible asset of an enterprise, symbolizing core culture, conveying business information and enhancing the corporate image. As cognition of the products in the minds of consumers, brand , achieving its aim of publicity by the carrier of its name (brand recognition text). Its promotion in the international market mainly relies on the brand name translation. With the accelerated growth of economic globalization, international trades are gradually increasing, many famous international cosmetics have settled in China, accounting for a broad and stable market. Therefore, the translation of cosmetic brand names has been raised to new heights. The author think that relevance theory, in the virtue of optimal relevance, takes the function of cosmetic brand name itself and different interpretations from different people into good consideration, at the same time, having regard to the cognitive environment of source language writer and target language receiver, hence, having a positive effect on the area of cosmetic brand names translation.

Keywords: cosmetic brand names  relevance theory  translation strategies