从美学视角浅析化妆品广告的英汉翻译_翻译专业英语论文
文档分类: 翻译专业 文档上传会员:陌南尘 上传时间:2017-11-27
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摘要:

随着中国加入世贸组织和中国市场的不断扩大,很多外国化妆品品牌不断涌入国内市场,在这场市场的争夺战中化妆品广告的汉译则成了一枚重要武器。化妆品给人以美得享受而化妆品广告的目的即是要将这种美传递给消费者从而达到销售的目的。英文化妆品广告原文通常具有内容美、形式美的美学特征,其汉译也应该具备这些特征。如何正确的翻译外来品牌化妆品广告对于化妆品企业在中国的成功营销具有十分重要的宣传和现实意义。本文从美学视角出发通过实例来分析外来品牌化妆品广告汉译的美学特征及其翻译策略。

关键词:化妆品广告;翻译;美学

Abstract:

With China’s entrance of WTO and the expansion of its market, many foreign cosmetic brand have entered into the Chinese market. in the scramble for the Chinese market the E-C translation of the cosmetic advertisement has become an important arm. The cosmetic products bring the enjoyment of beauty for people and the cosmetic advertisement is responsible for the delivery of the beauty to the consumers with the aim of selling the products to them. Usually, the original text of the English cosmetic advertisements are characterized with the beauty of form and content, so their translated version should also be so. How to translate the foreign cosmetic advertisement correctly plays an important role in weather the foreign cosmetic companies can succeed in marketing in the Chinese market in both publicity and the practical application. This thesis will analyze the aesthetic characteristics of the E-C translation of the foreign cosmetic advertisement and its translation strategies from the perspective of aesthetics through the real advertisement cases.

Key words: Cosmetic advertisement; translation; aesthetics

1. Introduction
Since the reform and opening up, the market economy of China has enjoyed a booming development. At the same time, the reform of science and technology lead to a grand change of the social ideology and great richness of materials. As a result, the aesthetic idea of people has changed. Instead of paying much attention to the physical properties such as the durability and price people now are more interested in the pursue of spiritual enjoyment which are contained in the fashion, individuation and the return of the origin nature and so on. And the cosmetic products become the first choice of the people who pursues beauty. Facing the large market, many cosmetic brands from the foreign countries began to appear and try to take up the Chinese market. Therefore, the translation of cosmetic advertisement becomes the most important part.
 

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