摘　要

随着全球经济一体化进程的加快，越来越多的商品竞相涌现在市场上，商家逐渐认识到了商标翻译的重要性。众所周知，商标是消费者了解商品的重要窗户，一个好的商标翻译代表了公司好的形象，能赢得消费者的青睐，所以一个美妙的商标翻译作用不容小觑。本文主要讨论了化妆品商标翻译的重要性和注意事项，和美学角度为指导的化妆品商标翻译。本文第一部谈由于中西方文化差异对化妆品牌翻译的不同谈论化妆品翻译的重要性，为了让消费者第一眼看到商品的时候对其产生美的联想，记住它产生欲望，美学是很重要的，对此第一部分提出了，翻译时必须运用美学的方法。第二部分研究了市场中成功运用音译的百神爱，意译的欧碧泉，音意兼备的娇兰的例子说明翻译化妆品品牌是应正确运用音译，意译和音意兼备的方法。第三部分提出在翻译是要考虑到主要客户的心里，选择一些好的词语，时尚，美学。最后进行总结。总而言之，在化妆品商标翻译时，我们要运用美学翻译，使消费者看到它的时候产生美的联想，从而刺激其购买欲。

关键词：美学翻译 ; 商标翻译 ; 化妆品商标

Abstract

With the process of economic globalisation, more and more goods turn up in the market. At the same time, the merchants recognize the importance of the brand name translation. As we all know, the brand name is an important window for customers to know commodities since a good brand name translation is on behalf of the company’s good image, it will win the customers’ love. Therefore, we can see how important the translation of the brand name is. However, a large of oversea cosmetics enter into the Chinese market and much domestic make-ups export. The quality of cosmetics brand name is appealing customers at home and abroad. A well translated brand name can not only fully embody the merits of the product, but also play a special role in arousing the customer’s potential purchase desire. This paper studies the importance of translation cosmetic’s brand name, the dos and does not, translates cosmetics brand name from the aesthetic approach. Also, the writer study on the basis of cosmetic brand name translates about Poison, Biotherm and so on. Consider the psychology of the female customers and their love fashion when translation. The first part is to study the translation of cosmetic brand names’ important due to the different culture. To let the customers see the products have the desire to buy it, the aesthetic play an important role in it. Therefore, the first part also add we should use the aesthetic approach when translation. The second part research the Poison use homophonic translation, Biotherm according to the meaning of the origin brand names, Guerlain combine homophonic and meaning, Via research these successful example in the market, we know we should use the approach when we translate cosmetic brand name. The third part comes up that we should take the psychology of main customers, choice luck word pay more attention to fashion into consideration The last is a conclusion. All in all, when translating the brand name, we should use the aesthetic approach to let the brand name drive customers’ attention, stimulate their interests and desire to buy.

Key words: aesthetic approach; brand name translation; cosmetic brand names