化妆品商标翻译

TranslationofCosmeticBrandNamesfromtheFunctionalistPerspectiveAbstractBrandname,apartofadvertising,ishelpfultopromotethecorporationimageandstimulateconsumption.Owingtotheintensificationofcompetitionintheinternationalbusiness,peoplebegantorealizethesignificanceofbrandnametranslation.Consequently,thereisanincreasingurgentneedfortranslationofbrandnames.Despitethefactthatbrandnametranslationhasemergedforalongperiod,thereisstillalackofcomprehensiveandin-depthresearch,especiallyonthetranslationofcosmeticbrandnames.Thisthesisattemptstostudythetranslationofcosmeticbrandnamesinaholisticanddetailedwaywiththeguidanceoffunctionalisttheoryoftranslation.OneofthemostimportantrulesinthefunctionalisttheoryistheSkoposrule.Beingthetop-rankingrule,itmeansthatatranslationalactionisdeterminedbyitsSkopos,thatis,theendjustifiesthemeans.Asthecosmeticbrandnamesshouldarousetheinterestoftheconsumersandpreservetheaestheticvalue,firstconcernofthetranslationofcosmeticbrandnamesshouldbegiventothevocativefunction.Havingaglimpseoftheresearchontranslationofbrandnames,thethesisgoestoexplorethedefinition,formationandfunctionsofcosmeticbrandnames.Inthelightoffunctionalisttheory,theinformativefunction,aestheticfunctionandvocativefunction,alongwiththepositioningofthecosmeticbrandnames,callforthefactorssuchasconsumerpsychology,cultureandaestheticstobeconsideredinthetranslationofcosmeticbrandnames.Keywords:cosmeticbrandnametranslation,functionalisttheory,translationmethods,Skopos,aesthetics.摘要商标，作为广告的一部分，在企业形象以及促进消费中扮演着非常重要的角色。随着全球商业竞争的日益激烈，人们逐渐认识到了商标翻译的重要性并且对于商标翻译产生了日益紧迫的需求。尽管商标研究由来已久且为数不少，但对于化妆品商标的翻译还欠缺细致而深入的研究。功能派理论中最重要的理论---目的论认为翻译应该遵循的首要法则就是目的，即一切翻译行为所要达到的目的决定整个翻译的过程。由于化妆品商标应该首要具有呼唤性功能，所以化妆品商标的翻译要以传递美感，呼唤消费，促进消费为导向。这种导向就迫使译者在翻译过程中，必须将诸如消费者心理，文化差异以及美学价值等重要的因素考虑在内。本文通过个案研究发现，通过对措辞及声调的选择来突出美感和有意义的联想可以从最大程度上实现化妆品商标的美感，而这也是化妆品商标的呼唤性功能的重要表现手段。从翻译方法上来讲,化妆品商标的翻译主要采用音译法，直译法,音译法及直译法的结合，以及改译法。本文旨在运用功能翻译理论对化妆品商标翻译进行诠释，其优势在于该理论不仅为化妆品商标翻译的独特目的性提供有力的理论支持，还为鉴定化妆品商标翻译优劣提供了相关的依据。另外，我国高档化妆品市场处在由知名到出名的路上，所以还有很多的翻译工作需要努力完善.关键字：化妆品商标翻译；功能理论；翻译方法；目的；美学；ContentsTOC\o"1-5"\h\z\o"CurrentDocument"Introduction 1IntroductionofBrandNameTranslation\o"CurrentDocument"2.1ResearchofBrandNameTranslation 12.1.1Thedefinitionofthebrandnames 2\o"CurrentDocument"2.1.2TranslationofForeignBrandNames--ProblemandSolution 2\o"CurrentDocument"AimoftheThesis 2\o"CurrentDocument"StructureoftheThesis 2LiteratureReview\o"CurrentDocument"EarlyTheoriesbeforetheFunctionalistApproach. 3\o"CurrentDocument"MainTheoriesoftheFunctionalistApproach. 4TheDevelopmentofFunctionalistTranslationTheory. 5Theearlytheoryofthefunctionalisttranslationtheory 5AspectsofFunctionalistApproaches. 6FunctionalistApproachtoTranslationofCosmeticBrandNames.ApplyingFunctionalApproachtotheTranslationofCosmeticBranNames 6\o"CurrentDocument"4.2Cosmeticstrademarktranslationstrategyofpragmatics 6FactorstobeconsideredinTranslationofCosmeticBrandNames\o"CurrentDocument"Aestheticprinciplesofcosmeticsbrand. 7Culturalprinciplesofcosmeticsbrand 7Conclusion\o"CurrentDocument"MajorFindingsoftheThesis 8\o"CurrentDocument"LimitationsoftheThesisandSuggestionsforFutureResearch 8IntroductionWiththerapidgrowthofeconomicglobalizationandChina’sentryintoWTO,economicexchangesbecomemoreandmorefrequentbetweenChinaandothercountriesoftheworld.Theinternalmarketopensgraduallyandbecomesmoreandmoremature.Thereforemoreandmoreforeignenterprisesincludingmanycosmeticsareeagertoenterintoourhomemarket.Avarietyofcosmeticsarewelcomedbyfemaleconsumersbutatthesametimetheymakecustomersfeeldizzy.Inordertostandoutfromthefiercecompetition,somecosmeticspaymoreattentiontothetranslationofthecosmeticbrands.Asaspecialkindof“advertisement"and“bridge"betweenconsumersandcompanies,cosmeticbrandsplaysimportantroleinthecosmeticstranslation.Agoodtranslationofcosmeticnotonlycancompletelyconveytheinformationoftheproduct,butalsocanstimulatetheconsumers5desire.IntroductionofBrandNameTranslation2.1ResearchofBrandNameTranslationThedefinitionofthebrandnamesBrandnamesarejustlikepeople’snames,servingasthesymbolofthecommodity.“Brandingmakesaproductdistinctiveinthemarketplace,justasyournamemakesyouuniqueinthesocietyinwhichyoulive."(Wells,BurnettandMoriarty89)Foronespecificproduct,itsbrandnameisofgreatimportance.Whenvariouskindsofcommoditiesgoglobal,theirnamestravelwiththemaswell.Asthetradeofcommoditiesexpands,brandnamesofcertainproductshavebecomeveryfamousandsomesuccessfulonesgraduallygetrecognizedbythewholeworld.ForChina,nowadays,developmentofitseconomyinrecentyearsfurtherstimulatedthetradebetweenChinaandothercountries,whichbringsthegrowthofimportedforeigncommodities.Foreignbrandnames,nomatterhowmuchfametheyenjoyglobally,willbedifficultforChineseconsumerstoacceptiftheydon’thaveimpressivetranslationsintoChinese.AsstatedbyanAmericanscholar,"...agoodtranslationofabrandnamecanbringmillionsofdollars5differenceintheproducfssellsrecord."(qtd.inBaoHuinan,273)Itcannotbedeniedthatsellsrecordsandprofitsareimportantforthemanufacturer.However,amoreimportantsignificanceforagoodbrandnametranslationliesinthefactthatthenameoftheproductisconducivetothepromotingoftheproduct,theenhancingofitsfameandcompetitivenessaswellasthecrackingdownofthecounterfeits.Summingup,itisobviousthattranslationofforeignbrandnamesworthfurtherstudyingforitisnotonlytheoriginalbrandnamethatmattersbutalsoitstranslation.TranslationofForeignBrandNames--ProblemandSolutionThispartofthepaperwillfirstexplorethereasonwhyweneedtopayattentiontothetranslationofbrandnames.Then,discussiononpreconditionsandmethodstodealwiththetranslation,combinedwithspecificandrepresentativeexampleswillbefollowed.A.TheNeedfortheTranslationofForeignBrandNameAttentionmustbepaidtothetranslationofforeignbrandnamesforthefollowingtworeasons:Translationofabrandisasimportantasitsoriginalname.Translationserversasamediumofcommunication,makingthetranslationofbrandnamessignificantinthecommodity.AimoftheThesisHavingaglimpseoftheresearchontranslationofbrandnames,thethesisgoestoexplorethedefinition,formationandfunctionsofcosmeticbrandnames.Inthelightoffunctionalisttheory,theinformativefunction,aestheticfunctionandvocativefunction,alongwiththepositioningofthecosmeticbrandnames,callforthefactorssuchasconsumerpsychology,cultureandaestheticstobeconsideredinthetranslationofcosmeticbrandnames.Byanalyzingthetranslationofcosmeticbrandnamesrandomlycollectedfromsupermarkets,departmentstoresandwebsites,theirtranslationstrategies(linguisticrelevancestrategyandproductrelevancestrategy)andtranslationmethods(transliteration,literaltranslation,transliterationandliteraltranslation,andadaptation)aresuggested.Besides,beingthemainapproachestorealizeandpreservetheaestheticvaluesofcosmeticbrandnames,dictionandthechoiceofrhythmandtonesareresearchedandexplained.StructureoftheThesisThisthesiscomposedofsixparts.Thefirstpartistheintroduction.Thesecondpartistheliteraturereview.Thethirdpartisthefunctionalistapproachtotranslationofcosmeticbrandnames.Thefourthpartisabriefdiscussiononpragmaticfailureandpragmaticstrategiesoftrademarktranslationintermsoffemalecosmetics.Thefifthpartispragmaticprincipleofcosmeticstrademarktranslationpragmaticprinciple.Thelastpartistheconclusion.LiteratureReviewEarlyTheoriesbeforetheFunctionalistApproachForcenturies,theliteral/fleetranslationhadbeenahottopicforthetranslationtheoreticiansuntilthe1960swhentheybegantoanalyzetranslationsystematically.Atthattime,linguisticapproacheswerehotissuesandthedebateonmeaningandequivalencewasnodoubtthefocustherein.Overthefollowingtwentyyears,manyfurtherattemptsweremadetodefinethenatureofequivalenceandoneofthemostimportantfiguresintranslationstudiesisEugeneNida.WhenhewastranslatingandorganizingthetranslationofBible,hedevelopedthetheoryofequivalence,whichwasthenelaboratedintwomajorworksinthe1960s：Translating(1964a)andtheco-authoredTheTheoryAndPracticeofTranslation(NidaandTaber1969).Inthefirstbook,Idaattemptedtomovetranslation,Bibletranslationinparticular,intoamorescientificerabyincorporatingrecentstudiesinlinguistics.Hedeclaredtwobasicorientationtypesofequivalence,namelyformalequivalenceanddynamicequivalence.Formalequivalenceisapproximatetostructure.Sincethistypeoftranslationisoftenusedinanacademicenvironment.Thestudentsareallowedtogaindoseaccesstothelanguageandcustomsofthesourceculture(Munday>2001).Dynamicequivalenceisbasedontheprincipleofequivalenteffect,wherethe“relationshipbetweenreceptorandmessageshouldbesubstantiallythesamewhichexistedbetweentheoriginalreceptorsandthemessage"(Nida,1964：159).Nidaalsoplacedspecialemphasisonthepurposeofthetranslation,ontherolesofboththetranslatorandthereceivers,andontheculturalimplicationsofthetranslatorsinthetranslationprocess：Influentthequestionofthesuperiorityofonetranslationoveranotherisraised,theanswershouldbelookedforintheanswertoanotherquestion,bestforwhom?TherelativeadequacyofdifferenttranslationsofthesametextCanonlybedeterminedintermsoftheintention,whicheachtranslationsuccessfullyfulfillsthepurposeforwhichitwasintended.inotherwords,therelativevalidityofeachtranslationisseeninthedegreetowhichthereceptorsareabletorespondtoitsmessage(intermsofbombformandcontent)incomparisonwhim(1)whattheoriginalauthorevidentlyintendedwouldbetheresponseoftheoriginalaudienceand(2)howthataudiencedid,infact,respond．Theresponsescan,ofcourse,neverbeidentical,forinterlinguacommunicationalwaysimpliessomedifferenceinculturalsetting,withaccompanyingdiversitiesinvaluesystems, conceptualpresuppositions,andhistoricalantecedents.(Nida,1976：64)Heproducedallanalyticalproceduresystematicallyfortranslatorsworkingwithallkindsoftextandhislinguisticapproachtotranslationhasbeeninfluentialonmanysubsequentandprominenttranslationscholars.However,astimewentby,Ida’sconceptofformalanddynamicequivalencehascometobeheavilycriticized.Scholarsfeltthatequivalencewasstilloverconcernedwiththewordlevel,andsometranslationscholarsworkingintraininginsituationswerealsoawarethattheequivalenceapproachlackedconsistency,becauseintranslatingBibleorliteratureworks,thetheoristsofequivalencetendedtoacceptthisastheoptimumtranslationprocedure,butforpragmatictexts,suchasinstructionsforuseandadvertisements,theypreferredthenon—literalstrategyandinsomecases.Equivalencemightevennotbecalledforatall.Thisdifferentorevencontradictorystandardmadetheequivalenceapproachratherconfusing,andsomescholarsgotmoreandmoredoubtfulofandunsatisfiedwithit.Undersuchcircumstances,itstartedtoseekamorepracticaltheorywhenfunctionalistapproachattractedtheirattention.MainTheoriesoftheFunctionalistApproachPresentedbyChestermaninthefollowingFigure(Chesterman,1989:105)FunctionalismbegantoemergeandflourishinGermanyinthe1970sand1980sanditmovedtranslationfromthestaticlinguisticphenomenontobeingconsideredasallactofinterculturalcommunication.Thispartwillgiveageneralpictureofthemaintheoriesputforwardbytherepresentativesofthisschoo1.KatharineReiss’sEarlyWorkonTypologyandLanguageFunctionAsearlyas1971,KatharineReisswroteabookinGermanentitledMoglichkertenundCruzanderUbersetzungskritik(PossibilitiesandLimitsofTranslationCriticisminEnglish),whichisconsideredasthestartingpointforthescholarlyanalysisoftranslationinGermany.HertheorybuildsOntheconceptofequivalence，butviewsthetext，ratherthanthewordorsentence，asthelevelatwhichcommunicationisachievedandatwhichequivalencemustbesought”(Monday200173).AccordingtoReiss，theidealtranslationwouldbeoneinwhichtheaimintheTLisequivalentregardstheconceptualcontent,linguisticformandcommunicativefunctionsofaSLtext”.Shereferstothiskindoftranslation“integralcommunicativeperformance”(Nord,2001:9).ReisstakesKarlBuhler'sfunctionaltheoryoflanguageasthebasis.AccordingtoBuhler,themainfunctionsoflanguagefallintothreecategories,namely,theexpressive,theinformativeandthevocativefunctions,whicharethemainpurposesofusinglanguage(Newmark,2001).ShelinksthethreefunctionstomeritCorrespondinglanguagedimensionsandtothetexttypesofcommunicativesituationsinwhichmayareused(See1’able1).Inheropinion,inthenormalsituation,thetypeoftextdecidestheapproachandistheprimaryfactorinfluencingthetranslator'schoiceofapropertranslationmethod(Reiss,2004).Thus,shesummarizesthemaincharacteristicsofeachtexttypeasfollows：.Thecontent-focusedtextitrelatestheeffectivecommunication(knowledge,opinion，etc.)andaccuracyofinformation.Thetranslatorhastoleisurethatthecontenthasbeeninvariantlytransferred..Theform-focusedtext：Itisconcernedwilttheaestheticandartisticallycreativenatureoftheform.neTLdemandsasimilarityofformandanequivalenceofestheticeffect..Theappeal.focusedtext：itdoesnotsimplyconveycertaininformationinalinguisticformbutalsoprovokesaparticularreactiononthepartofthehearersorreaders..Theaudio-medialtext：distinctiveinthedependence011non—linguisticmediaandongraphic，acousticandvisualkinksofexpressionandthetranslationmustpreservethesaleeffectonthehearerthattheoriginalhasinthelanguage.Reissalsoclaimsherselfthedistancefromtheone-sidedfunctionalistviewoflanguageandclarifiesthepointthatsincecontentandformarecloselyinterrelated，therecanbenoformofcommunicationwithoutsomekindofcontent,andviceversa.TheDevelopmentofFunctionalistTranslationTheoryTheearlytheoryofthefunctionalisttranslationtheoryAccordingtothediagram,thereferenceworkisthemostfullyinformativetext,providinginformationtothereader,poemthehighestexpressivetext,fulfillingthereader'saestheticsandadvertisement,theexactlyoperativetexttryingtopersuadetheconsumerstobuygoods.Betweenthepolesispositioned5ahostofhybridoftypes"(Munday,2001：74).Forexample,anelectoralspeechmightbebetweentheoperativeandtheinformativetypes，sinceitservesinformationaboutthepolicythatthecandidateisgoingtomakeoncehetakesofficeandatthesametimeappealstothevoterstovoteforhim.Thoughinthemostcases，thefunctionsaremixedinonecertaintextgenre,ReissstatesthatthetransmissionofthepredominantfunctionoftheSTisthedeterminingfactorbywhichthe订isjudgedandspecifictranslationmethodsshouldbeappliedaccordingtothetexttype(Reiss,1989).Tableisdrawntoillustratethispoint(adaptedfromReiss1989).SkoposistheGreekwordfor"aim”or”purpose”andwasintroducedintotranslationtheoryinthe1970sbyHansJ.Vermeerasatechnicaltermforthepurposeofatranslationandofthesectionoftranslating.ItpredatesHolz-Manttari’Stheoryoftranslationalaction,butcallbeconsideredaspartofitsinceitdealswithtranslationalaction.ThegeneraltheoryisexplainedindetailinthebookCoauthoredbyVermeerandReissin1984.AspectsofFunctionalistApproachesInher1997book,translatingasapurposeofactivity,Nordproposesaflexibleversionofthemodel,whichsynthesizesmanyoftheelementsoftheprevioustheoriesofthefunctionalapproaches.Ithighlightsthreeaspectsconsideredasparticularlyusefulintranslatortraining.Theyrealizetheimportanceoftranslationbrief,theroleofsourcetextanalysisandthefunctionalhierarchyoftranslationproblems.Eventhoughatranslatormayinferthepossiblefunctionfromthegivensourcetextwinshispreviousexperience.However,wehavetoconsiderthesituationalandcultural，etc.differencesbetweenthesourceandtargettexts.Tofindtheseaspectsinwhichthesourceandtargettextsmaydiverge,atranslatorshouldcomparethesourcetextwiththeexpectedtranslationdefinedinthetranslationbrief,whichshouldgivethefollowinginformation：Theintendedtextfunctions；Thetargettextaddressees；Thetimeandplaceoftextreception；Mediumoverwhichthetextwillbetransmitted；Themotivefortheproductionorreceptionofthetext.Thismodelenablesthetranslatortodecidewhatinformationtoincludeinthetargettext.NordgivesanexampleofabrochureforHeidelbergUniversitytodemonstratethisatlength(fortheexample.seeNord’STranslatingAsAPurposefulActivityin2001).4.FunctionalistApproachtoTranslationofCosmeticBrandNames.ApplyingFunctionalApproachtotheTranslationofCosmeticBrandNames.AccordingtoSkopostheorie,whatkindofstrategiesandwaysthatthetranslatorswillchosedependsonthepurposeofthetranslation?Forthetranslationofthecosmeticbrandnames,themainpurposeistoattractconsumers'desiretobuytheproduct,soitisinadequatetoonlyadopttheequivalence-basedlinguisticformstoachievethefunction.Inthisessay,Skopostheorieisappliedintothetranslationofcosmeticbrandnames.Principlesforthetranslationcosmeticbrandnames.EasytoacceptEasytoacceptismadeofthecommercialbenefitsofcosmeticsprerequisite.OnlythetrademarkofthecosmeticscanbeadoptedbyChinesewomen,cosmeticsinChinesemarketcanbewelcomed.Thetranslationoftrademarkisnotonlyatwodifferentlanguagetransformation,butalsoacross-culturalcommunication.Wenotonlyshouldmakecleartheliteralmeaningitselfofwordsinthenameoftheproductandthetrademarktranslation,butalsowhattheloadculturalsignificanceandtwodifferentlanguageexpression,orappearlikely"culturalconflict".Forexample,inthe1980sFrenchperfume"Poison",itwasfirsttimetoentertheChinesemarketintoculturalbarriersbecauseitstranslation:"Poison".Thisisnegativeontheculture,becauseChinesewomensuffertraditionalcultureinfluence,andtheyarenotgoodatrevealoneselfpersonality,buttendtobuytraditionalratherthanfeelingofgoods.Andnow,forthenovelandpersonalitybecomethepurposeofChinesewomenofperfumeconsumer,thetranslationreturnedto"poison".Thereasonthatfrom"poison"to"thelovegod"andthento"poison"istheevolutionoftheChinesewomen'spsychologicalchangethedecision.SothetranslationofcosmeticsbrandnameshouldcomplywiththeChinesecultureandpsychology,thisproductcansucceed..EasytorememberEasytorememberreferstowhenwetranslatetrademark,weshouldmakethetarget-languagereaderssoundssmoothandlooknatural.Likealltrademarksshouldfollowtheprincipleofconciseandclear.Iftranslationoftrademarkisdifficulttopronunceandremembers,itwillbeverydifficulttoattractfemaleconsumers,andthenitwillleadtoproduct-salessuccessful.Forexample,"thePure&Mild"canbetranslatedas"berthbeauty"inChina.Obviously,thetranslationismoresimplethantheformer.Itisnotonlyinconformitywiththeprincipleofeasytoremember,butalsoforChinatwo-syllabletrademarknamingconventions,soeasytopronounceandremember,andgettheChinesewomen'swelcome.

.HaveaestheticfeelingAsmentionedabove,thenameofthetrademarktranslationshouldbefullofmeaning,butonlyrichmeaningcannotguaranteethesuccessofthebrandname,itshouldalsohaveaaestheticmeaning.Thereisnodoubtthat,withagoodsenseofthemeaningandfemininetrademarkofthehelpinthefemaleconsumergroupsstirredemotions,whichmakeswomenfeelsweetandcheerful.Morelikelytoproducetheiraestheticfeeling.Whentheybuyamakeup,theywouldliketochoosethisbrand,.SothetranslatorsneedtomakeuseoffreedomandflexibilityofthetranslationtocreatetheaestheticfeelingtoChinesewomenandthedesiretobuytheproduct.Suchasaname"Museum"oftheJapanesecosmetics,ifweuseliteraltranslationfor"Museum",I’msureitisconsideredunsuitable,becauseithasnocontactwithfemalearticles.Inordertotheaestheticfeelingofwomenisconnected,theoriginaltrademarknameliterallylost,butitwastranslatedas"beautyelement".Althoughbeautyelement"andtheoriginalmeaninghasnocontact,butitiseasytothinkofthisproductsothattheycanmorebeautiful,soit'seasytorememberwithconsumers.gm4.2CosmeticstrademarktranslationstrategyofpragmaticsgmCosmeticstrademarktranslationpayattentiontotheimageofthemetaphorequivalenttransmission,withtheinformationontheconnotationandlanguagecloselyfit,notthetextrepresentationofthematchandtheoriginalmeaningofthetext,canpartorallinthetranslationofthewithdrawal,buttheimageoftheoriginaltextisrequiredtoeffectintheotherimagewithcorrespondingappear.Therefore,theauthorthinksthatcosmeticstrademarktranslationpragmaticstrategyhasthefollowingkinds:1).withsignificance,andstrivetoappropriate2).thecustomerissupreme,pragmaticequivalent5.FactorstobeconsideredinTranslationofCosmeticBrandNamesAestheticprinciplesofcosmeticsbrandProfessorXuYuanChongproposedthe"threebeauty".whendiscussedpoetrytranslationwhichmeans“soundbeauty",“meaningbeauty","formbeauty".Andalso,thetrademarktranslationalsoneedstoholdconcurrentlyformat,andthecontentshouldbeofbeauty.Amongthem,thephonologicalbeautyforformalbeauty,theothertwoforcontentbeauty,insideandoutsidefoil,maketrademarktranslationproduceaffinity;arousingtheconsumergooddaydream,enhancetheirbuyingmood.

Forfemalesasthemajorconsumergroupsinthecosmetics,considertheaestheticpsychologyofChineseconsumers,translationtoconformtotheconsumer'saesthetictastetrademarkisespeciallyimportant..SoundbeautyBeautyisreferstotherhyme,pronunciationoftrademarkssoundsloudandclear,rhythmic,flowfreely,richmusical,andgiveapersonwithbeautifulhearingenjoyment.MostofthetrademarksKaiKouDubigbyloudvowelsandjamdegreetospellofsmallacombinationofconsonants,vowelsandcommonlyusedalliterationandstackrhyme,makecommoditytoreadthecadenceofspeech,jinglingpleasingtotheear.Forexample:Clean&Clearusedtheheadofmusicalsound,"Clean"and"Clear"theinitialsare"Cl".Chinesefor"needybutli",thefirstmusicalsoundandrhymeneatpressureformthepronunciationofthemusicallightsome.Thatisthebeautyofartisticconception.Trademarktranslationthebeautyofartisticconceptionisreferstothegoodsbythevocabularyoftranslationassociativemeaningorconstitutetheconnotationofvocabularyfoilgivessomecombinationofartisticconception,letapersonproduceabundantassociation,arousepeopletothefinethingyearningandpursuit..FormbeautyTrademarktranslationformbeautyistopointtotranslatewordsbriefly,havememoryvalue,andusemorebeautifulword.Femalesuppliesisconcerned,theuseofwordsshouldnotonlyeasytosee,easytoreadandunderstand,themoretobemostfemalebeauty.SuchasunderwearbrandMaidenformChinesefor"meidengfong",thefemale'senchantingcharmandgracefuldescriptionincisivelyandvividly.Inshort,trademarkwordChinese-Englishtranslation,thetranslatorshouldasfaraspossibletoachievesoundbeauty,meaningbeautyandformbeauty.Meaningbeautyisthefirst,namelytheculturalconnotationofinterpretationisessential,itisthesurvivalofatrademarkwordsoul.Second,soundbeautyissecond,andthenformsbeauty.Third,meaningbeautyiscontent,formbeauty,beautyisform,whenboththecontentandtheformofhard,shouldretaincontentgiveupform.CulturalfactorsSociologistsbelievethattrademarkisanexpressionofcultureandcommunicationtools,trademarktranslationistheoriginalLanguage(SourceLanguage)trademarkconvertedintotheTargetLanguage(TargetLanguage)trademark.Thistranslationisintwodifferentculturebackgroundsbetweengroupsofinformationdisseminationandexchangeactivities.Inresponsetoatrademarkwordisatrademarkwordsindifferentcultureenvironmentincludesculturalconnotationisnotthesame.SoinEnglishandChinesetrademarktranslationshouldbefullyunderstandandknowChinaandvariousEnglishnationalconsumerofcolor,