基于功能理论背景下的化妆品广告翻译研究

ResearchoncosmeticadvertisingtranslationbasedonfunctionaltheoryAbstractBasedonthetheoryofteleology,thispaperusesdescriptiveandexplanatoryanalysismethodstoanalyzeandstudytheexamplesofcosmetics,anddiscussesthefeasibilityandapplicabilityofthistheory,andputsforwardsometranslationmethodssuchastransliteration,literaltranslation,freetranslation,rewritingandnontranslation.Keywords:teleologyperspective;cosmetics;trademarks;english-Chinesetranslation摘要本文在功能的理论框架下运用描述性和解释性分析方法，对广泛搜集的化妆品实例进行分析研究，并就该理论对化妆品广告翻译的可行性和适用性等问题进行了探讨，提出了音译，直译，意译，改写和不译等翻译方法。关键词：功能视角；化妆品；商标；英汉翻译 目录TOC\o"1-5"\h\z\u1.Introduction. 42.LiteratureReview. 52.1Gerenalizationonadvertisement 52.2Gerenalizationoncosmeticsadvertisement 62.3.Astudyofadvertisementtranslation 73.TheoryFramework 93.1Thehistoricalbackgroundofthetheoryofthefunction 93.2Therepresentativeofthefunctionaltheory 104.Applicationofteleologyincosmeticsadvertisingtranslation 114.1Thepurposeofcosmeticsadvertisementtranslation 114.2Principlesincosmeticbrandnametranslation. 114.3Factorstobeconsideredincosmeticstranslation 144.4ThetranslationmethodbasedonSkopostheory 155.Conclusion 18Reference 19Acknowledgements 221.Introduction.Withthedevelopmentofeconomicglobalization,theexchangebetweenChinaandtheworldismoreandmoreextensive,thedegreeofeconomicdevelopmentsothatresidentslivingconsumptionlevelhasbeenrising,manypeoplebegantopayattentiontotheirownspiritualneeds.Nowadays,theconceptof"enjoyinglife"isbecomingmoreandmoredeeplyinthemindsofthemasses.AllsaymenlikeBaiFumi,womentomarryGaofu,nouglywoman,onlynotmakeupwoman.Cosmetics,asa"angelwand"reputationoftheproduct,graduallyreplacedthesamepeoplefavorthetrendofclothing.Therearemanykindsofcosmeticsonthemarket,trademarksarethefirstdoortoopenproductsales.WhethertheChinese-Chinesenameofforeigntrademarkcanhighlightproductcharacteristics,iforiginality,directlydetermineswhethercosmeticscanstandoutinthesamekindofgoods,promptingpeopletobuytheirgoods,therefore,thetrademarktranslationofcosmeticsisofgreatsignificancetothedevelopmentofbrand.Andhowtomaketheadvertisingtrademarkacrossthelanguage,culturalbackgroundbarriers,sothatitmaintainsitsowncharm,translationmethodsareextremelyimportant.Thelate1970s,GermanfunctionalschoolHansVermeerproposedteleology.Itbreaksthroughtheoriginaltextasthecenterofthestructureofequivalencetranslationtheory,fromthetranslator'sspecificgoals,theoriginaltextisatranslationcommissionedbyaconstituentfactor,andultimatelyaffecttheformationoftheimportantfactors.Mantalifurtherdevelopedthefunctionalisttranslationtheoryandproposedthetheoryoftranslationbehavior.Thetheoryregardstranslationasbeingdrivenbypurposeandtheinteractionbetweenpeoplebasedontheresultoftranslation.Inaddition,Enochfurthercompletedandclearlysummeduptheideologicaltheoryoffunctionalschool,soastofurtherdevelopteleology.However,intheprocessofapplyingteleologytothepracticeoftranslation,thefinalreader'sresponseisfarfromtheauthor'sexpectedeffect,andthecontrolabilityofapplyingtheprinciplesofteleologyisnotverygood,soitisstilltobefurtherimprovedtoachieveamorecomprehensiveandin-depthunderstandingoftranslationpurposes.SincetheintroductionofthefunctionalisttheorytoChinain1987,therehavebeencountlessarticlesontranslationtheory.Therelatedresearchmainlyinvolvestranslationdefinition,strategy,translationcriticism,translationteachingandliterarytranslation,forexample,inrecentyears,manyarticleshaveexploredcorrespondingtranslationstrategies,suchasthetranslationstrategystudyoftourismmaterialsintheperspectiveofSkopostheoryin2014years.However,thereareaseriesofproblemsinthecourseofthestudy,whenreadingthesearticlesaboutSkopostheory,weoftenhavethisillusion:thispassageorthisarticledéjàvu,readmorewillfindthatmanyarticlesaresimilaroridentical.Thiskindofparrot,lackofinnovativeacademicresearchphenomenonhastoarouseourdeepthinking.Traditionaltranslationandresearchoncosmeticstrademarks,intheprocessoftranslation,theoriginaltextisputinthecoreposition,repeatedinthedeliberation,inordertoachievethemaximumdegreeofequivalencewiththeoriginaltext,teleologythattranslationshouldbefollowedbytheprincipleofpurposeisthegoalofthelaw,whichmakesthetranslationactivitiesoutoftheequivalentbondage,Itreducestheguidinganddominatingroleoftheoriginaltextintheprocessoftranslation,anditismoreadvantageoustothetranslatortoexerthisowninitiativeintheprocessoftranslation,andtogivefullplaytotheadvantageofthetargetlanguage.2.LiteratureReview.2.1GerenalizationonadvertisementAftersearchingtheinternetandconsultingthebooks,theauthorfindsthatacademicjournalswithregardtotrademarknametranslationabroadaresofewthattheliteraturereviewhereisonlyconfinedtothereviewsinChina.WiththetrendofglobalizationandChina’scarryingoutthepolicyofreformandopening-up,thestudyontrademarkandtrademarknametranslationhasbeenincreasinglyhotandreceivedmoreandmoreattention.Untilnow,withthephrase“trademarktranslation”putinasthekeyword,onecanfind820articlesconcernedinthedatabaseofCNKI,and1040articleswillturnupifletting“trademarktranslation”bethesubject.Allinall,aftersearchingthedatabaseonlineforthepredecessors’researchresults,onecansummarizethatmanyscholarshavediscussedtrademarknametranslationfrommanydifferentperspectivesoremployingdifferenttranslationtheories,suchas“DynamicEquivalence”，“FunctionalTheory”，“DomesticationandForeignizationTheory”，“RelevanceTheory”，“AdaptationTheory”，“PragmaticEquivalenceTheory”，“ManipulationTheory”andsoon.Apartfromthese,somescholarsresearchthetrademarknametranslationfromtheperspectiveofculture,aesthetics,consumerpsychology,pluralcomplementarism,memetics,etc.ThestudyoftrademarktranslationinChinacanbetracedbackto1987whenforeigngoodsbegantoswarmintoChinauponChina’simplementationofthepolicyofreformandopeningup.Thisyear,FanYanbocarriedoutaresearchontheChinese-Englishtranslationoftrademarknamesofexportcommodities,pointingoutfivemethodsofChinese-Englishtranslationoftrademarknamesandsomeexistingproblems（范彦博，1987）.Inthefollowingyear,ZhangShaoyiconductedaresearchwiththerenderingofforeigngoodsasthetopicandthenputforwardthestandardstobeagoodtrademarkname（张少一，1988）.In1989，GaoTingjianpublishedtwojournalsabouttrademarknametranslation,oneofwhichisabouttheEnglish-Chinesetranslationoftechnologicaltrademarknames,anotheraboutthebackgroundknowledgeconcerningtheEnglish-Chinesetranslationoftrademarknames（高廷健，1989）.FanJuqinclaimedthattrademarknametranslationshouldmainlyrelyontransliterationplussomefreetranslationin1990（樊菊琴，1990）.2.2GerenalizationoncosmeticsadvertisementTosumup,thepreviousstudiesontrademarknametranslationhasmadegreatprogressandpresentedmanyachievements.Firstly,bothlinguisticandnon-linguisticfactorsinvolvedintrademarktranslation,suchasculturaldifferences,consumerpsychologyandaesthetics,havebeentakenintoaccount.Secondly,translationmethodsandprincipleshavebeenthoroughlyanalyzedandsystematicallygeneralized.Thirdly,translationtheorieshavebeenappliedtothetranslationpracticeandsomeresearchescenteringonmorespecifictopicssuchascosmetictrademarknamesandgarmenttrademarknameshaveshownup.However,therearestillsomelimitationsandshortcomings.MostofthesearticleslaystressontheEnglish-Chinesetranslationofforeigngoods,withonlyafewofthemtouchingupontheChinese-EnglishtranslationofChinesetrademarknames.Intoday’sChina,withthetrendofglobalization,foreigngoodsprevailindomesticmarketwithanoverwhelmingmajorityduetotheirsuccessfulrenderingoftrademarknames.However,itseemsthatChinesegoodsarenotsopopularinforeignmarkets,whichislargelybecauseofthepoorlytranslatedtrademarknames.SoifChinesecommoditieswanttoenterandstandoutintheglobalmarket,theymustfirstmaketheirtrademarknamesinternationalizedbymeansoftranslatingthemintoEnglishtrademarknames.Therefore,itisessentialtotakethetranslationofChinesetrademarknamesintoconsiderationconcerningthetrademarknametranslation.What’smore,forthetimebeing,someproblemsstillremainintrademarknametranslation,thusitisimperativethatweconductastudyonthetrademarknametranslationsoastopavethewayfortheglobalizationofthecommodities.Skopostheorieisanimportantpartoffunctionaltheory,anditisfeasibletoapplySkopostheorietotrademarknametranslation.Thoughtherehavebeensomepapersdiscussingtrademarknametranslationfromtheperspectiveoffunctionaltheory,thereareonlyafewpaperswhichstudytrademarknametranslationunderSkopostheorie.Hence,thisthesisattemptstocarryoutastudyonthetranslationoftrademarknamesfromtheperspectiveofSkopostheorie.2.3.AstudyofadvertisementtranslationAfterreadingtherelatedjournalsbefore1990，onecanfindthatthestudyontrademarknametranslationinChinabefore1990was,altogether,sporadicandmostlysomerandomthoughtsinsteadofdeepdiscussiontosomeextent.Inthisphase,trademarknametranslationhadnotbeenpaidmuchattentiontobyscholars,sotherewerefewarticleswithreferencetotrademarknametranslation.Unsystematicasthesearticleswere,theyenlightenedsomecorporationsasforhowtonametheirproductssoastogainprofitsandshedilluminatinglightonthetrademarknametranslationstudieslateron.Since1990，withthedeepeningofChina’sreformandopening-up,thequantityofChina’simportandexporthasbeencontinuallyincreasing;asaresult,trademarknametranslationhascometobetakenseriouslyandmanypapersonithavebeguntospringup.What’smore,somebooksontrademarkwerepublishedinsuccession,suchasEnglishofTrademarkwrittenbyHeChuansheng（贺川生，1997），StudyonTrademarkNamingbyZhuYajun（朱亚军，2003），bothofwhichhadfar-reachingsignificancefortrademarkresearch.WecanseefromtheCNKIdatabasethatmanyscholarshavecarriedonvariousstudiesandmadeaseriesofachievementsinthisfield.Sofar,theresearchontrademarknametranslationhasbecomeincreasinglysystematicanddiversified,whichisnolongerlimitedtotransliterationandliteraltranslation.Besides,morefactorsweretakenintoconsideration,suchasconsumerpsychology,culturaldifferences,linguisticsfactorsandaesthetics.Scholarspointedoutthefeaturesoftrademarknamesandproposedalotofprinciplesandmethodsfortrademarknametranslation.Butmostofthisperiod’sresearchesdidn’tcombinethetranslationtheorywithtrademarktranslationpractice,andmostofthemputemphasisontheEnglish-Chinesetranslationofforeigntrademarknames.Onlyin2000，XiaoHuiandTaoYukangfirstcombinedNida’s“equivalencetheory”withtrademarktranslationintheirpaper“TrademarkTranslationandCultureAssociationfromthePerspectiveofEquivalenceTheory”（肖晖，陶玉康，2000）.Alsointhisphase,ZhangDinxingmentionedtheverbificationofEnglishtrademarknames,whichwasthefirsttimethattheverbificationofEnglishtrademarknameswasinvolvedinacademicjournals（张定兴，1997）.Especiallysince2001whenChinaenteredtheWTO,theresearchontrademarknametranslationhascometoitsclimaxandthearticlesontrademarknametranslationhavethrived.ManyscholarshaveconductedaninterdisciplinaryresearchontrademarknametranslationandsomeofthemhavemadeanoverviewoftheexistingresearchesontrademarktranslationinChina.Researchersofthisperiodhavetriedtoapplytranslationtheoriesofvariousschoolstoguidetrademarknametranslation.Forexample,HuangGuiin2005publishedapapernamedas“FunctionalEquivalenceandTranslationofBrandNames”，whichstudiedthetrademarktranslationfromtheperspectiveoffunctionalequivalence（黄贵，2005）.In2004，ChenFuyuproposedsomegeneralprinciplesguidingtrademarktranslationinhismasterthesis“OnFunctionalistTheoryinBrandNameTranslationintheLightofConsumerPsychology”（陈福宇，2004）.YouYuxiang’s“ARelevance-theoreticAccountofFlexibleTransferenceofCultureImageinBrandNameTranslation”providedanewpointofviewfortrademarktranslationstudy,thatistheperspectiveofrelevancetheory（游玉祥，2003）.In2005，thearticle“TheCommunicativeTranslationofChinese-EnglishTrademarks”byZhangXinmingandYangGuoyanclaimedthatcommunicativetranslationhasgreatsignificanceforguidingthetrademarktranslation（张新民，杨国燕，2005）.BaiShuxiaappliedtheadaptationtheorytothetrademarktranslationinthejournal“TheoryofAdaptationandtheTranslationofTrademark”in2005（白淑霞，2005）.LongLixia’sarticle“TalkaboutEnglish-ChineseBrandTranslationwiththeTheoryofForeignizationandDomestication”in2004gaveastudyontrademarktranslationfromtheperspectiveofforeignizationanddomestication（龙丽霞，2004）.3.TheoryFramework3.1ThehistoricalbackgroundofthetheoryofthefunctionIntheteleologicalframeworkofVermeer,oneofthemostimportantfactorsindeterminingthepurposeoftranslationistheaudience-therecipientsofthetarget,whohavetheirownculturalbackgroundknowledge,theexpectationofthetranslationandthecommunicativeneeds.Eachtranslationpointstoacertainaudience,sothetranslationisatextproducedinthecontextofthetargetlanguageforaparticularpurposeandtargetedaudience.Vermeerthattheoriginaltextisonlyasourceofsomeoralloftheinformationforthetargetaudience.Thestatusoftheoriginaltextinteleologyisobviouslylowerthanitspositioninthetheoryofequivalence.3.2Therepresentativeofthefunctionaltheory3.2.1TheSkoposRule.Coherenceprinciplecoherence(coherencerule)thetranslationmustconformtothestandardofintra-verbalcoherence(intra-textualcoherence),thatis,thereadabilityandacceptabilityofthetranslation,whichenablestherecipienttounderstandandmakesenseinthecommunicativecontextoflanguagetranslationanduseofthetranslation.TheFidelityprinciple(fidelityrule)referstotheexistenceofinterlingualcoherence(inter-textualcoherence)betweentheoriginaltextandthetranslation.ThisisequivalenttowhatothertranslationtheoriesarecalledFaithfultotheoriginaltext,butthedegreeandformoffidelitytotheoriginaltextdependsonthepurposeofthetranslationandthetranslator'sunderstandingoftheoriginal.3.2.2TheIntratextualRule.Theprincipleofloyalty(loyaltyprinciple)ThiswasproposedbyNord.Shefoundtwomajorflawsinteleology:firstly,becauseofthedifferencesofculturalpatterns,peoplefromdifferentculturalbackgroundshavedifferentviewsongoodtranslations,andifthecommunicativepurposeofthetranslationrequiredbytheobjectiveprincipleiscontrarytotheintentionoftheoriginalauthor,thenwewillabidebytheprincipleofpurposeandviolatetheprincipleoffidelity.Therefore,heproposedtheprincipleofloyaltytoaddressculturaldifferencesandtherelationshipbetweentheparticipantsintranslationactivities.Inhisview,thetranslatorhasamoralresponsibilitytotherecipientofthetranslationandmustexplaintothemwhattheyhavedoneandwhy.Thisisoneaspectoftheprincipleofloyalty.3.2.3TheIntertextualRule.Theotheraspectoftheprincipleistorequirethetranslatortobefaithfultotheoriginalauthor.Thetranslatorshouldrespecttheoriginalauthorandharmonizethetargetlanguageandtheauthor'sintention.(nord:2001)Therefore,theprincipleofloyaltyfocusesontherelationshipbetweenthetranslatorandtheoriginalauthor,theclientandtherecipientofthetranslation.Hesuggestedthatthetranslatorshouldfollowtheguidingprinciplesof"functionplusloyalty",thusperfectingthetheory.4.Applicationofteleologyincosmeticsadvertisingtranslation4.1ThepurposeofcosmeticsadvertisementtranslationTheprincipleofpurposeisthefirstprinciple:peoplewithdifferentculturalbackgroundscommunicateinlanguage,andpragmaticdifferencescausedbyculturaldifferencesareunavoidablefacts.Similarly,languageandculturaldifferencesarealsoimportantfactorsthataffecttheeffectivenessofadvertisingcommunication.Goodtranslationplaysanactiveroleinsales,andaccordingtotheobjectiveprincipleofteleology,translatorsshouldpayattentiontothetranslationfunctionand"DoastheRomansdo"whentranslatingadvertisements.suchas"Dapeng"brandSharpener'sEnglishtranslationRocSharpeners.DapengisoneofthelargestbirdsinthemythandlegendoftheHannationality,withtheword"prospests"inChinese,withloftyambitionandpromisingfuture.ButtheROCthreecapitallettersarealsocommonlyusednewswords"theROC"Englishabbreviation,itisboundtoproducemisunderstandingorunnecessaryassociation,notconducivetothecreationofagoodimageofexportcommodities,nortoprotectthedignityofthecountry.ItisbettertochangeROCtoGiantBird.4.2Principlesincosmeticbrandnametranslation.4.2.1easyacceptanceAcceptabilityisaprerequisiteforthecommercialbenefitsofcosmetics.OnlycosmetictrademarkscanbeacceptedbyChinesewomen,cosmeticscanbepopularintheChinesemarket.Theacceptedprincipleisfrominterculturalcommunication."Cultureisacomplextotality,includingknowledge,belief,art,morals,law,customandalltheabilitiesandhabitsthatpeopleacquireasmembersofsociety,"saidBritishanthropologistTaylorinthe1871issueofPrimitiveculture."(XiaoWei,JiaYong2007:81)cultureisall-encompassing,itaffectsanddeterminespeople'sconsumptionmotivation,habits,ideasandbehavior."Thetranslationoftrademarksisnotonlyatransformationoftwodifferentlanguages,butalsoaconsiderationofinterculturalcommunication.AstranslationtheoristEugeneNidait:"Foratrulysuccessfultranslation,familiaritywithbothculturesisevenmoreimportantthanmasteringtwolanguages,becausewordsareonlymorerighteousintheculturalcontextinwhichtheyfunction.",'(YangChaoyan2001:45)intranslatingthenameandtrademarkofacommodity,notonlytoclarifytheliteralexhaustedmeaningoftheworditself,butalsotoknowtheculturalsignificanceofitsloadandthedifferentwaysofexpressionofthetwolanguages,otherwisetheremaybe"culturalconflict"."Translatorsshouldnotonlyhaveacorrectandappropriateunderstandingoftheoriginalofthetrademark,butalsobeabletogetridoftherigidconceptofequality,boldinnovation,translationcanbeaperfectinterpretationofcommoditycontent,conveythecharmofgoodsandcantakeintoaccounttheculturalcustomsofconsumers,toattractmoreconsumerstobuy."(HuangRuigong2003:76)Thegreaterthedifferencebetweenthebackgroundandexperienceofthecommunicator,thegreaterthedifficultiestheyencounter.Theseculturaldifferencesaffectconsumerbehavior.Forexample,inthe80's,theFrenchperfume"Poison"firstenteredtheChinesemarketwhentheyencounteredculturalbarriers.ItisfarlesspopularinChinathaninwesterncountries.WhyisitthatnooneinChinabuysthebestsellingthingintheworld?TheproblemliesinitstranslationinChina.Theoriginaltrademark"Poison"caterstothepsychologicalneedsofEuropeanwomenwholiketotrynewthingsorevenabnormalthings.InChinese,however,itscorrespondingtranslationisd'poison'or'venom'.Thisisculturallydenied,becauseChinesewomenarenotsogoodatrevealingtheirpersonalitiesasinfluencedbytraditionalculture.UnlikeWesternwomen,theytendtobuytraditionalratherthanunusualgoods.Itisconceivable,becausethetranslationofitssalesinChinaisnotoptimistic."HundredEros"caterstothepsychologyofChinesewomenatthattime.Nowbecauseofthepursuitofnoveltyandpersonalityofthemiddleclasswomenbecomethepurposeofthisperfumeconsumers,thetranslationreturntothe"poison".Theevolutionfrom"poison"to"Eros"to"poison"isdeterminedbythepsychologicalchangesofChinesewomen.Therefore,thetranslationofcosmeticstrademarksshouldbeconsistentwithChinesecultureandpsychology,sothatproductscanbesuccessful.4.2.2easyrememberingEasymemoryreferstothetranslationoftrademarksshouldmakethetargetlanguagereaderssoundsmooth,itlooksnatural.Justasalltrademarksshouldfollowtheprincipleofsimplicity,thetrademarksthathavebeentranslatedshouldalsobeconciseandclear.Thetrademarkthattranslatesoverisdifficulttopronounceandmemory,itisdifficulttoattractfemaleconsumer,Thentheproductsalesareunsuccessful.Moreover,thetrademarksthataretranslatedshouldbeaseasytounderstandandrememberaspossible,andbusinessmenortranslatorsshouldtrytheirbesttomakethetrademarkseasytoreadandtokeepinmind.Forexample,"Purc&mild"istranslatedinto"ParkBeauty"inChina.Obviously,thetranslationismuchsimplerthantheoriginal.Itisnotonlyinlinewiththeprincipleofeasymemory,butalsosuitableforChinesetwo-syllabletrademarknaminghabits.AnotherJapanesecosmetics"SKI犷insomeHongKongcosmeticsandfashionmagazinesaretranslatedas"thekeytobeauty.Asacosmeticbrand,itisacceptableforpeople.ButinmainlandChinaandTaiwan,'sk-ii',nottranslatedintothemarket,butretaineditsoriginal,becausecomparedtothe"BeautySpoon","sk-ii"easiertopronounceandmemory,sothatthemajorityofChinesewomenwelcome.4.2.3easypursuittoaeathetictasteAsmentionedabove,thetranslationofbrandnamesshouldbeofgreatsignificance,butmereenrichmentdoesnotguaranteethesuccessoftrademarknames.Itshouldalsohaveaestheticsignificance.Thereisnodoubtthatabrandnamewithagoodmeaningandafemininemeaninghelpstoarouseemotioninthefemaleconsumergroupandmakesthemmoreattractive.Themeremessageofatrademarknamedoesnotarousethedesireofconsumers,especiallyfemaleconsumers,tobuy.Femaleconsumerscansometimesbepersuadedbylogicalrhetoric,butmoreoftenbythesymbolicmeaningoftheproduct.Agoodtranslationofbrandnamecanmakewomenfeelsweetandpleasant,itiseasytobringthemunlimitedimagination.Suchpleasurehelpsthemtoremembertrademarkswell,andwhentheybuycosmeticstheyarewillingtochoosethebrand.Inordertosellalargenumberofcosmetics,translatorsneedtousethefreedomoftranslationandflexibilitytofirstcreatetrademarkstoarousethebeautyofChinesewomen.Thiskindofbeautycanberealizedboththroughspeechandsemantics.4.3FactorstobeconsideredincosmeticstranslationAgoodbrandtranslationwillenhancethevalueoftheproductitwillattractpublicattentiontostimulatetheirbuyingenthusiasmevenaffectthedevelopmentofanenterprise.Inordertocatertoconsumersinthenewmarketbrandnameshouldbetranslatedproperly.AccordingtoNida'sprincipleofequivalencetranslationfortrulysuccessfultranslation.FamiliaritywithtwoculturesismoreimportantthanmasteringtwolanguagesYangChaoyan.Mr.Zhuhuang,theadvertisingguru,oncesaid,"Ourjobasaninsideristobecreativetranslators."Concretelyputtherefore,intranslatingbrandnames,translatorsshouldnotonlyknowtheliteralmeaningofEnglishwordsbutalsounderstanditsculturalconnotations.ThistranslatestoacorrectunderstandingofthemeaningoftheEnglishbrandtosolvetheculturalconflicttoattractconsumers.Itaketheforeignbrandcosmeticsasanexampletodiscussthemethodoftranslation.FactorsaffectingthetranslationofEnglishcosmeticsbrandsbrandandcultureareliketwocloselyrelatedclosefriendswherethereisaculturewherethereisabrand.Thebrandisactuallyabridgebetweentwodifferentcountriesconnectingtwodifferentcultures.Generallyspeaking,cultureincludessocialideology,aestheticstandards,values,cognitionandsoon.WiththeglobalizationofthedevelopmentofinternationaltrademarketexpandingmoreandmoreforeigncosmeticshaveknockedopenthedooroftheChinesemarketbrandtranslationbecomesveryimportant.Socialideologyandvalueconceptplayanimportantroleinbrandtranslation.Socialideologyrestrictstheculturalconnotationsofbrands.Althoughthedegreeofglobalizationisincreasing,therearestillsomedifferencesbetweenthetwopartiesandChina.IntheWest,forexample,peoplepaymoreattentiontoindividualism.Theyprefertousenames,placenames,orwordsintheBibletonameabrand.ButinChinesesocialideologyandvaluesaredifferentfromWesterncountries,peoplepaymoreattentiontocollectivism.Valuereferstothegeneralevaluationandgeneralviewofthesignificanceandimportanceofapersontotheobjectivethingsaround.Valuegivesthebrandauniqueculturalconnotation.InancientChina,itwasbasicallyanagrariancountryseekingunity,whilethetwosideswerefullofvaluesandrisk-taking.Forexample,"AnnaSuiSecret"isaforeigncosmeticbrandanditsfounder'sname.Thisisagoodexplanationforthevaluesofindividualism.Cognitionreferstotheprocessofknowingsomethingoutside.Theaestheticstandardistherelativeanddefiniteyardstickofthevalueofthemostandtheaestheticvaluesoftheobjectofevaluation.Inordertostimulatetheconsumer'sdesiretobuyproductstranslatorsmustseriouslytranslatethebrandtomakethetranslationofcosmeticstomeetdifferentconsumersdifferentcognitiveandaestheticpsychology.4.4ThetranslationmethodbasedonSkopostheory4.4.1TransliterationThefreetranslationmethodunderthetheoryoffunctionalequivalencereferstotheinfluenceofculturaldifferencesintranslatinglanguage,whichhastodiscardtheliteralmeaningoftheoriginallanguage,andinsteadadoptthenamewhichca