《关联理论下化妆品商标翻译探析》

ContentsTOC\o"1-3"\h\uChineseAbstract 2EnglishAbstract 31.Introduction 42.LiteratureReview 53.DifferencesBetweenChineseandWesternCosmeticTrademarks 63.1Naming 63.2AestheticValues 73.3CulturalBackgrounds 84.CosmeticTrademarkTranslationUndertheGuidanceofRelevanceTheory 94.1Transliteration 94.2LiteralTranslation 104.3FreeTranslation 114.4TransliterationPlusFreeTranslation 135.Conclusion 14References 15关联理论下化妆品商标翻译探析摘要本文通过选取国内外著名的化妆品商标为研究对象，探讨关联理论指导下化妆品商标的翻译策略。经考虑译语读者的认知语境，发现：在关联理论指导下，译者灵活地采用音译、直译、意译、音义译结合的翻译策略，能够使翻译的化妆品商标在原文与译文之间找到最佳关联，从而引起化妆品消费者的心理认同感，并激发消费者的购买欲望。而且，关联理论指导下翻译的化妆品商标更贴合原义，内涵更加丰富。因此，关联理论对于化妆品商标翻译具有重要的指导作用，为翻译化妆品商标提供了新的思路。关键词：关联理论；化妆品商标；翻译OntheTranslationofCosmeticTrademarksfromthePerspectiveofRelevanceTheoryAbstractThispaperselectsworldwell-knowncosmetictrademarksasthestudyobjectsanddiscussesthecosmetictrademarktranslationundertheguidanceofRelevanceTheory.Afterfullyconsideringthetargetlanguagereaders’cognitivecontext,thetranslatorshouldflexiblyadopttranslationstrategiesintranslation,suchastransliteration,literaltranslation,freetranslation,transliterationplusfreetranslation,whichcanreachthebestrelevancebetweentheoriginalcosmetictrademarksandtheirtranslations,soastoarousethepsychologicalidentityofcosmeticconsumersandsimulatetheirpurchasedesire.Besides,thetranslatedcosmetictrademarksaremoreconsistentwiththeoriginaltrademarkmeaningandhavearichercontentwhentheyareguidedbyRelevanceTheory.Therefore,RelevanceTheoryhasanimportantguidingsignificanceforcosmetictrademarktranslationandprovidesanewperspectiveforcosmetictrademarktranslation.Keywords:RelevanceTheory;cosmetictrademarks;translationIntroductionAstheconstantlyimprovingofpeople’slivingconditions,anincreasingnumberofpeopletendtopurchaseoverseascosmetics,whichisespeciallypopularamongyoungwomen.Thereareanawfullotofcosmeticsinthemarket,andconsumersalwaysbuythembasedoncosmetictrademarkswhichisthefastestandmostdirectway.Trademarkisanindispensableelementofproductsandanecessarypartincompanies’success.Atrademarkwithhighqualitycanpromoteproductsales.Hence,thetranslationoftrademarksnotonlydeterminestheproductsales,butalsopromotesthelocalizationofmultinationalcompanies.Forthepurposeofstimulatingpeople’sconsumption,enterprisesshouldattachgreatimportancetocosmetictrademarktranslation.AsforRelevanceTheory,whichfocusonpeople’scommunicativeintentionandprocessingeffort,hasgreatexplanatorypowerforcosmetictrademarktranslation,becausetheultimatepurposeoftrademarktranslationistoservetheprofitofenterprises,andthemainideaofRelevanceTheorycontainscommunicativepurposeandtheprocessofostensiveinferentialcommunication.ButmostscholarsapplytraditionaltranslationtheoriessuchasFunctionEquivalenceTranslationandTeleologyTheoryinthetrademarktranslation.Therefore,thispaperdiscussestheflexibilityandimportanceofcosmetictrademarktranslationfromtheperspectiveofRelevanceTheory,hopingtoprovideanewperspectiveforcosmetictrademarktranslation.Thispaperconsistsoffiveparts.Theintroductionmainlyincludestheexistingstudiesoftrademarks,reasonsofstudyingthetranslationofcosmetictrademarksandtheframeworkofthispaper.Inthesecondpart,thispaperpresentstheliteraturereviewbyofferingthetheoreticalframeforthisthesistomakeanintroductionofRelevanceTheory,andpresentstheformerstudiesathomeandabroad.Thecontentofpartthreeisthebriefintroductionoftrademarksanddiscussesthenamingofcosmetictrademarks,aestheticvaluesandculturalbackgroundsduringthetranslation.Intheforthpart,thispaperdiscussesthestrategiesundertheguidanceofRelevanceTheoryinthetranslationofcosmetictrademarks.Thelastpartistheconclusionofthispaper.LiteratureReviewAmongthesubjectsoftrademarktranslationresearch,thecross-marketing,languageandculturalfactorshavealwaysbeenthefocusofresearchonthefactorsaffectingtrademarktranslationabroad.Thetrademarktranslationisinfluencedbymarketingfactors,forinstance,productfeatures,thepurchaseintentionofconsumersandsoon.Intermsofculturalfactors,culturaldifferencesarementionedbyDongandHelms.EugeneA.Nidasuggestedthatthetwoprimaryfactorsoftrademarktranslationareculturesandsocieties.SchmittandZhang(2012)researchedtheinfluenceofexplicitnamingonEnglishtranslationoftrademarks.Alon(2009)pointedthatthewidelanguagedifferencebetweenChinaandtheWestmakesitextremelydifficulttotranslatetrademarks.Intheaspectofthestrategyandmethodofthetrademarktranslation,DongandHelms(2001)concludedthetrademarktranslationstrategies:literalandfreetranslation,andonthisbasis,proposedsimpleliteraltranslation,meaningfulliteraltranslation,literaltranslationwithmodifiedmeaningandmeaninglessliteraltranslation.Therearetwotrendsintheresearchoftrademarktranslationoverseas,whichareanalyzedfromthecorrelationandsemanticcorrelation,andfromtheperspectiveofmarketing,languageandculture.Inordertohaveafurtherstudyoftranslationstrategiesfortrademarks,thispaperdiscussescosmetictrademarktranslation.InChina,scholarshavestudiedthecosmetictrademarktranslationfromtheperspectivesofSkoposTheorybyZhangQiuchen(2017)andFunctionalEquivalenceTheorybyZhangHuaxia(2018).And23articlesmentionedthetrademarktranslationfromtheperspectiveofRelevanceTheoryfrom2003to2019.WangYuchuan(2017)proposedthattrademarktranslationshouldfindthebestrelationshipbetweentheoriginaltrademarkandthetranslatedtrademark,followtheprinciplesofsimplicityandeasytoberemembered,andconveysenseofbeautytoconsumersandadapttoChineseculture.HanXiaolan(2013)expoundedthedeficiencyoftraditionaltheoriesinthetrademarktranslationguidance,andthensystematicallydiscussedthefeasibilityofapplyingRelevanceTheoryintranslationandtrademarktranslationfromtheaspectofoptimalrelevance,expressinferenceandcognitivecontext.YuanMengwan(2013)alsodiscussedthetranslationofcosmetictrademarksbasedonRelevanceTheory,andfiguredoutthatundertheguidanceofRelevanceTheory,thetranslationoftrademarkscanmakeconsumerspaytheminimalprocessingefforttoobtainthemaximumcontexteffect,thatis,obtaintheoptimalrelevancebysemanticassociation,phoneticassociation,signassociationandcultureassociation.DifferencesBetweenChineseandWesternCosmeticTrademarks3.1NamingOntheonehand,agreatmanyofwesterncosmetictrademarksarenamedafterpeople,particularlythenameoftheirfounderswhoareadmiredbyconsumersfortheirgoodimageandbrilliantlife.HuangXiao(2009)arguesthatchoosingthisapproachusuallyattractsmoreconsumerstothecompany’sbrandculture,sothatboththecosmetictrademarksandthenamesoftheirfoundersarerememberedbythepublic,likeESTEE

LAUDER(雅诗兰黛),GIVENCHY(纪梵希),DIOR(迪奥),NARS(纳斯),CHANEL(香奈儿),GUERLAIN(娇兰),YSL(圣罗兰),BOBBIBROWN(芭比布朗)andsoon.Forexample,Givenchy,afamousFrenchfashiondesignerwhodesignedtheAuderyHepburneveningdress,hasalwaysbeenthesymbolofGivenchyclothing.What’smore,GarbrielleBonheurChanel,thefounderofChanelBrand,isoneofthemostfashiongiantsintheworld.Consumersalwaysassociatewiththeclassicstoriesoftrademarkfounderswhentheyseethesecosmetictrademarks,soastoincreasetheirfavorableimpressionoftheproductandpromotetheirconsumption.Ontheotherhand,manycosmetictrademarksarenotonlynamedaftertheirfoundersbutoftenrefertofamousplacesorplacesoforigin.Forexample,theworld-renowncosmetictrademarkLANCOME(兰蔻),whichisderivedfromtheLANCOMEcastleonthebanksofthelovacariverinthecentralFrancewhereissurroundedbymanyrosesandfullofromanticatmosphere.Armand,thefounderofthistrademark,thoughtthateachwomanislikearose,withtheirowncharacteristics,andthereforetherosebecametheLANCOMElogo(Net1),whenconsumersseethistrademarkwillinstantlygettheimageofroses,sotheyaremoreinclinedtobuy.Suchnamingmethodenablesconsumersintuitivelyunderstandtheoriginofthecosmeticproducts,aswellasattachesaprofoundhistoricalstoryoncosmetics.Chinesecosmeticsusuallynamedafterbeautifulimagesofplantsorherbs,likePECHOIN(百雀羚),INOHERE(本草相宜),HERBRIST(佰草集),DRPLANT(植物医生),allofthemindicatethatthemainingredientsoftheircosmeticproductsaretraditionalChineseherbsorplants,aimingtogiveconsumerssafeandhealthyskincare.Apartfromnamedafterplants,namedafterpeopleisalsoaverycommonmethod,suchasDABAO(大宝),whichconveysasenseofintimacyandiseasytobeacceptedbyChineseconsumers.TJOY(丁家宜),justlikesagirl’sname,inkeepingwithitsfocusontheskincareofyoungwomen.SomeChinesecosmeticproductsarenamedaftertheiringredients,likeWETCODE(水密码).Andsomenamingmethodsofcosmetictrademarksareirregular,suchasWINONA(薇诺娜)andCHANDO(自然堂),allofthemareskincareproducts,andthecharactersoftheirtrademarkscontainapositiveandreliablemeaning.SomecosmetictrademarkslikePERFECTDAIRY(完美日记),JUDYDLL(橘朵),MARIEDALGAR(玛丽黛佳),allofthemcreatealivelyandlovelysense,andaccuratelygraspthepsychologicalcharacteristicsofyoungwomentodrawtheirattentions.Inconclusion,Chineseandwesterncosmetictrademarksusuallyemphasizetoconveyareliablesenseandagloriouspoetrytoconsumersandadheretotheprincipleofsimplicityandeasytoberememberedandmeettheirmentaldemands.3.2AestheticValuesGreatdifferencesexistinChinaandtheWest,andpeoplehavevariouskindsofvaluesundervarioussocialandculturalenvironments.Aswesterners,theyvaluetheindividualism,whileChinesepeopleusuallyfocusonthecollectivismandhaveaherdmentality,suchastheskincaretrademarkDabao(大宝),whichadvertisesitsproductsforpeopleofallages.Moreover,westernersprefertotakerisksandarekeentoexploretheunknownwhileChinesepeoplearemoreconservativeandprefersomethingpositiveandauspicious.Forexample,afamousFrenchperfume“DiorHypnoticPoison”,aimstoencouragewomentomaximizetheircharmandseductionandshowtheirbeautyboldlyasawayofcateringtothecharacteristicsofwesternwomen’spursuitofnewthings.However,mostChinesefemaleswon’tacceptanythinglikethat,whichmeansunluckyandnegative,sotheliteraltranslationof“Poison”wouldnotbeacceptedbyChinesefemaleconsumers.Then,thecompanyhasrevisedthetranslation,theultimatetranslatedtrademark“百爱神”,whichmeansevenmanygodswouldpreferthisperfume,ittakesembodimentofthecollectivismintoconsiderationandeventuallybecomespopularwithChinesewomen.Varioussocialcustomsandvaluesresultinvariouskindsofaesthetics,therefore,thetranslatorshouldalsocatertovariousaestheticneedsoftargetconsumersfromdifferentcountries,soastostimulatetheirdesirestopurchasecosmeticproducts.Chineseandwesternaestheticvaluesbelongtotwodifferentideologicalandculturalsystems,theyaredeeplyrootedindifferentculturalbackgroundsandsocialenvironmentswhichhavedifferentdevelopmenthistories(刘凡等,2012).InChina,thevastmajorityofwomenpreferwhiteanddelicateskin,astheoldsaying:“Awhitecomplexionispowerfulenoughtohidesevenfaults”,inanattempttobewhite,femalestryallkindsofmethodstodoso,sothatplentyofcosmeticproductsfocusonthewhiteningeffect.ContrarytoChinesefemales,thewesternwomenareinpursuitofsexandhealth,theyarekeentoshowtheirbodiesandmorelikelytodooutdoorsportsasawaytotantheirskinintoahealthywheatcolor,whichisakindofbeautyfullofpublicizepersonality.Generallyspeaking,people’spreferencesforbeautyaredeeplyinfluencedbysocialstandardsforbeautyandvalueswheretheylive.Therefore,thetranslationofcosmetictrademarksmustconsiderthevariouspursuitofbeautyandaestheticvaluesindifferentcountries,onlybycateringtotheirpreferencescantheproductsalesbepromoted.3.3CulturalBackgroundsDiversifiedcountriesorregionshaveformedtheirownsocialcustomsandculturaltraditionsinsocialdevelopment,justaswhatWuZhiying(2015)notesthat,thetranslationofcosmetictrademarksshouldbepaidcloseattentiontothetargetcountries’socialcustomsandavoidtaboowordsincosmetics.ChineseskincareproductDabaoSOD(大宝)isdeeplylovedbyChinesepeople,itsmainingredientSODisakindofsuperoxidedismutasewhichhastheeffectofdelayingaging,whereasitmeansaswearingtaboointhewest,sothereisnodoubtthatitwon’tbesoldwellabroad.JapanesecosmetictrademarkKISSME(奇士美)literallymeans“吻我”,whileinChina,peopleusuallydonotacceptsuchadirectexpression,becauseitdoesnotconformtotheimplicitandrestrainedculturalconnotationofChina,butthetranslatedtrademark“奇士美”isnotonlysimilarwiththeoriginaltrademarkinthepronunciation,butalsoexpresseswomen’scourageandenthusiasmforlove,sothetranslatedtrademarkiseasiertobeacceptedbyChineseconsumers.CosmeticTrademarkTranslationUndertheGuidanceofRelevanceTheoryAsatheoryinthefieldofpragmatics,RelevanceTheorywasfirstlyproposedbySperberandWilsonintheirjointlypublishedbookRelevance:cognitiveandcommunicationin1986,whichisaboutdiscoursecognitiveanddiscourseunderstandingandhasapositiveguidingsignificanceinthefieldofpragmaticsresearch.RelevanceTheorythinksthattheutterancecommunicationisanostensiveinferentialprocess,andcontentstheinformativeintentionandthecommunicativeintention.Inthisprocess,“thecommunicatorproducesastimulus,whichmakesitmutuallymanifesttocommunicatorintends,bymeansofthisstimulus,tomakemanifestormoremanifesttotheaudienceasetofassumptions”(Sperber&Wilson,1995:54),thatmeanstheaudiencetriestoobtainsufficientcontextualeffectwithminimalprocessingeffort.ChenleiandZhuXiaomei(2012)pointoutthatRelevanceTheorycombinesthecommunicationwithcognitioncontext.FromtheperspectiveofRelevanceTheory,substantially,translationisaprocesstoseektheoptimalcorrelationofthecognitivecontextofsourceandtargetlanguages.Gutt,thestudentofWilsonandSperber,basedonthecoreideaofRelevanceTheory-optimalrelevance,firstappliedRelevanceTheoryinthetranslationfield,thenproposedRelevanceTranslationTheory.Gutt(1991)viewedtranslationasanostensiveinferentialactivity,whichreferstothreeparts:thetranslator,theauthorofsourcelanguageandthetargetreadersoftargetlanguage.Whentheauthorofsourcelanguageexpresseshiscommunicativebehavior,whatthetranslatorshoulddoistodeducetheauthor’scommunicativeintentionandthecontextassumptionafterhehasunderstoodthecognitivecontextofthetargetreaders,sothatthetargetreaderscanachievethemaximumcontextualeffectwiththeminimalprocessingeffort.RelevanceTheoryexplainstheprocessandprincipleofinformationprocessing,andthetranslationisessentiallyaprocessofinformationprocessingandreprocessing.Hence,RelevanceTheoryalsoexplainstheintrinsicnatureoftranslation(张秀婷,2013).4.1TransliterationSometrademarksintheoriginalandtargetlanguagesaresimilarinthesound.Therefore,undertheguidanceofRelevanceTheory,transliterationmeetstheoptimalrelevanceofsound,andallows“creators,translatorsandtargetconsumersachievemutualmanifestnessaswellasgetthesamesaleseffectindifferentcountries”(JinLei,2011:32).Transliterationremainsthewonderfulsoundoftheoriginaltrademark,thereareplentyoftrademarksarenamedaftertheirfoundersinthecosmeticmarket,sothemostsuitabletranslationstrategyistransliteration.Forinstance,thefamouscosmetictrademarkESTEELAUDER(雅诗兰黛),isoriginatedfromitsfounderEsteeLauder.“雅诗兰黛”isnotonlysimilarinthepronunciationtoitsoriginaltrademark,butalsofullofelegantandgracefulartisticconceptionofancientChinesepoetry,whichmeetsthecognitivecontextandacceptancedegreeofChinesefemaleconsumers,theycouldeasilyobtaintherelevanceassumptionthatcanbeassociatedwiththetargetconsumers’gorgeousandgracefulimage.“雅诗兰黛”isingoodaccordancewiththeaesthetictemperamentandinterestofChinesefemaleconsumers,thenstimulatestheirdesirestopurchaseproducts.Anotherexample,MAYBELLINE(美宝莲)isalsoapopularcosmetictrademarkamongyoungwomen.Thetranslatedtrademark“美宝莲”hasabeautifulpronunciation,aswellasenablesthetargetconsumersassociatewiththedesirethattheywillbecomeasgorgeousaslotusafterusingtheproduct,whichinlineswithChinesewomen’scognitivecontext,sothattheycanprocessthecommunicativeintentionoftheoriginaltrademarkwithminimalprocessingeffort.Transliterationretainsthephonologybeautyoftheoriginaltrademark,givestheproductexoticflavor,andreachestheoptimalrelevanceinpronunciationbetweenthetranslatedandtheoriginaltrademark.What’smore,thetranslatoralsoneedstoconsiderwhethertheselectedwordsarefavorabletothetargetconsumersornot.4.2LiteralTranslationOptimalrelevanceofmeaningisafundamentalprincipleinRelevanceTheorywhichthecommontranslationmethodisliteraltranslation.Inthiscase,atrademarkintheoriginallanguageoftenhasacorrespondingmeaninginthetargetlanguage,consumersinChinaandtheWestmusthavethesharedorsimilarcognitivecontext,itmeanswithouttoomuchprocessingeffort,thetargetconsumerscandeducethecommunicativeintentionoftheauthorandobtainenoughcontextualeffect,andthentheoptimalrelevancewiththeoriginaltrademarkcreatorwillberealized(李广伟,戈玲玲,2008).AsoundcaseinpointisAmericancosmetictrademarkCOVERGIRL(封面女孩),whichexpressesthedreamofeverygirltobeasattractiveasthecovergirl,itsuccessfullyconsidersthecommunicativeintentionandcognitivecontextofChinesefemaleconsumers,andtheoriginalmeaningispositivewhateverinChinaortheWest,sotheywillinstantlyassociatewiththebeautifulimageonthemagazinecoverwhentheyseethistrademark,sotheoptimalrelevanceisreachedbetweenthetargetconsumersandtheoriginaltrademarkcreatorwithoutquestions.Nevertheless,theFrenchperfumePOISON(毒药)isafailureexample,althoughitspopularitywiththewesternfemaleconsumers,itfailstocatertothecognitivecontextofChinesefemaleconsumers,because“POISON”associateswithsomethingominousinChina,thenpeoplewouldhavenegativeimaginationwhentheyseethetrademark,whichleadstothebreakupofoptimalrelevancewiththeoriginaltrademarkcreator.Therefore,thetranslatorshouldgiveenoughconsiderationtothecognitivecontextandacceptancedegreeofthetargetconsumerswhentranslating,sothattheycaninferthecommunicativeintentionoftheoriginalcosmetictrademarkandthenraisetheirpurchasinginterests.Inconclusion,literaltranslationisapplicabletothesituationthatthecognitivecontextofconsumersinoriginallanguagecountryandtargetlanguagecountryissimilar,consumersintargetlanguagecountrycanunderstandtheoriginaltrademarkcreator’scommunicativeintentionwithminimalprocessingeffortandachievethemaximumcontextualeffect,thensuccessfulcommunicationthatstimulatestheirdesiretobuywillberealized.4.3FreeTranslationTheaimofcosmetictrademarksistoconvey“clearandeasilyunderstandinginformationoftheproductandmaketargetconsumersobtainthesamecontexteffect”(JinLei,2011:36),soastoarisethetargetconsumers’interestandstimulatetheirdesiresofpurchasing.Hence,fromtheperspectiveofRelevanceTheory,LiGuangweiandGeLingling(2008)thinkthat,inanefforttoachievesuccessfulcommunication,itisnecessaryforthetranslatortoreleasefromliteralmeaningoftheoriginaltrademarkunderthepremiseofconsideringthecognitivecontextofthetargetlanguagereaders.GiventhattherearehugedistinctionsintheconsumptionpsychologyandculturalcustomsbetweenChinaandtheWest,it’svitaltoenablethetargetconsumerstoachievethesameorsimilarcontextualeffect.Therefore,thecosmetictrademarktranslationshouldachievetheoptimalrelevancebothinfunctionandemotionexpressedbycosmeticproducts.“Freetranslationisoneofthemainapproachestorealizetheoptimalrelevanceoffunctionandemotion”(JinLei,2011:36),itdoesnotrequiretheexactequivalenceofformsandwords,butcanvividlyconveythecommunicativeintentionoftheoriginaltrademarkcreator,aswellastheconnotationoftheoriginaltrademark.SuchasCLINIQUE(倩碧),anAmericancosmetictrademark,whichmeansclinicinGerman.TheliteraltranslatednamefailstoenableChinesefemalestoassociatewiththefunctionofcosmeticsandgetthecommunicativeintentionoftheoriginaltrademarkcreator,whilethefreetranslatedname“倩碧”issymbolsofbeautyofclassicalliterature,“倩”and“碧”presenttheimageofabeautifulyounggirlwhichconformstotheChineselocalelegantatmosphere.IttakestheacceptancedegreeofChinesefemaleconsumersintoconsideration,aimingtoreachtheoptimalrelevancebetweenChinesefemaleconsumersandtheoriginaltrademarkcreator,sotheywilldefinitelybeinterestedintheproductanddesiretobuy.AnothertypicalexampleisMAKEUPFOREVER(浮生若梦),consumerscouldunderstanditliterallythrough“makeup”and“forever”,whichmeans“化妆到永远”.Whilethefreetranslatedtrademark“浮生若梦”conveysthemeaningthatwomenshoulddressupmoreintheirlimitedlifetimetomakeitlikeadream.Theprocessofostensiveinferentialisapproached,soChinesefemaleconsumerswilleasilygetthecommunicativeintentionoftheproduct.Besides,“浮生若梦”isoriginatedfromthepoem“浮生若梦,为欢几何”thatfullyconsidersthecognitivecontextandculturalbackgroundsofChinesefemaleconsumers.Hence,thatisthereasonwhyithaswontheChinesefemaleconsumers’favor.Similarly,thenaturalismcosmetictrademarkININISFREE(悦诗风吟),whichoriginatesfromthepoem“TheLakeIsleofInnisfree”referringtoaspiritislandwrittenbyYeats,afamousIrishpoet.“悦诗风吟”expressesthecommunicativeintentionoftheenterprisethatmakingnaturalismcosmetics,enablesChinesefemaleconsumersassociatewiththefreenatureinstantly,whichfullytakesChinesefemaleconsumers’cognitivecontextintoconsideration.Itgivesthemasenseoffreeandclean,whichmeansitsproductsarenaturalandhealthytotheskin,andconsumerscouldgetthatwithminimalprocessingeffort.Thetrademarktranslationdiscussedabovefocusonthecognitivecontextoftargetconsumersanddeeplyunderstandtheoptimalrelevanceandreactionbetweentheoriginaltrademarkandthetargetconsumers.Bythisway,thetargetconsumersareabletoobtainthecommunicativeintentionandprocesstheoptimalrelevanceofcosmetictrademark.4.4TransliterationPlusFreeTranslationOptimalrelevanceofthesoundplusthemeaningrequiresthetranslatortotakeboththerelevanceofthesoundandthesimilarityofthemeaningintoconsiderationduringthetranslation,whichcanremaintheconnotationandculturetothemaximumextent.LiandGe(2008)thinkthat,accordingtoRelevanceTheory,transliterationplusfreetranslationiswidelyusedbecauseitconsidersthecommunicativeintentionoftheoriginaltextandthecognitivecontextofthetargetlanguagereaders,whichiseasytobeacceptedbypotentialconsumers.AmericancosmetictrademarkREVLON(露华浓)mustbethebestexample,whichoriginatesfromLiBai’sQingpintune“云想衣裳花想容，春风拂褴露华浓”,itenablesChinesefemaleconsumersassociatewiththesenseofliquid,whitedewandgorgeousnessandsoon,conformingtotheaesthetictasteofChinesefemaleconsumersandreflectingthecharacteristicsoftheproduct,what’smore,ittakestheoriginaltrademark’scommunicativeintentionandChinesefemaleconsumers’cognitivecontextintoaccount,itseemsthattheywillbecomeasbeautifulasYangGuifeiafterusingtheproduct,sothatthetargetconsumerswillacceptiteasily.Ontheotherhand,thereisahighdegreeofsimilarityinpronunciationbetweenthetranslatedtrademarkandtheoriginaltrademark.Therefore,thetargetconsumerscanobtaintheoptimalcontexteffectwithminimalprocessingeffort.AnotherexampleisOLAYOilofOLAY(玉兰油),aproductspeciallydesignedbyachemistGrahamWulffforhiswifeDinah.Olaymeans“comeon,haveatry”inPortuguesewhichhasnospecialconnotationinChina,butafterguidedbyoptimalrelevanceofthesoundplusthemeaning,itstranslatedtrademark“玉兰油”successfullyattractsChinesefemaleconsumers’attention.RelevanceTheoryemphasizesthecommunicativeintentionofthecommunicatorandthecognitivecontextoftheaudience.“玉兰”meanssomethingdelicateandpureormagnoliaflowerinChina,whichfitstheimageofChinesewomenandiseasytobeacceptedbyChinesefemalecustomers,thenrelevanceassumptionswhichtargetconsumersmayassociatewithareeasytoobtain,besides,boththepronunciationsaresimilar.“Oil”isliteraltranslatedinto“油”,whichreflectsthepropertiesofcosmetics,sothetargetconsumerswillgettheassociationofmoisturizingtheirskin,andthenwillachievethesuccessfulcommunicationbetweentheoriginaltrademarkcreatorandthetargetconsumers.ConclusionThispaperillustratesfamouscosmetictrademarksathomeandabroad,anddiscussesthefeasibilityofcosmetictrademarktranslationfromtheperspectiveofRelevanceTheoryandthenconcludesthat,undertheguidanceofRelevanceTheory,itissignificantforthetranslatortofullytakethecommunicativeintentionoforiginalcosmetictrademarksandthecognitivecontextofthetargetconsumersintoconsideration.WhenapplyingRelevanceTheoryintotheprocessoftranslation,thatis,thetranslatorshouldcarefullyconsiderthecharacteristicsofthecosmeticproducts