ABSTRACT

Translation of cosmetic trademark is not only a business activity, but also a aesthetic activity. Trademark is elaborately made by enterprises, which is a specific symbol to distinguish other commodity, whose meanings and functions has obvious features. With the prosperity of beauty of the market, a wide variety of cosmetics compete among international markets, and fierce competition makes businesses particularly focus on the translation of cosmetics trademarks. Due to cosmetic itself represents beauty, its translation is meant to be an aesthetic activity which gather beautifying and optimizing together. The translation of trademarks which have been "beautified" and "optimized" can arouse people’s good desire to cosmetics, and makes people feel delight, caters to consumer psychology of women, stimulates purchase desire, and brings consumers warm aesthetic pleasure. However, due to differences of aesthetics between China and America, there are many variation in the translation process of trademarks. From the perspective of aesthetic differences between China and America, combined with the analysis of translation of cosmetics trademarks, this paper provided corresponding measures to sum up a valid translation method.

Keywords:  CosmeticsTrademark Translation Aesthetic Different

TABLE OF CONTENTS

ACKNOWLEDGEMENT

ABSTRACT

中文摘要

CHAPTER ONEINTRODUCTION-1

1.1 BACKGROUND OF THIS STUDY-1

1.2 PURPOSE AND SIGNIFICANCE OF THIS STUDY-1

1.3 GENERAL FRAMEWORK OF THE PAPER-2

CHAPTER TWOLITERATURE REVIEW-2

2.1 THE COSMETICS BRAND NAMING IN BOTH CHINESE AND ENGLISH-3

2.1.1 Naming After People-3

2.1.2 Naming After the Local Area3

2.13 Naming After Image on Animals and Plants 3

2.14 Naming After the Product Component and Composition3

2.2 METHODS OF TRADEMARK TRANSLATION  4

2.2.1 Transliteration-5

2.2.2 Liberal Translation-5

2.2.3 Creative Translation Method-6

2.2.4 No Translation-6

2.3 SINO-AMERICAN AESTHETIC DIFFERENCES-5

2.4 CONCLUSION-6

CHAPTER THREE AS TO THE DISCOVERY OF THE AESTHETIC DIFFERENCES BETWEEN CHINA AND THE US AND ITS IMPACT ON THE TRANSLATION OF TRADEMARKS 9

3.1 DIFFERENCES OF AESTHETIC PSYCHOLOGY BETWEEN CHINA AND THE US AND- IT'E EFFECT OF DIFFERENCES IN AESTHETIC PSYCHOLOGY ON TRANSLATION OF TRADEMARKS-10

3.2 DIFFERENCES OF AESTHETIC SENSIBILITY BETWEEN CHINA AND THE US AND IT'S EFFECT OF DIFFERENCES OF AESTHETIC SENSIBILITY  ON TRANSLATION OF TRADEMARKS-11

3.3 DIFFERENCES IN SINO-AMERICAN AESTHETIC STYLES- AND IT'S EFFECT OF DIFFERENCES OF AESTHETIC STYLE ON TRANSLATION OF TRADEMARKS-12

CHAPTER FOUR  CONCLUSION-14

REFERENCES-15