从功能对等理论研究化妆品商标的翻译
中国庞大的消费市场吸引众多国际知名化妆品牌前来寻找商机。但是，如何将陌生的国际品牌介绍给中国消费者是一个现实问题。化妆品名称翻译的得当与否直接影响到消费者对国际品牌的认知和接受程度。尤金·奈达的功能对等理论强调在翻译中实现功能对等，在化妆品商标的翻译中，此理论同样适用。
考虑到当前国际化妆品主要源自西方，特别是英美法等国家，如何实现国际品牌在中国文化语境的认同是本研究的起点。论文以功能对等理论作为理论基础，通过理论的策略、语境以及案例来分析如何使译文更加流畅准确地表达源语言的意义及目标。基于多个化妆品商标翻译的实例，本文致力于发现化妆品翻译在中国语境下的国际表达规律。
借助于功能对等理论，笔者把注意力集中于3个在化妆品翻译中需要考虑的因素。研究发现，在产品文化和价值的“中国表述”中，翻译凸显其在中国语境下的可理解性和认知性，具有明显的中国色彩和韵味；寓意上的对等，在一定程度上是对原文化和表达的一种改写或再现：深层的文化价值取向与审美偏好----目的语，中文。而在产品的“话语风格”上，则保持原有的国际格调，在一定程度上是对目的语的淡化，对原表述的格调的同步，突出功能上的一致性。即所谓的：中国韵味，国际表达。这对提升中国品牌的国际传播也具有一定的借鉴意义。
关键词: 功能对等理论；化妆品商标； 翻译；中国韵味；国际表达
Chinese Implication with International Style:
Chinese Translation of Foreign Cosmetic Brands from the Perspective of Functional Equivalence Theory
Abstract
Many international cosmetic products want to enter China’s enormous market, but the urgent problem is how to introduce completely strange international brands to the Chinese. Thus, as a special kind of “bridge” between consumers and enterprises, brand name translation plays an important role in cosmetic brand translation.
Functional Equivalence Theory, proposed by Eugene A. Nida, has exerted profound influence on translation. As it suggests, this theory emphasizes functional equivalence in translation, which also could be applied to the cosmetic brands.
In view of the current foreign cosmetics are mainly from the western countries, especially Britain, America and France, the starting point of this thesis is how to introduce foreign cosmetics toward the Chinese successfully. Based on Functional Equivalence Theory, this thesis puts great emphasis on how to make translated texts more fluent and accurate to illustrate the significance and objects of original texts. Furthermore, this thesis works on exploring the Chinese implication with international style of cosmetic brand translation through researching cases of cosmetic brand translation.
With Functional Equivalence Theory, this thesis focuses on three essential elements in the translation of cosmetic brands, namely, consumer psychology, cultural factors and aesthetic factors. Results show that: firstly, the “Chinese expression” of cultural elements and values of the products, which emphasizes the comprehensibility and recognition against the “Chinese context”, demonstrates distinct Chinese implication; Secondly, the equivalence in overtones, to some degree a rewriting or reproduction, matches the depth of the Chinese culture in its cultural values orientation and aesthetic favors; Finally, the retention of the original internationality can realize the consistency in the function by prioritizing the source language over the target language, thus achieving “Chinese implication, international style”. Findings can also be a model for the international publicity of Chinese brands.
Key words: Functional Equivalence Theory; cosmetic brands; translation; Chinese implication; international style
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