从功能对等理论角度分析英语化妆品商标的汉译商标在提升企业形象以及促进消费方面至关重要。随着全球化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。尽管很多学者已经涉及商标翻译领域，但对于化妆品商品翻译还缺乏深入的研究。
本文首先介绍了化妆品商标的基本知识，包括化妆品商标的定义、组成和功能。随后以奈达的功能对等理论为依据，进一步具体论述了其在化妆品商标翻译领域的实际应用的可行性。此外，在化妆品商标翻译过程中还应将消费者心理和文化差异因素考虑在内，以达到传递美感和促进消费的目的。根据奈达功能理论中的归化策略，本文提出了三种归化策略：直接转换，部分归化和完全归化，并提供大量实例。由此发现功能对等理论不仅为化妆品商标翻译方法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依据。因此得出，功能对等理论适合化妆品商标翻译，并具有积极的指导价值。
关键词： 化妆品商标，功能对等，消费者心理，文化因素，归化策略
On English-Chinese Translation of Cosmetic Brand Names from the Perspective of Functional Equivalence Theory
Abstract
Brand name is helpful to promote the corporation image and stimulate consumption. Owing to the fierce competition in the international business, people begin to realize the significance of brand names translation. As a result, there is an increasing urgent need for the brand names translation. Although many scholars have studied the brand names translation, there still lack in-depth research in the cosmetic brand names translation
This thesis firstly introduces some basic knowledge about cosmetic brand names, which includes definition, formation and function. And then the thesis is based on Nida’s functional equivalence theory and discusses the feasibility of applying this theory to cosmetic brand names translation. Besides, consumer psychology and cultural factors should be considered which can achieve the purpose of arousing aesthetic values and promoting consumption. According to adaptation strategy in Nida’s functional equivalence theory, three concrete adaptation strategies can be adopted depending on the level of understanding difficulties: direct transfer, partial adaptation and total adaptation. And a lot of cases are involved. This thesis finds that functional equivalence theory not only provides strong theoretical foundation for cosmetic brand names, but also measures the quality of cosmetic brand names translation. It concludes that functional equivalence theory is applicable to cosmetic brand names translation, and provides significant guidance for translation practice.
Key words: cosmetic brand names, functional equivalence, consumer psychology, cultural factors, adaptation strategy
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