浅析接受美学视角下的化妆品品牌翻译
浅析接受美学视角下的化妆品品牌翻译(论文6200字)
AN ANALYSIS OF TRANSLATION OF COSMETIC BRAND NAME FROM THE PERSPECTIVE OF RECEPTION AESTHETICS
ABSTRACT
（中文摘要）
随着全球化的推进，全球的商品经济竞争愈演愈烈。每个商家都面临着这样一个问题：如何把自己的产品更好地介绍给目标市场的消费者。有美丽经济之称的化妆品品牌竞争焦点是化妆品的产品文化、企业形象、产品质量等，而其品牌名称正是其最集中的体现。接受美学确立了以读者为中心地位，为品牌翻译提供了全新的理论视角和研究方法。而本文将从以读者为中心的视角来探讨, 通过了解接受美学的主要概念和品牌翻译的意义，得到启示，提出四大翻译策略，再采用理论结合实际和举例子的方法，分析相应的成功化妆品品牌例子在其翻译策略中的具体体现 ，实现其理论指导下的化妆品品牌翻译的完美表达，目的在于唤起消费者对产品的想象和渴望，迎合消费者的品味，吸引和说服消费者购买产品。
关键词：接受美学理论，化妆品品牌，翻译策略
ABSTRACT
As the economy is increasingly globalized, stronger competitions among countries have arisen. Merchants are encountering such a problem of how to introduce their products effectively that attract target consumer in the target market. Cosmetic called the beauty economy competes on brand culture, enterprise image and product quality, but a brand name are the very embodiment. Reception Aesthetics provides a new angle of reader-centered to guide translation principles, techniques in brand name translation. The thesis will explore from the perspective of reader-centered, and research its main concepts and the significance of brand name translation to get inspired. Then it will put forward four strategies, taking the methods of examples and combination of theory as well as practices to analyze the actual realization of successful cosmetics brand names that correspond to the strategies in translation. Finally, to make a cosmetic brand name translation perfectly expressed under the guidance of theory is to aim at arousing consumers’ expectation and imagination, catering to their taste and judgement, attracting and persuading them to purchase.
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KEYWORDS: Reception Aesthetics; Cosmetic brand name; translation Strategies
AN ANALYSIS OF TRANSLATION OF COSMETIC BRAND NAME FROM THE PERSPECTIVE OF RECEPTION AESTHETICS
English major, 201112321110, Jiang Xueling
CONTENTS
ABSTRACT I
ABSTRACT II
1. INTRODUCTION - 1 -
2. RECEPTION AESTHETICS AND ITS MAIN CONCEPTS - 2 -
2.1 An Overview of Reception Aesthetics - 2 -
2.2 Main Concepts - 3 -
2.2.1 Horizon of expectations - 4 -
2.2 .2Indeterminacy of text meaning - 5 -
2.2.3 Aesthetic experience - 5 -
3. BRAND NAME TRANSLATION AND RECEPTION - 6 -
3.1 Brand name translation - 7 -
3.1.1 The significances of brand name translation - 7 -
3.1.2 The existing problems in the brand name translation - 7 -
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3.2 Enlightenments of brand name translation under the Guidance of Reception Aesthetics - 8 -
3.2.1 Cultural Communication - 8 -
3.2 .2 the Creative Expectation of Target Consumer - 9 -
4. TRANSLATION STRATEGIES - 10 -
4.1Transliteration - 10 -
4.2 Free Translation - 11 -
4.3 Creative translation - 12 -
4.4 Copying translations - 12 -
5. CONCLUSION - 13 -
ACKNOWLEDGEMENTS - 15 -
REFERENCES - 16 -
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