浅论国货美妆品牌名称的翻译策略

Translation Strategies for Domestic Beauty Brand Names

品牌名称的翻译同语言和文化紧密相关。该文基于“功能翻译理论”,通过对当前国产美妆品牌常用的五大类英译策略进行反思,发现目前的汉英翻译策略存在的问题,并为解决这些问题提出合理可行的建议,还指出品牌名称的汉英翻译策略应当灵活多变,在翻译过程中应当考虑品牌自身的文化内涵,以及与目标客户的文化价值的差异。

The translation of brand names is closely related to language and culture.Based on the Functionalist Theory of Translation,this paper points out the problems existing in the current C-E translation strategies by reflecting on the five types of methods commonly used by domestic beauty brands,and then tries to put forward reasonable and practical suggestions for solving these problems.Besides,the conclusion that this paper draws is that not only the cultural connotation of the brand itself but also the differences in the cultural values of target customers are expected to be taken into account in the translation process,aiming to show that the C-E translation strategy should be flexible.