从许渊冲“三美”原则论化妆品品牌的翻译

On Cosmetic Brand Translation From the Perspective of Xu Yuanchong's Three-beauty Principle

好的品牌名称是打开顾客心灵之门的一把钥匙,国外化妆品要在中国市场占有一席之地,译名起着不可忽视的作用。化妆品的主要功能是美容,消费群体又以女性为主,因此,品牌译名必须具有美感,符合女性的审美心理。鉴于此,我国著名翻译家许渊冲先生提出的"三美"翻译原则也可以作为翻译化妆品品牌的重要标准,对于化妆品品牌名称的翻译具有重要的借鉴和指导作用。

A good brand is the key to attract consumers. To occupy a certain share in Chinese market, the importance of brand translation can not be ignored. As the main function of cosmetic is to beautify appearance and its main consumers are women, the translation should arouse women’s aesthetic feeling and accord to their aesthetic psychology. Therefore, the three-beauty princi-ple proposed by Professor Xu Yuanchong can also be used as an important standard and guidance to translate cosmetic brand names.