A Study on the Chinese Translation Strategy of Cosmetic Brand from the Perspective of Skopos Theory开题报告

 2022-07-31 14:54:18

1. 研究目的与意义

As people’s demand for beauty growsstronger and the expansion of cosmetics market, people''s demand for cosmeticsis becoming more and more vigorous. In the process of foreign makeup brandsentering the Chinese market, it is particularly important to formulate a seriesof brand marketing strategies suitable for the Chinese market, among which thenaming of makeup brands play an important role in the expansion of brands. Thebrand name is the first thing that people can perceive. After hearing the brandname, it is extremely important to be able to triggle the customers’ perceptionand the imagination for the brand. The brand name is our first impression ofthe brand. The quality of the first impression directly determines whether wewant to further exposure to related priducts.

Dueto the maturity and effectiveness of foreign cosmetics technology, customers inthe Chinese market have more willingness to choose foreign cosmetics. For theinconsistencies in the language, translation of brand name has become animportant aspect. Appropriate brand names will impress comsumers during brandcommunication and enhance the brand’s competitiveness. Inappropriate brandnames can cause consumers to resent brand and stay away from them. So how to make the Chinese consumers understandthe translated brand name and how to expand the influence of the productthrough better naming has become the problems to be considered in the processof brand name translation.

2. 研究内容和预期目标

My thesis will focus on translation strategy of Cosmetic Brand fromthe Perspective of Skopos Theory.

Inchapter one, I will introduce the content of the three rules of Skopos theoryand the development of the theory. The three rules of Skopos theory are: skoposrule, coherence rule and fidelity rule. Skopos theory believes that the firstrule followed by all translation activities is the skopos rule. That is meanthe translation should be able to function in the context and culture of thetarget language in the way that the target recipients expect. Coherence rulemeans that the translation needs to be readable and acceptable to enable therecipient to understand and be meaningful in the recipient’s communicativecontext. The fidelity rule means that there should be coherence between theoriginal text and the translation, that is mean be faithful to the originaltext.

In chapter two, I will analyze the features ofcosmetic brand name: The first is the informative feature. The translation ofthe brand should be consistent with the nature and function of the product, sothat consumers in the target market can identify it. The second is theaesthetic feature, the naming of a brand can be associated with beautifulthings and in accordance with the aesthetics of the masses in the targetlanguage society. The third is the cross-culture communication feature, brandname needs to be

local, it’s supposed to be conform to theuniversal acceptance and customs of the target market.

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3. 国内外研究现状

In chronological order,the study of Skopos theory can be divided into three stages. The first stage isthe formative period. During this period, Katharina Reiss introduced thetranslation evaluation criteria with equivalent function into translationcriticism for the first time in her book The Possibility and Limitation of Translation Criticism. She proposed theconcept of “ integral communicative performance” and held that “the idealtranslation should be equivalent to the original text in terms of conceptualcontent, required form and communicative function”. The second stage is theevolutionary period. During this period, Hans Vermeer abandoned the equivalenttranslation theory which is centered on the original text and put forward theSkopos theory. He pointed out that translation is a kind of human act withconscious and purposeful mind that takes place in a particular context(Yan,2018).He said that the three key factors of Skopos Theory are: the purpose of translation,the target text and the recipients of the target text. In Skopos theory, thetext of the target language is determined to a large extent by the function ofthe text or the purpose of the translation to serve the cultural context of thetarget language(Ke,2010). The third period is the maturity period. During thisperiod, Christiane Nord put forward the theory of functionality plus loyalty,requiring translators to aim to produce functional target texts that areconsistent with the purpose of translation, while respecting the legitimateinterests of the authors of the original text and the recipients of the targettext.(Li，2012).

From the currentresearch, the analysis of brand names mainly focus on the research of methodsand meanings.

From one point, thetranslation should embody the integrity and cultural implication of thelanguage and express the correct metaphorical meaning on the basis of faithfulnessof the original text(Zhangamp;Chen,2014). The metaphor plays an important rolein translation under Skopostheorie. It is an important communication functionof metaphor to express some things that are not easy to speak out throughmetaphor and to avoid offending and impoliteness in communication. A goodtranslation not only provides complete information that is faithful to theproduct, but also creates aesthetic appeal which can bring purchasingpower(Guo,2012). Another three principles of brand name translation from theview of the skopostheorie: the attribute relevance principle, the culturaladaptation principle and the notability principle which were based on thecombination with relevant theories of propaganda psychology and trademarkscience(Xie,2010).

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4. 计划与进度安排

Outline

  1. Introduction

  2. Skopostheorie’srules in translation

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    5. 参考文献

    Guo,J. (2012). Skopos Theory and Instruction Manual-translating. Overseas English, (11), 144-146.

    Li,Q., amp; Ye, Y. (2010). Inherent Criteria of Brand Name Translation. Overseas English, (05), 163-165.

    Li,X. (2012). Skopos: the Central Theory of Functional Approach. Overseas English, (24), 159-162.

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