Aesthetics of Chinese Translation of English Cosmetics Brand

Wenjing QI

Tianjin University of Technology, Tianjin, 300384, CHINA

Abstract: In modern society, more and more females pay attention to their appearance and pursue beauty. They would like to use cosmetics to make them look young and beautiful. It is no exaggeration to say that the skin care products play an important role in the lives of women. According to statistics, in the Chinese market, 80 percent of the skin care products are foreign brands and they have a large share in the Chinese market. Those skin care products of foreign brands are not only be familiar by Chinese consumers, but also in hot pursuit by the Chinese consumers. This success is not only dependent on the quality of the products, but also dependent on high-profile propaganda. How to make Chinese consumers to understand, recognize and accept the foreign brands, the translation of the foreign cosmetics brand occupies a pivotal position. A good cosmetic trademark translation brings an enterprise a great success, whereas a bad one may let it suffer a great loss.

This requires that the translator should be on the basis of respect for mass culture and aesthetic psychology, using the appropriate method to translate the cosmetics brand. To spread emotional factors as the leading factor, the naming of the women’s cosmetics focuses on concise beauty, beautiful image, the beauty of artistic conception and creative beauty, so the translation is more in line with Chinese aesthetic taste and cultural implication. Therefore, word-for-word translation does not usually work; it often requires the creative use of transliteration, liberal translation, Zero-translation, and even creative translation to ｒｅｎａｍｅ. This paper discusses the aesthetics of the Chinese translation of English cosmetics brand, studies the aesthetic characteristics of the cosmetics brand translation, analyzes the characteristics of the Chinese and English cosmetics brand translation and provides the methods and strategies of the English cosmetics brand translation so as to improve the ability of the cosmetics brand translation. The aim of this paper is that according to the characteristics of the cosmetics brand, using the appropriate translation method and on the basis of respecting the mass culture and aesthetic psychology, making the translation more attractive and tempting.

Keywords: Cosmetic Culture Aesthetic Features; Translation Methods; Aesthetics