化妝品品牌隸屬于商標(biāo)詞,因其意義的多重性、功能的特殊性、以及文化的依賴性,決定著商品譯名必須能夠?qū)崿F(xiàn)商標(biāo)的功能,既要體現(xiàn)產(chǎn)品的特點(diǎn),又要迎合消費(fèi)者的心理、文化、價(jià)值取向。這一過(guò)程涉及到翻譯過(guò)程中文化蘊(yùn)涵的遷移。順應(yīng)論是維索爾倫在1999年提出來(lái)的一個(gè)理論,被稱為是“一個(gè)非常具有解釋力和應(yīng)用價(jià)值和發(fā)展前途的語(yǔ)用學(xué)理論,因?yàn)樗鼜囊粋�(gè)全新的視角去理解和闡釋當(dāng)今的語(yǔ)用學(xué)”（何自然,于國(guó)棟,1999：428—435）文章主要從翻譯語(yǔ)言的變異性,商討性和順應(yīng)性等特性的角度去考慮,語(yǔ)料從現(xiàn)實(shí)生活中的化妝品品牌譯例中提取。文章根據(jù)順應(yīng)論,尤其是其核心問(wèn)題,即語(yǔ)境的動(dòng)態(tài)順應(yīng),探討了將順應(yīng)理論應(yīng)用于化妝品品牌名稱翻譯中,譯者的語(yǔ)言選擇應(yīng)該是一個(gè)動(dòng)態(tài)的順應(yīng)過(guò)程,不僅要順應(yīng)于產(chǎn)品特點(diǎn),還要順應(yīng)于目標(biāo)語(yǔ)語(yǔ)境中的心理世界和社交世界以及對(duì)目標(biāo)語(yǔ)言結(jié)構(gòu)。如果能在品牌名稱翻譯時(shí)較好地進(jìn)行順應(yīng),那么就能夠?qū)崿F(xiàn)語(yǔ)言之間的文化遷移從而產(chǎn)品在目的語(yǔ)文化中受到熱銷,品牌和企業(yè)形象將得到大大提升并且實(shí)現(xiàn)成功跨文化交際。換句話說(shuō),品牌名稱翻譯中能否成功的進(jìn)行文化順應(yīng)和實(shí)現(xiàn)文化遷移是決定一個(gè)品牌生死存亡的關(guān)鍵。 

【文章來(lái)源】：中南大學(xué)湖南省 211工程院校 985工程院校 教育部直屬院校

【文章頁(yè)數(shù)】：101 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
摘要
Abstract
Introduction
Chapter 1 Literature Review
    1.1 Previous Studies
    1.2 An Overview of Cosmetic Brand Names
        1.2.1 Characteristics of Cosmetic Brand Names
            1.2.1.1 Being Simple and Easy to Pronounce and Memorize
            1.2.1.2 Being Meaningful
            1.2.1.3 Arousing Desirable Associations
    1.3 Cosmetic Brand Name's Pragmatic Functions
        1.3.1 Distinguishing Function
        1.3.2 Informative Function
        1.3.3 Advertising Function
    1.4 Summary
Chapter 2 The Theoretical Framework
    2.1 Language,Culture and Translation
    2.2 The Adaptation Theory
        2.2.1 A General Introduction to the Theory of Adaptation
            2.2.1.1 Language Use as a Process of Choice-Making
            2.2.1.2 The Three Properties of Language
            2.2.1.3 The Four Angles of Investigation
        2.2.2. Adaptation Proposed by Verschueren VS Adaptation as a Translation Strategy
        2.2.3 Implication of the Theory on Cosmetic Brand Name Translation
    2.3 Summary
Chapter 3 Cultural Transfer in Translation
    3.1 The Definition of Cultural Transfer
    3.2 Cultural Factors
        3.2.1 Custom and Habits
        3.2.2 The Value of Brand
        3.2.3 Cultural Reflections in Brands
    3.3 An Analysis of Cultural Transfer
        3.3.1 The Necessity of the Transfer
        3.3.2 The Classification of the Transfer
            3.3.2.1 Positive Transfer
            3.3.2.2 Negative Transfer
            3.3.2.3 Zero Transfer
    3.4 The Necessity of Cultural Adaptation
    3.5 Summary
Chapter 4 Adaptation in the Cosmetic Brand NameTranslation
    4.1 The Explanatory Power of Adaptation Theory for Translation
        4.1.1 Translation as a Process of Choice-making
        4.1.2 Translation as a Process of Adaptation
    4.2 Dynamic Adaptation to Characteristics of Products
    4.3 Dynamic Adaptation to Context
        4.3.1 Adaptation to the Mental World
            4.3.1.1 Adaptation to Consumers' Cognitive Psychology
            4.3.1.2 Adaptation to Consumers' Needs and Desires
        4.3.2 Adaptation to the Social World
            4.3.2.1 Adaptation to National Traits and Values
            4.3.2.2 Adaptation to Social Settings and Institutions
    4.4 Dynamic Adaptation to Structure
        4.4.1 Structural Adaptation at the Phonetic Level
        4.4.2 Structural Adaptation at the Lexical Level
        4.4.3 Structural Adaptation at the Rhetoric Level
        4.4.4 A Survey of Adaptation to Structural Features
    4.5 Adaptation and Cultural Transfer
Conclusion
Notes
Bibliography
Acknowledgements
攻讀碩士學(xué)位期間主要研究成果


【參考文獻(xiàn)】：
期刊論文
[1]淺析化妝品商標(biāo)名的翻譯策略[J]. 黃曉.  西南民族大學(xué)學(xué)報(bào)(人文社科版). 2009(S2)
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[4]試論歐美女性化妝品成功進(jìn)入中國(guó)市場(chǎng)的翻譯策略[J]. 倪筱燕.  商場(chǎng)現(xiàn)代化. 2008(01)
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碩士論文
[1]從功能翻譯理論分析化妝品商標(biāo)翻譯[D]. 馮小春.上海外國(guó)語(yǔ)大學(xué) 2009
[2]從功能論的角度談化妝品品牌的翻譯[D]. 劉丹丹.中國(guó)人民解放軍外國(guó)語(yǔ)學(xué)院 2007



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