《翻译美学视角下的化妆品外包装产品功效说明的汉译》定稿.docx

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1、ContentsChinese Abstract2English Abstract31. Introduction41.1 The Background of this Paper41.2 The Purpose and Significance of this Paper42. Literature Review52.1 Foreign Studies on Translation Aesthetics52.2 Domestic Studies on Translation Aesthetics and Cosmetic Instructions63. A General Introduct

2、ion of Translation Aesthetics74. Cosmetic Outer Packaging Instructions and the Translation of Efficacy Descriptions of Cosmetic Outer Packaging Products84.1 Cosmetic Outer Packaging Instructions84.1.1 Definition of Cosmetic Instructions84.1.2 The Components of Cosmetic Outer Packaging Instructions84

3、.1.3 Functions of Cosmetic Outer Packaging Instructions84.2 Characteristics of Efficacy Descriptions of Chinese Cosmetic Outer Packaging Products94.3 Features of the Translation of Efficacy Descriptions of Cosmetic Outer Packaging Products115. AestheticStandardsofthe Translation of Cosmetic Efficacy

4、 Description125.1 Faithfulness135.2 Attractiveness135.3 Beauty146. Translation Aesthetics Applied in the Translation of Cosmetic Efficacy Description156.1 Formal Beauty in the Translation of Cosmetic Efficacy Description166.1.1 Lexical Beauty in the Translation of Cosmetic Efficacy Description166.1.

5、2 Rhythm Beauty in the Translation of Cosmetic Efficacy Description176.1.3 Syntactic Beauty in the Translation of Cosmetic Efficacy Description186.2 Non-formal Beauty in the Translation of Cosmetic Efficacy Description196.2.1Stylistic Beauty in the Translation of Cosmetic Efficacy Description196.2.2

6、 Cultural Beauty in the Translation of Cosmetic Efficacy Description207. Conclusion21References23Appendix Efficacy Description Example List25翻译美学视角下的化妆品外包装产品功效说明的汉译摘 要本文在翻译美学的指导下，探讨化妆品产品功效说明的翻译。本文在福州市的东百中心，万达广场，丝芙兰，屈臣氏等几个商区进行了实地调查，获得了一手资料。各化妆品品牌的中英文官网中的产品说明也作为本论文的研究对象。通过对比分析发现，国内外化妆品功效说明都具有短小，简洁，语言优

7、美的特点。然而，本土化妆品品牌的文本编辑更善于运用四字成语或修辞手法来迎合目标读者的审美心理。而外国化妆品的产品功效说明翻译则更为简单直接，并且大量使用祈使句来增加产品的说服力。在此基础上，本论文对化妆品功效说明进行分析，并结合前人的研究成果，总结出翻译美学“信”，“引”，“美”的三个标准。本文同时探讨了材料中的形式美与非形式美。形式美将从词汇，韵律，句法这三个方面进行论述，非形式美则从品牌风格，文化差异等方面进行分析。本论文通过对化妆品功效说明进行美学分析，以期为译者提供有益的参考意见，以此促进本国化妆品行业的发展。关键词：翻译美学；化妆品外包装产品功效说明翻译；英译汉A Study of

8、Chinese Translation of the Efficacy Description of Cosmetic Outer Packing Products from the Perspective of Translation AestheticsAbstractThis thesis aims to study the translation of cosmetic efficacy descriptions from the perspective of translation aesthetics. The paper has selected several commerci

9、al areas of Fuzhou as the research place. The cosmetics in Dongbai Center, Wanda Plaza, SEPHORA, and Watsons in Fuzhou are collected as the primary data. Product descriptions on the Chinese and English official websites of famous brands are also the research objects. The comparative analysis shows t

10、hat the features of efficacy descriptions of domestic and foreign cosmetics are both short, concise, and graceful. However, text editors of domestic cosmetics are more skilled in using four-character idioms or rhetorical devices to cater to the aesthetic psychology of target readers. As for the prod

11、uct efficacy description of foreign cosmetics, its translation is more succinct and direct. Meanwhile, the translator often uses imperative sentences to increase the affinity and persuasiveness of the product. Based on the analysis of product description and previous research findings, this paper co

12、ncludes that translation aesthetics has three standards: “faithfulness”, “attractiveness”, and “beauty”. Translation criteria and features will be combined to appreciate the formal and non-formal beauty of the collected materials. The formal beauty can be classified as vocabulary, rhythm, and syntax

13、. Non-formal beauty will be reflected in brand styles and cultural differences. Through aesthetic analysis of materials, this paper aims to provide valuable references for translators and promoting the development of the cosmetics industry.Key words: translation aesthetics; translation of efficacy d

14、escriptions of cosmetic outer packaging products; English-Chinese translation1. Introduction1.1 The Background of this PaperSince the 21st century, the rapid development of economic globalization, as well as the continuous deepening of cultural exchanges between countries, has brought new favourable

15、 circumstances for all professions and trades, and the development of cosmetics industry is also on the upgrade. After relaxing the restrictions on imported cosmetics, China has not only gained an international market, but also faced the threat of international cosmetics giants. In this process, how

16、 to ensure that consumers understand and accept foreign products and earn the favor of customers, the translation of cosmetic outer packing product instructions is undoubtedly a vital work. In the translation of cosmetic outer packing product instructions, the translation of product efficacy is a to

17、p priority. Nevertheless, due to various reasons, errors in the translation of the efficacy description of Chinese cosmetic outer packing products also occur from time to time. Under such an unfavorable environment, the development of Chinas cosmetics industry is more difficult. Therefore, how to tr

18、anslate the efficacy description of cosmetic outer packing products effectively and accurately without losing aesthetic beauty is a subject worthy of our in-depth study. 1.2 The Purpose and Significance of this PaperThe birth of aesthetics in western countries can be retrospected to the 18th century

19、 that Baumgarten first proposed the establishment of “Aesthetica”, which evolved into todays aesthetics. However, in China, it was not until the early 20th century that “Wang Guowei and other scholars used and promoted aesthetics in the field of Chinese language studies, which marked the birth of ae

20、sthetics in China”(毛荣贵, 2005). In the past two centuries, foreign aesthetics has developed to a relatively mature stage, involving translation, literature, technology, business and other fields. While in China, it was not until the 90s of the twentieth Century that the study of translation was reall

21、y combined with aesthetics. Consequently, the development of translation aesthetics in China is still in the early stages. Moreover, aesthetics research on the translation of efficacy description of cosmetic packaging products is an emerging field, which has not been further studied. Furthermore, af

22、fected by the negative factors in the progress of Chinas cosmetics industry, translators should attach great importance to the translation of cosmetics. Based on the field investigation in cosmetics stores such as Watsons, SEPHORA and famous brand counters in Ningde and Fuzhou, this paper collects t

23、he product descriptions of the native and foreign products brands that are well known by Chinese people. This paper will appreciate different beauties contained in efficacy descriptions from the perspective of translation aesthetics to provide referential value for Chinese translators. Meanwhile, th

24、is paper is also of immense significance to promote the in-depth study on the translation of efficacy description of cosmetic packaging products in China and promote the development of the domestic cosmetics industry.2. Literature ReviewOwing to translation is essentially a cognitive activity of lan

25、guage (Rojo, 2015, 742), it can be reflected in all aspects of our lives. Translation, as a cross-cultural communication activity, is also a science full of aesthetic value. For example, the beauty of linguistic style in literary translation works, the beauty of words and sentences patterns in adver

26、tising translations, and the beauty of rhythm in poetry translations all show that translation and aesthetics are closely related. Since Chinas accession to the world trade organization, frequent cultural exchanges in the world have made it possible for Chinese people to learn from the excellent tra

27、nslation aesthetics of foreign countries, and the number of papers has also shown a considerable increase. However, most scholars study the translation of cosmetics from other perspectives, rarely combining the translation aesthetics with the translation of cosmetics instructions. And there are few

28、scholars focused on the efficacy description of cosmetic outer packing products. Hence, this paper will study the aesthetic value of the translation of the efficacy description from the perspective of translation aesthetics, in order to provide a useful reference for translators and further promote

29、the development of cosmetic industries.2.1 Foreign Studies on Translation AestheticsWestern aesthetics is influenced by philosophy, and then combined with translation to form the field of translation aesthetics, so there is a certain philosophy ideology in western translation theory. “The name of ae

30、sthetics and the more complete theory of aesthetics were proposed by the 18th-century German philosopher Baumgarten. This subject, he called Aesthetica (Latin. This word is Asthetik in German and Aesthetic in English.), was mentioned for the first time in his own doctoral dissertation, The Philosoph

31、y of Poetry.” (谢华, 2011:31) Baumgartens views on translation aesthetics have provided terrific reference significance for later generations of research, and have also spawned a variety of translation theories. Other scholars also put forward their own views on translation aesthetics. Jauss(1982), th

32、e representative of Constance School, put forward some new aesthetic ideas such as “aesthetic experience”, “Horizon of expectation”, which promoted the further development of western aesthetic theory. The British translator, A.F.Tyler(1970), elaborated his three principles of translation aesthetics

33、in his book Essay on the Principles of Translation, which had a profound impact on later generations. From the above materials, we can grasp the general direction of the growth of western translation aesthetics, that is, focusing on philosophy and literature. With the development of the times, the s

34、tudy of translation theory has gradually shown the trend of multi-disciplinary integration, interdisciplinary penetration and multi-dimensional development. Many schools have emerged successively to provide numerous useful theoretical references to Chinese translators. 2.2 Domestic Studies on Transl

35、ation Aesthetics and Cosmetic InstructionsTranslation aesthetics has developed unprecedentedly in the past two or three decades. By inputting the key word “translation aesthetics” into , the author can find 2,493 related literature, 1,346 journals and 1,007 master and doctoral dissertation, which sh

36、ows that the study of translation aesthetics has formed a research field, but most of the research papers were published after 2006, hence it is still an emerging research field, which needs to be further developed and improved. Up to present, the research of translation aesthetics is characterized

37、by the fact that its focus is still concentrated in the field of literature, while the research on cosmetics translation is relatively fewer. Only about 120 documents can be searched in . Therefore, it is of great reference value for translators to use translation aesthetics to study the efficacy de

38、scription of cosmetic packaging products and to explore its formal beauty in words, sentence patterns and rhythms, as well as the non-formal beauty formed by the brands own style and cultural differences.In China, it was not until the 1990s that translation and aesthetics were formally regarded as a

39、 field of translation research. Before that, little research had been carried out on relevant fields. “These three works Comparative Study of Translation Aesthetics(奚永吉), An Introduction to Translation Aesthetics(刘密卿), Translation Aesthetics(毛荣贵), are relatively systematic pioneering work in the fie

40、ld of translation aesthetics in China. They reveal the research significance, task, method and category of translation aesthetics from different aspects, which is in an important influence on the study of translation aesthetics in China.” (杨晓茹, 2013(25): 25). Subsequently, with the continuous develo

41、pment of translation aesthetics in China, there are many new knowledge systems, including literature, business letters, songs, advertisements, etc. among them, the aesthetic exploration of cosmetic translation is also growing. For example, some excellent articles such as the Aesthetic Analysis of th

42、e Translation of French Cosmetics Brand Names by Hu Xiangpeng, the Aesthetic Research of the Translation of Cosmetics Advertisements by Zhang Beibei, and the Aesthetic Characteristics of the Translation of Cosmetics Brand Names by Xu Shanwen provide a lot of valuable references for the translators o

43、f cosmetics translation in China.Other outstanding scholars have also expressed some unique views. “Translation aesthetics is the new birth of traditional translation theories of aesthetics, and it is an effort to combine tradition with modernity.” (李洁, 2007(05):139-144). Hu yun (2017) also emphasiz

44、ed the importance of combining aesthetics with translation in his article: “Translation can not be separated from the aesthetic processing of selecting words, adjusting sentence patterns and embellishing text. In the process of translation, we are deliberating on the utterances and carrying out the

45、aesthetic appreciation of language.”3. A General Introduction of Translation AestheticsAs early as 1950s, under the influence of Marxist theory, Zhu Guangqian put forward the aesthetic viewpoint that beauty is the subjective and objective dialectical unity. The “good translation” theory put forward

46、by Mr. Ma Jianzhong in the late Qing Dynasty is a type of translation aesthetic description based on truth, kindness and beauty. Yan Fu then put forward the theory of “faithfulness, expressiveness and elegance”, and “elegance” obviously belongs to the category of aesthetics. In Translation Studies:

47、An Aesthetic Perspective, Liu Miqing(2005) shows that “translation aesthetics theory is mostly applied to the field of document translation, but it can also be applied to any literary form and text type.” All these theories show that translation theory and aesthetics are closely related, and aesthet

48、ic ideas have become an indispensable part of translation studies. There are two aesthetic objects in translation: the original text and translation. For the description of cosmetic packaging products, the original text refers to the product description written by the brand editor in the country of

49、origin that conforms to the national aesthetic psychology, while the translation is the product description translated by the translator in the target selling country, which conforms to the aesthetic of the target reader. In the process of translating the original text into a translation, the aesthetic standard of the translator largely determines the qualit