化妆品广告语翻译中的文化适应现象

The Cultural Adaptation Phenomenon in the Translation of Cosmetic Advertisements

By Shen Minhuan

Submitted in Partial Fulfillment of the Requirement

For the B.A. Degree

Department of English

College of Liberal Arts

Nanjing University of Information Science amp; Technology

May, 2018

The Cultural Adaptation Phenomenon in the Translation of Cosmetic Advertisements

Shen Minhuan

Department of English

College of Liberal Arts

Nanjing University of Information Science amp; Technology

Abstract: With the trend of economy globalization and trade globalization, communication among different nations is more and more frequent, therefore, cultural adaptation has become a vital factor of cosmetic advertising translation and it deeply influences the cosmetic advertising translation. This paper is aimed at cultural adaptation phenomenon, it analyzes the cultural factors in cosmetic advertising translation, and then deeply analyzes the cultural adaptation and translation in foreign cosmetic advertisements. Finally, it points out the shortages of domestic cosmetic industry and proposes the translation strategies in cosmetic advertisements from the perspective of cross-cultural communication. It is expected to guide the translation of cosmetic advertising and promote the domestic brands to the world.

Key words: culture adaptation, cosmetic advertising translation, cultural factors, cross-cultural communication

摘要:随着经济全球化与贸易全球化的大趋势，不同民族之间的交流越来越频繁，文化适成为化妆品广告翻译中至关重要的因素，深刻地影响着化妆品广告翻译。本文着眼于文化适应现象，分析了化妆品广告翻译中的文化因素，并进一步分析国外化妆品广告中的文化适应现象和翻译技巧，最后提出国内化妆品广告业发展的不足之处，并提出文化交往视角下的化妆品广告翻译策略，希望能为今后的化妆品广告翻译起到指导作用，推动国产品牌走向世界。

关键词:文化适应；化妆品广告翻译；文化因素；跨文化交流

Contents

1.Introduction 1

1.1 Purpose of this Paper 1

1.2 Innovation of this Paper 1

2.Literature Review 2

2.1 Abroad Research 2

2.2 Domestic Research 3

3.The Definition of Cultural Adaptation 4

4.The Cultural Factors and Cultural Adaptation in Cosmetic Advertising Translation 4

4.1 Social Custom 5

4.2 Values 6

4.3 Aesthetic Taste 7

4.4 The way of thinking 7

5.Cultural Adaptation and Translation in Foreign Cosmetic Advertisements 8

5.1 Cultural Adaptation in Foreign Cosmetic Advertisements 8

5.2 Translation in Foreign Cosmetic Advertisements 9

6.Translation Strategies in the Perspective of Cultural Exchanges 10

6.1 Good Cross-cultural Translation Awareness 10

6.2 Flexible Translation Methods 11

6.3 Cultural Identity 12

7.Conclusion 12

References 13

Acknowledgements 14

1. Introduction

Currently, as an increasing number of women are paying attention to personal-care, the cosmetic industry has been a hotspot. Moreover, in the background of economic globalization and trade globalization, cultural adaptation has become an essential factor in cosmetic advertising translation. This paper talks about the cultural adaptation in cosmetic advertisements, analyzes the cultural factors and translation in foreign cosmetic advertisements, then proposes translation strategies according to the analysis, trying to promote the development of Chinese cosmetic industry.

1.1 Purpose of this Paper

With the trend of economic globalization, many famous international enterprises snatch market in China one after another, though national cosmetic brands like “佰草集” and “百雀羚” are developing, with international giants occupying most of the cosmetic market share in China, national cosmetic brands are under threat and shock. Hence, advertising is of great importance to explore a larger international market share.

This paper analyzes cultural factors in cosmetic advertising translation, such as social custom, values, aesthetic taste and the way of thinking, and analyzes the cultural adaptation and translation in foreign cosmetic advertisements, trying to excavate culture connotation and find applicable translation strategies in the perspective of cross-cultural communication. The researches on cosmetic advertising translation are aimed at promoting cultural communication among different nations, and more, much more than this, it is expected to be helpful to cosmetic translation in the future, thus Chinese cosmetic brands can seal a place in the international market.

1.2 Innovation of this Paper

Nowadays, as more and more women become aware of personal care and pursue beauty, cosmetic advertisements have been a hotspot. Nevertheless, while foreign cosmetic advertisements come into the Chinese market successfully with their fantastic cross-cultural translation, Chinese national brands are still at low tide, moreover, cross-cultural translation is still immature in China. This passage focuses on the translation from the perspective of cross-cultural communication, deeply analyzes the cultural adaptation and translation in foreign cosmetic advertisements and the shortages of Chinese cosmetic industry, finally summarizes the applicable translation strategies, expecting it to promote the development of national cosmetic brands and be helpful to the cosmetic advertising translation.

1. Literature Review
   1. Abroad Research

There has been a wide range of translation theories in abroad researches. In 2001, Language and Culture: Context in Translation written by Nida E.A. describes the importance of language, culture and context in translation study, moreover, it connects researches from a cultural perspective, functional theory and aesthetics of translation with each other. In 2004, Translating Advertising written by De Mooij demonstrates that consumer behavior and the way consumers communicate are heavily dependent on their cultural values. For advertising, one important distinction is between low and high-context communications, which can help us understand that people categorize the world in different ways (De Mooij, 2004:179). In 2004, Translating Advertisements across Heterogeneous Cultures reveal that translation across heterogeneous cultures involves more than text transfer and cultural adaptation. It also involves conversion between different mindset, characterized by a varity of cultural psychology (Ho G., 2004:221). In 2009, A Cross-cultural Study of the Translation and Adaptation of Advertisements for Beauty Products written by Elizabeth Woodward-Smith analyzed Internet advertisements published in different languages, and made a cross-cultural comparison of the similarities and differences encountered in different versions.

Abroad researches on advertising translation have accumulated a great deal of experience, which is worth learning from and referring to.

剩余内容已隐藏，请支付后下载全文，论文总字数：31890字