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Article

Open Access

An Exploration of Translation Strategies of Global Cosmetics Brands Based on Reception Aesthetics

Author(s)

ZHANG Lifan, ZENG Xianghong

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DOI:10.17265/1539-8072/2023.10.006

Affiliation(s)

University of Shanghai for Science and Technology, Shanghai, China

ABSTRACT

With the advancement of economic globalization, the flow of commodities from one country to another has become closer and closer. Especially in recent years, the logistics industry has been developing rapidly, overseas purchasing agents and cross-border online shopping have been enormously prevailing, and accordingly more and more British and American cosmetics expect to occupy a place in the huge market of China. Therefore, it is particularly important to explore the Chinese translation strategies for British and American cosmetic brands. Based on the theory of reception aesthetics, this thesis takes the corpus Estee Lauder, La mer, and other famous cosmetics brands. The thesis proposes several methods for translating cosmetic brands: transliteration for proper names like person or geography names; free translation to recreate brand aesthetics; creative translation for new brands; and adapted translation for divergence in language habits. Therefore, this thesis is of theoretical and practical significance as far as the field of cosmetics is concerned.

KEYWORDS

cosmetic brands, reception aesthetics, expectation horizon, creative translation

Cite this paper

Sino-US English Teaching, October 2023, Vol. 20, No. 10, 417-422 doi:10.17265/1539-8072/2023.10.006

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