TranslationofCosmeticBrandNamesfromtheFunctionalistPerspectiveAbstractBrandname,apartofadvertising,ishelpfultopromotethecorporationimageandstimulateconsumption.Owingtotheintensificationofcompetitionintheinternationalbusiness,peoplebegantorealizethesignificanceofbrandnametranslation.Consequently,thereisanincreasingurgentneedfortranslationofbrandnames.Despitethefactthatbrandnametranslationhasemergedforalongperiod,thereisstillalackofcomprehensiveandin-depthresearch,especiallyonthetranslationofcosmeticbrandnames.Thisthesisattemptstostudythetranslationofcosmeticbrandnamesinaholisticanddetailedwaywiththeguidanceoffunctionalisttheoryoftranslation.OneofthemostimportantrulesinthefunctionalisttheoryistheSkoposrule.Beingthetop-rankingrule,itmeansthatatranslationalactionisdeterminedbyitsSkopos,thatis,theendjustifiesthemeans.Asthecosmeticbrandnamesshouldarousetheinterestoftheconsumersandpreservetheaestheticvalue,firstconcernofthetranslationofcosmeticbrandnamesshouldbegiventothevocativefunction.Havingaglimpseoftheresearchontranslationofbrandnames,thethesisgoestoexplorethedefinition,formationandfunctionsofcosmeticbrandnames.Inthelightoffunctionalisttheory,theinformativefunction,aestheticfunctionandvocativefunction,alongwiththepositioningofthecosmeticbrandnames,callforthefactorssuchasconsumerpsychology,cultureandaestheticstobeconsideredinthetranslationofcosmeticbrandnames.Keywords:cosmeticbrandnametranslation,functionalisttheory,translationmethods,Skopos,aesthetics.摘要商標(biāo)，作為廣告的一部分，在企業(yè)形象以及促進(jìn)消費(fèi)中扮演著非常重要的角色。隨著全球商業(yè)競爭的日益激烈，人們逐漸認(rèn)識(shí)到了商標(biāo)翻譯的重要性并且對(duì)于商標(biāo)翻譯產(chǎn)生了日益緊迫的需求。盡管商標(biāo)研究由來已久且為數(shù)不少，但對(duì)于化妝品商標(biāo)的翻譯還欠缺細(xì)致而深入的研究。功能派理論中最重要的理論---目的論認(rèn)為翻譯應(yīng)該遵循的首要法則就是目的，即一切翻譯行為所要達(dá)到的目的決定整個(gè)翻譯的過程。由于化妝品商標(biāo)應(yīng)該首要具有呼喚性功能，所以化妝品商標(biāo)的翻譯要以傳遞美感，呼喚消費(fèi)，促進(jìn)消費(fèi)為導(dǎo)向。這種導(dǎo)向就迫使譯者在翻譯過程中，必須將諸如消費(fèi)者心理，文化差異以及美學(xué)價(jià)值等重要的因素考慮在內(nèi)。本文通過個(gè)案研究發(fā)現(xiàn)，通過對(duì)措辭及聲調(diào)的選擇來突出美感和有意義的聯(lián)想可以從最大程度上實(shí)現(xiàn)化妝品商標(biāo)的美感，而這也是化妝品商標(biāo)的呼喚性功能的重要表現(xiàn)手段。從翻譯方法上來講,化妝品商標(biāo)的翻譯主要采用音譯法，直譯法,音譯法及直譯法的結(jié)合，以及改譯法。本文旨在運(yùn)用功能翻譯理論對(duì)化妝品商標(biāo)翻譯進(jìn)行詮釋，其優(yōu)勢(shì)在于該理論不僅為化妝品商標(biāo)翻譯的獨(dú)特目的性提供有力的理論支持，還為鑒定化妝品商標(biāo)翻譯優(yōu)劣提供了相關(guān)的依據(jù)。另外，我國高檔化妝品市場處在由知名到出名的路上，所以還有很多的翻譯工作需要努力完善.關(guān)鍵字：化妝品商標(biāo)翻譯；功能理論；翻譯方法；目的；美學(xué)；ContentsTOC\o"1-5"\h\z\o"CurrentDocument"Introduction 1IntroductionofBrandNameTranslation\o"CurrentDocument"2.1ResearchofBrandNameTranslation 12.1.1Thedefinitionofthebrandnames 2\o"CurrentDocument"2.1.2TranslationofForeignBrandNames--ProblemandSolution 2\o"CurrentDocument"AimoftheThesis 2\o"CurrentDocument"StructureoftheThesis 2LiteratureReview\o"CurrentDocument"EarlyTheoriesbeforetheFunctionalistApproach. 3\o"CurrentDocument"MainTheoriesoftheFunctionalistApproach. 4TheDevelopmentofFunctionalistTranslationTheory. 5Theearlytheoryofthefunctionalisttranslationtheory 5AspectsofFunctionalistApproaches. 6FunctionalistApproachtoTranslationofCosmeticBrandNames.ApplyingFunctionalApproachtotheTranslationofCosmeticBranNames 6\o"CurrentDocument"4.2Cosmeticstrademarktranslationstrategyofpragmatics 6FactorstobeconsideredinTranslationofCosmeticBrandNames\o"CurrentDocument"Aestheticprinciplesofcosmeticsbrand. 7Culturalprinciplesofcosmeticsbrand 7Conclusion\o"CurrentDocument"MajorFindingsoftheThesis 8\o"CurrentDocument"LimitationsoftheThesisandSuggestionsforFutureResearch 8IntroductionWiththerapidgrowthofeconomicglobalizationandChina’sentryintoWTO,economicexchangesbecomemoreandmorefrequentbetweenChinaandothercountriesoftheworld.Theinternalmarketopensgraduallyandbecomesmoreandmoremature.Thereforemoreandmoreforeignenterprisesincludingmanycosmeticsareeagertoenterintoourhomemarket.Avarietyofcosmeticsarewelcomedbyfemaleconsumersbutatthesametimetheymakecustomersfeeldizzy.Inordertostandoutfromthefiercecompetition,somecosmeticspaymoreattentiontothetranslationofthecosmeticbrands.Asaspecialkindof“advertisement"and“bridge"betweenconsumersandcompanies,cosmeticbrandsplaysimportantroleinthecosmeticstranslation.Agoodtranslationofcosmeticnotonlycancompletelyconveytheinformationoftheproduct,butalsocanstimulatetheconsumers5desire.IntroductionofBrandNameTranslation2.1ResearchofBrandNameTranslationThedefinitionofthebrandnamesBrandnamesarejustlikepeople’snames,servingasthesymbolofthecommodity.“Brandingmakesaproductdistinctiveinthemarketplace,justasyournamemakesyouuniqueinthesocietyinwhichyoulive."(Wells,BurnettandMoriarty89)Foronespecificproduct,itsbrandnameisofgreatimportance.Whenvariouskindsofcommoditiesgoglobal,theirnamestravelwiththemaswell.Asthetradeofcommoditiesexpands,brandnamesofcertainproductshavebecomeveryfamousandsomesuccessfulonesgraduallygetrecognizedbythewholeworld.ForChina,nowadays,developmentofitseconomyinrecentyearsfurtherstimulatedthetradebetweenChinaandothercountries,whichbringsthegrowthofimportedforeigncommodities.Foreignbrandnames,nomatterhowmuchfametheyenjoyglobally,willbedifficultforChineseconsumerstoacceptiftheydon’thaveimpressivetranslationsintoChinese.AsstatedbyanAmericanscholar,"...agoodtranslationofabrandnamecanbringmillionsofdollars5differenceintheproducfssellsrecord."(qtd.inBaoHuinan,273)Itcannotbedeniedthatsellsrecordsandprofitsareimportantforthemanufacturer.However,amoreimportantsignificanceforagoodbrandnametranslationliesinthefactthatthenameoftheproductisconducivetothepromotingoftheproduct,theenhancingofitsfameandcompetitivenessaswellasthecrackingdownofthecounterfeits.Summingup,itisobviousthattranslationofforeignbrandnamesworthfurtherstudyingforitisnotonlytheoriginalbrandnamethatmattersbutalsoitstranslation.TranslationofForeignBrandNames--ProblemandSolutionThispartofthepaperwillfirstexplorethereasonwhyweneedtopayattentiontothetranslationofbrandnames.Then,discussiononpreconditionsandmethodstodealwiththetranslation,combinedwithspecificandrepresentativeexampleswillbefollowed.A.TheNeedfortheTranslationofForeignBrandNameAttentionmustbepaidtothetranslationofforeignbrandnamesforthefollowingtworeasons:Translationofabrandisasimportantasitsoriginalname.Translationserversasamediumofcommunication,makingthetranslationofbrandnamessignificantinthecommodity.AimoftheThesisHavingaglimpseoftheresearchontranslationofbrandnames,thethesisgoestoexplorethedefinition,formationandfunctionsofcosmeticbrandnames.Inthelightoffunctionalisttheory,theinformativefunction,aestheticfunctionandvocativefunction,alongwiththepositioningofthecosmeticbrandnames,callforthefactorssuchasconsumerpsychology,cultureandaestheticstobeconsideredinthetranslationofcosmeticbrandnames.Byanalyzingthetranslationofcosmeticbrandnamesrandomlycollectedfromsupermarkets,departmentstoresandwebsites,theirtranslationstrategies(linguisticrelevancestrategyandproductrelevancestrategy)andtranslationmethods(transliteration,literaltranslation,transliterationandliteraltranslation,andadaptation)aresuggested.Besides,beingthemainapproachestorealizeandpreservetheaestheticvaluesofcosmeticbrandnames,dictionandthechoiceofrhythmandtonesareresearchedandexplained.StructureoftheThesisThisthesiscomposedofsixparts.Thefirstpartistheintroduction.Thesecondpartistheliteraturereview.Thethirdpartisthefunctionalistapproachtotranslationofcosmeticbrandnames.Thefourthpartisabriefdiscussiononpragmaticfailureandpragmaticstrategiesoftrademarktranslationintermsoffemalecosmetics.Thefifthpartispragmaticprincipleofcosmeticstrademarktranslationpragmaticprinciple.Thelastpartistheconclusion.LiteratureReviewEarlyTheoriesbeforetheFunctionalistApproachForcenturies,theliteral/fleetranslationhadbeenahottopicforthetranslationtheoreticiansuntilthe1960swhentheybegantoanalyzetranslationsystematically.Atthattime,linguisticapproacheswerehotissuesandthedebateonmeaningandequivalencewasnodoubtthefocustherein.Overthefollowingtwentyyears,manyfurtherattemptsweremadetodefinethenatureofequivalenceandoneofthemostimportantfiguresintranslationstudiesisEugeneNida.WhenhewastranslatingandorganizingthetranslationofBible,hedevelopedthetheoryofequivalence,whichwasthenelaboratedintwomajorworksinthe1960s：Translating(1964a)andtheco-authoredTheTheoryAndPracticeofTranslation(NidaandTaber1969).Inthefirstbook,Idaattemptedtomovetranslation,Bibletranslationinparticular,intoamorescientificerabyincorporatingrecentstudiesinlinguistics.Hedeclaredtwobasicorientationtypesofequivalence,namelyformalequivalenceanddynamicequivalence.Formalequivalenceisapproximatetostructure.Sincethistypeoftranslationisoftenusedinanacademicenvironment.Thestudentsareallowedtogaindoseaccesstothelanguageandcustomsofthesourceculture(Munday>2001).Dynamicequivalenceisbasedontheprincipleofequivalenteffect,wherethe“relationshipbetweenreceptorandmessageshouldbesubstantiallythesamewhichexistedbetweentheoriginalreceptorsandthemessage"(Nida,1964：159).Nidaalsoplacedspecialemphasisonthepurposeofthetranslation,ontherolesofboththetranslatorandthereceivers,andontheculturalimplicationsofthetranslatorsinthetranslationprocess：Influentthequestionofthesuperiorityofonetranslationoveranotherisraised,theanswershouldbelookedforintheanswertoanotherquestion,bestforwhom?TherelativeadequacyofdifferenttranslationsofthesametextCanonlybedeterminedintermsoftheintention,whicheachtranslationsuccessfullyfulfillsthepurposeforwhichitwasintended.inotherwords,therelativevalidityofeachtranslationisseeninthedegreetowhichthereceptorsareabletorespondtoitsmessage(intermsofbombformandcontent)incomparisonwhim(1)whattheoriginalauthorevidentlyintendedwouldbetheresponseoftheoriginalaudienceand(2)howthataudiencedid,infact,respond．Theresponsescan,ofcourse,neverbeidentical,forinterlinguacommunicationalwaysimpliessomedifferenceinculturalsetting,withaccompanyingdiversitiesinvaluesystems, conceptualpresuppositions,andhistoricalantecedents.(Nida,1976：64)Heproducedallanalyticalproceduresystematicallyfortranslatorsworkingwithallkindsoftextandhislinguisticapproachtotranslationhasbeeninfluentialonmanysubsequentandprominenttranslationscholars.However,astimewentby,Ida’sconceptofformalanddynamicequivalencehascometobeheavilycriticized.Scholarsfeltthatequivalencewasstilloverconcernedwiththewordlevel,andsometranslationscholarsworkingintraininginsituationswerealsoawarethattheequivalenceapproachlackedconsistency,becauseintranslatingBibleorliteratureworks,thetheoristsofequivalencetendedtoacceptthisastheoptimumtranslationprocedure,butforpragmatictexts,suchasinstructionsforuseandadvertisements,theypreferredthenon—literalstrategyandinsomecases.Equivalencemightevennotbecalledforatall.Thisdifferentorevencontradictorystandardmadetheequivalenceapproachratherconfusing,andsomescholarsgotmoreandmoredoubtfulofandunsatisfiedwithit.Undersuchcircumstances,itstartedtoseekamorepracticaltheorywhenfunctionalistapproachattractedtheirattention.MainTheoriesoftheFunctionalistApproachPresentedbyChestermaninthefollowingFigure(Chesterman,1989:105)FunctionalismbegantoemergeandflourishinGermanyinthe1970sand1980sanditmovedtranslationfromthestaticlinguisticphenomenontobeingconsideredasallactofinterculturalcommunication.Thispartwillgiveageneralpictureofthemaintheoriesputforwardbytherepresentativesofthisschoo1.KatharineReiss’sEarlyWorkonTypologyandLanguageFunctionAsearlyas1971,KatharineReisswroteabookinGermanentitledMoglichkertenundCruzanderUbersetzungskritik(PossibilitiesandLimitsofTranslationCriticisminEnglish),whichisconsideredasthestartingpointforthescholarlyanalysisoftranslationinGermany.HertheorybuildsOntheconceptofequivalence，butviewsthetext，ratherthanthewordorsentence，asthelevelatwhichcommunicationisachievedandatwhichequivalencemustbesought”(Monday200173).AccordingtoReiss，theidealtranslationwouldbeoneinwhichtheaimintheTLisequivalentregardstheconceptualcontent,linguisticformandcommunicativefunctionsofaSLtext”.Shereferstothiskindoftranslation“integralcommunicativeperformance”(Nord,2001:9).ReisstakesKarlBuhler'sfunctionaltheoryoflanguageasthebasis.AccordingtoBuhler,themainfunctionsoflanguagefallintothreecategories,namely,theexpressive,theinformativeandthevocativefunctions,whicharethemainpurposesofusinglanguage(Newmark,2001).ShelinksthethreefunctionstomeritCorrespondinglanguagedimensionsandtothetexttypesofcommunicativesituationsinwhichmayareused(See1’able1).Inheropinion,inthenormalsituation,thetypeoftextdecidestheapproachandistheprimaryfactorinfluencingthetranslator'schoiceofapropertranslationmethod(Reiss,2004).Thus,shesummarizesthemaincharacteristicsofeachtexttypeasfollows：.Thecontent-focusedtextitrelatestheeffectivecommunication(knowledge,opinion，etc.)andaccuracyofinformation.Thetranslatorhastoleisurethatthecontenthasbeeninvariantlytransferred..Theform-focusedtext：Itisconcernedwilttheaestheticandartisticallycreativenatureoftheform.neTLdemandsasimilarityofformandanequivalenceofestheticeffect..Theappeal.focusedtext：itdoesnotsimplyconveycertaininformationinalinguisticformbutalsoprovokesaparticularreactiononthepartofthehearersorreaders..Theaudio-medialtext：distinctiveinthedependence011non—linguisticmediaandongraphic，acousticandvisualkinksofexpressionandthetranslationmustpreservethesaleeffectonthehearerthattheoriginalhasinthelanguage.Reissalsoclaimsherselfthedistancefromtheone-sidedfunctionalistviewoflanguageandclarifiesthepointthatsincecontentandformarecloselyinterrelated，therecanbenoformofcommunicationwithoutsomekindofcontent,andviceversa.TheDevelopmentofFunctionalistTranslationTheoryTheearlytheoryofthefunctionalisttranslationtheoryAccordingtothediagram,thereferenceworkisthemostfullyinformativetext,providinginformationtothereader,poemthehighestexpressivetext,fulfillingthereader'saestheticsandadvertisement,theexactlyoperativetexttryingtopersuadetheconsumerstobuygoods.Betweenthepolesispositioned5ahostofhybridoftypes"(Munday,2001：74).Forexample,anelectoralspeechmightbebetweentheoperativeandtheinformativetypes，sinceitservesinformationaboutthepolicythatthecandidateisgoingtomakeoncehetakesofficeandatthesametimeappealstothevoterstovoteforhim.Thoughinthemostcases，thefunctionsaremixedinonecertaintextgenre,ReissstatesthatthetransmissionofthepredominantfunctionoftheSTisthedeterminingfactorbywhichthe訂isjudgedandspecifictranslationmethodsshouldbeappliedaccordingtothetexttype(Reiss,1989).Tableisdrawntoillustratethispoint(adaptedfromReiss1989).SkoposistheGreekwordfor"aim”or”purpose”andwasintroducedintotranslationtheoryinthe1970sbyHansJ.Vermeerasatechnicaltermforthepurposeofatranslationandofthesectionoftranslating.ItpredatesHolz-Manttari’Stheoryoftranslationalaction,butcallbeconsideredaspartofitsinceitdealswithtranslationalaction.ThegeneraltheoryisexplainedindetailinthebookCoauthoredbyVermeerandReissin1984.AspectsofFunctionalistApproachesInher1997book,translatingasapurposeofactivity,Nordproposesaflexibleversionofthemodel,whichsynthesizesmanyoftheelementsoftheprevioustheoriesofthefunctionalapproaches.Ithighlightsthreeaspectsconsideredasparticularlyusefulintranslatortraining.Theyrealizetheimportanceoftranslationbrief,theroleofsourcetextanalysisandthefunctionalhierarchyoftranslationproblems.Eventhoughatranslatormayinferthepossiblefunctionfromthegivensourcetextwinshispreviousexperience.However,wehavetoconsiderthesituationalandcultural，etc.differencesbetweenthesourceandtargettexts.Tofindtheseaspectsinwhichthesourceandtargettextsmaydiverge,atranslatorshouldcomparethesourcetextwiththeexpectedtranslationdefinedinthetranslationbrief,whichshouldgivethefollowinginformation：Theintendedtextfunctions；Thetargettextaddressees；Thetimeandplaceoftextreception；Mediumoverwhichthetextwillbetransmitted；Themotivefortheproductionorreceptionofthetext.Thismodelenablesthetranslatortodecidewhatinformationtoincludeinthetargettext.NordgivesanexampleofabrochureforHeidelbergUniversitytodemonstratethisatlength(fortheexample.seeNord’STranslatingAsAPurposefulActivityin2001).4.FunctionalistApproachtoTranslationofCosmeticBrandNames.ApplyingFunctionalApproachtotheTranslationofCosmeticBrandNames.AccordingtoSkopostheorie,whatkindofstrategiesandwaysthatthetranslatorswillchosedependsonthepurposeofthetranslation?Forthetranslationofthecosmeticbrandnames,themainpurposeistoattractconsumers'desiretobuytheproduct,soitisinadequatetoonlyadopttheequivalence-basedlinguisticformstoachievethefunction.Inthisessay,Skopostheorieisappliedintothetranslationofcosmeticbrandnames.Principlesforthetranslationcosmeticbrandnames.EasytoacceptEasytoacceptismadeofthecommercialbenefitsofcosmeticsprerequisite.OnlythetrademarkofthecosmeticscanbeadoptedbyChinesewomen,cosmeticsinChinesemarketcanbewelcomed.Thetranslationoftrademarkisnotonlyatwodifferentlanguagetransformation,butalsoacross-culturalcommunication.Wenotonlyshouldmakecleartheliteralmeaningitselfofwordsinthenameoftheproductandthetrademarktranslation,butalsowhattheloadculturalsignificanceandtwodifferentlanguageexpression,orappearlikely"culturalconflict".Forexample,inthe1980sFrenchperfume"Poison",itwasfirsttimetoentertheChinesemarketintoculturalbarriersbecauseitstranslation:"Poison".Thisisnegativeontheculture,becauseChinesewomensuffertraditionalcultureinfluence,andtheyarenotgoodatrevealoneselfpersonality,buttendtobuytraditionalratherthanfeelingofgoods.Andnow,forthenovelandpersonalitybecomethepurposeofChinesewomenofperfumeconsumer,thetranslationreturnedto"poison".Thereasonthatfrom"poison"to"thelovegod"andthento"poison"istheevolutionoftheChinesewomen'spsychologicalchangethedecision.SothetranslationofcosmeticsbrandnameshouldcomplywiththeChinesecultureandpsychology,thisproductcansucceed..EasytorememberEasytorememberreferstowhenwetranslatetrademark,weshouldmakethetarget-languagereaderssoundssmoothandlooknatural.Likealltrademarksshouldfollowtheprincipleofconciseandclear.Iftranslationoftrademarkisdifficulttopronunceandremembers,itwillbeverydifficulttoattractfemaleconsumers,andthenitwillleadtoproduct-salessuccessful.Forexample,"thePure&Mild"canbetranslatedas"berthbeauty"inChina.Obviously,thetranslationismoresimplethantheformer.Itisnotonlyinconformitywiththeprincipleofeasytoremember,butalsoforChinatwo-syllabletrademarknamingconventions,soeasytopronounceandremember,andgettheChinesewomen'swelcome.

.HaveaestheticfeelingAsmentionedabove,thenameofthetrademarktranslationshouldbefullofmeaning,butonlyrichmeaningcannotguaranteethesuccessofthebrandname,itshouldalsohaveaaestheticmeaning.Thereisnodoubtthat,withagoodsenseofthemeaningandfemininetrademarkofthehelpinthefemaleconsumergroupsstirredemotions,whichmakeswomenfeelsweetandcheerful.Morelikelytoproducetheiraestheticfeeling.Whentheybuyamakeup,theywouldliketochoosethisbrand,.SothetranslatorsneedtomakeuseoffreedomandflexibilityofthetranslationtocreatetheaestheticfeelingtoChinesewomenandthedesiretobuytheproduct.Suchasaname"Museum"oftheJapanesecosmetics,ifweuseliteraltranslationfor"Museum",I’msureitisconsideredunsuitable,becauseithasnocontactwithfemalearticles.Inordertotheaestheticfeelingofwomenisconnected,theoriginaltrademarknameliterallylost,butitwastranslatedas"beautyelement".Althoughbeautyelement"andtheoriginalmeaninghasnocontact,butitiseasytothinkofthisproductsothattheycanmorebeautiful,soit'seasytorememberwithconsumers.gm4.2CosmeticstrademarktranslationstrategyofpragmaticsgmCosmeticstrademarktranslationpayattentiontotheimageofthemetaphorequivalenttransmission,withtheinformationontheconnotationandlanguagecloselyfit,notthetextrepresentationofthematchandtheoriginalmeaningofthetext,canpartorallinthetranslationofthewithdrawal,buttheimageoftheoriginaltextisrequiredtoeffectintheotherimagewithcorrespondingappear.Therefore,theauthorthinksthatcosmeticstrademarktranslationpragmaticstrategyhasthefollowingkinds:1).withsignificance,andstrivetoappropriate2).thecustomerissupreme,pragmaticequivalent5.FactorstobeconsideredinTranslationofCosmeticBrandNamesAestheticprinciplesofcosmeticsbrandProfessorXuYuanChongproposedthe"threebeauty".whendiscussedpoetrytranslationwhichmeans“soundbeauty",“meaningbeauty","formbeauty".Andalso,thetrademarktranslationalsoneedstoholdconcurrentlyformat,andthecontentshouldbeofbeauty.Amongthem,thephonologicalbeautyforformalbeauty,theothertwoforcontentbeauty,insideandoutsidefoil,maketrademarktranslationproduceaffinity;arousingtheconsumergooddaydream,enhancetheirbuyingmood.

Forfemalesasthemajorconsumergroupsinthecosmetics,considertheaestheticpsychologyofChineseconsumers,translationtoconformtotheconsumer'saesthetictastetrademarkisespeciallyimportant..SoundbeautyBeautyisreferstotherhyme,pronunciationoftrademarkssoundsloudandclear,rhythmic,flowfreely,richmusical,andgiveapersonwithbeautifulhearingenjoyment.MostofthetrademarksKaiKouDubigbyloudvowelsandjamdegreetospellofsmallacombinationofconsonants,vowelsandcommonlyusedalliterationandstackrhyme,makecommoditytoreadthecadenceofspeech,jinglingpleasingtotheear.Forexample:Clean&Clearusedtheheadofmusicalsound,"Clean"and"Clear"theinitialsare"Cl".Chinesefor"needybutli",thefirstmusicalsoundandrhymeneatpressureformthepronunciationofthemusicallightsome.Thatisthebeautyofartisticconception.Trademarktranslationthebeautyofartisticconceptionisreferstothegoodsbythevocabularyoftranslationassociativemeaningorconstitutetheconnotationofvocabularyfoilgivessomecombinationofartisticconception,letapersonproduceabundantassociation,arousepeopletothefinethingyearningandpursuit..FormbeautyTrademarktranslationformbeautyistopointtotranslatewordsbriefly,havememoryvalue,andusemorebeautifulword.Femalesuppliesisconcerned,theuseofwordsshouldnotonlyeasytosee,easytoreadandunderstand,themoretobemostfemalebeauty.SuchasunderwearbrandMaidenformChinesefor"meidengfong",thefemale'senchantingcharmandgracefuldescriptionincisivelyandvividly.Inshort,trademarkwordChinese-Englishtranslation,thetranslatorshouldasfaraspossibletoachievesoundbeauty,meaningbeautyandformbeauty.Meaningbeautyisthefirst,namelytheculturalconnotationofinterpretationisessential,itisthesurvivalofatrademarkwordsoul.Second,soundbeautyissecond,andthenformsbeauty.Third,meaningbeautyiscontent,formbeauty,beautyisform,whenboththecontentandtheformofhard,shouldretaincontentgiveupform.CulturalfactorsSociologistsbelievethattrademarkisanexpressionofcultureandcommunicationtools,trademarktranslationistheoriginalLanguage(SourceLanguage)trademarkconvertedintotheTargetLanguage(TargetLanguage)trademark.Thistranslationisintwodifferentculturebackgroundsbetweengroupsofinformationdisseminationandexchangeactivities.Inresponsetoatrademarkwordisatrademarkwordsindifferentcultureenvironmentincludesculturalconnotationisnotthesame.SoinEnglishandChinesetrademarktranslationshouldbefullyunderstandandknowChinaandvariousEnglishnationalconsumerofcolor,