Cosmetics Advertisement Analysis

A Study on Cosmetics Advertisement Translation

From the Perspective of Skopostheorie

1. Introduction

In recent years, with the development of world economy and the increase of trade exchanges between various countries, people now can purchase commodity from different regions and countries. Cosmetics, as a product with special effects, is well loved by female. A good cosmetics advertisement plays a significant role in the promotion of the product. Furthermore, it not only correctly conveys the valid information, stimulates the purchase desire of consumers, and also embellishes corporate image. As more and more foreign cosmetics products are poured into China, the translation of cosmetics advertisement has becoming one of the first issues these

(2) The receivers of advertising should be the widespread consumers but not individual.

(3) Advertising conveys some information about products, services or ideas.

(4) Advertising aims to promote the products’ sales and ultimately make fat profit.

3. Theoretical Framework

3.1 The Development of Skopostheorie

In the late 1970s, German functionalist Hans J. Vermeer who carried on and developed his teacher Reiss’s theory put forward Skopostheorie. From the perspective of German Functionalist Approaches, Skopostheorie is regarded as its foundation and basic theory. It deals with Vermeer’s concepts of Skopos, coherence and culture and meanwhile explains Reiss’s concepts of adequacy vs equivalence.

3.2 The Principles of Skopostheorie

(1) Skopos rule

Skopos rule is the top-ranking rule of Skopostheorie. It believes that translation should be able to function in the context and culture of the target language, in the same way as the intended recipient of the target language

(2) Coherence rule

The translation must meet the criteria of intra-textual coherence, i.e. the translation is legible and acceptable to enable the recipient can understand.

(3) Fidelity

In order to attract female consumer, many corporates choose characters like “兰”, “娇”, “雅”,“姿”, “华”……to show the beauty and elegance of female.

e.g. Revlon is translated into “露华浓” in China. It comes from “云想衣裳花想容，春风拂槛露华浓。”, a part of the poem《清平调三章》by the famous ancient Chinese poet Li Bai. This transliteration not only uses the beautiful characters also considers the target cultural environment. By using words from a famous poem, consumers can easily think of a fair woman so as to leave a good image about the brand.

Estee Lauder is translated into “雅诗兰黛”; Lancome is translated into “兰蔻”; Guerlain is translated into “娇兰”; Sephora is translated into “丝芙兰”; Chanel is translated into “香奈儿”(used to be “夏奈尔” )……And all of these brand choose feminine characters. On one respect, it conform the principles of transliteration. On the other hand, it adapt to Chinese market and make itself more attractive to female consumers.

4.3Free Translation

Free translation is one of the widest used approaches in cosmetics translation. On the basis of reserving the main original meaning, it makes a little change to increase consumers’ understanding to the products so as to attract their purchase