1、English translation of cosmetic instructions1.The compositions of English cosmetic instructions 2.The functions of English cosmetic instructions3.The language features of English cosmetic instructions4.The translation strategies of English cosmetic instructions1.The compositions of English cosmetic
2、instructions ingredient(成份)effect(功效)Effect(使用说明)Brand(商标)date of manufacture(生产日期)the expiry date(截止日期)Amounts(用量)Manufacturer(制造商)place of origin(产地)1.The compositions of English cosmetic instructions The emphasis of translation(翻译侧重点):Ingredient(成分)Effect(功效)instructions(使用说明)2.The functions of E
3、nglish cosmetic instructionsl to introduce the major ingredienets(主要成分),main effect(主要效果),directions for use(使用说明书),etc.l advertising sales promotion)。l to convey the informations of those product accurately and precisely.准确(accurate)、精准地传载产品信息的作用。3.The language features of English cosmetic instruct
4、ions(1)syntactic characteristics (句法特点)(2)lexical features(词汇特点)(1)syntactic characteristics 1)The use of imperative sentence(祈使句的使用)2)The use of elliptical sentence(省略句的运用)2)The use of elliptical sentencel The use of ellipsis makes those instructions concise(简洁明了)l The ellipsis of object can saving
5、 the space of instructions and can simplify the instruction(使说明书精简)1)The use of imperative sentence Imperative sentence can make the persuasion more direct and influential.Imperative sentence can catch attentions of the consumers even some other readers more easily.The use of imperative sentence can
6、 avoid being commanded,and can shorten the distance between the consumers and products.(2)lexical features 1)The use of commendatory adjectives(褒义形容词的使用)2)The use of specialized vocabulary(专业词汇的使用)3)Dynamic emotional function word(动态情感功能词)1)The use of commendatory adjectives(褒义形容词的使用)化妆品说明书不是仅仅传递语言信
7、息,而且,通过使用一些表现美的形容词如:自然(natural)、光滑(smooth)、柔软(soft)、健康(health)、温和(mild)、独特(unique)、修复(repair)等,使读者感到舒服和亲切,还能带来一种美的感觉,留给读者无限幻想的空间。2)The use of specialized vocabulary(专业词汇的使用)例如:眼线液(眼线笔):liquid eye liner,eye liner 眼影:eye shadow 睫毛膏:mascara 唇线笔:lip liner 唇膏:lip color/lipstick(笔状 lip pencil,膏状 lip lipst
8、ick,盒装 lip color/lip gloss)唇彩:lip gloss/lip color 腮红:blush 卸装水:makeup remover 2)The use of specialized vocabulary(专业词汇的使用)the updating of cosmetics is closely linked with the development of science and technology,there would be a large number of specialized vocabulary.Acne 青春痘用品 Active 赋活用After sun
9、日晒后用品遮瑕膏:concealer 修容餅:Shading powder 粉底:foundation(compact,stick)粉饼:pressed powder 3)Dynamic emotional function word(动态情感功能词)动态情感功能词都是那些用来表示发生或产生的词汇,一般情况是用来描述化妆品使用的功效。3)Dynamic emotional function word(动态情感功能词)通过这些词的使用,广告商们能更加确定该产品的正面效果特点,如:脱落、渗透、提高、创新、使洁白无暇、修复等词语都表达了他们解决消费者问题的意愿,同时也传递给他们的潜在消费者,使用该产
10、品是十分有效的,这也激起了其潜在顾客的购买欲,这对于广告商和消费者之间建立良好的关系是有必要的。4.The translation strategies of English cosmetic instructions(英文化妆品说明书的汉译策略)(1)semantic equivalence(语义对等)(2)functional equivalence(功能对等)(3)emotional equivalence(情感对等)(1)semantic equivalence(语义对等)The basis of translationStep 1.To comprehend the phrase,s
11、entence and the semantic structure of the original language correctly正(确理解原文词、词组、句子等结构的语义)Step 2.Determine its deep meaning(确定其深层含义)(1)semantic equivalence(语义对等)1)literal translation(直译)2)particular meaning in some specific context(特定语境中的深层含义)(1)semantic equivalence(语义对等)1)Literal translation:transl
12、ate from word to word(将字面意思直接译出)Eg:彩妆品牌:color zone(彩色地带)(1)semantic equivalence(语义对等)2)particular meaning in some specific context(特定语境中的深层含义):Eg:Freeze(冰凝)Freeze 本意是“结冰”的意思,译为“冰凝”不经在于以上对等,而且使用女性喜爱的词汇(冰、凝)(2)functional equivalence(功能对等)Paraphrase(意译)Combination of the literal translation and paraphr
13、ase(音译与意译结合)1)paraphrase(意译)意译意译法就是不拘泥于原文的形式,而重点在于正确表达原文的内容,根据上下文的逻辑关系,从词的基本意思出发进一步引申词义,用比较恰当的汉语词汇表达出来 2)Combination of the literal translation and paraphrase(音译与意译结合)音译与意译结合在翻译的过程中,采取音义相 结合的方法。同时在原商标意义的基础上,结合本产品的特征与功用,选用与其特征对应的具有美好意义的汉字,且具有良好的文化内涵。2)Combination of the literal translation and paraph
14、rase(音译与意译结合)如:欧莱雅专家洗护系列深层修护洗发水:Designed to restructure and protect the hair fiber.The hair regains strength,shine and is revitalized.Neofibrine:a unique combination of Bio-Mimetic Ceramide,shine perfecting agent and a UV filter for hair.译文:专为严重受损发质设计的修护洗发水,含神经酰胺。可使头发重获健康亮泽与活力,并可帮助抵御紫外线对头发的伤害。2)Comb
15、ination of the literal translation and paraphrase(音译与意译结合)如:Revlon化妆品译为“露华浓”,出自李白描写杨贵妃的诗清平调词三首:“云想衣裳花想容,春风扶槛露华浓。”音义并重,十分贴切,给人一种高雅浪漫的感觉。(3)emotional equivalence(情感对等)1)The difference between the consumption level and group(消费层次与群体差异)2)Consumer aesthetic psychology(消费者审美心理)1)The difference between the
16、 consumption level and group(消费层次与群体差异)制造商和销售商在生产某种化妆产品时都有针对的消费层次和销售对象。化妆品可分为高、中、低档,分别对应各个消费层次的消费者,同时还区分消费者的性别,目前大多数化妆品仍然主要针对女性消费者。1)The difference between the consumption level and group(消费层次与群体差异)国际一些顶级化妆品品牌如香奈儿(CHANEL)、兰蔻(LANCOME)、倩碧(CLINIQUE)等知名度高、美誉度高,但是价格相当昂贵,主要是针对高收入高消费群体;中档化妆品如雅芳(Avon)、露华浓(R
17、EVLON)等主要针对中高层次的消费群体。因此译文还需要尽可能与商品的市场定位及其所面对的消费群体相结合。1)The difference between the consumption level and group(消费层次与群体差异)如:羽西(Yu-Sai)属于中高档化妆品之列,主要针对中年女性:羽西天然乳丝柔保湿精华乳:Its flesh,melting texture penetrates instantly,pumping moisture and essential nutrient back into the sin,thanks to the combination of W
18、atermelon extract,Soybean extract and the exclusive Bio-Milk Complex.译文:大豆天然提取物有助于延缓肌肤衰老,回复肌肤弹性。最新添加的天然西瓜萃取精华独具汲水功能,使肌肤长时间保持盈润,同时巩固肌肤的天然屏障。2)Consumer aesthetic psychology(消费者审美心理)消费者审美心理翻译是一种审美活动,因此在汉英化妆品说明书的翻译过程中应将内容美与形式美有机的结合起来,使译文文形俱美,以此唤起消费者的购买欲望。2)Consumer aesthetic psychology(消费者审美心理)译者应充分了解不同
19、国家或地区的文化背景及消费者的心理,了解翻译时应注意的禁忌,才能使翻译出来的译文体现出美感,因而被不同国家的消费群体所接受。2)Consumer aesthetic psychology(消费者审美心理)如Avon雅芳(用起来雅致,而且味道芳香)、REVLON露华浓(香水如露水般清新、浓郁),听起来使人感到清洁舒爽;2)Consumer aesthetic psychology(消费者审美心理)如对羽西天然乳丝柔保湿精华乳中的描述Fine lines of dehydration are visibly reduced.Thirsty skin is left relieved,plumped-up,and absolutely soft.(用后肌肤缺水及时得到缓解,缺水性幼纹也明显减少,肌肤回复柔软丰盈,质地清爽,如丝般柔和,用后无油腻感)中的善于利用文中“质地清爽,柔软丰盈,盈润”这几个具有美好意境的词组打动女性的爱美的心理 Thank you!