| Peer-Reviewed

"What Makes You Beautiful"--Analysis of Translation Strategies on Cosmetic Brands from Perspective of Marketing

Received: 11 June 2020     Accepted: 2 July 2020     Published: 6 July 2020
Views:       Downloads:
Abstract

As a result of the economic globalization, as meanwhile, the development of Chinese economy and the improvement of people’s living standards, skincare products have become necessity. A large amount of skincare products from all over the world poured into our market, which is the communicative tool among different languages as well as the key to the market, instructions of skin-care products has become more crucial, thus much attention is also attached to their translations. A powerful brand identity of a cosmetic product is critical, because it can determine whether the product can survive the competition or be knocked out. Foreign skincare merchants have cudgeled their brains for earning money here. Obviously, translation of the brands should be a priority. The study attempts to explore the translation strategies of European and American cosmetic brands through case study, which aims to help cosmetic products achieve successful marketing in Chinese market. As meanwhile, the translation strategies also be discussed the cosmetic products’ special efficacy and conclude principles of translating European and American cosmetic brands to realize successful marketing in China.

Published in International Journal of Applied Linguistics and Translation (Volume 6, Issue 3)
DOI 10.11648/j.ijalt.20200603.12
Page(s) 68-74
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2020. Published by Science Publishing Group

Keywords

Cosmetic Brands, Marketing, Translation Strategies

References
[1] Doreen Kum, Yih Hwai Lee, Cheng Qiu. Testing to Prevent Bad Translation: Brand name Conversions in Chinese–English Contexts [J]. Journal of Business Research, 2010 (6): 21-33.
[2] Fade Wang. An Approach to the Translation of Brands [J]. Theory and Practice in Language Studies, 2012 (9): 34-47.
[3] Ford, Jonathan. Future Beauty [J]. Soap, Perfumery and Cosmetics, 2014 (3): 31~50.
[4] Gerard A. Athaide, Richard R. Klink. Creating Global Brands: The Use of Sound Symbolism [J]. Journal of Global Marketing, 2012 (4): 42-46.
[5] Kavin Lane, Keller. Strategic Brand Management [M]. Beijing: China Renmin University Press, 2016.
[6] Nida, Eugene. Language and Culture-Contexts in Translating [M]. Shanghai: Shanghai Foreign Language Education Press, 2001.
[7] Qiang Kang. A Contrastive Study of Brands in English and Chinese [J]. Cross-Cultural Communication, 2013 (6): 42-56.
[8] Shuttleworth, Mark & Cowie, Moira. Dictionary of Translation Studies [M]. Manchester: St. Jerome, 1997.
[9] Venuti, Lawrence. The Translation Studies Reader [M]. New York: Routledge, 2004.
[10] Chen Jinmei. Discussion on the Naming of Commodity [J]. Rhetoric Study, 1997 (3): 11-12.
[11] Du Shuling. On the Chinese Translation of Cosmetics Brand Names from Perspective of Functionalist Translation Theory [D]. Beijing Foreign Languages Studies, 2015.
[12] Pang Yanjie. Comparative Study on Diversity between English and Chinese Brands [J]. Journal of Yunnan University of Finance and Economics, 2011 (4): 156-158.
[13] Song Qiuyan. A. Brief Analysis of the Differences in Cultural values between Chinese and Western Cosmetics Advertisements [J]. Journal of Culture and Education, 2017 (16): 71-72.
[14] Yang Junxia, Yang Xiaorong. Analysis on Translation Strategies of Cosmetics Trademark Names [J]. China Commerce and Trade, 2010 (17): 228-229.
[15] Wang Yanxi. Book of Advertising English [M]. Beijing: University of International Business and Economics Press, 2004.
[16] Zhang Jing. Cultural Factors on Brand Naming of Import and Export Commodities [J]. Journal of Yulin College, 2013 (3): 106-109.
[17] Zhu Yajun. Research on Naming of Commodity [M]. Shanghai: Shanghai Foreign Language Education Press, 2003.
Cite This Article
  • APA Style

    Ning Li. (2020). "What Makes You Beautiful"--Analysis of Translation Strategies on Cosmetic Brands from Perspective of Marketing. International Journal of Applied Linguistics and Translation, 6(3), 68-74. https://doi.org/10.11648/j.ijalt.20200603.12

    Copy | Download

    ACS Style

    Ning Li. "What Makes You Beautiful"--Analysis of Translation Strategies on Cosmetic Brands from Perspective of Marketing. Int. J. Appl. Linguist. Transl. 2020, 6(3), 68-74. doi: 10.11648/j.ijalt.20200603.12

    Copy | Download

    AMA Style

    Ning Li. "What Makes You Beautiful"--Analysis of Translation Strategies on Cosmetic Brands from Perspective of Marketing. Int J Appl Linguist Transl. 2020;6(3):68-74. doi: 10.11648/j.ijalt.20200603.12

    Copy | Download

  • @article{10.11648/j.ijalt.20200603.12,
      author = {Ning Li},
      title = {"What Makes You Beautiful"--Analysis of Translation Strategies on Cosmetic Brands from Perspective of Marketing},
      journal = {International Journal of Applied Linguistics and Translation},
      volume = {6},
      number = {3},
      pages = {68-74},
      doi = {10.11648/j.ijalt.20200603.12},
      url = {https://doi.org/10.11648/j.ijalt.20200603.12},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijalt.20200603.12},
      abstract = {As a result of the economic globalization, as meanwhile, the development of Chinese economy and the improvement of people’s living standards, skincare products have become necessity. A large amount of skincare products from all over the world poured into our market, which is the communicative tool among different languages as well as the key to the market, instructions of skin-care products has become more crucial, thus much attention is also attached to their translations. A powerful brand identity of a cosmetic product is critical, because it can determine whether the product can survive the competition or be knocked out. Foreign skincare merchants have cudgeled their brains for earning money here. Obviously, translation of the brands should be a priority. The study attempts to explore the translation strategies of European and American cosmetic brands through case study, which aims to help cosmetic products achieve successful marketing in Chinese market. As meanwhile, the translation strategies also be discussed the cosmetic products’ special efficacy and conclude principles of translating European and American cosmetic brands to realize successful marketing in China.},
     year = {2020}
    }
    

    Copy | Download

  • TY  - JOUR
    T1  - "What Makes You Beautiful"--Analysis of Translation Strategies on Cosmetic Brands from Perspective of Marketing
    AU  - Ning Li
    Y1  - 2020/07/06
    PY  - 2020
    N1  - https://doi.org/10.11648/j.ijalt.20200603.12
    DO  - 10.11648/j.ijalt.20200603.12
    T2  - International Journal of Applied Linguistics and Translation
    JF  - International Journal of Applied Linguistics and Translation
    JO  - International Journal of Applied Linguistics and Translation
    SP  - 68
    EP  - 74
    PB  - Science Publishing Group
    SN  - 2472-1271
    UR  - https://doi.org/10.11648/j.ijalt.20200603.12
    AB  - As a result of the economic globalization, as meanwhile, the development of Chinese economy and the improvement of people’s living standards, skincare products have become necessity. A large amount of skincare products from all over the world poured into our market, which is the communicative tool among different languages as well as the key to the market, instructions of skin-care products has become more crucial, thus much attention is also attached to their translations. A powerful brand identity of a cosmetic product is critical, because it can determine whether the product can survive the competition or be knocked out. Foreign skincare merchants have cudgeled their brains for earning money here. Obviously, translation of the brands should be a priority. The study attempts to explore the translation strategies of European and American cosmetic brands through case study, which aims to help cosmetic products achieve successful marketing in Chinese market. As meanwhile, the translation strategies also be discussed the cosmetic products’ special efficacy and conclude principles of translating European and American cosmetic brands to realize successful marketing in China.
    VL  - 6
    IS  - 3
    ER  - 

    Copy | Download

Author Information
  • School of Foreign Languages, Guangdong Pharmaceutical University, Guangzhou, PR China

  • Sections