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学校代码：10410序号：外国语学院英汉对比语言学论文题目：目的论视角下的化妆品说明书翻译班级英语：1103班姓名：吴穗婷学号：20233996指导老师：熊文光二〇一四年六月外国语学院制AStudyoftheTranslationofCosmeticInstructions——fromthePerspectiveofSkopostheorieAbstractWiththerapiddevelopmentofChineseeconomyandChina’sentryintoWTO,moreandmorecommoditiesandproductshavecomeintoourmarket,includingcosmeticsasanimportantpart.Correspondingly,thetranslationofcosmeticinstructionshasbecomeasignificantandurgenttask.However,Skopostheorieisarelativelynewmodelontranslationalstudies,andplaysanessentialroleinthefunctionalistapproach.Skopostheoriereleasestranslationfromtheshackleofsourcetext,andprovidesanewperspectivetotranslation,especiallythetranslationofpracticaltexts.ThepresentthesisconfinesthestudyonthetranslationofEnglish-Chinesecosmeticinstructions,andanalyzesthetranslationtechniquesandstrategiesundertheguidancetheguidanceofSkopostheorie,tryingtoprovethatfunctionalistapproach,especiallytheSkopostheorie,isanappropriatetheoryinguidingtranslationofcosmeticinstructions.KeyWords:Skopostheorie,translationofcosmeticinstructions,translationstrategiesSkopostheorie,whichplaysamajorroleinthefunctionalistapproachestotranslation.TheGermanschooloffunctionalisttranslationtheorycanberegardedasahistoricalbreak-throughagainstandanimportantsupplementto,thetraditionalnotionof“adequacy”or“equivalence”.Skopostheoriefocusonthepurposeofthetranslation,whichdeterminesthetranslationmethodsandstrategiesthataretobeemployedinordertoproduceafunctionallyadequateresult.SkoposisaGreekwordfor“purpose”.“AccordingtoSkopostheorie(thetheorythatappliesthenotionofSkopostotranslation),theprimeprincipledetermininganytranslationprocessisthepurpose(Skopos)oftheoveralltranslationalaction”(Nida1982:24).Generallyspeaking,cosmeticsinstructionsincludetheintroductionofmainingredients,effects,brandname,direction,warning,manufacturedate,expirationdate,netweight,manufacturer,address,etc.Comparativelyspeaking,thefirsttwopartsusuallyplaythemostimportantroles,becausetheyarethemainbodyofcosmeticsinstructions.“Withoutthefirsttwoparts,cosmeticinstructionswillbemeaningless,sincethemostimportantinformative,estheticandevocativefunctionwillbemissinginthatcase”(LiZhe2007:10).Alsothesethreefunctionsarethemainfunctionofcosmeticinstructions.Thekeypointisthatcosmeticinstructionsmustbepersuasiveenoughtoarousetheconsumers’desiretopurchase.Lookatthisexample:Sourcetext:Formulatedwithnaturaextractscanbeeffectivelymoisturizesyourskin.lightweightformulaapplieseasilyunderfoundationtocorrectatranslucent,bright,moreflawlessappearance.Targettext:含天然保湿护肤成分,有效润泽保湿肌肤,隔离彩妆和外界污染对肌肤的伤害:修正面色,为完美底霜打下均匀透亮的基础。透明色使肤色均匀透明;浅绿色修正偏红肤色。(雅芳新炫妆前隔离霜)Thisinstructionisfromthepackageofakindofcosmetics,andthesecondoneisaninstructionsinsertedwiththeproduct.Theexampleshowthatthecosmeticinstructionsthatarepresentedonthecontainersorthepackagesarecomparativelyshortandbrief,andsometimesevenjustonesentenceorafewsentence,maybeforthesakeofspace.Yetthecosmeticinstructionsinsertedwiththeproductsarecomparativelylongerandprovideconsumerswithmoredetailedinformation.Sometimes,theywillnotonlyintroducetheproductsthemselves,butalsotheonesthatareofthesameseriesorevenofthesamebrandmaybeforthesakeof“mass-sale”.WiththeglobalizationoftheinternationaleconomyandChina’sentryintoWTO,moreandmoreforeigncosmeticshavearrivedinourmarket.Asakindof“briefadvertisements”,cosmeticinstructionsarepaidmoreandmoreattentiontonotonlybyusers,butalsobymanufacturesandbusinessmen.Sothetranslationofcosmeticinstructionsbecomesacut-throatandimportanttask.Well-translatedcosmeticinstructionscanontheonehandhelpthetargetlanguagereceptorsknowtheproductsandmakeclearthecorrectwaysofusingthem,andpromotethesaleofproducts,ontheother,becausewell-translatedcosmeticinstructionscangivethetargetreceivesconfidenceinthenewproductsandhelpthemselvesusethemproperly,andthentheymaybeinterestedintryingthenewproducts.Ontheopposite,ifinstructionsarenotwelltranslated,ortheyarenotreadableandaccessibleenough,theymaycausedifficultiesforpeopletouseorarousetheunpleasantfeeling.Evenifthecustomersbuythem,theymaygetfrustratedduetoinadequateunderstandingoftheinstructions.“Sopoorly-translatedinstructionsmayleadtounsuccessfulmarketing,whichwillbeadisasterfortheproducersorthecompanies”(17—18).InSkopostheorie,theprimaryruleforanytranslationisthe“Skoposrule”,whichholdsthatatranslationactionisdeterminedbyitsSkopos;thatis,“theendjustifiesthemeans”.VermeerexplainstheSkoposruleinthefollowingway:Eachtextisproducedforagivenpurposeandshouldserverthispurpose.Therulethusreadsasfollows:translate/interpret/speak/writeinawaythatenablesyourtext/translationtofunctioninthesituationinwhichitisusedandwiththepeoplewhowanttouseitandpreciselyinthewaytheywantittofunction(Newmark1984/85:16).Forthetranslationofcosmeticinstructions,thepurposeistostimulatetheconsumers’purchasedesirethatdrivesthemtoconsumptionoftheproducts.Toachievethispurpose,thetranslationshouldbewellexpressedandmeettheconsumers’demandsasmuchaspossible.Therefore,inmanycases,it’snecessaryandimportanttomodifythecontentandformofthesourcetext.Inotherwords,thesellingpurposedeterminesthetranslatingmethod,whichiswhat“theendjustifiesthemeans”meanshere.AccordingtoSkopostheorie,translator’schoiceoftranslationstrategiesarealwaysguidedbythepurposeofthetranslation.thetranslationofcosmeticinstructioniscomplexandmulti-disciplinary,involvingmanyfactorssuchaslanguage,culture,marketing,psychologyandlegalconsiderations.Thetarget-language-orientatedstrategiesshouldfocusonwordchoice,choicewordwithbeautifulmeaning,useChinesefourcharacterstructure,anduseofactivevoice.Thetarget-culture-orientatedstrategiesshouldfocusonmarketing,aestheticpsychology,wayofthinkingandlegalconsiderations.Lookattheexampleoffourcharacterstructure:Sourcetext:AVONEyeShadowSingleWeightless,beautifulcolorsonyoureyeswithcreamiest,silkiesttexturebyJET-MILLEDtexture.Targettext:雅芳眼影炫靓魅力色彩,粉质微妙精细,妆效服帖持久。“Cosmeticinstructionsbelongtopracticaltypeofwritingwithhighcommercialvalue,andtheultimatepurposeofcosmeticinstructionsistopromotesales”(LiZhe42).Accordingly,thetranslationofcosmeticinstructionsshouldserveandfulfillthepurposeinthetargetmarket.Therefore,word-for-wordtranslationispowerlessinthisconnection,anditisinevitableforthetranslatortomakeappropriate“adaptation”inordertomaketherenderedtextconsistentwiththecharacteristicsof