商务英语论文-Study on the Translation of Cosmetic Instructions from the Perspective of Skopos Theory-A Case Study of L'Oreal

ChapterOneIntroductionDuetothedifferencebetweenEnglishandChineselanguageandculture,agoodcosmeticinstructionInstructionsmaynotmeetthetasteofthetargetlanguagereader,especiallyifthetranslatorisrigidlyclingingtotheformoftheoriginalwork,sothestudyoftranslationTheoryissignificant.The

birth

of

this

Theory

is

an

inevitable

trend

in

the

field

of

translation

in

China,

and

it

plays

an

irreplaceable

role

in

translation

practice.Throughthistranslationpractice,theauthorhopestomakeupforthelackofEnglishtoChinesetranslationofcosmeticsinstructions,andtheauthorhasstandardizedandimproveditsEnglishtoChinese,andalsohopestoplayaroleinthetranslationoftheInstructionstext.Inviewofthesedifficultiesandputforwardcorrespondingcountermeasures,thistranslationpracticereportiswrittenonthisbasis,hopingthattheresearchresultscanprovidesometranslationstrategiesandmethodsforthetranslationofrelevanttexts.Inthe21stcentury,cosmeticshavedevelopedrapidly,sotranslatingEnglishcosmeticinstructionsisextremelyimportant,andthestudyofSkoposTheoryhasmadegreatcontributionstoit.Judgingfromthecurrentresearchsituation,peoplearestudyingSkopostranslationmoreandmore.Withthedeepeningoftheeconomy,moreandmoretranslationsareconstantlyproposed.TherearemanystudiesonSkoposTheoryinChina,suchasZhouMengzhen's"SkoposTheory""Xindaya""In

this

book,

the

author

talks

about

the

characteristics

of

translation

theories

between

China

and

the

West

by

analyzing

and

comparing

the

similarities

and

differences

between

them.that"SkoposTheoryisamultivariatetheoreticalsystemoftranslationstandardsdominatedbySkoposlaw."YanFu's'Xindaya'ismoreabstractandvaguewithacertainsubjectiveTheory,andthetwotheorieshavesimilaritiesinthepursuitoffidelity,thecoherenceoftranslation,andtheobservanceofreader'sadaptability,buttheyareintermsoftheoreticalsystematic,translationstandards,andtranslatorstatus.ItisalsoworthpayingattentiontoresearchontheTheoryoftranslationSkoposintranslationeducationsuchasTaoYoulan's"ConstructionofEnglish-Chinese-Chinese-EnglishTranslationTextbooksfromthePerspectiveofTranslationSkoposTheory"(2006),YangPing'sFrom

the

perspective

of

Skopo

translation.

English

translation

teachingFrom

the

perspective

of

Skopo

translation.

This

Theory

is

relevant

to

Chinese-English

translation

teaching(TheauthorusestranslationSkoposTheorytostudydomestictranslationteaching.analyzedandmadeanumberofrecommendations).Sinceitsinception,theTheoryhasattractedconsiderableattentioninthetranslationcommunity,includinginMonaBaker&2004EncyclopediaofRoutledge'stranslationstudies,theSKOBISTheoryanditsrelatedconceptsinMarkShuttleworth&MoniaCowie,dictionaryofTranslation,SkoposTheoryandrelatedconceptsinfunctionalisttranslationarealsoincluded.TherearemanyotherimportantworksonthisTheory,suchasNODS's2001book“PurposefulBehavior:AnanalyticalTheoryoffunctionaltranslationtranslatedintopurposefulactivities:aninterpretationofthefunctionalapproach”,whichisbyfarthemostrepresentativeanddetailedbook.L'Oréalisawell-knownenterprise,itmainlyincludesbeautyandhairdressingtwotypesofsalesindustry,itsproductsarelovedbythemajorityofconsumers.Amongthem,thebeautystudiedinthispaperhastheInstructionsofitsproduct,andtheinstructionisanalyzedfromtheperspectiveofSkoposTheory.ThispaperaimstostudythetranslationstrategyofcosmeticinstructionsfromtheperspectiveofSkoposTheory.ItmainlyintroducesthethreeprinciplesofSkoposTheoryandtranslationmethods,includingtheprinciplesofpurpose,coherence,faithfulness,andtranslationmethodssuchasliteraltranslation,paraphrasing,provincialtranslation,andaddition.ThetranslationoftheL'OréalInstructionsisanalyzedthroughtheabove.ChapterTwoAnOverviewofSkoposTheory2.1TheConceptofSkoposTheoryTranslationalSkoposTheory(SkoposTheory)isthecoreofGermanfunctionalistTheory,developedbyHans.Vemeer,arepresentativeoftheGermanfunctionalists,inthelate70softhe20thcenturyperiodfounded.ThewordSkoposisofGreekoriginandmeanspurpose.Vermeerbelievedthattranslationisapurposefulactofsatisfyinghumanneeds.Accordingtotheexpectedfunctionofthetranslation,thetranslationfunctioncanbewellrealized.ChristianeNordinheritedanddevelopedVermeer'sTheoryasarepresentativeofthesecondgenerationofSkoposTheory.Nordsystematicallysummarizestheideasoffunctionalisminthebook"PurposefulBehavior:AnAnalysisofFunctionalTranslationTheory"andanswersvariouscriticismsoffunctionaltranslationTheory.Inviewoftheshortcomings,theprincipleof"functionality+loyalty"isproposed.Translationismainlyakindofhumandailylifecommunication,sothepurposeoftheactoftranslationdeterminesitstranslationprocess,thatis,"theendjustifiesthemeans"Nord2001:29,themethodoftranslationmustbedecidedaccordingtothepurposeofthetranslation.Accordingtoonestudy,"TranslationSkoposTheory.From

the

point

of

view

of

translation,

does

not

have

a

constructive

theoretical

model

that

focuses

on

the

function

of

translation

itself.

Translation

is

a

kind

of

crosscultural

human

communication

activity

with

clear

goal

and

goal

orientationtheproductionoftranslatedtextsinwhichmultiplefactorsinteract.(TangYujie,2008).2.2TheThreePrinciplesofSkoposTheoryVermeer'sSkoposTheoryoftranslationhasthreeprinciples.Therearethreeprinciples.ThefirstprincipleistheScoposprinciple.ThemaintaskoftheScoopsprincipleistobefidelity.Amongthem,thefirstprincipleistheprincipleofend,theprincipleofcoherenceandtheprincipleoffidelitybelongtothestatusofobedience,andtheprincipleoffidelityisaccordancetotheprincipleofcoherence,andthefirstprinciplefollowedbyalltranslationsisthe"principleofend".2.2.1PrincipleofPurposeTheprincipleofpurposemeansthattranslationshouldbebasedontheaudienceofthetargettext,theircultureandcontext,andthetranslationactivitiesshouldbecarriedoutaccordingtotheexpectationsofthetargetlanguagereaders.Therefore,inthegivencontext,thetranslatorshouldbeclearaboutthespecificpurposeofthetranslation,andwhethertotakealiteraltranslationoraparaphrasedtranslation,orsomewhereinbetween,isdeterminedaccordingtothespecificpurpose.Inalltranslationactivities,the"purposeprinciple"isthefirstprincipletobefollowed,andtheentireprocessoftranslationbehaviorisdeterminedbythepurposeitisintendedtoachieve,thatis,the"resultdeterminationmethod"(Nord,2001).2.2.2PrincipleofCoherenceTheprincipleofcoherencereferstothecriterionofcontextualcoherence.Theprincipleofcoherence,thatis,consistencywithinthetext,requiresthatthetranslationbeconsistentwithinthelanguage,sothatthetranslationhasmeaning,andtheexpressionofthetranslationneedstobefluentandfluent,inlinewiththerecipient'slinguistichabitsandlinguisticlogic.2.2.3PrincipleofFidelityThedegreeandformoffidelitydecidesthepurposeofthetranslationandthetranslator'sknowledgeofthetranslation,andtheprincipleoffidelityservestoachievethepurposeofthetranslation.Itisworthmentioningthatthefaithfulnessemphasizedhereisdifferentfromthepreviousconceptof"faithfulness",andintheSkoposprincipleoffaithfulness,thedegreeandformoffidelitychangewiththepurpose,dependingonthepurposeofeachtranslation.Thepurposeoftranslationisusuallydividedintothreetypes:thebasictargetofthetranslator,thecommunicativetargetofthetranslation,andthetargetofusingaspecialmeansoftranslation.ChapterThreeTranslationAnalysisofL'OréalCosmeticsInstructionsunderGuidanceofSkoposTheoryCosmeticinstructionsarepracticalstyleswrittenbymanufacturersinordertointroduceproductstoconsumersanddescribetheproductfunctions,mainingredients,methodsofuse,andproductiondatesofcosmetics.TheultimatepurposeoftheChinesetranslationofcosmeticinstructionsistopromotethesalesofcosmeticsandfacilitatetheuseofconsumers.Thepurposeoftranslationdeterminesthetranslationbehaviorandtranslationstrategy,thepurposeoftranslationdeterminesthemeansoftranslation,anditcanalsobesaidthatthewholeprocessofthepurposeoftranslationofcosmeticinstructions.At

the

same

time,

we

need

to

note

that

translators

should

follow

the

traditions

and

translation

habits

of

the

target

language

to

translate

it

into

English

or

Chinese.At

the

same

time,

we

need

to

note

that

translators

should

follow

the

traditions

and

translation

habits

of

the

target

language

to

translate

it

into

English

or

Chinese.ThischapteranalyzesL'OréalinstructionsfromtheperspectiveofSkopostranslationprinciplesandtranslationmethods.3.1FunctionsofL'OréalCosmeticsInstructionsTranslationunderSkoposTheoryGuidanceFromtheperspectiveofSkoposTheory,anyTheoryofcosmeticInstructionstranslationisonlyonpaperifitcannotbecombinedwithpractice,andSkoposTheoryisaverypracticalTheory,andtheprincipleoffunctionalpurposeandfidelityofitstextisusedforguidingthetranslationofEnglishcosmeticoperation.Onlycosmeticinstructionsareconcerned,itsmainpurposeistwofold:oneistointroduceconsumerstothebasicinformationoftheproductsuchasingredients,characteristics,efficacyandusemethods;Ontheotherhand,theintroductionofproductinformationisaccompaniedbyadvertisingelementstoarousethereader'sinterestandpurchasetheproduct.Butitisdifferentfromotherpracticalgenresbecauseitrequiresbothaccuracyandconcisenessofthetext,aswellasartistry,whichinturnstimulatespeople'sdesiretobuy.AccordingtotheBritishtranslationtheoristPeterNewmark'sdivisionoflanguagefunctions,combinedwiththepurposeofcosmeticinstructions,thereare3functions:1、informativefunction:conveyinginformation;2、aestheticfunction:makingthesensespleasant;3、callingfunction:Enablesthereadertorespondasdesiredbythetext.3.1.1InformationFunctionTheinformationfunctionoftranslationmainlyreferstothetruthfultransmissionofallinformationintheproductInstructionsthroughtranslation,whichhastheroleofexplainingandexplaining，thatis,accuratelydescribesthecomposition,characteristics,purposeanduseoftheproduct.ThefollowingisananalysisofthetranslationoftheL'OréalBlackGoldEssenceInstructionsfromtheperspectiveofinformationfunction:(i)[L'OrealBlackGoldEssence]isabottleofsynergisticanti-agingessencecontaining10%BosePROandLongtruffle,whichcanstimulatethegrowthofcollagen,lift,tighten,lightlinesandrejuvenatetheskin.Step1:Takeanappropriateamountofblackgoldessenceanddropitonthepalm;Step2:Kneadrevitalizingexpansiveluxuryingredientsgentlyinthepalm;Step3:Signalliftrevitalizing;Step4:Fromthefaceandneck,fadenecklines.译文：【欧莱雅黑金精华】是一瓶蕴含10%玻色因PRO和长盛松露的协同抗老化精华，可刺激胶原蛋白生长，提拉·紧致·淡纹、焕活肌肤年轻状态。黑金奢养焕肤步骤：步骤1：取适量黑金精华滴于掌心;步骤2:于掌心轻揉焕活矜奢成分;步骤3:信号式提拉焕新；步骤4：由面及颈，淡褪颈纹。Analysis:ThroughtheanalysisofthetranslationofL'Oréalserum,alltheinformationaboutthefunctionofcosmeticsisdisplayedindetail,suchasdosage,timing,frequencyandotherusagemethods,aswellastheingredients,parameters,contentandotherinformationdata.3.1.2AestheticFunctionWhentranslatingcosmeticsinstructions,itissignificanttofaithfullyconveytheinformationoftheproduct,butalsorequireelegantandgenerouslanguage,fullofemotionalcolor,andempatheticeffect,soastostimulateconsumers'desiretobuy.Thereaderderivestheenjoymentofbeautyfromthetextdescriptionofthetranslation,producespleasantsensationsandimaginesandfeelsthebeautyoftheproductitself.ThefollowingisananalysisofthetranslationoftheinstructionsforL'Oréal'stwosmallhoneypotcreamsfromtheperspectiveofaestheticfunction:(ii)Thishoneypot(lightversion)willbe"Manukanectar"and"liquidgoldfourwinpeptide"surprisefusion,bettertextureabsorptiondoesnotrollmuddoesnotsuppressacne,butcanensurethatthecoreingredientsaddedconcentrationdoesnotreduce,istheoilskin,skinlovecream.Thishoneypot(lightversion)willbe"Manukanectar"and"liquidgoldfourwinpeptide"surprisefusion,bettertextureabsorptiondoesnotrollmuddoesnotsuppressacne,butcanensurethatthecoreingredientsaddedconcentrationdoesnotreduce,istheoilskin,skinlovecreamoh译文：这款小蜜罐(滋润版)采用“麦卢卡花蜜”与“液体黄金四胜肽”相结合，让肌肤层层穿香，触肤即融，层层滋养成膜锁水，轻松get“蜜光肌”透现年轻活力~这款小蜜罐(轻盈版)将“麦卢卡花蜜”与“液体黄金四胜肽”惊喜融合，质地更好吸收不搓泥不闷痘，但却能保证核心成分添加浓度不降低，是混油皮、油皮的挚爱面霜哦Analysis:Theoriginalsentencestructureissmooth,andmostEnglishlongsentencesareused,andthetranslatedtextcaterstotheChineseexpressionhabits.Inaddition,inthechoiceofwords,thetranslationalsopaysattentiontoconveyingbeauty.SincethecosmeticsInstructionshastheeffectofadvertisingwhileintroducingtheproduct,thetranslationusessuchas"skinlayerbylayer","touchtheskinandmelt","Adjectiveswithbeautifulconnotations,suchas"honeyskin",showthebeautyofthiscosmetics.Whenreading,thesebeautifulwordstendtotouchwomen'sloveofbeautyandmakethemfeelpleasant.Itbringsabeautifulmoodtomindandstronglyattractswomentotrytheefficacyoftheproduct.3.1.3CallfunctionTheappealfunctionreferstotheroleplayedbytranslationindisseminatingappealstothepublic.Consumerscanmaketheresponseexpectedbytheoriginaltext;BemotivatedbytheinstructionInstructionstotakeconsumeraction.Therefore,thecallfunctionistheincentivesupportforexportingcosmeticlabels,aswellastheoriginalmotivationforre-consumptionaction,andstronglyattractswomentotrytheefficacyoftheproduct.TheinformationfunctionandaestheticfunctionoftheoriginaltextarereproducedinthetranslationoftheInstructions,whichnaturallyhasthecallingfunctionoftheoriginaltext,andtheverbuseoftheinstructionbookisveryparticular.ThefollowingisananalysisofthetranslationofL'OréalEyeCreaminstructionsfromtheperspectiveofcallfunction:(iii)BosinsolutionconcentratesBosinPRO,justlikeregularjuiceVSjuiceconcentrate.Morepureandefficient.Thesameskindepthmoreeffectiveabsorption.+119%collagensynthesispower,effectivelyfilltheskinaroundtheeyes.Aroundtheeyeantiaging5repeatedingredientsfinelines,dark,allimprove.Foborin,hyaluronicacid,snakevenomandskin.Visiblelines,dynamiclines,potentiallinescanbelight.Goodeyecreamcannotonlylightlines,newicesensemassageheadwipeapress,fadebubbleeyes.Calmenough,coolenoughandsnugenoughforsensitivemuscles.Icesensingtechnologyhyperboloiddesign.Sensitivemusclefriendlyandreassuringformula,lightcreamtextureeasytoabsorbnongreasy.译文：玻色因溶液浓缩玻色因PRO，就像普通果汁VS浓缩果汁。更精纯更高效，同样肌肤深度更多有效吸收。+119%胶原蛋白合成力，有效充盈眼周肌肤。眼周抗老5重复配成分细纹、暗沉，统统改善。孚玻因、玻尿酸、类蛇毒胜肤。可见纹、动态纹、潜在纹都能淡。好眼霜不止能淡纹，全新冰感按摩头抹一按，淡化泡泡眼。够安心、够清凉、够贴合，敏感肌可用。冰感技术双曲面设计。敏感肌友好安心配方，轻盈乳霜质地好吸收不油腻。Analysis:Thisparagraphemphasizesthepowerfuleffectofcosmeticsthroughwordssuchaseffective,improve,Calmenough,coolenoughandsnugenough,Sensitivemusclefriendly,easytoabsorbnongreasyattractingtheattentionoffemaleconsumers,therebyarousingconsumers'desiretobuyproductsandcallingforpurchases.3.1.4InterculturalCommunicationFunctionAnotherimportantaspectofthetranslationofcosmeticbrochuresisthatitcanpromoteculturalexchangesbetweenChinaandtheWest.Itcanallowthetranslationrecipienttoresonateonthebasisoffullygraspingtheproductinformation,andbecomeanimportantwayofculturalcommunication.ThefollowingisananalysisofthetranslationofL'Oréal'sproductstrategybrochurefromtheperspectiveofcross-culturalcommunicationfunction:(iv)L'OrealGrouphasalwaysattachedgreatimportancetoscientificresearchandinnovation.Itinvests3.4%ofitsannualturnoverinscientificresearchandthedevelopmentofnewproducts.SinceitsentryintoChinain1997,L'OrealGrouphasdevelopedmakeupandskincareproductssuitableforChinesewomenaccordingtothecharacteristicsofAsianwomen.OnSeptember23,2005,L'OrealGroupofficiallyopeneditsfirstR&DcenterinChinainShanghai.Thisisthe14thR&DcenterofL'OrealGroupintheworld,whichwillspecializeintheresearchanddevelopmentofChineserawmaterialsandformulations.InChina,whetheritishigh-endfashionmagazines,butalsobuildingTV;WhetheritisthemostprosperousshoppingmallsinChina'smajorcities,orthewomen'schannelsofSinaandSohu;WhetheritisChinesejournalistsattendingtheCannesFilmFestivalorsponsoringeventssuchasgoldenRoosterandstylefashion,L'OrealParisandothersimilarbrandscanattractpeople'sattentionandshowthefashionstyleconveyedbythebrand.译文：欧莱雅集团一向对于产品的研究和创新方面非常的重视，此外他还将营业额的3.4%投入到了科学研究和新产品的开发，欧莱雅品牌自从在中国上市之后他根据了亚洲女性的特点然后开发出了一些彩妆护肤品，此外欧莱雅集团还在上海开设了第1家的研究中心，这也是欧莱雅在全国以及世界上第14个研发中心，用于原材料和配方的研发，在中国无论是你从杂志广告还是电视上，从国内的各大城市的繁华的市场，以及一些商业频道，例如新浪无论是从电影节中的中国记者还是一些时尚活动欧莱雅品牌，都能够吸引人的眼球，传达出时尚的理念。Analysis:ThroughthetranslationandanalysisofL'Oréal'sproductstrategy,ithighlightstheimportanceofL'Oréalproductstoculturalcommunicationintheworld,anditispreciselybecauseofitscontinuousimprovementofinternationalinfluencethatL'Oréalwillbefavoredbysomanyconsumers.3.2MethodsofL'OréalCosmeticsInstructionsTranslationunderSkoposTheoryGuidanceGenerallyspeaking,themainpurposeofcosmeticinstructionsistwofold:oneistointroducetheingredients,properties,characteristicsandmethodsofuseoftheproducttoconsumers;Ontheotherhand,thepresentationalsohasanadvertisingcomponent.Productintroductionandadvertisingaretwoseparatecategories,butChineseproductintroductionisoftencombinedwithadvertising,andtheintroductionisaccompaniedbyadvertisingtoarousereaders'interestandpurchaseproducts.Cosmeticsinstructionsarealsolikeotherpracticalstyles,whileaccuratelyandfullyconveyingproductinformation,theyrequireconcise,focused,andlayeredlanguage,reflectingaconciseandbrightbeauty.Butitisdifferentfromotherpracticalstylesbecauseitrequiresbothaccuraterefinementandartistry.Thatis,throughtheartistryoflanguageandwritingitself,peoplearegivenafeelingofbeauty.Agoodtranslationisagoodadvertisementthatdrivespeople'spurchases.Afewexamplesareanalyzedbelow.Duetosomedifferencesbetweenthesourcelanguageandthetargetlanguage,suchasdifferentlanguagestructure,stylisticstyle,historicalandculturalfactors,etc.,literaltranslationandparaphrasinghavetheirownstrengthsandweaknessesinpracticalapplication.Literaltranslationisoftenpreferredbecauseitstrictlyfollowsthepatternoftheoriginaltextandfullyreproducestheform,contentandstyleoftheoriginaltext.Paraphrasingisanotherindispensablemajortranslationmethod.Paraphrasingfocusesonpreservingtheessenceoftheoriginaltext,pursuingthefluencyandnaturalnessofthetranslation,andnotonmaintainingtheintegrityoftheoriginalwording.Literaltranslationandparaphrasing,astwobasictranslationmethods,playapivotalroleintranslation.3.2.1LiteralTranslationBasedonPrincipleofPurposePrincipleofpurposereferstofreetranslation,inwhichsomewordscanbeaddedintheprocessoftranslation.Toexpandtheexistingpartandfurthersupplementtheexplanationsoastomaketheexpressionmoreinlinewithlocalexpressionhabitsandcontext.Throughadditionaltranslation,onepurposeistopromoteintegrityofthegrammaticalstructureofthetranslatedtext,makethatthemeaningofthetranslatedtextisclear.Literaltranslationreferstotheone-to-onetranslationoftheoriginaltextword-for-word.Theso-calledliteraltranslationmeansthatword-to-wordtranslationpaysattentiontothemeaningofthe

originaltextbutignorestheunderstandingofthewholetext.In

particular,

it

is

a

metaphor

for

national

and

local

characteristics。Paraphrasingrequiresthatthetranslatedtextcorrectlyexpressesthecontentoftheoriginaltext,butitcannotbelimitedtotheformoftheoriginaltext.(ZhangPeiji)ThefollowingisananalysisofthetranslationofL'Oréalproductinstructionbyliteraltranslationbasedonprincipleofpurpose:(v)L'OrealParisisundoubtedlyoneofthemostsuccessfulbrandsinthecosmeticsindustry,whichisknownasthe"hopeinabottle"industry.Tosomeextent,cosmeticscompaniesarebrandmanagementcompanies."OurvisionforL'OrealParisistobeaFrenchbrand.ShecomesfromFrance,isthefoundingbrandofL'OrealGroup,thepricepositioningismediumtoupper,thepackaging,textureandfeelingareveryhigh-grade.Whatwewanttobringtoconsumersis'luxurywithinreach.'"SaidChengLei,publicrelationsmanagerofL'OrealGroup'smasscosmeticsdepartment.译文：化妆品行业被称为是“把希望放在瓶子里”的行业，化妆品公司是品牌管理公司，巴黎欧莱雅就是这个行业里最成功的品牌之一。“我们对巴黎欧莱雅的定位是：一个充满法兰西情怀的品牌。她来自于法国，是欧莱雅集团的创始品牌，价格定位，包装、质地都是非常高档的。给消费者带来的是‘伸手可达到的奢华’。Analysis:Theliteraltranslationmethodonlyseekstoreflectthefinebeautyoftheoriginaltext,anddoesnotconsidertherulesofEnglishgrammar,whichisarepresentativeofthismethod,andthetranslationusingtheliteraltranslationmethodisoftenmisunderstoodasaliteraltranslation.Translate"hopeinabottle"into“把希望放在瓶子里”andtranslate'luxurywithinreach'into‘伸手可达到的奢华’.Thisinstructionattractstheattentionofconsumersbyintroducingandexplainingthecompany,soastoachievetheeffectofincreasingproductsales,andalsoreflectstheapplicationoftheprincipleofpurpose.3.2.2FreeTranslationBasedonPrincipleofCoherenceUndertheguidanceofthelawofcoherence,thetranslationusesnaturalizationstrategiesandword-addingtechniques,andafterskillfulprocessing,thetranslationfreesthetranslationfromtheshacklesoftheoriginallanguage.Thetranslationshouldbefluentinexpression,logicallyorderlyandclear,whileensuringcoherenceandconsistencywiththecultureoftherecipient,beingadoptedandunderstoodbythereaderinthecontextofthetargetlanguage,andbothreadableandacceptable,soastogeneratemeaninginthecommunicativecontextofthetargetlanguage.Freetranslationisamethodofmakingthetargettextidenticalwiththeoriginaltextinexpressingideasandlanguagefunctionsbymeansofdynamicequivalence.ThefollowingisananalysisofthetranslationofL'Oréalproductinstructionbyfreetranslationbasedonprincipleofcoherence:(vi)Withaccuratepositioningof"luxurywithinreach",strongproductresearchanddevelopmentasthebackground,launchalargenumberofnewproductseveryyear,supplementedbyacomprehensivepromotionstrategy,emphasizing"hands-onexperience",L'OrealParishasmaintainedexcellentresultsinChina,andhasbecomethedominantbrandofmanynewrich.L'OrealParisisundoubtedlyoneofthemostsuccessfulbrandsinthecosmeticsindustry,whichisknownasthe"hopeinabottle"industry.Tosomeextent,cosmeticscompaniesarebrandmanagementcompanies."OurvisionforL'OrealParisistobeaFrenchbrand.ShecomesfromFrance,isthefoundingbrandofL'OrealGroup,thepricepositioningismediumtoupper,thepackaging,textureandfeelingareveryhigh-grade.Whatwewanttobringtoconsumersis'luxurywithinreach.'"SaidChengLei,publicrelationsmanagerofL'OrealGroup'smasscosmeticsdepartment.译文：巴黎欧莱雅以"奢华触手可及"定位,强研发为背景,推新产品辅以全策,强以"躬身体验",巴黎欧莱雅持异绩于中国,为众新富主品牌。巴黎欧莱雅无疑化妆品行业之品牌,谓之瓶中希望。自某种程度上言,化妆品公司者,品牌治公司也。巴黎欧莱雅者愿景法国品牌。自法国者,欧莱雅之始品牌,价定位为中上层,包裹手感甚高档。所欲消费者者,触手可及之奢侈品也。"欧莱雅大众化妆品部公关经理程磊说。Analysis:Paraphrasingusesadynamicequivalencemethod,amethodinwhichthetranslatedtextisidenticaltotheoriginaltextinexpressingideasandlinguisticfunctions.Translate"whichisknownasthe'hopeinabottle'industry"into“谓之瓶中希望”andtranslate'luxurywithinreach'into‘伸手可达到的奢华’.ThisinstructionintroducesthebackgroundoftheL'Oréalcompanythroughacoherentlanguagetranslationoftheproductmanual,reflectingtheapplicationoftheprincipleofcoherence.3.2.3OmissionBasedonPrincipleofFidelityThe

famous

American

translation

theorist

Nida

once

said

that

the

essence

of

translation

is

to

convey

an

effective

message:firstofall,thecontent,followedbytheform.InChina,thefamoustranslatorYanFuputforwardthetranslationstandardof"faith,attainment,andelegance"inhistranslationof"TheTheoryofHeavenlySpeech".Therefore,theprincipleoffidelityplaysapivotalroleintranslation.This

is

the

same

translation

when

it

comes

to

addictive

translation

and

to

remove

this

last

word.

It

avoids

mechanical

translation

because

it

is

inconsistent

with

thinking

habits

and

expressing

target

languagetoavoidtranslationcumbersome.ThefollowingisananalysisofthetranslationofL'Oréalproductinstructionbyomissionbasedonprincipleoffidelity:(vii)L'OrealParisisoneofthefoundingbrandsofL'OrealGroup.L'OrealParisofferstrulycutting-edgeandqualityproductstopeoplewhocareabouttheirimage.Andthecommitmenttoinnovation,effectiveness,styleandexcellenceinexperienceisperfectlyencapsulatedintheideathatyoudeserveit.Stronginvestmentinscientificresearchandtechnologyprovidesgoodsupportforthecorevaluesofthebrand.译文：欧莱雅作为欧莱雅品牌之一，向目标人群提供，高质量的产品。相信我们对这一广告理念不陌生，你值得拥有对创新功效和风格进行体验，同时在科技和技术方面也提供了很大的支持。Analysis:Omissionmainlyincludeprovincialpronouns,provincialconjunctions,provincialarticlesandprovincialprepositions.Theomissionof"And"inthetranslationofthisparagraphistheembodimentoftheprovincialconjunction.Thisinstructiontranslatesthecosmeticleafletwithflowerywords,andatthesametimeitstranslationcontentissimilartoitsownmeaning,reflectingtheprincipleoffaithfulnessoftranslation.3.2.4AmplificationBasedonPrincipleofPurposeThePrincipleofPurposeofthediscoursehasaprofoundimpactonthereadabilityo