目的论视角下奢侈品香水广告的汉译策略研究-以迪奥为例

Section1Introduction1.1ResearchBackgroundWiththesteadyandrapiddevelopmentofChina'snationaleconomy,people'slivingstandardshavebeenimprovedgraduallyandthelevelofnationalconsumptionhasbeenrisingsteadily.Itiscanbeseenthatthenumberofhouseholdswithanannualincomeofmorethan300thousandyuanhasalsogrownrapidly,contributingtotherapidgrowthofsalesofinternationalluxurygoodsintheChinesemarket.AccordingtotheofficialdatareleasedbyMcKinsey,aglobalconsultingandmanagementcompany,Chinahasoccupied30%to35%ofthegloballuxurymarketinrecentyears,makingitamajorconsumerofluxurygoodsintheworld.Itisnoticeablethatamongthoseluxurygoods,theperfumehasgraduallyenteredtotheviewsofnumerousChineseconsumers,becomingthenewfavoriteofthem.Atpresent,inChineseluxurymarketfiercecompetitioncouldbeseenamongmajorinternationalluxurybrandsmainlyfromEuropeanandAmerican.Atthesametime,withthedevelopmentofmassmediaandtheInternet,advertisinghasbecomeanincreasinglyimportantpartofourlives.Itisanessentialmeanforenterprisestospreadcommodities,increasesalesandmakeprofits.InordertofacilitatethesmoothentryofmajorinternationalbrandsintotheChinesemarketandreachtoconsumers,advertisementtranslationplaysacrucialrole.Amongthem,perfumeadvertising,withitsuniquetemperamenttotouchtheemotionalneedsofconsumers,hasbecomeoneofthemostimportantfactorstopromoteperfumesalesandestablishbrandvalue.Inordertoachieveefficientcommunication,peopleputforwardhigherrequirementsonthetranslationquality.Althoughmanyexpertsandscholarshavedonealotofresearchinthefieldofcommercialadvertisingtranslation,theyhavepaidlittleattentiontothetranslationofluxuryperfumeadvertisement.1.2ResearchObjectiveThecasestudiedinthisarticleisDior,aluxurybrandfoundedinFrancein1947.Theproductsunderitsbrandarevarious,includingclothing,jewelry,cosmetics,skincareproducts,perfumeandsoon.Inthepublicmind,Diorisnotonlyanelegantandnoblebrand,butalsoasymbolofaconfident,independentandmodernnewwoman.Therefore,itsadvertisingtranslationshouldalsobeelegantandextraordinarytoshowthepersonality,butalsotoreflectthepursuitofhigh-qualitylifeofconsumers.TakingDiorasanexample,thisarticleaimstoanalyzetheEnglish-ChinesetranslationofcommercialadvertisementsforDiorperfume,attemptingtosummarizethestrategiesandmethodsapplicabletothetranslationofluxuryperfumeadvertisementsunderSkopostheory.1.3MethodologyThisarticlemainlyadoptsthemethodofcaseanalysis,comparativeanalysisandinductivesummary.Startingfromthelanguagecharacteristicsofadvertisingtranslationandguidedbyskopostheory,itaimstorevealthebasictranslationstrategiesandmethodsofadvertisementsforluxuryperfumeproductsthroughspecificcaseanalysis.Asoneoftheworldfamousluxurybrands,Dior’sadvertisingslogansareveryclassicandthought-provoking.Thisbrandiswell-knownandwelcomedintheworld,thereforeitsadvertisingtranslationstrategymustbeoutstanding.Asaconsequence,takingitasanexamplewouldbebeneficialfortheresearch.Inaddition,thispapertakesskopostheoryasanactionguideforanalyzingandsummarizingluxuryperfumetranslationstrategies.Generallyspeaking,businesstexthascertainparticularityandspecialty,whichalsoresultsinthecomplexityofbusinesstexttranslation,especiallyluxuryadvertisingtranslation.Therefore,throughtheeffectiveuseofskopostheory,amorecomprehensivetranslationstrategycanbeadoptedtovividlyandintuitivelyreflectthemeaningofluxuryperfumeadvertisinginordertoimprovepromotionandpublicity.1.4StructureThisarticleisdividedintofivemajorparts.Thefirstpartistheintroductionincludingresearchbackground,researchobjective,methodologyandbasicstructure.Theintroductionoftheselectedbrandandmajorresearchmethodsaredescribedinthispart.ThesecondpartisliteraturereviewinwhichthestudiesofEnglish-ChinesetranslationofadvertisementofluxuryperfumeinChinaarediscussed.Inthethirdpart,itismainlyaboutthedevelopmentandessenceoftheSkopostheory.AndthefourthpartistheanalysisandsummaryofthetranslationstrategyofadvertisementofluxuryperfumeundertheSkopostheory.Andallthecontentsareconcludedinthefinalpart.Section2LiteratureReviewInthissection,IwillbrieflydescribethestudiesofEnglish-ChinesetranslationofadvertisementofluxuryperfumeinChina.ThetranslationofluxuryperfumeadvertisingisakindoftranslationactivityaimingtotranslatetheperfumeadvertisementtextsunderluxurybrandfromEnglishtoChinese.Andtherelevantstudiesandresearchesonthisfieldwillbedescribedbelow.InthestudyoftheEnglish-Chinesetranslationofluxuryperfumeadvertisement,Chinesescholarshavestartedlateandproducedverylittle.IhavesearchedtherelatedstudiesinCNKI,inputingthekeyword"thetranslationofperfumeadvertising"andlimitingthehigh-levelsearchitemsas"theme".Andthereareonlythreerelevantacademicpapers.Fortherelevanttranslationresearchesofluxuryperfume,theyareclassifiedintothefollowingthreecategories.2.1.StudiesofTranslationSstrategyoftheLuxuryAdvertisementInthisarticle,themaintopicisabouttheadvertisementtranslationofperfumeunderluxurybrandanditisclearthatperfumeadvertisementbelongstothebranchofluxuryadvertisement.Therefore,thecharacteristicsofluxuryadvertisementalsoincludesomecharacteristicsofperfumeadvertising.Meanwhile,itcanalsoprovideanewperspectivetothetranslationstrategyofperfumeadvertisement.LuoChengheldtheviewthattheadvertisinglanguageofluxuryismostlycharacterizedwith“beauty”duetotheparticularityofitsaudience.Intheprocessoftranslation,translatorshouldbeabletoconveytheelegantconnotationoftheoriginaladvertisinglanguageinordertoreachtherealmofbeauty.Therefore,itisrequiredthatthetranslationofluxuryadvertisingshouldtendtobecreative(LuoCheng,2012).Still,in2015,FuYulinpointedoutthattheframeworkofVerschueren’sadaptationtheoryisofgreatsignificanceforthepracticeofluxuryadvertisingtranslationinhermaster'sthesis—"AnalysisonContextualContextualAdaptationInAdvertisementTranslationfromEnglishtoChinese-ACaseStudyofLuxuryBrands”.(FuYulin,2015)Inaddition,shealsomentionedthatadvertisingtranslationisaprocessofconvertingthesourcediscourseintothetranslationdiscourseinwhichthetranslatorisnotonlytheinterpreterofthecontextofthesourcetexts,butalsothebuilderofthecontextofthetranslationtexts.Andinordertoachievesuccessfultranslation,translatorshouldtakegreatconsiderationoflanguagecontextandcommunicationcontext,whichisthekeytothesuccessofluxuryadvertisingtranslation.Whatismore,ascholarnamedLingQingsuggestedthatitisobviouslyinadequatetoguidethetranslationofluxuryadvertisementbyjustusingtheYanfu’translationtheory—faithfulness,expressivenessandelegance(LingQing,2016).Fromtheperspectiveofskopostheory,heputforwardfourtranslationmethodsforluxuryadvertisingincludingliteraltranslation,freetranslation,amplificationandcondensedtranslation.Thestudyalsoshowsthatasuccessfultranslationofluxuryadvertisingshouldpayattentiontotheeleganceofvocabulary,richnessofconnotationandnoblenessoftaste.2.2StudiesaboutTranslationofPerfumeAdvertisingfromDifferentPerspectivesWangWenquanpublishedajournalin2015namedTheApplicationofEquivalentTranslationTheoryintheEnglish-Chinesetranslationofperfumeadvertising.Heholdtheviewthattranslatorscanstrivetoachieveequivalenceatthelevelofreadability,pragmaticeffect,psychologicaleffectandculturalvalues.Theseenlightenthetranslatortoconsiderfouraspectsincludingchoiceofwords,sentencestructure,discourselayoutandculturaltransmission,sothatChineseconsumersareabletogetthesameunderstandingandfeelingthatforeignconsumershave(WangWenquan,2015).In2019,HuangShuyuillustratedthatintheprocessoftranslationofperfumeadvertising,translatorsshouldconsiderthetranslationoffuzzylanguageandtheculturalenvironmentoftargetaudience,turningculturaldifferencesintoproductadvantages.2.3PracticeReportofPerfumeAdvertisingTranslationIn2018,XuMengjiao,amaster'sgraduateofShanghaiInternationalStudiesUniversity,hasdoneatranslationworkfortheadvertisementofDior'sperfume—MissDiorandSauvageanddeliveredapracticereportaboutthetranslationstrategy.Theauthorputsforwardthatthevocativefunctionisthecorefunctionoftheluxuryadvertisement,whichmeansthetextshouldinfectthereaderandachievethepurposeofpropaganda.Inthetranslationprocess,translatorsshouldbeproficientintheuseofSDLTradostranslationsoftware,otherwisecuttingthesegmentwillhaveanegativeimpactontheconsistencyofthediscourse.Atthesametime,translatorscangetinspirationfromthethetranslationmemorysystem,improvingthebeautyoflanguage.Inaddition,shealsomentionedthattheattractionofthetranslationtextwouldbeaffectedifitonlyfocussesonthefluencyofthetranslation.Inthe21stcentury,theskopostheoryhasbeenwidelyconcernedandstudiedbydomesticscholars.Asoneofthemainstreamtranslationtheoriesinthetranslationfield,ithasalsobeenwidelyappliedtotranslationpracticeinvariousfieldsanditwillbediscussedinthenextsection.Comparedwiththeresearchofotherfields,itisofgreatnoveltyandsignificancetochooseitasmyresearchtopicbecauseitisstillseldomstudiedabouttheEnglish-Chinesetranslationofluxuryperfumebasedonskopostheorydomestically.Section3TheoreticalBackgroundsofSkoposTheory3.1TheDevelopmentofSkoposTheoryInthefirststage,inthe1970s,theGermanscholarReissfoundedthefunctionaltranslationtheory.Itisthefirsttimeheintroducedthefunctionalcategoryintotranslationandcombinedthelanguagefunction,typesofdiscoursewiththetranslationstrategy.Hedevelopedthetranslationcriticismmodelbasedontherelationshipbetweentheoriginaltextandthetranslationtext,thusputtingforwardtheprototypeofthefunctionaltheory.Reissbelievesthatthetypeofdiscoursedeterminesthetranslationmethod.Theidealtranslationshouldbecomprehensivecommunicativetranslation,thatis,theconceptualcontent,languageformandcommunicativefunctionofthetranslationtextshouldbeequaltotheoriginaltext.Inthesecondstage,HansVermeerproposedtheSkopostheory,whichfreetranslationresearchfromtheconstraintsoftheoriginaltextcentralism.Hethinksthattranslationisanact,andallactshavetheirpurpose.Thecoreconceptofpurposetheoryisthatthemostimportantfactorinthetranslationprocessisthepurposeofthewholetranslationbehavior.Thetranslationdependsonthepurposeofthetranslation.Atthistime,thestandardofcriticaltranslationisnolongerequivalent,buttheadequacyofthetranslationtoachievethedesiredgoal.Vermeeralsoputforwardtheconceptoftranslationappointmentwhichreferstoitisuptothetranslatortodecidewhether,whenandhowtocompletethetranslationtask.(KatharinaReiss,HansVermeer,1984:104)Itmeansthatthetranslatorcanadopttheappropriatetranslationstrategyfordifferenttranslationpurposesandhavetherighttodecidewhichcontentoftheoriginaltextmayberetainedoradjustedforspecifictranslationpurposes.Inthethirdstage,ChristianeNordhascomprehensivelysummarizedandperfectedthefunctionalismtheory.ItisthefirsttimethattheinternalandexternalfactorsoftextanalysisintranslationareexpoundedinEnglish,andhowtoformulatetranslationstrategiesthatareappropriatetothepurposeoftranslationonthebasisofthefunctionoftheoriginaltext.Hehascombedthefunctionaltheoryandproposedthatthetranslatorshouldfollowtheguidingprincipleof"functionandloyalty",thusperfectingthetheory.3.2TheEssenceofSkoposTheoryThefunctionalschoolmainlybreaksthetraditionaltranslationtheoryinthreelevels.Thefirstoneisthedefinitionoftranslation.Nordpointedoutthattranslationisthecreationoftextthatmakesitperformacertainfunction.(Nord,2001)"Itsconnectionwithitsoriginaltextwillbematerializedinaccordancewiththefunctionsexpectedorrequiredbythetranslation.Translationmakesthecommunicativebehaviorwhichcanhardlybecarriedoutduetotheobjectivelanguageandculturalbarrierscanbecarriedoutsmoothly.Thus,Nordtakestheexpectedpurposeasthecriterionoftranslationbehavior,facingtheproblemsofthewrongtranslationformedbyculturaldifferencesinthetranslationprocess.Anditprovidesatheoreticalbasisforamplificationanddeletingtranslating.Thesecondlevelistheparticipantsinthetranslationprocess.Functionalschoolbelievesthatinitiators,usersoftranslationandrecipientsarealsoinvolvedintheactualtranslationprocessinadditiontotheoriginalauthor,translatorandtranslationrecipient.Theinitiatorplaysanimportantroleinthewholetranslationprocess,andthetranslationrequirementsgivenbytheinitiatorshouldbecarriedoutthroughoutthetranslationprocess.Thethirdlevelistherulesoftranslation.Functionalschoolputforwardthreemajorrulesincludingtheskoposrule,thecoherenceruleandthefidelityrule.Themostimportantruleistheskoposrule,whichsubvertsthedominantpositionoftheoriginaltextandoriginalauthorinthetraditionaltranslationtheory.Therulefightsforthegreaterrightsandinterestsofthetranslator,whichenablestranslatorstoadoptmoreflexibleandfreetranslationstrategiesintheprocessoftranslation,breakingtheconfineoforiginaltranslationtheory.Thesecondoneisthecoherencerule,whichmeansthatinthetranslationprocess,thetranslationtextshouldbesemanticallycoherentandconsistentwiththeprovisionsofintra-languagecoherence,tendingtobesmoothsothatmostofthereaderscanreadandunderstand,easily.Inaddition,undertheruleofcoherence,translatorshouldtrytomakethetranslationofthelanguagecultureandsemanticenvironmentreasonable.Thefinaloneisthefidelityrule,whichmeansthatthetranslationshouldbefaithfultotheoriginaltext,requiringthatthetranslationwillbethesamewiththeoriginaltextintermsofideologicalcontent"(Nord2001:31).Inaddition,translationshouldalsopayattentiontothemeaningthattheauthoroftheoriginaltextwantstoexpress,andtorestoretheoriginalmeaningtotheutmostextent.Theadvertisementofluxuryperfumebelongstothepracticaltextwhichincludeslotsofobjectiveinformationthatshouldbetransmittedtotheconsumerssuchasthefragrancecompositionandtheapplicationtips.Accordingtotheskoposruleundertheskopostheory,thesetranslationpartsareabletohelpChinesereadersunderstandtherawmaterials,processesandfunctionsoftheirperfumes.Whatismore,luxuryperfumeasahigh-endnon-essentialhasagroupofspecialaudiences.Anddifferentluxurybrandshavetheirdifferentbrandconceptsandperfumecreationprocessofteninvolvesthespecialcreativeideasofperfumers,humangeographyandotherinformation.Therefore,thetranslatoralsoneedstotakeintoaccounttheculturalbackgroundandaestheticpsychologyoftwodifferentcountriesaccordingtothecoherencerule.Finally,accordingtothemostimportantrule—theskoposruleundertheperspectiveofskopostheory,perfumeasacommodity,itsfinalpurposeistoinspirecustomerstopurchaseandspreadbrandcultureandvaluethroughadvertisement.Itisobviousthatadvertisingtranslationfromtheperspectiveofskopostheorycanhelptoimprovetherelevanceandaccuracyoftranslation.Accordingtotheidea—purposedeterminesmean,translatorscanchoosetranslationstrategiesandtechniquesrandomlytoachievetranslationpurposes,thusshowingthattheskopostheoryistheactionguideanddestinationoftranslation.Section4AnalysisonTranslationofLuxuryPerfumeAdvertisementThefamousBritishtranslatorPeterNewmark（2006）dividedthelanguagefunctionoftextintosixcategories:expressivefunction,informativefunction,vocativefunction,aestheticfunction,phaticfunctionandmeta-lingualfunction.Heconsideredthefirstthreefunctionstobethemainlanguagefunctionofatext.Thecoreofinformativefunctiontextistheexternalcontext,objectivefacts,andfactorsoutsideofvariouscontexts.Thepurposeofitistoprovidereaderswithinformationandchangetheircognitivestatus.Inaddition,thecoreofthevocativefunctiontextisthereader,whosepurposeistoresonateinthereader'sheartandevokepersonalthoughtssuchasexistingexperience,knowledge,andfeelings.Newmarkalsopointedoutthatinactualtranslation,amajorityoftextscontainmultilingualfunctions.Therefore,intheprocessoftranslation,thetranslatorneedstotakeintoaccountthedifferentlanguagefunctionsofthesamediscourseandadoptacomprehensivetranslationstrategy.AccordingtotheresourcescollectedonDior'sofficialwebsite,Dior'sperfumeadvertisementmainlyincludesfiveparts,whicharebasicdescription,olfactorynotes,perfumer'swords,know-how(bottlecraftsmanship),andapplicationtips.Firstly,whenintroducingthespecificingredientsusedinperfumeandusingrecommendations,itwouldbeobjectiveandtruthfulandaccuratelyconveyinformationtoconsumerssothetranslationshouldholdtheinformativefunction.Secondly,Dior'sperfume,asaconsumerproductofhigh-endpeople,shouldbewritteninanaestheticwaywhichisinaccordancewiththewayofChinesehabits,soastomakelocalconsumersfeelpleased.Therefore,theaestheticsfunctionshouldalsobeincluded.Finally,astheultimatepurposeofadvertisingtextistoattractconsumers'consumption,perfumeadvertisingismainlyavocativefunctiontext.Thus,thefocusofperfumeadvertisementtranslationcouldbevariousduetodifferentpartsofperfumeadvertisement,althoughtheultimategoalistoattractconsumerstopromotepurchases.Asthefunctionsmentionedabove,thetranslationofperfumeadvertisementcouldberoughlyclassifiedintothesethreecategories.4.1ToConveytheInformationofthePerfumeTheperfumeadvertisementinDior’swebsitemainlycontainsfivepartswhicharebasicdescription,olfactorynotes,perfumer'swords,know-how(bottlecraftsmanship),andapplicationtips.Customerstendtoacquirethebasicinformationliketheolfactorynotes,productionplants,applicationtipsandsoonafterwatchingtheadvertisement.Andtheycouldhaveajudgmentonwhetherthenotesaretheirpreferenceornot.Therefore,moreattentionshouldbepaidtothefidelityruleandskoposrule.Theinformationabouttheperfumeshouldbetransmittedaccuratelyandtrytosatisfythecustomers’needsandexpectation.Asaresult,itisbettertouseliteraltranslationtoconveythisobjectiveinformation.4.1.1LiteralTranslationTheso-calledliteraltranslationmeansintheprocessoftranslation,thesentenceasthebasicunitoftranslation,whiletakingintoaccounttherestrictionsofthetextandcontext,retaintheoriginalsentencestructureandtheoriginalrhetoric,andstrivetoreshowtheform,contentandstyleoftheoriginaltext.(LiuChongde,194:172)Translatorsusuallyprefertouseliteraltranslationinthetranslationprocessofperfumematerialsdescriptionandmethodofapplication,becauseitisabletohaveaclearexpressionofthehabitatsofperfumerawmaterials,extractionmethodsandotherobjectiveinformation,conveyingtheoriginalmeaningofthetextandavoidingmisunderstandings.(1)GrownintheComorosarchipelago,freshylang-ylangflowersaresteamdistilledtoobtaintheessenceusedbyperfumersinanumberoffragrances.生长于科摩罗群岛，通过蒸馏新鲜的依兰花以获取精油，用于各类香氛的调香制作。(2)AllMediterraneancountriesgrowmandarintrees,butthebestmandarinsareproducedinSicily.Thedifferentcolorsofmandarin,yellow,greenandred,correspondtothedifferentstagesofripeness.柑橘树栽培在广袤的地中海地区，其中出产于西西里的品质为上乘。依据果实的成熟程度，可分为：黄柑橘、绿柑橘和红柑橘。(3)Sprayitontopulsepoints.(onwrists,behindearsandonneck)喷洒于脉搏部位（手腕、耳后及脖颈处）Therawmaterialsofperfumearemostlythepropernounsofspecialplantsandfruitswhicharetheobjectiveinformationintheadvertisement.AndthereisnodifferenceintheconceptoftheseplantsinChinaandWestcountries.Allthereaders,nomatterwheretheyarefrom,havethesamepsychologicalfeelingsabout"vanillaandmusk(香草与麝香)".Thereforeinthetranslationoftherawmaterialsinperfume,itshouldcomplywiththeliteraltranslationliketheplantsusedinperfumesuchas“依兰花”，“柑橘树”andsoon.Atthesametime,accurateretentionofrawmaterialinformationisabletohelpconsumerstoconductfurtherverificationiftheywant.Itkeepsthefidelityrulewell,accuratelyconveyingtheinformationoftheperfumeratherthanoverstatingtheobjectivecompositiontomisleadtheconsumers.4.2ToConformtheCharactersofTargetLanguageItisobviousthatiftheperfumedesirestomakesuccessintheChinesemarket,itisofgreatimportancetoattractthelocalconsumers.Andthemostnecessarysteptogetapprovedbylocalpeopleisthatthetranslationshouldconformthecharactersoftargetlanguage,thatis,translatinginawaywhichisinaccordancewiththelocalmind.Thus,translatorcanenhancethereadabilityoftheperfumetranslationbyadjustingboththestructureandcontenttosatisfytheChineseconsumers.Inthiscase,morefocusshouldbeputonthecoherenceruleandskoposruleasitisrelatedwiththecultureofthetargetlanguage.Thetranslationshouldbecomprehendedbythetargetaudiencewiththeirreadinghabit.Despiteofthat,itisalsonecessarytothinkofthefidelityrulemostofthetimesothatthecoreofthesourceoftextcouldbeexpressed.Asaresult,threetranslationmethodscouldbeappliedincludingwordformation,sentencereorganizationandaddition.4.2.1WordFormationDuetothegreatdifferencesbetweenChineseandEnglishinwhichChinesetendtomakegooduseofverbswhileEnglishmakesgooduseofnouns,mostofdescriptivenounsinEnglishshouldbetranslatedintoverbsoradjectivesinChinese.Intheexample(4)below,“elegance,volumeandoriginality”istranslatedto“优雅、丰富而独特的（魅力）and“tenderness”intheexample(5)isalsotranslatedtotheadjective“柔曼的”.ItisobviousthatitensuresthecoherenceruletomakethetranslationmoreinlinewiththereadinghabitsofChineseconsumersandmakesthetranslationmoredynamicratherthaninflexiblyobtainingthesameword’spart.(4)Ylang-ylangblendswellwithavarietyoffloralnotes,bringingelegance,volumeandoriginality.依兰花的香气可与多种缤纷的花香调和谐交融，丝丝芳香为香氛更添优雅、丰富而独特的魅力。(5)ItsheartliesthetendernessofaPeonyandDamascusRoseaccord.柔曼牡丹和大马士革玫瑰于中调悠然萦绕。4.2.2SentenceReorganizationSentencereorganizationreferstoamethodinwhichlongEnglishsentencesistranslatedintoseveralChineseshortsentences.ThesentenceorderischangedappropriatelyinaccordancewiththeChinesereadinghabits,sothatthewholeadvertisementcanbereadmoresmoothly.Soinadditiontotheaccurategraspofadvertisementcontent,itisofgreatnecessitytopayattentiontothestructureofChinesetranslation.PerfumeadvertisementonDior'sofficialwebsitearegenerallylong,sosentencesshouldbeappropriatelyreorganizedtogiveChineseconsumersabetterreadingexperience.(6)DiorHommeEaudeToiletteisintriguinglypowerfulandappealinglyfresh.DiorHommeholdsthepromiseofanintenselywoodymasculinitythatenvelopsandleavesalastingimpression.Aman,yes,butamanofmanynuances:confidentinbothhisstrengthandhistenderness.迪奥桀骜男士淡香氛，锐意明快，演绎多面摩登绅士：自信张扬，活力阳刚而又满蕴柔情，由Dior倾心呈献。(7)Moresensual,assleekandstylishasever,theDiorHommebottlehasbeenreinventedwitharigorouslymoderndesign.Asculptedblock,thereflectionofastrongandconfidentvirility.全新瓶身设计，简约现代，更添感性魅力。雕塑感的利落线条，彰显自信洒脱的阳刚气质。ThetwocasesabovearethedescriptionoffragranceandbottledesignoftheDiorHomme.InordertoconveyinformationtotheChineseaudienceconciselyandpopularly,translatorshouldpayfullattentiontoslicesentenceaccordingtothesense-group.Intheprocessoftranslation,thekeyadjectivesinEnglishcanbeextracteddirectlytopredicatestoformclauses,whichmakesthetranslationeasilyreadable.Intheexampleabove,thelengthysentencesinEnglisharereplacedbyfourwords,andaretranslatedintodifferentfour-wordphrases,suchas"自信张扬","锐意明快",s"简约现代".Inaddition,accordingtotheoverallmoodofthediscourse,thetranslationorderofindividualwordsandphrasesismobilized.Forexample,the"sleek"inexample（7）ismovedbehind"Asculptedblock"andaretranslatedtogetheras"雕塑感的利落线条".Itkeepsboththefidelityruletotransmittheoriginaldescriptionandkeepsthecoherenceruletomaketranslationgetclosetotargetaudience.4.2.3AdditionAdditionreferstoatranslationmethodbyaddingwords,phrases,orsentencestothetranslationprocessduetothedifferencesinthewayofthinkingandlanguagehabitsofEnglishandChinese.Inthisway,Chineseconsumerscanmoreaccuratelyunderstandthemeaningoftheoriginaltext,appreciatingtheoriginalmood,andthusmakethemmoreeasilyaccepted.Butitdoesnotmeantherandomadditionofinformation.Itbasedontherealinformationoftheproductandaimtocompletethepurposeofpublicitybyincreasingsomecontentstorichthetranslation.ThroughmanystudiesofEnglish-Chinesetranslationofadvertising,itisnotdifficulttofindthatEnglishadvertisingtextstendtobeasrefinedaspossibleandusethewordswhicharerichofmeaning.Therefore,thevocabularyandsentenceinEnglishadvertisingarerelativelyshort.Onthecontrary,theexpressionofChineseismoredelicateandrich.Therefore,itisnecessarytoaddsomewordstomeetthereadingandaestheticnee