A Study on the Translation Strategies of Domestic Cosmetic Brand Names from the Perspective of Skopos Theory

Abstract

After its entry into the World Trade Organization (WTO), China has opened wider to the outside world. As a result, a growing number of foreign cosmetic companies have expanded their presence in China. By contrast, Chinese domestic cosmetics not only don’t have an edge in its home market, but also fail to go global. The reasons are manifold. But their translations are also very important. Guided by Skopos Theory, this thesis believes that translation is across-cultural communicative activity with a certain purpose. The skopos rule should be put on the top priority. Through the investigation of various translation examples, the author believes that Skopos Theory can be used to guide the translation of different Chinese cosmetic brand names. Besides, the author also holds that translation strategies should be different according to the purpose of translation. By doing so, the author hopes to transcend cultural differences and disagreements so as to make domestic cosmetic products more competitive in the international arena.