商務(wù)英語論文-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.譯文：【歐萊雅黑金精華】是一瓶蘊含10%玻色因PRO和長盛松露的協(xié)同抗老化精華，可刺激膠原蛋白生長，提拉·緊致·淡紋、煥活肌膚年輕狀態(tài)。黑金奢養(yǎng)煥膚步驟：步驟1：取適量黑金精華滴于掌心;步驟2:于掌心輕揉煥活矜奢成分;步驟3:信號式提拉煥新；步驟4：由面及頸，淡褪頸紋。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譯文：這款小蜜罐(滋潤版)采用“麥盧卡花蜜”與“液體黃金四勝肽”相結(jié)合，讓肌膚層層穿香，觸膚即融，層層滋養(yǎng)成膜鎖水，輕松get“蜜光肌”透現(xiàn)年輕活力~這款小蜜罐(輕盈版)將“麥盧卡花蜜”與“液體黃金四勝肽”驚喜融合，質(zhì)地更好吸收不搓泥不悶痘，但卻能保證核心成分添加濃度不降低，是混油皮、油皮的摯愛面霜哦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.譯文：玻色因溶液濃縮玻色因PRO，就像普通果汁VS濃縮果汁。更精純更高效，同樣肌膚深度更多有效吸收。+119%膠原蛋白合成力，有效充盈眼周肌膚。眼周抗老5重復(fù)配成分細紋、暗沉，統(tǒng)統(tǒng)改善。孚玻因、玻尿酸、類蛇毒勝膚?？梢娂y、動態(tài)紋、潛在紋都能淡。好眼霜不止能淡紋，全新冰感按摩頭抹一按，淡化泡泡眼。夠安心、夠清涼、夠貼合，敏感肌可用。冰感技術(shù)雙曲面設(shè)計。敏感肌友好安心配方，輕盈乳霜質(zhì)地好吸收不油膩。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.譯文：歐萊雅集團一向?qū)τ诋a(chǎn)品的研究和創(chuàng)新方面非常的重視，此外他還將營業(yè)額的3.4%投入到了科學(xué)研究和新產(chǎn)品的開發(fā)，歐萊雅品牌自從在中國上市之后他根據(jù)了亞洲女性的特點然后開發(fā)出了一些彩妝護膚品，此外歐萊雅集團還在上海開設(shè)了第1家的研究中心，這也是歐萊雅在全國以及世界上第14個研發(fā)中心，用于原材料和配方的研發(fā)，在中國無論是你從雜志廣告還是電視上，從國內(nèi)的各大城市的繁華的市場，以及一些商業(yè)頻道，例如新浪無論是從電影節(jié)中的中國記者還是一些時尚活動歐萊雅品牌，都能夠吸引人的眼球，傳達出時尚的理念。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.譯文：化妝品行業(yè)被稱為是“把希望放在瓶子里”的行業(yè)，化妝品公司是品牌管理公司，巴黎歐萊雅就是這個行業(yè)里最成功的品牌之一?！拔覀儗Π屠铓W萊雅的定位是：一個充滿法蘭西情懷的品牌。她來自于法國，是歐萊雅集團的創(chuàng)始品牌，價格定位，包裝、質(zhì)地都是非常高檔的。給消費者帶來的是‘伸手可達到的奢華’。Analysis:Theliteraltranslationmethodonlyseekstoreflectthefinebeautyoftheoriginaltext,anddoesnotconsidertherulesofEnglishgrammar,whichisarepresentativeofthismethod,andthetranslationusingtheliteraltranslationmethodisoftenmisunderstoodasaliteraltranslation.Translate"hopeinabottle"into“把希望放在瓶子里”andtranslate'luxurywithinreach'into‘伸手可達到的奢華’.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.譯文：巴黎歐萊雅以"奢華觸手可及"定位,強研發(fā)為背景,推新產(chǎn)品輔以全策,強以"躬身體驗",巴黎歐萊雅持異績于中國,為眾新富主品牌。巴黎歐萊雅無疑化妝品行業(yè)之品牌,謂之瓶中希望。自某種程度上言,化妝品公司者,品牌治公司也。巴黎歐萊雅者愿景法國品牌。自法國者,歐萊雅之始品牌,價定位為中上層,包裹手感甚高檔。所欲消費者者,觸手可及之奢侈品也。"歐萊雅大眾化妝品部公關(guān)經(jīng)理程磊說。Analysis:Paraphrasingusesadynamicequivalencemethod,amethodinwhichthetranslatedtextisidenticaltotheoriginaltextinexpressingideasandlinguisticfunctions.Translate"whichisknownasthe'hopeinabottle'industry"into“謂之瓶中希望”andtranslate'luxurywithinreach'into‘伸手可達到的奢華’.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.譯文：歐萊雅作為歐萊雅品牌之一，向目標人群提供，高質(zhì)量的產(chǎn)品。相信我們對這一廣告理念不陌生，你值得擁有對創(chuàng)新功效和風格進行體驗，同時在科技和技術(shù)方面也提供了很大的支持。Analysis:Omissionmainlyincludeprovincialpronouns,provincialconjunctions,provincialarticlesandprovincialprepositions.Theomissionof"And"inthetranslationofthisparagraphistheembodimentoftheprovincialconjunction.Thisinstructiontranslatesthecosmeticleafletwithflowerywords,andatthesametimeitstranslationcontentissimilartoitsownmeaning,reflectingtheprincipleoffaithfulnessoftranslation.3.2.4AmplificationBasedonPrincipleofPurposeThePrincipleofPurposeofthediscoursehasaprofoundimpactonthereadabilityo