從翻譯美學視角探析女性化妝品廣告的翻譯

福州大學本科生畢業(yè)論文PAGE18PAGE14ContentsChineseAbstract 2EnglishAbstract 31.Introduction 42.LiteratureReview 53.DifferencesofChineseandEnglishCultures 73.1HistoricalBackground 73.2WayofThinking 73.3AestheticStandard 84.TranslationStrategiesofFemaleCosmeticsAdvertising4.1LiteralTranslation 94.2FreeTranslation 104.3AddingTranslation 115.Conclusion. 12References 14從翻譯美學視角探析女性化妝品廣告的翻譯摘要文章旨在探析翻譯美學理論對女性化妝品廣告翻譯的指導作用。通過分析中西方在歷史背景、思維方式和審美標準的差異，并介紹女性化妝品廣告的特點，從翻譯美學視角提出了直譯、意譯和增譯的實用翻譯策略。同時，在闡述女性化妝品廣告翻譯的過程中，發(fā)現(xiàn)在翻譯美學理論指導下，女性化妝品廣告的翻譯有章可循，可防止出現(xiàn)“亂譯”現(xiàn)象。而且，符合目的語消費者審美、認知、語言和文化認同的女性化妝品廣告，能夠激發(fā)消費者的購買興趣，從而實現(xiàn)女性化妝品廣告翻譯的目的。關(guān)鍵詞：翻譯美學；女性；化妝品廣告；翻譯OntheTranslationofFemaleCosmeticsAdvertisingfromthePerspectiveofTranslationAestheticsAbstractThispaperaimstoexploretheguidingroleoftranslationaestheticstheoryinthetranslationoffemalecosmeticsadvertising.Basedontheanalysisofthedifferencesinhistoricalbackground,wayofthinkingandaestheticstandardbetweenChinaandtheWest,andtheintroductionofthecharacteristicsoffemalecosmeticsadvertising,thispaperputsforwardpracticaltranslationstrategiesofliteraltranslation,freetranslationandaddedtranslationfromtheperspectiveoftranslationaesthetics.Meanwhile,intheprocessofthetranslationoffemalecosmeticsadvertising,itfoundsthatundertheguidanceoftranslationaesthetics,therearerulestofollowinthetranslationoffemalecosmeticsadvertising,whichcanpreventthephenomenonof“randomtranslation”.Moreover,femalecosmeticsadvertisingthatisinlinewiththeaesthetic,cognitive,linguisticandculturalidentityofthetargetlanguageconsumerscanstimulatetheconsumers’purchaseinterestandthusachievethepurposeoftranslationoffemalecosmeticsadvertising. Keywords:translationaesthetics;female;cosmeticsadvertising;translation1.IntroductionInthebackgroundofglobalizationtoday,theeconomicdevelopmentofvariouscountrieshasentereda“goldenperiod”ofrapiddevelopment,andcosmeticscompanieshavesettheirsightsonChina,aconsumermarketwithgreatpotential,tooccupyaplaceinthemarket.Acosmeticsadvertisingthatcanberecognizedandacceptedbyconsumersinthetargetlanguageisamajorchallengeformanymanufacturers.Therefore,thetranslationofcosmeticsadvertisingisparticularlyimportant.Regardingthetranslationofadvertisinglanguage,foreignstudieswereearlier,sothetheoreticalsystemisalsomorematureandstandardized.Newmark,awell-knownBritishtranslationtheoristandtranslationeducator,divideslanguagetextsintothreetypesinhisbookATextbookofTranslation.Oneisapurelyexpressivetext,whichconsistsofliteraryworksandpersonalautobiographies.Thesecondtypeistheinformationtext,whichmainlytransmitsthecorrespondinginformation,suchasmeetingminutesandacademictextbooks.Thethirdtypeisthevocativetext,suchassomebrochures,instructionsandadvertising(Newmark,1987).Inessence,advertisinglanguagebelongstovocativetext,soitcanbereorganizedflexiblyintheprocessoftranslation,soastomakethetextmoreunobstructed,conformtothelocalculture,andfacilitatepeople’sunderstanding.However,inthebackgroundofthattime,people’sresearchonadvertisingtranslationstillstaysonthesimplecorrectionofgrammaticalerrors.Itwasnotuntiltheearly21stcenturythatChinabegantovaluetheimportanceofadvertisingtranslation.Intheearly21stcentury,thelevelofadvertisingtranslationinChinawasstillundeveloped.Since2005,moreandmoreresearcheshaveworkedontheadvertisingtranslation,whichhasraisedthelevelofadvertisingtranslationtoanewlevel.Judgingfromtheresearchdatacollectedsofar,thestudyofadvertisingtranslationinChinaneedstobestrengthenedatthetheoreticallevel.Atpresent,mostoftheresearchesonadvertisingtranslationarelimitedinmakingasummarydescriptionofsometranslationexamplesandthepersonalexperienceoftheresearcher.Inrecentyears,China’scosmeticsadvertisingindustryhasmadegreatprogress,butinadditiontotheexcellentcosmeticsadvertising,theessenceofmanyadvertisementsisrigid.Thecosmeticsadvertisingisemptyofunnormative,irrealityandfollowsthetrendseriously(張欣,2018).Theresearcher’svisionislimitedtoacertainextentandneedstobefurtherbroadened.Translationaestheticsistousethebasicprinciplesofaestheticsandmodernlinguisticstostudyanddiscusstheaestheticproblemsintheprocessofinterlingualtransformation,soastohelpthetranslatorunderstandsthegeneralrulesoftranslationaestheticactivities,improvetheabilityofinterlingualtransformationandaestheticappreciationofthetranslation.Translationaestheticscanbedefinedas:theresearchobjectoftranslationaestheticsistheaestheticobjectintranslation(originaltextandtranslatedtext),theaestheticsubjectintranslation(translatorandreader),theaestheticactivityintranslation,theaestheticjudgmentintranslation,theaestheticappreciation,theaestheticstandardandthecreativeaestheticrepresentationintranslation,etc.(方夢之,2004).Ontheonehand,duetothesubjectivityofthesubject,aestheticsvaryfrompersontoperson,butontheotherhand,thebeautycanresonatewithpeople.Therefore,inthetranslationoffemalecosmeticsadvertising,astheaestheticsubject,we,asaestheticsubjects,shouldhaveaestheticjudgmentandappreciationoftheadvertisingtranslations.Thispaperconductsapreliminarystudyonthetranslationoffemalecosmeticsadvertising,whichismainlydividedintothefollowingfiveparts.ThefirstpartanalyzesthelimitationsofChina’sadvertisingtranslationandelaboratesthesignificanceofthestudy.Thesecondpartisaliteraturereview,includingthepreviousstudiesonadvertisingtranslation.Thethirdpartdiscussesthedifferencesinthehistoricalbackground,thewayofthinkingandtheaestheticstandardintheprocessoftranslatingfemalecosmeticsadvertisingbetweenChineseandEnglish.Thefourthpartdiscussesthetranslationstrategiesofcosmeticsadvertisingcombiningthecharacteristicsoffemalecosmeticsadvertising.Inthefifthpart,thispapermakesaconclusion.2.LiteratureReviewIntheearly1990s,Chineseresearchersbegantostudyadvertisingtranslation.Fromtheperspectiveofresearchcontent,itmainlyaimsattheproblemsanddifficultiesexistinginthetranslationmethodologyofadvertisingtermsandtranslationbetweenChineseandEnglish,whichisstillintheinitialstageofadvertisingtranslationresearch.Later,withthedeepeningoftheresearch,itbegantoinvolvetheprinciplesandstandardsintheprocessofadvertisingtranslation.However,sincethelate1990s,anincreasingnumberofresearcheshavefocusedonthedifficultproblemsofadvertisingtranslation,suchasthetranslatabilityofartisticconception,theartistryofadvertisinglanguage,etc.,domestictranslationscholarshavecarriedoutresearchesonadvertisingtranslationfromtheperspectivesofSkoposTheoryandcultureperspective.ZhangChaopointedoutthatthemainprincipledeterminingthetranslationprocessisthepurposeoftranslation,whichdeterminesthemethodsandstrategiesofthetranslation(張超,2008).Asapracticalstyle,cosmeticsadvertisinghasastrongpurposeandfunction.Theultimatepurposeofcosmeticsadvertisingistomaketheconsumersbuygoodsandcreateprofitsforenterprises.YanYangandWangQingmeialsomentionedthatapplyingthemainpointofSkoposTheorytotheadvertisingtextcanproperlyhighlightthepurposeoftheadvertisingtext,andeffectivelyguidethetranslatorhowtomaketheadvertisingtranslationproducethe“expectedfunction”(閆楊,王青梅,2012).Forthereasonthatthegreatdifferencesinlanguageandculture,differentcountrieshavedifferentmodesofpresentation.TangWeihuamentionsthattheglobalizationofeconomymakesthecross-culturalcommunicationofadvertisinginevitable,andadvertisingisalsoinfluencedbyculturalfactorsintheprocessofcross-culturalcommunication.OnlybyunderstandingtheessenceofChineseandwesternadvertisingcross-culturalstrategiesandcombiningwithculturalperspectivecanwetrulysucceedinthecross-culturalcommunicationofadvertising(唐衛(wèi)華,2012).Westernscholarshavealsodonealotofresearchesonadvertisingtranslation.InthearticlePeutonTraduireLalanguedelapublic,Hurbinraisedaquestion“canwetranslatetheadvertisinglanguage?”(Pierre,1972).Hebelievesthatthemaintaskofthetranslatoristoselectthemostappropriatetermstotranslatefromtheoriginaltext.PeterNewmark,awell-knownBritishtranslationtheoristandtranslationeducator,dividedthetextintoexpressivefunction,informationfunction,vocativefunction,aestheticfunction,phaticfunctionandmetalingualfunctioninthebookApproachestoTranslation(Newmark,1981).Advertisingbelongstovocativefunction,whichmakesreadersunderstandtheacceptedlanguagequicklyandexpressthedifferentrelationshipbetweentheauthorandreadersbyusingdifferentappellationorgrammaticalforms.Brislin’sAppliedCross-culturalPsychologyeditedin1991,hepointsoutthatacultureisahabitualwayofbehaviorincludingawayofthinking(Brislin,1991).Thisbehaviorhasacertaintendency,whichisthedirectionandidentityofspecificculture.Fromthispointofview,advertisingistousepeople’shabitualbehaviortomanipulatetheaudience,orindirectlypersuadethespecificaudiencetoimitateacertainconsumerbehaviororlifestyle.Inaddition,DeMooijpointedoutinthearticleTranslatingAdvertising:PaintingTipofIcebergin2004thattheresearchonadvertisingtranslationshouldfocusoncontextualresearch.Hepointedoutthattheconsumerbehaviorandthewayofcommunicationamongconsumersismainlydeterminedbytheconsumers’culturalvalues,andtheculturalfactorsalsogreatlyaffectconsumers’consumptionneedsandmotivations(DeMooij,2004).Inthesameculturalcontext,Torresialsomakesastudyontheadvertisingtranslation.Hebelievesthattheadvertisingtranslationmustembodysignificantculturalcharacteristics.GeogreHoisconvincedinTranslatingAdvertisementAcrossHeterogeneousCulturesthattheadvertisingtranslationisnotonlyalinguisticandculturalact,butalsoacommercialact(Geogre,2004).Verschueren’sLinguisticAdaptationTheoryalsohasastrongexplanatorypowerfortheadvertisingtranslation.Itsmainpointisthattheprocessofadvertisingtranslationisalsoaprocessofcontinuouslyselectingthelanguage,makingadynamicadaptationtothecontextandlanguagestructureoftheoriginal.3.DifferencesofChineseandEnglishCultures3.1HistoricalBackground Thehistoricalbackgroundofeachcountryisfairlydifferent.Nomatterwhatkindofhistory,ithashadatremendousimpactonpeople’slife,sotheimportanceofhistoricalbackgroundincultureisself-evident.Whentranslatingtheadvertisements,thetranslatorneedstofullyappreciatethehistoricalfactorsofthetargetcountries,soasnottoinadvertentlyhurtthefeelingsofthepeopleofthetargetcountriesandhinderthesaleoftheadvertisingproducts.Firstofall,China’slong-termfeudalhierarchyhasadeepinfluenceontheChinesepeople,andChinesepeopleworshipauthoritiesandnoblesmore.Advertisersattachgreatimportancetothedesignofadvertisinginordertomeettherequirementsofthegeneralconsumers.Second,Chinahasbeeninthefeudalsocietyforalongtime.Thecultureofthefeudalsocietyover2,000yearshashadagreatinfluenceontheintrovertedcharacterofChinesepeople.Theimplicationandeuphemisminlanguageisoneofthecrucialmanifestations.Westernsocialsystemsemphasizehumanrightsandfreedomofhumannature.Mostwesternersareopen-mindedandmoredirectandstraightforwardinlanguageexpression.ThefollowingtwoexamplescanshowthedifferencesbetweenChineseandwesternadvertisinglanguagestowardduetothereasonofhistoricalbackground.OneexampleistheadvertisingofSassoonshampoo,thatis“Yourlightfrommypresence”,andanotherexampleis“Yourlipswillbesmooth,replenishedandindulgedwithsublimeandreshapingcolor”forLancome’slipstickadvertising.Theformeradvertisingexpressessubtleeuphemisms,causingconsumerstothink:can’thelpbutletimaginetherelationshipbetween“present”and“l(fā)ight”,whichmakespeoplewanttogiveitatry.Thelatteroneadvertising’sexpressionisverydirect,usingtheword“smooth”and“replenished”todirectlyreflectthecharacteristicsoflipstick,sublimeandreshapingcolorreflectshowyoulookafterusingthelipstick.3.2WayofThinkingThewayofthinkingisthesumofspecificforms,methodsandordersofthinkingactivities.Becauseofthedifferencesinlivingenvironmentandproblemsfacedbydifferentnationalities,thewaysofreflectingtheproblemsarealsodifferent,andtheoverallwayofthinkingformedisalsodifferent.TheChinesevaluehumansentiment,thinkingaboutissuesdonotsimplyconsiderfromoneaspect,andliketoconsidertheoveralllong-termconsideration,whichoftenmakethingscomplicated.Westernersmaythinkrelativelysimply,paymoreattentiontothefacts,willprovethefeasibilityoftheirownviewsthroughalargenumberofarguments.ThedifferencesbetweenChineseandwesternwaysofthinkingexertadecisivepartintheexpressionofChineseandwesternlanguages.Theirdifferencesaremainlyreflectedin:Chinesepeopleattachimportancetocomprehensivethinking,whilewesternersattachimportancetoanalyticalthinking.Reflectedinthecreationofadvertisingwords,Chineseadvertisingwordsaremostlyvagueandabstractwithlowaccuracy.Theyusegeneralwordstoleaveagoodimpressiononreadersasawhole.WhileEnglishadvertisingwordsarespecificandaccurate,evenclear-cut,andattractconsumerswithfacts.Translationisessentiallyatransformationofdifferentwaysofthinking.AlthoughtheChineseandwesternwaysofthinkinghavecommongrounds,therearealsoquiteafewdifferences.BecauseChineseandEnglishpertaintotwolanguagefamilies,andhavedifferentcharacteristicsintermsofpronunciation,semanticrhetoricandotherexpressions,soundertheconditionofculturaldifferencesbetweenChinaandtheWest,itisnoteasyforthetranslatortotranslatetheoriginaladvertisingexactlyintheprocessoftranslation.Asanexample,advertisinglanguagegenerallygivesprioritytothebeautyofrhyme.InChina,itiscommonlyusedtoenhancelanguageeffects.InEnglish,phonemessuchasalliterationandendrhymearealsousedtoincreasethecharmoflanguage.Nevertheless,duetothedifferencesinChineseandwesternwaysofthinking,translatorsshouldtakefullaccountofthedifferencesbetweenEnglishandChineselanguageswhentranslatingChineseadvertisingintoEnglish,andtranslatethewordswithgenerallinguisticfeaturesintospecificwordsinEnglish,sothattheEnglishadvertisingcanvividlyconveytheproductsdescribedintheadvertising,presentthebesteffectstoconsumers,andultimatelypromotetheconsumption.WhentranslatingEnglishadvertisingintoChinese,thetranslatorshouldaddbroadjudgmentsthatgivepeopleanoverallimpression,suchascheapandfine,andreliablequality,etc.3.3AestheticStandardChineseaestheticsandwesternaestheticsbelongtotwodifferentideologicalandculturalsystemsandhavedifferentphylogeny.Theyarerootedindifferentculturalsoilsandsocialenvironments.Generallyspeaking,Chinesefemales’perceptionofbeautyisbasedonsensibilityandartisticconception,whichadvocatestheorganicunityofaestheticobjectandaestheticsubject,andtakestheexternalformintoaccountwhenappreciatingtheinternalmeaningoftheobject.Incontrast,intheprocessofaesthetics,westernfemalespayattentiontorationalityandreality,advocatetheseparationofaestheticobjectsandsubjectsfromeachother,andlightenthecharacteristicsoftheobjects’structurallayout.Differentnationshavedifferentaestheticorientations.Thesamethinglooksbeautifultothisnation,butnotthesametotheothernation.Whentranslatingadvertising,theyshouldbeinlinewiththeaesthetictasteofthetargetreaders,onlyinthiswaycantheproductbeaccepted.Forexample,manyimportedcosmeticshave“whitetheskin”intheirinstructions.Inordertocatertotheneedsoffemales,almostcosmeticscompanieswilllaunchskinwhiteningproducts,becausetheconceptof“howtowhitentheskin”haspenetratedintothemindsofChinesefemales(宋艷秋,2017).InChineseculture,“white”isacommendatoryword.Thesayingof“Awhitecomplexionispowerfulenoughtohidesevenfaults”inChinesereflectstheaestheticpsychologyoftheChinesenationthat“valuepalerskin”.Onthecontrary,peopleinwesterncountrieshavealwaysbeenpursuingthehealthbeautyofbronzecolor.Theybelievethatwhitecolorrepresentspovertyanddisease.Basedonsuchdifferentaestheticconcepts,thebeautyoftranslationandtheaestheticpsychologyoftheaudienceshouldbeconsideredintheprocessofadvertisingtranslation,otherwiseitwillnotwinthefavorofthemarket.4.TranslationStrategiesofFemaleCosmeticsAdvertising4.1LiteralTranslation Literaltranslationreferstothetranslationthatconveystheideologicalcontentoftheoriginaltextandretainstheformoflanguageexpressionoftheoriginaltextonthepremisethattheconditionsofthetargetlanguagepermit.Totranslatethecosmeticsadvertising,thetranslatorsshouldtrytomaintainthemeaningandimageoftheoriginaladvertisingandconveytheculturalsignificanceoftheoriginaladvertising.Onthebasisoftheoriginalname,thetranslatorcreatesanewnameaccordingtothebrandconnotation,culturalfactors,aestheticcharacteristicsandotherfactors,whichwellreflectstheconnotationandformofthebrand.Theadvertisinglanguageofcosmeticswithfemalesasthemainconsumergroupshouldbeclosetothefemales’perceptualdemandpsychologyasmuchaspossible,andmoveconsumerswithemotions(楊悅,2018).Therearethreeadvertisingexamplescanillustratetheapplicationofliteraltranslationinadvertisingtranslation.ThefirstoneisanadvertisingfromChanelNo.5,thebrandofChaneloftenusessimpleandcatchyphrasestoimpressandresonatewithfemaleslikeChancel’sclassicadvertising“Iwearnothing,butafewdropsofChanelNo.5”hasattractedcountlessfemales’yearningforthisperfume.Withoutanyembellishment,itcansimplyanddirectlystimulatethefemales’deepestdesireforthecharm.AnotherexampleisfromTresor,whichisoneofLancome’sbest-sellingperfumebrands.ItsEnglishadvertising“Thefragrancefortreasuredmoment”willeasilymakefemaleconsumersknowthatthisisaperfumeadvertising,becausethemeaningof“fragrance”is“香氣”and“香水”.TheChineseversionofthisadvertisingis“獻給那段值得珍惜的美好時光”,whichdirectlytranslatestheinformationoftheoriginaladvertising.Moreover,thetranslationalsograspsthepsychologyofthefemaleconsumersandcombinesbeautifulandpositivewordstomaketheconsumershaveapositiveimpressiononproducts.Theshortcomingofthetranslationisthattheadvertisingcannotdirectlyreflecttheattributesoftheproduct,andthemeaningisn’tunderstoodinconjunctionwithspecificadvertisingcontent.There’sonemoreexampleisfromthebrandRevlon,itsadvertising“ThemostunforgettablefemaleintheworldwearRevlon”makesfulluseofthefemales’beautyofpsychology.Theniceartisticconceptionreflectedintheadvertisingmakespeopleyearnforit.Imaginewhodoesn’twanttobeanunforgettablefemale?TheChineseversionofthisadvertisingis“世界上最令人難忘的女人都用露華濃”alsofaithfullyrepresentsthebeautifulconnotationoftheoriginal.Theadvantageofliteraltranslationisthatitcandirectlyreflectsthecharacteristicsoftheproduct.ThisadvantageismoreobviousinEnglishtoChinesetranslation,becausethethinkingmodeofwesternfemalestendtoberationalanddirect.WhenthesentencestructureofEnglishissimilartothatofChinese,literaltranslationcanmakethetranslationseemtobesmoothandnatural.4.2FreeTranslationFreetranslationreferstostartingfromthemeaningoftheoriginaltext,regardlessofthelanguageexpressionoftheoriginaltext,combiningwiththeproductfeatures,andifnecessary,takingofftheshacklesoftheliteralmeaningoftheoriginaltext,soastoachievethepurposeofshowingitsmeaningandpassingonitsspirit.Throughtheunderstandinganddigestionofthedeepmeaningoftheoriginaltext,thestructureoftheoriginaltextisreorganized.Inotherwords,itisnecessarytotranslateitsaccuratemeaninginsuccinctandclearlanguage.Intheprocess,thetranslationcannotbecompletelyconsistentwiththeoriginalform,andthetranslatorneedstousethelanguagethatismoreinlinewiththelocalconsumerstotranslate.Thefreetranslationmethodhasbecomeanindispensabletranslationmethodinadvertisingtranslation.Thefollowingadvertisingexamplescanfullydemonstratetheimportanceoffreetranslationinadvertisingtranslation.ThefirstoneisaclassicadvertisingfromL’OREAL,“Becauseyouworthit”,thestructureofthisadvertisingissimpleandthewordsareplain,butitcanexpressthefeelingofself-confidence.Itgivesfullexpressiontothefemales’pursuitofbeautyandself-confidencesothatthosewhobelieveinthebrandwillbemoreconfidentinL’OREALcosmeticsintheend.Thisadvertisingmakesfemalesfeelthattheydeservetobebeautifulandenjoythemselves.Thesubjectandthetranslationareinconsistentwiththeoriginal,buttheChinesetranslation“你值得擁有”canleaveapleasantfeelingontheconsumers.AnotherexampleisFresh’sadvertising“Infuseyourskinwithrealroses”.Theliteraltranslationis“將玫瑰注入你的皮膚”.Itsoundsstiffandunattractive,itistranslatedas“朵朵玫瑰，寸寸入肌”.ThetwogroupsofChineseFourCharactersareusedinthetranslationwhichareconciseandcatchy.Iftheliteraltranslationwereadopted,theoriginaltextispreserved,buttheeffectisnotgoodorthetranslationisnoteasilyacceptedbytheconsumers,eventhemeaningisunclear.Inthiscase,onlyfreetranslationissuitabletouse.Asthemeaningoftheoriginaltextisimplicit,thefreetranslationcanmakethemeaningsaccuratelydescribed.There’sonemoreadvertisingexampleis“Feastyoueyes”.ItistheclassicadvertisingofPond.ItsChineseversion“滋潤心靈的窗戶”isnotasgoodastheoriginalEnglishversion.ThedifferencesbetweenChineseandwesternlanguageswillmaketheconsumershaveadifferentunderstandingofthesameadvertising.Thisproductisaneyemask,sotheChineseword“滋潤”canappealtoChineseconsumerswhowanttomaintaintheeyesnutritious.Thisadvertisingcan’testimatetheattributesofproductsfromtheperspectiveofliteraltranslation,butitcanattracttheinterestoftheconsumers.FortheChinese,eyesarethewindowforthespirits.Whatproductscanmoisteneyes?Inwesternculture,“feast”isameaningfulword,whichreferstoahugefeastorsomethingverydelighted.Itmakesforeignerswonderwhatwillhaveahugeimpactontheeyes?InordertobalancetheculturaldifferencesbetweenChinaandtheWestandmaketheadvertisingmoreinlinewiththecultureofthetargetlanguageconsumers,thetranslatorusesfreetranslationtotranslatethisadvertising.Duetothedifferencesinculturallanguages,whentranslatingadvertising,thetranslationcannotbecompletelyconsistentintheformwiththeoriginal.Therefore,alanguagemoreinlinewiththedemandoftheconsumerswillbeusedtoattractreaders.Freetranslationisanindispensablemethodinadvertisingtranslation.Thereasonwhyfreetranslationisnecessaryisthatthereareculturalandlinguisticdifferencesinregions.4.3AddingTranslationAdditionaltranslationreferstothetranslationstrategyofaddingwords,phrasesorsentencesinthetranslationaccordingtothedifferentwaysofthinkingandlanguagehabitsofEnglishandChinese.Byusingtheaddingtranslationmethodtotranslateadvertising,themeaningoftheoriginaladvertisingcanbeexpressedmoreaccurately,anditiseasierfortheconsumerstoaccepttheproducts.AccordingtotheRegulationsontheManagementofCosmeticsIdentificationissuedbytheGeneralAdministrationofQualitySupervision,InspectionandQuarantineonAugust27,2007,cosmeticsrefertotheapplication,sprayingorothersimilarmethodstospreadonanypartsofthehumanbodysurface,suchastheskin,hair,toenails,lipsandteeth,etc.,chemicalindustrialproductsorfinechemicalproductsforthepurposeofcleaning,maintaining,beautifying,modifyingandchangingtheappearance,orchangingthehumanbodysmell,andmaintainingagoodappearance.Thatistosay,perfumebelongstocosmetics,specificallytonon-specialusedcosmetics(Net1).Theperfumeadvertisementslistedbelowusetheaddingtranslationmethod.Forexample,theoncebrilliantcentury-oldLenthericinFrancehasaperfumecalled“Shanghai”.Itsadvertising“theforbiddenfragrance”,theoriginalborrowedtheEnglishproverb“Forbiddenfruitssweet”,implyingthatthethingsthatarenotavailablearemoreattractive,inordertoattractconsumersofprimitiveculturetryingthisperfumewithafatalappeallikeforbiddenfruit.TheChinesetranslationofthisadvertisingis“凡人禁用的香水”.However,ifthetranslatortranslateditliterallyinto“禁用的香水”,Chineseconsumerswouldwonderwhytheyarelistedonsaleiftheyarebanned,butiftheyaddedwordsandtranslatedthemintoperfumesthatarebannedbymortals,theywillmaketheconsumerswonderwhatmagicalhigh-endperfumetheyare,thiswillfurtherdeepentheimpressionofconsumersandletconsumersrememberdeeply.Atthebeginningoftheadvertising,thetranslatorskillfullyaddedtheword“凡人”,whichnotonlycaterstotheculturalcustomsandaestheticorientationofChineseconsumers,butalsoshowsthattheperfume’scharmisuniqueandfascinating.Tosomeextent,theadvertisingtranslationcanmakeforeigncosmeticsadvertisingclosertoChineseconsumersandcate