《關(guān)聯(lián)理論下化妝品商標(biāo)翻譯探析》

ContentsTOC\o"1-3"\h\uChineseAbstract 2EnglishAbstract 31.Introduction 42.LiteratureReview 53.DifferencesBetweenChineseandWesternCosmeticTrademarks 63.1Naming 63.2AestheticValues 73.3CulturalBackgrounds 84.CosmeticTrademarkTranslationUndertheGuidanceofRelevanceTheory 94.1Transliteration 94.2LiteralTranslation 104.3FreeTranslation 114.4TransliterationPlusFreeTranslation 135.Conclusion 14References 15關(guān)聯(lián)理論下化妝品商標(biāo)翻譯探析摘要本文通過選取國內(nèi)外著名的化妝品商標(biāo)為研究對(duì)象，探討關(guān)聯(lián)理論指導(dǎo)下化妝品商標(biāo)的翻譯策略。經(jīng)考慮譯語讀者的認(rèn)知語境，發(fā)現(xiàn)：在關(guān)聯(lián)理論指導(dǎo)下，譯者靈活地采用音譯、直譯、意譯、音義譯結(jié)合的翻譯策略，能夠使翻譯的化妝品商標(biāo)在原文與譯文之間找到最佳關(guān)聯(lián)，從而引起化妝品消費(fèi)者的心理認(rèn)同感，并激發(fā)消費(fèi)者的購買欲望。而且，關(guān)聯(lián)理論指導(dǎo)下翻譯的化妝品商標(biāo)更貼合原義，內(nèi)涵更加豐富。因此，關(guān)聯(lián)理論對(duì)于化妝品商標(biāo)翻譯具有重要的指導(dǎo)作用，為翻譯化妝品商標(biāo)提供了新的思路。關(guān)鍵詞：關(guān)聯(lián)理論；化妝品商標(biāo)；翻譯OntheTranslationofCosmeticTrademarksfromthePerspectiveofRelevanceTheoryAbstractThispaperselectsworldwell-knowncosmetictrademarksasthestudyobjectsanddiscussesthecosmetictrademarktranslationundertheguidanceofRelevanceTheory.Afterfullyconsideringthetargetlanguagereaders’cognitivecontext,thetranslatorshouldflexiblyadopttranslationstrategiesintranslation,suchastransliteration,literaltranslation,freetranslation,transliterationplusfreetranslation,whichcanreachthebestrelevancebetweentheoriginalcosmetictrademarksandtheirtranslations,soastoarousethepsychologicalidentityofcosmeticconsumersandsimulatetheirpurchasedesire.Besides,thetranslatedcosmetictrademarksaremoreconsistentwiththeoriginaltrademarkmeaningandhavearichercontentwhentheyareguidedbyRelevanceTheory.Therefore,RelevanceTheoryhasanimportantguidingsignificanceforcosmetictrademarktranslationandprovidesanewperspectiveforcosmetictrademarktranslation.Keywords:RelevanceTheory;cosmetictrademarks;translationIntroductionAstheconstantlyimprovingofpeople’slivingconditions,anincreasingnumberofpeopletendtopurchaseoverseascosmetics,whichisespeciallypopularamongyoungwomen.Thereareanawfullotofcosmeticsinthemarket,andconsumersalwaysbuythembasedoncosmetictrademarkswhichisthefastestandmostdirectway.Trademarkisanindispensableelementofproductsandanecessarypartincompanies’success.Atrademarkwithhighqualitycanpromoteproductsales.Hence,thetranslationoftrademarksnotonlydeterminestheproductsales,butalsopromotesthelocalizationofmultinationalcompanies.Forthepurposeofstimulatingpeople’sconsumption,enterprisesshouldattachgreatimportancetocosmetictrademarktranslation.AsforRelevanceTheory,whichfocusonpeople’scommunicativeintentionandprocessingeffort,hasgreatexplanatorypowerforcosmetictrademarktranslation,becausetheultimatepurposeoftrademarktranslationistoservetheprofitofenterprises,andthemainideaofRelevanceTheorycontainscommunicativepurposeandtheprocessofostensiveinferentialcommunication.ButmostscholarsapplytraditionaltranslationtheoriessuchasFunctionEquivalenceTranslationandTeleologyTheoryinthetrademarktranslation.Therefore,thispaperdiscussestheflexibilityandimportanceofcosmetictrademarktranslationfromtheperspectiveofRelevanceTheory,hopingtoprovideanewperspectiveforcosmetictrademarktranslation.Thispaperconsistsoffiveparts.Theintroductionmainlyincludestheexistingstudiesoftrademarks,reasonsofstudyingthetranslationofcosmetictrademarksandtheframeworkofthispaper.Inthesecondpart,thispaperpresentstheliteraturereviewbyofferingthetheoreticalframeforthisthesistomakeanintroductionofRelevanceTheory,andpresentstheformerstudiesathomeandabroad.Thecontentofpartthreeisthebriefintroductionoftrademarksanddiscussesthenamingofcosmetictrademarks,aestheticvaluesandculturalbackgroundsduringthetranslation.Intheforthpart,thispaperdiscussesthestrategiesundertheguidanceofRelevanceTheoryinthetranslationofcosmetictrademarks.Thelastpartistheconclusionofthispaper.LiteratureReviewAmongthesubjectsoftrademarktranslationresearch,thecross-marketing,languageandculturalfactorshavealwaysbeenthefocusofresearchonthefactorsaffectingtrademarktranslationabroad.Thetrademarktranslationisinfluencedbymarketingfactors,forinstance,productfeatures,thepurchaseintentionofconsumersandsoon.Intermsofculturalfactors,culturaldifferencesarementionedbyDongandHelms.EugeneA.Nidasuggestedthatthetwoprimaryfactorsoftrademarktranslationareculturesandsocieties.SchmittandZhang(2012)researchedtheinfluenceofexplicitnamingonEnglishtranslationoftrademarks.Alon(2009)pointedthatthewidelanguagedifferencebetweenChinaandtheWestmakesitextremelydifficulttotranslatetrademarks.Intheaspectofthestrategyandmethodofthetrademarktranslation,DongandHelms(2001)concludedthetrademarktranslationstrategies:literalandfreetranslation,andonthisbasis,proposedsimpleliteraltranslation,meaningfulliteraltranslation,literaltranslationwithmodifiedmeaningandmeaninglessliteraltranslation.Therearetwotrendsintheresearchoftrademarktranslationoverseas,whichareanalyzedfromthecorrelationandsemanticcorrelation,andfromtheperspectiveofmarketing,languageandculture.Inordertohaveafurtherstudyoftranslationstrategiesfortrademarks,thispaperdiscussescosmetictrademarktranslation.InChina,scholarshavestudiedthecosmetictrademarktranslationfromtheperspectivesofSkoposTheorybyZhangQiuchen(2017)andFunctionalEquivalenceTheorybyZhangHuaxia(2018).And23articlesmentionedthetrademarktranslationfromtheperspectiveofRelevanceTheoryfrom2003to2019.WangYuchuan(2017)proposedthattrademarktranslationshouldfindthebestrelationshipbetweentheoriginaltrademarkandthetranslatedtrademark,followtheprinciplesofsimplicityandeasytoberemembered,andconveysenseofbeautytoconsumersandadapttoChineseculture.HanXiaolan(2013)expoundedthedeficiencyoftraditionaltheoriesinthetrademarktranslationguidance,andthensystematicallydiscussedthefeasibilityofapplyingRelevanceTheoryintranslationandtrademarktranslationfromtheaspectofoptimalrelevance,expressinferenceandcognitivecontext.YuanMengwan(2013)alsodiscussedthetranslationofcosmetictrademarksbasedonRelevanceTheory,andfiguredoutthatundertheguidanceofRelevanceTheory,thetranslationoftrademarkscanmakeconsumerspaytheminimalprocessingefforttoobtainthemaximumcontexteffect,thatis,obtaintheoptimalrelevancebysemanticassociation,phoneticassociation,signassociationandcultureassociation.DifferencesBetweenChineseandWesternCosmeticTrademarks3.1NamingOntheonehand,agreatmanyofwesterncosmetictrademarksarenamedafterpeople,particularlythenameoftheirfounderswhoareadmiredbyconsumersfortheirgoodimageandbrilliantlife.HuangXiao(2009)arguesthatchoosingthisapproachusuallyattractsmoreconsumerstothecompany’sbrandculture,sothatboththecosmetictrademarksandthenamesoftheirfoundersarerememberedbythepublic,likeESTEE

LAUDER(雅詩蘭黛),GIVENCHY(紀(jì)梵希),DIOR(迪奧),NARS(納斯),CHANEL(香奈兒),GUERLAIN(嬌蘭),YSL(圣羅蘭),BOBBIBROWN(芭比布朗)andsoon.Forexample,Givenchy,afamousFrenchfashiondesignerwhodesignedtheAuderyHepburneveningdress,hasalwaysbeenthesymbolofGivenchyclothing.What’smore,GarbrielleBonheurChanel,thefounderofChanelBrand,isoneofthemostfashiongiantsintheworld.Consumersalwaysassociatewiththeclassicstoriesoftrademarkfounderswhentheyseethesecosmetictrademarks,soastoincreasetheirfavorableimpressionoftheproductandpromotetheirconsumption.Ontheotherhand,manycosmetictrademarksarenotonlynamedaftertheirfoundersbutoftenrefertofamousplacesorplacesoforigin.Forexample,theworld-renowncosmetictrademarkLANCOME(蘭蔻),whichisderivedfromtheLANCOMEcastleonthebanksofthelovacariverinthecentralFrancewhereissurroundedbymanyrosesandfullofromanticatmosphere.Armand,thefounderofthistrademark,thoughtthateachwomanislikearose,withtheirowncharacteristics,andthereforetherosebecametheLANCOMElogo(Net1),whenconsumersseethistrademarkwillinstantlygettheimageofroses,sotheyaremoreinclinedtobuy.Suchnamingmethodenablesconsumersintuitivelyunderstandtheoriginofthecosmeticproducts,aswellasattachesaprofoundhistoricalstoryoncosmetics.Chinesecosmeticsusuallynamedafterbeautifulimagesofplantsorherbs,likePECHOIN(百雀羚),INOHERE(本草相宜),HERBRIST(佰草集),DRPLANT(植物醫(yī)生),allofthemindicatethatthemainingredientsoftheircosmeticproductsaretraditionalChineseherbsorplants,aimingtogiveconsumerssafeandhealthyskincare.Apartfromnamedafterplants,namedafterpeopleisalsoaverycommonmethod,suchasDABAO(大寶),whichconveysasenseofintimacyandiseasytobeacceptedbyChineseconsumers.TJOY(丁家宜),justlikesagirl’sname,inkeepingwithitsfocusontheskincareofyoungwomen.SomeChinesecosmeticproductsarenamedaftertheiringredients,likeWETCODE(水密碼).Andsomenamingmethodsofcosmetictrademarksareirregular,suchasWINONA(薇諾娜)andCHANDO(自然堂),allofthemareskincareproducts,andthecharactersoftheirtrademarkscontainapositiveandreliablemeaning.SomecosmetictrademarkslikePERFECTDAIRY(完美日記),JUDYDLL(橘朵),MARIEDALGAR(瑪麗黛佳),allofthemcreatealivelyandlovelysense,andaccuratelygraspthepsychologicalcharacteristicsofyoungwomentodrawtheirattentions.Inconclusion,Chineseandwesterncosmetictrademarksusuallyemphasizetoconveyareliablesenseandagloriouspoetrytoconsumersandadheretotheprincipleofsimplicityandeasytoberememberedandmeettheirmentaldemands.3.2AestheticValuesGreatdifferencesexistinChinaandtheWest,andpeoplehavevariouskindsofvaluesundervarioussocialandculturalenvironments.Aswesterners,theyvaluetheindividualism,whileChinesepeopleusuallyfocusonthecollectivismandhaveaherdmentality,suchastheskincaretrademarkDabao(大寶),whichadvertisesitsproductsforpeopleofallages.Moreover,westernersprefertotakerisksandarekeentoexploretheunknownwhileChinesepeoplearemoreconservativeandprefersomethingpositiveandauspicious.Forexample,afamousFrenchperfume“DiorHypnoticPoison”,aimstoencouragewomentomaximizetheircharmandseductionandshowtheirbeautyboldlyasawayofcateringtothecharacteristicsofwesternwomen’spursuitofnewthings.However,mostChinesefemaleswon’tacceptanythinglikethat,whichmeansunluckyandnegative,sotheliteraltranslationof“Poison”wouldnotbeacceptedbyChinesefemaleconsumers.Then,thecompanyhasrevisedthetranslation,theultimatetranslatedtrademark“百愛神”,whichmeansevenmanygodswouldpreferthisperfume,ittakesembodimentofthecollectivismintoconsiderationandeventuallybecomespopularwithChinesewomen.Varioussocialcustomsandvaluesresultinvariouskindsofaesthetics,therefore,thetranslatorshouldalsocatertovariousaestheticneedsoftargetconsumersfromdifferentcountries,soastostimulatetheirdesirestopurchasecosmeticproducts.Chineseandwesternaestheticvaluesbelongtotwodifferentideologicalandculturalsystems,theyaredeeplyrootedindifferentculturalbackgroundsandsocialenvironmentswhichhavedifferentdevelopmenthistories(劉凡等,2012).InChina,thevastmajorityofwomenpreferwhiteanddelicateskin,astheoldsaying:“Awhitecomplexionispowerfulenoughtohidesevenfaults”,inanattempttobewhite,femalestryallkindsofmethodstodoso,sothatplentyofcosmeticproductsfocusonthewhiteningeffect.ContrarytoChinesefemales,thewesternwomenareinpursuitofsexandhealth,theyarekeentoshowtheirbodiesandmorelikelytodooutdoorsportsasawaytotantheirskinintoahealthywheatcolor,whichisakindofbeautyfullofpublicizepersonality.Generallyspeaking,people’spreferencesforbeautyaredeeplyinfluencedbysocialstandardsforbeautyandvalueswheretheylive.Therefore,thetranslationofcosmetictrademarksmustconsiderthevariouspursuitofbeautyandaestheticvaluesindifferentcountries,onlybycateringtotheirpreferencescantheproductsalesbepromoted.3.3CulturalBackgroundsDiversifiedcountriesorregionshaveformedtheirownsocialcustomsandculturaltraditionsinsocialdevelopment,justaswhatWuZhiying(2015)notesthat,thetranslationofcosmetictrademarksshouldbepaidcloseattentiontothetargetcountries’socialcustomsandavoidtaboowordsincosmetics.ChineseskincareproductDabaoSOD(大寶)isdeeplylovedbyChinesepeople,itsmainingredientSODisakindofsuperoxidedismutasewhichhastheeffectofdelayingaging,whereasitmeansaswearingtaboointhewest,sothereisnodoubtthatitwon’tbesoldwellabroad.JapanesecosmetictrademarkKISSME(奇士美)literallymeans“吻我”,whileinChina,peopleusuallydonotacceptsuchadirectexpression,becauseitdoesnotconformtotheimplicitandrestrainedculturalconnotationofChina,butthetranslatedtrademark“奇士美”isnotonlysimilarwiththeoriginaltrademarkinthepronunciation,butalsoexpresseswomen’scourageandenthusiasmforlove,sothetranslatedtrademarkiseasiertobeacceptedbyChineseconsumers.CosmeticTrademarkTranslationUndertheGuidanceofRelevanceTheoryAsatheoryinthefieldofpragmatics,RelevanceTheorywasfirstlyproposedbySperberandWilsonintheirjointlypublishedbookRelevance:cognitiveandcommunicationin1986,whichisaboutdiscoursecognitiveanddiscourseunderstandingandhasapositiveguidingsignificanceinthefieldofpragmaticsresearch.RelevanceTheorythinksthattheutterancecommunicationisanostensiveinferentialprocess,andcontentstheinformativeintentionandthecommunicativeintention.Inthisprocess,“thecommunicatorproducesastimulus,whichmakesitmutuallymanifesttocommunicatorintends,bymeansofthisstimulus,tomakemanifestormoremanifesttotheaudienceasetofassumptions”(Sperber&Wilson,1995:54),thatmeanstheaudiencetriestoobtainsufficientcontextualeffectwithminimalprocessingeffort.ChenleiandZhuXiaomei(2012)pointoutthatRelevanceTheorycombinesthecommunicationwithcognitioncontext.FromtheperspectiveofRelevanceTheory,substantially,translationisaprocesstoseektheoptimalcorrelationofthecognitivecontextofsourceandtargetlanguages.Gutt,thestudentofWilsonandSperber,basedonthecoreideaofRelevanceTheory-optimalrelevance,firstappliedRelevanceTheoryinthetranslationfield,thenproposedRelevanceTranslationTheory.Gutt(1991)viewedtranslationasanostensiveinferentialactivity,whichreferstothreeparts:thetranslator,theauthorofsourcelanguageandthetargetreadersoftargetlanguage.Whentheauthorofsourcelanguageexpresseshiscommunicativebehavior,whatthetranslatorshoulddoistodeducetheauthor’scommunicativeintentionandthecontextassumptionafterhehasunderstoodthecognitivecontextofthetargetreaders,sothatthetargetreaderscanachievethemaximumcontextualeffectwiththeminimalprocessingeffort.RelevanceTheoryexplainstheprocessandprincipleofinformationprocessing,andthetranslationisessentiallyaprocessofinformationprocessingandreprocessing.Hence,RelevanceTheoryalsoexplainstheintrinsicnatureoftranslation(張秀婷,2013).4.1TransliterationSometrademarksintheoriginalandtargetlanguagesaresimilarinthesound.Therefore,undertheguidanceofRelevanceTheory,transliterationmeetstheoptimalrelevanceofsound,andallows“creators,translatorsandtargetconsumersachievemutualmanifestnessaswellasgetthesamesaleseffectindifferentcountries”(JinLei,2011:32).Transliterationremainsthewonderfulsoundoftheoriginaltrademark,thereareplentyoftrademarksarenamedaftertheirfoundersinthecosmeticmarket,sothemostsuitabletranslationstrategyistransliteration.Forinstance,thefamouscosmetictrademarkESTEELAUDER(雅詩蘭黛),isoriginatedfromitsfounderEsteeLauder.“雅詩蘭黛”isnotonlysimilarinthepronunciationtoitsoriginaltrademark,butalsofullofelegantandgracefulartisticconceptionofancientChinesepoetry,whichmeetsthecognitivecontextandacceptancedegreeofChinesefemaleconsumers,theycouldeasilyobtaintherelevanceassumptionthatcanbeassociatedwiththetargetconsumers’gorgeousandgracefulimage.“雅詩蘭黛”isingoodaccordancewiththeaesthetictemperamentandinterestofChinesefemaleconsumers,thenstimulatestheirdesirestopurchaseproducts.Anotherexample,MAYBELLINE(美寶蓮)isalsoapopularcosmetictrademarkamongyoungwomen.Thetranslatedtrademark“美寶蓮”hasabeautifulpronunciation,aswellasenablesthetargetconsumersassociatewiththedesirethattheywillbecomeasgorgeousaslotusafterusingtheproduct,whichinlineswithChinesewomen’scognitivecontext,sothattheycanprocessthecommunicativeintentionoftheoriginaltrademarkwithminimalprocessingeffort.Transliterationretainsthephonologybeautyoftheoriginaltrademark,givestheproductexoticflavor,andreachestheoptimalrelevanceinpronunciationbetweenthetranslatedandtheoriginaltrademark.What’smore,thetranslatoralsoneedstoconsiderwhethertheselectedwordsarefavorabletothetargetconsumersornot.4.2LiteralTranslationOptimalrelevanceofmeaningisafundamentalprincipleinRelevanceTheorywhichthecommontranslationmethodisliteraltranslation.Inthiscase,atrademarkintheoriginallanguageoftenhasacorrespondingmeaninginthetargetlanguage,consumersinChinaandtheWestmusthavethesharedorsimilarcognitivecontext,itmeanswithouttoomuchprocessingeffort,thetargetconsumerscandeducethecommunicativeintentionoftheauthorandobtainenoughcontextualeffect,andthentheoptimalrelevancewiththeoriginaltrademarkcreatorwillberealized(李廣偉,戈玲玲,2008).AsoundcaseinpointisAmericancosmetictrademarkCOVERGIRL(封面女孩),whichexpressesthedreamofeverygirltobeasattractiveasthecovergirl,itsuccessfullyconsidersthecommunicativeintentionandcognitivecontextofChinesefemaleconsumers,andtheoriginalmeaningispositivewhateverinChinaortheWest,sotheywillinstantlyassociatewiththebeautifulimageonthemagazinecoverwhentheyseethistrademark,sotheoptimalrelevanceisreachedbetweenthetargetconsumersandtheoriginaltrademarkcreatorwithoutquestions.Nevertheless,theFrenchperfumePOISON(毒藥)isafailureexample,althoughitspopularitywiththewesternfemaleconsumers,itfailstocatertothecognitivecontextofChinesefemaleconsumers,because“POISON”associateswithsomethingominousinChina,thenpeoplewouldhavenegativeimaginationwhentheyseethetrademark,whichleadstothebreakupofoptimalrelevancewiththeoriginaltrademarkcreator.Therefore,thetranslatorshouldgiveenoughconsiderationtothecognitivecontextandacceptancedegreeofthetargetconsumerswhentranslating,sothattheycaninferthecommunicativeintentionoftheoriginalcosmetictrademarkandthenraisetheirpurchasinginterests.Inconclusion,literaltranslationisapplicabletothesituationthatthecognitivecontextofconsumersinoriginallanguagecountryandtargetlanguagecountryissimilar,consumersintargetlanguagecountrycanunderstandtheoriginaltrademarkcreator’scommunicativeintentionwithminimalprocessingeffortandachievethemaximumcontextualeffect,thensuccessfulcommunicationthatstimulatestheirdesiretobuywillberealized.4.3FreeTranslationTheaimofcosmetictrademarksistoconvey“clearandeasilyunderstandinginformationoftheproductandmaketargetconsumersobtainthesamecontexteffect”(JinLei,2011:36),soastoarisethetargetconsumers’interestandstimulatetheirdesiresofpurchasing.Hence,fromtheperspectiveofRelevanceTheory,LiGuangweiandGeLingling(2008)thinkthat,inanefforttoachievesuccessfulcommunication,itisnecessaryforthetranslatortoreleasefromliteralmeaningoftheoriginaltrademarkunderthepremiseofconsideringthecognitivecontextofthetargetlanguagereaders.GiventhattherearehugedistinctionsintheconsumptionpsychologyandculturalcustomsbetweenChinaandtheWest,it’svitaltoenablethetargetconsumerstoachievethesameorsimilarcontextualeffect.Therefore,thecosmetictrademarktranslationshouldachievetheoptimalrelevancebothinfunctionandemotionexpressedbycosmeticproducts.“Freetranslationisoneofthemainapproachestorealizetheoptimalrelevanceoffunctionandemotion”(JinLei,2011:36),itdoesnotrequiretheexactequivalenceofformsandwords,butcanvividlyconveythecommunicativeintentionoftheoriginaltrademarkcreator,aswellastheconnotationoftheoriginaltrademark.SuchasCLINIQUE(倩碧),anAmericancosmetictrademark,whichmeansclinicinGerman.TheliteraltranslatednamefailstoenableChinesefemalestoassociatewiththefunctionofcosmeticsandgetthecommunicativeintentionoftheoriginaltrademarkcreator,whilethefreetranslatedname“倩碧”issymbolsofbeautyofclassicalliterature,“倩”and“碧”presenttheimageofabeautifulyounggirlwhichconformstotheChineselocalelegantatmosphere.IttakestheacceptancedegreeofChinesefemaleconsumersintoconsideration,aimingtoreachtheoptimalrelevancebetweenChinesefemaleconsumersandtheoriginaltrademarkcreator,sotheywilldefinitelybeinterestedintheproductanddesiretobuy.AnothertypicalexampleisMAKEUPFOREVER(浮生若夢),consumerscouldunderstanditliterallythrough“makeup”and“forever”,whichmeans“化妝到永遠(yuǎn)”.Whilethefreetranslatedtrademark“浮生若夢”conveysthemeaningthatwomenshoulddressupmoreintheirlimitedlifetimetomakeitlikeadream.Theprocessofostensiveinferentialisapproached,soChinesefemaleconsumerswilleasilygetthecommunicativeintentionoftheproduct.Besides,“浮生若夢”isoriginatedfromthepoem“浮生若夢,為歡幾何”thatfullyconsidersthecognitivecontextandculturalbackgroundsofChinesefemaleconsumers.Hence,thatisthereasonwhyithaswontheChinesefemaleconsumers’favor.Similarly,thenaturalismcosmetictrademarkININISFREE(悅詩風(fēng)吟),whichoriginatesfromthepoem“TheLakeIsleofInnisfree”referringtoaspiritislandwrittenbyYeats,afamousIrishpoet.“悅詩風(fēng)吟”expressesthecommunicativeintentionoftheenterprisethatmakingnaturalismcosmetics,enablesChinesefemaleconsumersassociatewiththefreenatureinstantly,whichfullytakesChinesefemaleconsumers’cognitivecontextintoconsideration.Itgivesthemasenseoffreeandclean,whichmeansitsproductsarenaturalandhealthytotheskin,andconsumerscouldgetthatwithminimalprocessingeffort.Thetrademarktranslationdiscussedabovefocusonthecognitivecontextoftargetconsumersanddeeplyunderstandtheoptimalrelevanceandreactionbetweentheoriginaltrademarkandthetargetconsumers.Bythisway,thetargetconsumersareabletoobtainthecommunicativeintentionandprocesstheoptimalrelevanceofcosmetictrademark.4.4TransliterationPlusFreeTranslationOptimalrelevanceofthesoundplusthemeaningrequiresthetranslatortotakeboththerelevanceofthesoundandthesimilarityofthemeaningintoconsiderationduringthetranslation,whichcanremaintheconnotationandculturetothemaximumextent.LiandGe(2008)thinkthat,accordingtoRelevanceTheory,transliterationplusfreetranslationiswidelyusedbecauseitconsidersthecommunicativeintentionoftheoriginaltextandthecognitivecontextofthetargetlanguagereaders,whichiseasytobeacceptedbypotentialconsumers.AmericancosmetictrademarkREVLON(露華濃)mustbethebestexample,whichoriginatesfromLiBai’sQingpintune“云想衣裳花想容，春風(fēng)拂襤露華濃”,itenablesChinesefemaleconsumersassociatewiththesenseofliquid,whitedewandgorgeousnessandsoon,conformingtotheaesthetictasteofChinesefemaleconsumersandreflectingthecharacteristicsoftheproduct,what’smore,ittakestheoriginaltrademark’scommunicativeintentionandChinesefemaleconsumers’cognitivecontextintoaccount,itseemsthattheywillbecomeasbeautifulasYangGuifeiafterusingtheproduct,sothatthetargetconsumerswillacceptiteasily.Ontheotherhand,thereisahighdegreeofsimilarityinpronunciationbetweenthetranslatedtrademarkandtheoriginaltrademark.Therefore,thetargetconsumerscanobtaintheoptimalcontexteffectwithminimalprocessingeffort.AnotherexampleisOLAYOilofOLAY(玉蘭油),aproductspeciallydesignedbyachemistGrahamWulffforhiswifeDinah.Olaymeans“comeon,haveatry”inPortuguesewhichhasnospecialconnotationinChina,butafterguidedbyoptimalrelevanceofthesoundplusthemeaning,itstranslatedtrademark“玉蘭油”successfullyattractsChinesefemaleconsumers’attention.RelevanceTheoryemphasizesthecommunicativeintentionofthecommunicatorandthecognitivecontextoftheaudience.“玉蘭”meanssomethingdelicateandpureormagnoliaflowerinChina,whichfitstheimageofChinesewomenandiseasytobeacceptedbyChinesefemalecustomers,thenrelevanceassumptionswhichtargetconsumersmayassociatewithareeasytoobtain,besides,boththepronunciationsaresimilar.“Oil”isliteraltranslatedinto“油”,whichreflectsthepropertiesofcosmetics,sothetargetconsumerswillgettheassociationofmoisturizingtheirskin,andthenwillachievethesuccessfulcommunicationbetweentheoriginaltrademarkcreatorandthetargetconsumers.ConclusionThispaperillustratesfamouscosmetictrademarksathomeandabroad,anddiscussesthefeasibilityofcosmetictrademarktranslationfromtheperspectiveofRelevanceTheoryandthenconcludesthat,undertheguidanceofRelevanceTheory,itissignificantforthetranslatortofullytakethecommunicativeintentionoforiginalcosmetictrademarksandthecognitivecontextofthetargetconsumersintoconsideration.WhenapplyingRelevanceTheoryintotheprocessoftranslation,thatis,thetranslatorshouldcarefullyconsiderthecharacteristicsofthecosmeticproducts