The Translation Of Cosmetic Instructions From The Perspective Of Reception Aesthetics

All men search for beauty,especially women.In modern society,more and more women improve their external image and keep young by using cosmetics,which have become a necessity in women’s life.With the rapid development of the economy and globalization,the circulation of products and commodities in various countries is not limited to some areas or countries anymore.In addition,with the rising of overseas purchasing agents and cross-border online shopping,more and more foreign cosmetics brands and companies have flooded into the Chinese market.One of the biggest challenges for cosmetics companies is to make their brands understood and accepted by foreign consumers on the international market.In this sense,cosmetic instructions translation is becoming increasingly important.The translation of cosmetic instruction is to reproduce the beauty in the source text by using consumer’s language.Therefore,high-quality translation of cosmetic instructions enables products to occupy market share in a short time and stimulates consumers’ desire to purchase,whereas a bad one will result in a great loss to enterprises.Based on the theory of Reception Aesthetics,this thesis takes the instructions of Estée Lauder and Dior as corpus selected from official websites and brochures which are inserted in the package of products.This thesis aims at studying the translation of cosmetic instructions from the perspective of Reception Aesthetics,which attaches great importance to readers,and provides a new perspective and has a practical significance for the translation of cosmetic instructions.The study finds the translation of cosmetic instructions from the perspective of Reception Aesthetics should conform to the readers’ horizon expectations,aesthetic experience,and create more “blankness”and “indeterminacy”.According to these principles,the author puts forward several translation techniques of cosmetic instructions,such as literal translation in ingredients and directions,free translation in product effects,addition of implied information,deletion of unimportant information and adaptation of cultural differences.This thesis has a certain significance and innovation in the field of cosmetics.Therefore,it is meaningful and worthwhile to study the translation of cosmetic instructions from the perspective of Reception Aesthetics.