翻译美学视角下英文化妆品广告语汉译策略研究

A Study on Chinese Translation Strategies of English Cosmetic Advertising Language from the Perspective of Translation Aesthetics

摘要: 全球化浪潮下的化妆品市场竞争日益激烈，广告翻译已成为跨文化交流与品牌营销的关键环节。英文化妆品广告语拥有独特的美学特质和修辞艺术，翻译美学作为研究翻译过程中审美活动的学科，强调在传递原文信息的同时，再现其美学价值。本研究从翻译美学视角探讨英文化妆品广告的汉译策略。论文分析其语言修辞、文化意象和情感表达等美学特征，提出音韵节奏美的再现、意象意境美的重构及情感共鸣美的转化等汉译方法。研究强调，成功的广告翻译需平衡忠实与创造，兼顾中西审美差异，通过四字结构、文化适配等策略实现美学转化，从而增强品牌吸引力并激发消费者购买欲望。研究不仅具有理论意义，能够丰富翻译美学在应用领域的理论框架；更具有实践价值，能为化妆品广告翻译提供实用指导，提升跨文化营销效果。

Abstract: Under the backdrop of increasingly fierce competition in the global cosmetics market, advertising translation has become a critical component of cross-cultural communication and brand marketing. English-language cosmetic advertising slogans, with their unique aesthetic qualities and rhetorical artistry, face significant challenges in cultural adaptation and aesthetic reconstruction when introduced to the Chinese market. Translation aesthetics, as a discipline focused on the study of aesthetic activities in the translation process, emphasizes the reproduction of aesthetic value while conveying the original message. This study explores Chinese translation strategies for English cosmetics advertisements from the perspective of translation aesthetics. It analyzes their aesthetic features, including linguistic rhetoric, cultural imagery, and emotional expression, and proposes translation methods such as reproducing phonetic and rhythmic beauty, reconstructing imagery and contextual beauty, and transforming emotional resonance beauty. The research highlights that successful advertisement translation requires balancing fidelity with creativity, accommodating Chinese and Western aesthetic differences, and employing strategies like four-character structures and cultural adaptation to achieve aesthetic transformation, thereby enhancing brand appeal and stimulating consumers’ purchase desires. The research not only holds theoretical significance by enriching the theoretical framework of translation aesthetics in applied contexts but also possesses practical value, offering actionable guidance for cosmetic advertising translation and enhancing the effectiveness of cross-cultural marketing efforts.