国外研究状况
The cosmetics industry, often humorously referred to as "careers bottled up," has had an inseparable connection with advertising since its inception With the development of the market economy, cosmetics advertising has flourished dramatically, experiencing remarkable transformations within just thirty years According to the latest annual advertising monitoring report by CTR Market Research, the expenditure on cosmetics advertising showed consistent growth in 2009, solidifying its position among the leading sectors in advertising investment.
以32％的广告投放份额位居各行业之首，同比增长6.3％。
In recent years, research on advertising language has advanced rapidly; however, systematic studies focusing specifically on the language of cosmetics advertising remain scarce Existing research primarily analyzes aspects such as communication strategies, misleading effects, interpersonal functions, and social characteristics of cosmetics advertisements Most findings are dispersed across newspapers, magazines, and online platforms, lacking a cohesive and systematic approach.
In 1972, Pierre Hubin's article "Can One Translate the Language of Advertising" marked the inception of the concept of "advertising translation." By 1995, the publication of "Translation and Advertising in the Age of Globalization" highlighted the growing importance of cultural factors in advertising translation research Translators in this field bear the responsibility of not only accurately converting the original language's information into the target language but also ensuring that the original text's purpose can be effectively realized in the translation.
国外学者对广告语言的研究大致可分为两类：
This article focuses on the study of Chinese advertising slogans for cosmetics, emphasizing the linguistic characteristics such as vocabulary and syntax It explores various techniques for adapting Chinese cosmetic advertisements, particularly in the context of cross-cultural communication between China and Vietnam.
This article emphasizes the importance of theoretical research in identifying the most appropriate and effective theories for guiding advertising translation through discourse analysis While some scholars have explored the translation of cosmetic advertising using functional translation theory, the focus has primarily been on translating brand names or product descriptions, with limited attention given to the translation of advertising slogans.
国内研究状况
在越南，关于广告语言的研究论文有很多比如：陈氏秋贤的论文硕士
Bài viết này khám phá các đặc trưng phong cách của ngôn ngữ quảng cáo tiếng Việt, đồng thời so sánh với tiếng Anh Nghiên cứu bao gồm các tác phẩm như của阮青松 về ngôn ngữ quảng cáo thương mại ngoài trời và luận văn của杜氏春香 về ý nghĩa hàm ẩn trong ngôn ngữ quảng cáo Tuy nhiên, nghiên cứu về dịch thuật ngôn ngữ quảng cáo từ tiếng Trung sang tiếng Việt chỉ tìm thấy một luận văn duy nhất, đó là của黎氏秋庄, tập trung vào ngữ pháp, đặc điểm ngữ nghĩa và nghiên cứu dịch thuật của ngôn ngữ quảng cáo tiếng Trung.
In China, numerous studies focus on the translation of cosmetic advertising slogans, such as the research conducted by Zhao Xiaohong from the Foreign Languages College of Huangshi Institute of Technology in Hubei, titled "Pragmatic Translation Studies of Chinese Advertising into English." Another notable work is by Sun Huali from the Three Gorges University, highlighting the significance of effective translation in the cosmetics industry.
This article explores the translation of cosmetic advertisements from Chinese to Vietnamese, focusing on the aesthetic aspects of translation Despite the prevalence of cosmetic products in the lives of beauty enthusiasts, there is a notable lack of research on the translation of these advertisements This study aims to fill that gap by examining the translations conducted by third and fourth-year Chinese language students and analyzing their approaches to translating cosmetic advertising slogans Additionally, it seeks to identify specific translation techniques used in the Chinese-Vietnamese context.
研究对象与范围
This article focuses on the advertising language of mid-to-high-end skincare products, cosmetics, and perfumes in the Chinese market It examines the translation results of cosmetic advertisements, specifically analyzing the translations produced by third and fourth-year students from the Foreign Language Department at Xiong Wang University This group serves as the primary research subject for the study.
4 研究的目的
本文集中研究各一下儿几个方面：
Understanding the significant role of Chinese cosmetic advertising language in social life highlights the richness of Chinese-Vietnamese translation within these advertisements.
（2）提高语言理论以及语言运用研究能力，特别是关于汉语化妆品广告 语。
This article highlights essential translation techniques that can enhance individual translation skills, making the translation process more proactive, engaging, and persuasive, ultimately leading to greater effectiveness in communication.
This article's innovation lies in collecting predictions about Chinese cosmetic advertisements, translating them into Vietnamese, and analyzing the results to clarify the characteristics and functions of the translations.
研究任务
This study aims to identify various translation techniques used in Chinese cosmetic advertisements, focusing on the analysis of Sino-Vietnamese translations.
The study of Chinese and Vietnamese translations of cosmetic advertising slogans reveals key characteristics and properties inherent in these translations Analyzing the nuances of language, cultural context, and marketing strategies, the research highlights the unique challenges and approaches in conveying beauty products' messages across these two languages The findings underscore the importance of understanding both linguistic and cultural elements to create effective and appealing advertisements in the cosmetic industry.
（2）考察词典对一些汉语化妆品广告语的解释意义。
This study investigates Vietnamese students' understanding of Chinese cosmetic advertising slogans and their translation It aims to identify effective translation techniques between Chinese and Vietnamese, enhancing cross-cultural communication in advertising.
研究的方法
This article innovatively compiles and organizes predictions regarding Chinese cosmetic advertisements, utilizing theories from linguistics and translation studies It clarifies the overview and characteristics of advertising language translation, with a particular focus on translation techniques used in Chinese cosmetic slogans By examining students' translations into Vietnamese, the study identifies key results that elucidate the characteristics, functions, and techniques of translation.
This paper holds academic value by investigating appropriate translation strategies and methods that can enhance the current level of advertising translation This improvement is beneficial for promoting Sino-Vietnamese economic and trade exchanges, particularly in the cosmetics sector.
本文研究的方法为：
（1）研究理论方法，研究化妆品广告语言理论和翻译理论基础。
（2）文献研究法，对文献进行收集、参考、调查、分析、整理等各种方 法。
（3）统计分析法，统计分析首先建立在对大量预料的收集上。在文章写作
之初，本人广泛收集在书、网络上
论文结构
This paper consists of five main sections: an introduction, the main body, a conclusion, references, and an appendix The main body is divided into three chapters.
第一章：翻译理论与化妆品广告语言的概述
第二章：化妆品广告语的考察结果
第三章：汉语化妆品广告语的一些中-越翻译技巧
翻译理论化妆品广告语言的概述
翻译理论基础
Translation is the highest skill for language learners and serves as a vital method for acquiring foreign languages It acts as a "bridge of friendship" between different languages, playing a crucial role in various aspects of human life, including politics, economics, culture, and society Throughout history and across nations, translation has consistently narrowed the distances between countries and peoples It not only facilitates communication among different nations but also enhances the process of learning foreign languages Since this topic relates to translation theory, it is essential to first understand some fundamental issues, including the concept of translation, its principles and standards, as well as the classification of translation methods.
1.1.1 翻译的概念
Different linguists have varying concepts of translation For instance, JC Cafford (1994) defines translation as a task involving the manipulation of language, specifically the process of converting text from one language to another.
来 代 替 另 一 种 语 言 文 本 的 过 程 ” 。 俄 国 翻 译 理 论 学 家 巴 尔 胡 达 罗 夫
Barkhudarov (1985) cho rằng "dịch thuật là quá trình chuyển đổi nội dung của sản phẩm ngôn ngữ từ một ngôn ngữ sang một ngôn ngữ khác mà vẫn giữ nguyên ý nghĩa." Trong khi đó, ông Lữ Tuấn của Trung Quốc định nghĩa dịch thuật là "một hoạt động giao tiếp và trao đổi thông tin xuyên văn hóa, bản chất của nó là truyền bá." Tuy nhiên, những khái niệm về dịch thuật này vẫn chưa rõ ràng và đầy đủ để chỉ ra những đặc điểm cốt lõi của hoạt động dịch thuật.
The concept of translation, as defined by various linguists, is also reflected in dictionaries such as the "Modern Chinese Dictionary" and the 1999 edition of "Cihai," where it is described as "expressing the meaning of one language in another." While dictionary definitions are typically concise and easy to understand, the definition of translation can come across as somewhat dry and overly formal.
After reviewing various translation textbooks and theories, the author aligns with the definitions proposed by Zhang Peiji and others in the book "English-Chinese Translation Course," published by the Foreign Language Teaching and Research Press.
Translation is the linguistic activity of accurately and completely re-expressing the thoughts conveyed in one language using another language.
The "English-Chinese Translation Tutorial" by Mr Zhang Peiji and others defines translation as a linguistic activity that involves accurately and completely re-expressing the thoughts conveyed in one language using another language.
《绪论》）。这一解释对翻译的定义更准确、具体了一些，强调了“准确”和
Translation is a creative activity that accurately and appropriately conveys the thoughts and artistic styles expressed in one language to another According to Chinese translator Peng Zhuo Yu in "Translation Theory and Practice," this process reflects the essential meaning of translation.
The author agrees with this viewpoint because it offers a more concrete and clearer understanding of the fundamental steps, significance, and essence of translation work This perspective allows for a more accurate approach to addressing the research questions of this topic.
Some translation scholars argue that translation is a science, requiring objectivity, rigor, and precision akin to machine manufacturing Conversely, other scholars view translation as an art form, involving the creative reorganization of language that embodies another culture and way of thinking, much like the expressive work of painters, writers, and actors.
Translation is fundamentally a process of recreation, where the translator conveys the original author's ideas rather than their own The translator serves merely as a conduit, unable to alter content or style based on personal preferences Both the substance and the form of the original text must remain intact, without arbitrary modifications.
Regardless of varying interpretations of the concept of translation, it is universally acknowledged that translation serves as a vital tool for facilitating communication between diverse ethnicities, cultures, and ways of thinking In today's increasingly globalized and multicultural world, the significance of translation is more pronounced than ever.
Experts offer varying definitions of translation, but fundamentally, it involves the conversion of language This can refer to transformations within a single language or between different languages Commonly, translation is understood as the process of expressing the meaning conveyed in one language using another language.
1.1.2 翻译的标准
Translation standards serve as essential guidelines for translation activities, acting as a benchmark for evaluating the quality of translated texts and the goals that translators strive to achieve However, there is still no unanimous consensus on translation standards within the translation community In foreign translation theories, the most frequently cited standards are equivalence and adequacy The equivalence standard emphasizes that the translated text should closely align with the original text.
The goal of translation is to ensure that the translated text provides the same ease of understanding and conveys equivalent meaning as the original, allowing readers to access similar information, including the original's essence, factual details, and stylistic nuances In China, several prominent expressions in the translation community emphasize this principle.
一是 1898 年严复在《天演论》译例言，中提出的“信、达、雅”标准；二是
化妆品广告语言的概述
1.2.1 化妆品广告语的定义
Advertising is the process of conveying information about a product to the public and media through various channels Its primary purpose is to capture the audience's attention and stimulate their desire to consume.
Based on the current information available, there appears to be a lack of definitive studies on the language used in cosmetic advertisements This article defines cosmetic advertising as artistic and highly generalized statements disseminated through various media by cosmetic companies or advertisers to enhance the audience's understanding of their brand, products, or services.
With the prosperity of the market economy, rising consumer levels, and women's ongoing pursuit of beauty, cosmetics have transcended their material value to embody symbolic significance Today, cosmetics are no longer merely everyday chemical products with specific uses; they have evolved into symbols of beauty and prestige.
As women strive for beauty and a youthful appearance, they are increasingly gaining consumer power, particularly in countries like China and Vietnam, where female consumers are becoming central to national spending Consequently, modern cosmetic advertising has shifted its focus to resonate with women, emphasizing their evolving perspectives and lifestyles From the early advertising slogan "The best companion for beauty-loving women" to contemporary messages like "Lily heart, like a harbor," brands are adapting to reflect the changing attitudes of female consumers.
Cosmetic advertising has evolved from simply showcasing product functions to incorporating the beauty of women, enhancing their spirits, and integrating a significant amount of technological terminology This shift not only serves the purpose of promoting products but also elevates the aesthetic quality of the language, creating an artistic realm of infinite beauty.
化妆品广告历经市场经济发展的 30 年，在语音、词汇、语法、修辞、语 用等方面形成了独具特色的语言艺术风格。下面本人将主要从化妆品广告的语 音、词汇、语法、修辞、语用方面对化妆品广告的语言艺术进行分析。[13;12 页]
1.2.2 化妆品广告的语音特点
Chinese syllables are primarily vowel-based, characterized by minimal noise and rich musicality, with distinct tones The beauty of Chinese phonetics lies in its unique vowel advantages and tonal features, which create a striking rhythm and enchanting melody Additionally, the tonal variations enhance the beauty of the language through its rising and falling intonations, while harmonious rhyme structures contribute to its cyclical elegance A linguist once remarked, "The sound effects are visual as well as aural," highlighting that the auditory experience is complemented by a visual appeal, making the language not only pleasing to the ears but also to the eyes.
The beauty of language in advertising enhances emotional expression and creates a harmonious reading experience, allowing the author's feelings and artistic intent to resonate with the audience Iconic slogans, such as "Vibrant 28, Shashi Daily Chemicals," exemplify how concise, rhythmic, and memorable phrases can leave a lasting impression, much like enjoyable music In the realm of cosmetics, where the primary target audience is women, effective advertising not only captures attention through auditory appeal but also reflects qualities of gentleness, delicacy, and sensitivity, deepening the connection to the ad's content Our analysis of numerous cosmetic advertisements reveals that successful slogans leverage the phonetic characteristics of the Chinese language to achieve a certain musical beauty, enhancing consumer engagement and recall.
1.2.3 化妆品广告的词汇特点
Advertising is an art form rooted in language, which serves as the lifeblood of any successful campaign In the realm of cosmetics, the words used in an advertisement embody its very essence As renowned American advertiser Ogilvy once stated, the choice of language is crucial to capturing the audience's attention and conveying the brand's message effectively.
“广告是词语的生涯”[5]。每一则广告语都是一个完整的语言单位，它是由词
The language and vocabulary of cosmetic advertisements are structured according to specific grammatical rules and semantic principles Therefore, it is essential to analyze the vocabulary characteristics when studying the linguistic features of cosmetic advertising.
The cosmetics industry, as a fashion-driven sector, inherently features specialized terminology influenced by various factors such as industry characteristics, consumer culture, target demographics, and social psychology Consequently, the language used in cosmetics advertising often falls within similar or closely related semantic categories This includes the use of numerical terms, real and imaginary figures, material descriptors, color terminology, regional references, and emotionally charged language that expresses beauty aspirations, conveys a sense of prestige and taste, and evokes feelings of leisure and comfort.
1.2.4 化妆品广告的语法特点
Grammar has two meanings: one refers to the structural rules of language units such as words, phrases, and sentences, while the other pertains to the study of these grammatical structures In the context of cosmetic advertising language, the grammatical characteristics primarily include sentence types (such as simple sentences without subjects, compound sentences without subjects, and condensed sentences), sentence forms (including declarative, imperative, interrogative, and exclamatory sentences), and grammatical variations.
The article discusses four key aspects of language variation: word class transformation, syntactic variation, sentence structure configuration, and the integration of both spoken and written language styles By examining these elements, we can better understand how language adapts and evolves in different contexts.
1.2.5 化妆品广告语的修辞特点
Rhetoric is defined as the art of enhancing speech through the strategic use of language to achieve optimal expression Effective communication relies on the accuracy of words, clarity of meaning, and emotional impact of sentences, while also aligning with the speaker's intent and the specific audience and context Mastery of rhetorical techniques is essential for making language vivid, engaging, and artistically appealing.
Advertising is a linguistic art form, where the use of rhetorical techniques is crucial for effectively conveying messages and capturing audience attention By skillfully employing these techniques, advertisers can precisely express their intended content and achieve their promotional goals In the realm of cosmetics advertising, there is a heightened focus on rhetorical strategies, as these ads cater to women's emotional needs and consumer psychology, thereby enhancing the artistic impact of their messaging.