化妆品翻译对女性消费心理的影响
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1.1 Introduction
Cosmetic instructions belong to product instruction books. According to Wikipedia definition, explanation is mainly the way to illustrate, by using simple, plain and understandable languages to introduce the function, performance, use, and the methods of maintenance of the products. The function of the instruction book is to guide, advertise, exchange and command. Because of the different needs from different customers, cosmetics instruction books are always full of graceful words and use many figurative expressions such as analogy and metaphors. The role of publicity is almost as important as implying information. Due to the differences between the English and Chinese and the ways we think, we should carefully deal with the differences in vocabulary and style. This paper endeavors to analyze the translation of the cosmetic instruction books, based on relevant pragmatic theory.
2. Pragmatic Perspective of Language Study
2.1 The stylistic features of cosmentroductions
There are some stylistic features in cosmetic instruction books different from others. For instance, the composition should be made clear to the costumers and those compositions always employ some professional pharmaceutical chemical terms such as Hyaluronan (玻尿酸), Sodium acyl glutamate(烷酰麸胺酸钠盐), Sodium lauroyl glutamate(月桂酰谷氨酸钠), Sodium methyl cocoyl taurate(甲椰酰基牛磺酸钠), Ethoxydiglycol(乙氧基乙二醇),etc. This can well satisfy those people with special needs who pay great attention to facial maintenance and who love to make themselves beautiful. Besides, the vocabulary selected for the instruction book always highlight aesthetics features to fascinate customers, For example, “fine and smooth texture like the silk.”,“makes hundreds of millions of cells regain the state of youth.”,“skins moistened and white.”,etc.
There are many common features in Chinese and English cosmetics instruction books. The layout form of the instruction books is almost changeless, which includes main effects, main compositions, usage, warning, caution, etc. They are always written in the simple present tense and imperative sentences. The texts are short and refined. Following are some frequently-used items and their English-Chinese equivalents：
Skin care：护肤; facial cleanser/face wash（foaming，milky，cream gel）：洗面奶;Toner/astringent：爽肤水;firming lotion：紧肤水; toner/smoothing toner（facial mist/facial spray/complexion mist）：柔肤水; moisturizers and creams：护肤霜; moisturizer：保湿; Sun scream /sun block：隔离霜，防晒; whitening：美白; lotion：露; cream：霜; Day cream:日霜; night cream：晚霜;eye gel：眼部啫喱; Facial mask/masque：面膜;eye mask：眼膜; lip care：护唇; lip coat：口红护膜; facial scrub：面部磨砂膏;（deep）pore cleanser/striper pore refining：去黑头; exfoliating scrub：去死皮; body lotion/moisturizer：身体润肤露; hand lotion/moisturizer：护手霜; body wash：沐浴露; acne/spot：青春痘用品; active：活肤用; after sun：日晒后用品; alcohol-free：无酒精 anti-：抗，防;anti-wrinkle：抗老防皱; balancing：平衡酸碱; clean-/purify-：清洁用;Combination：混合性皮肤; dry：干性皮肤; essence：精华液; firm：紧肤;foam：泡沫; gentle：温和的; hydra-：保湿用; long lasting：持久性; milk：乳; multi-：多元; normal：中性皮肤; nutritious：滋养; oil-control：抑制油脂;oily：油性皮肤; pack：剥撕式面膜 peeling：敷面剥落式面膜; remover：去除，卸妆;sensitive：敏感型肌肤; solvent：溶解 waterproof：防水; cosmetics：彩妆; concealer：遮瑕膏; shading powder：修容饼; foundation（compact，stick）：粉底;pressed powder：粉饼; loose powder：散粉; shimmering powder/glitter：闪粉;brow powder：眉粉; brow pencil：眉笔; liquid eye liner，eye liner:眼线液，眼线笔; eye shadow：眼影; mascara：睫毛膏; lip liner：唇线笔; lip color/lipstick：唇膏口红; lip gloss：唇彩; blush：腮红; makeup remover：卸妆水; makeup removing lotion：卸妆乳; nail polish/color/enamel：指甲油; nail saver：护甲液; shampoo：洗发水;