How to improve consumers' desire to buy is the most important issue in advertising translation, which is a bridge between manufacturers and consumers. In order to have a good sales performance abroad, product translation must conform to the local culture, which requires translators to consider the cultural differences between the two countries and pay close attention to different consumption habits, different aesthetics and differences between the two countries. Here, the translation strategies of cosmetic advertising language are analyzed with specific cases.

1. Literal translation

Literal translation is a translation method that preserves both the original content and the original form. When English sentence structure is similar to Chinese, literal translation can make the translation appear smooth and natural. In advertising translation, the original text is preserved according to its meaning. In the translation of cosmetics advertisements, we should try our best to preserve the meaning and image of the original text and convey the cultural significance of the original text.

Avon's ittle Black Dress literally translates as "Little Black Dress". Whether in China or abroad, women wearing colored skirts on various occasions are considered to be appropriate and dignified. Therefore, based on the principle of functional equivalence, it is literally translated as "little black dress", which is very popular in domestic and foreign markets. The product name matches its function, which naturally achieves the purpose of publicity. In this way, they can not only integrate into the China market, but also maintain their own brand culture.

Chanel brand likes to use literal translation to translate advertisements. It often uses simple and catchy phrases to touch women's hearts and cause * * *. For example, Nair's classic line "I wear nothing, but a few drops of Chanel No.5" bows countless women's yearning for perfume. I'm wearing nothing but Chanel No.5. Without any modification, it simply and directly stimulates women's deepest desire for charm.

2. Free translation

Translation refers to a translation method that is faithful to the original content and does not stick to the structure and rhetoric of the original. On the premise of ensuring the content of the original text, the translation of the translation is more in line with the readers' reading habits and aesthetic taste. When literal translation is difficult to express the characteristics of cosmetics, translators should consider the translation method of free translation. On the basis of the original name, the translator finally creates a new name according to the brand connotation, cultural factors, aesthetic characteristics and other factors, which well reflects the brand connotation and form.

Make Up For Ever is a famous French cosmetics brand, which literally translates as "always make up". The translator adopts the strategy of free translation, translating it into a dream, which means that it is as beautiful as a dream, and at the same time, it conveys the concept of Taoist philosophy, which is in line with the psychology of China consumers and makes people look forward to the effect of using cosmetics and achieve the effect of publicity.

conclusion: in the process of translation, choosing the right Chinese characters is not a simple subjective translation. The purpose of advertising is to promote and popularize goods. To promote advertising products, translators must clearly understand the consumption habits of consumers in China, respect the culture and customs of China, and combine the linguistic features of Chinese with foreign cosmetic trademarks. In the process of translation, a good translator should adopt "adaptation" translation method, not pursue literal equivalence, but pay attention to the expected effect in the reader's mind. The translation of cosmetic advertisements can take a relatively free form, which will arouse the expected reaction of consumers in China. Combining with the aesthetic and cultural background of consumers in the target language countries, we should choose appropriate translation methods to attract consumers' attention.