Exploring Practical Translation Methods for Cosmetic Names Based on Adaptation Theory’s Communicative Operation

在经济全球化浪潮汹涌澎湃的当下，国外化妆品产品名称的翻译工作，已然成为影响品牌市场表现的关键一环，其重要性不容小觑。分析发现，从顺应论交际语境看，美宝莲产品名称翻译过程达到了以下三个方面的顺应，即语言使用者、心智世界和社交世界。针对语言使用者运用改译法，顺应心智世界运用意译法和增译法，顺应社交世界运用增译法。Amid the surging tide of economic globalization, the translation of foreign cosmetic product names has become a critical factor influencing brand market performance, whose significance cannot be underestimated. Analysis reveals that, from the perspective of communicative context in Adaptation Theory, Maybelline’s product name translation achieves adaptation in three key aspects: language users, the mental world, and the social world. To adapt to language users, the modified translation method is employed; for the mental world, free translation and amplification are applied; and for the social world, the amplification method is used.