1. 研究目的与意义（文献综述）

nowadays, more and more chinese cosmetics brands are pushing out newproducts, which get the favorable reception from domestic consumers. and moreand more cosmetics company are going to make overseas arrangement. when theyare making the exports for the record, they need to register their brands’ englishname. and there’s no doubt that a well-designed trademark is the first stepwhich can reveal the brand style, show the brand image and transmit the brand concept.if they want to leave the oversea users a deep impression, an excellenttranslation of trademark is necessary. but how to translate it becomes a largeproblem to the cosmeceutical manufactures.

many of them just use the chinese pinyin as their english names. most of translationsare meaningless to the oversea users, some of them are too hard to pronounceand some of them even have offensive meaning in the local languages.

some cosmetics brands use the literal translation. that’s all right ifthe translation is easy to remember, elegant and meaningful. but most of thetime, the literal translation is not useful. for example, the most famous chinesecosmetics brand daobao cannot be translated as big baby. because the companygets its name from its founder and most of the products are not for baby. if weuse the literal translation in this case, maybe it will let the overseacustomers misunderstand.

2. 研究的基本内容与方案

based on the translation theory, this paper will make a theoreticalanalysis and evaluation of the chinese-english translation of domesticcosmetics brands, analyze the advantages and disadvantages of differenttranslation standards, and find out different translation standards which are suitablefor different cosmetics companies.

in terms of practical value, thispaper will put forward some suggestions on the english translation of trademarksthat have appeared on the international markets, as well as the translation ofbrand names that have not been appeared on the international markets.

this paper may provide trademark translation ideas for national cosmeticscompanies, which will make the english translation of domestic cosmetics morestandardized and help to improve the international recognition of nationalcosmetics, consumer preference, and improve the export volume of chinese cosmetics.

3. 研究计划与安排

before 1st january : settlement of the title

before 1st march: submissionof the outline

before 15th april :submission of the first draft

4. 参考文献（12篇以上）

[1]he, xuechuan. theory and practice in language studies[j]. london vol. 8, iss. 5,(may 2018): 503-508.

[2]fu qiang-wei. on the methods of trademark translation fromthe perspective of functional equivalence theory[j]. 海外英语 2(2018):148-149.

[3] zhao, hongxin, and gaofengyu. translation standards and strategiesfor trademark names of cosmetics[j]. theory and practice in language studies,vol. 8, no. 8, 2018, pp. 1024-1028.