【正文】 me seems quite simple because it just consists of one or several words. As a matter of fact, the reason they think like that is they haven?t realized that the one or several words play a vital role of a product. The next part will introduce the significance and the existing translation problems of the brand name translation. From the relationship of reception aesthetics and brand name translation, the author also has found two enlightenments when translating a brand name. Brand name translation A brand name is the symbol of a brand. Sometimes it has an impact on the loyalty of consumers for a product. They choose it based on its name in that what a brand name stands for is a brand? image, quality and so on. Thus, a brand name translation holds the post of importance. The significances of brand name translation If a cosmetic brand name can get consumers? first sight and arouse consumers? purchasing desire, it symbolizes a brand name translation is successful. What a successful means? First of all, it decides on target consumer?s first expression for a product. Its brand name translation helps consumers structure product?s image and guides them to produce similar aesthetic recognition, thus attracting their attention. Consequently, being the first factor considered by a consumer, a good or bad brand name translation leads to quite a different result. Then, it tells consumer relative information of a product in a direct and indirect way, including quality, image, function and so on. To some extent, they can know if the product is what they want to need. And sometimes it also stands for consumer?s loyalty to a product brand. At last, it will directly affect the development of the brand in the future. A brand name is the 廣東海洋大學(xué) 2021 屆本科生畢業(yè)論文 7 symbol of a product. If a brand name translation is not good, not only the product sale but also the future of the brand will be affected. On the contrary, a good one will bring to an unexpected effort. The existing problems in the brand name translation Before the reception aesthetics, there were some traditional translation theories guiding the trademark translation, which are mainly based on translatorcentered and the textcentered perspective. Their aesthetic subjects were translators and literature works, which are guided by the theories. In this situation, the two orientations only unilaterally stress the aesthetics feeling but ignore receptors. It is hard to avoid that some problems in the process of translating need to be paid attention. In this paragraph, two problems are the cultural mistake of target market and the ignorance of target consumer?s horizon of exceptions. Firstly, the former makes a big mistake in the brand name translation, not researching clearly the belief, custom and history of target market. Thus, it would be not popular in the target market. Sometimes it even can be a fated problem to destroy the future and the development of the brand, no matter how great quality and appearance of the product are. Although more and more translation has paid attention to the problem, it still needs to be emphasized in that the culture difference is an inevitable question in the globalization. Secondly, the latter doesn?t mean ignoring the aesthetic expectation totally. In fact, the lack of aesthetic expectation is resulting in consumers to lose an opportunity of a deeper imagination that is a creative expectation. Something fresh and strange will stimulate their curiosity and arouse their interests. Readers would lose their interest because of the invariable thing and idea. When what the translator offer are different with their expectations, readers will treat it in a different way. It is of importance to both of them. Enlightenments of brand name translation under the Guidance of Reception Aesthetics After taking a brief view of reception aesthetics, which lays emphasis on readercentered theory, the author finds it a practical significance in the brand name translation. What?s more, two enlightenments are inspired by it. Rather than inspirations, they are points needed to be noticed. In the translation process, a translator should pay attention to the understanding of target consumer in various cultural munications and inspire their creative expectations. The translator needs to reveal trademark?s value when making the consumercentered translation. The two 廣東海洋大學(xué) 2021 屆本科生畢業(yè)論文 8 aspects account under the guidance of reception aesthetics. They are a direct influence of arousing consumers? interest and purchase desire. Cultural Communication Reception Aesthetics holds that the reading process of target consumer is not only an acceptance of linguistic level but also a cultural munication. While translating a brand name, a translator should have an awareness of acquainting himself with the mons and differences of two cultures, properly retaining the content and message of what originated trademark target consumer can understand and adopt. At the same time, make culture differences flexible and in case of meaning conflict. The most notorious example might be the “OPIUM”（ 鴉片 ） perfume produced by a French pany. Its purpose is to show the outstanding quality of the perfume: nobody could resist the temptation。 translation Strategies廣東海洋大學(xué) 2021 屆本科生畢業(yè)論文 1 AN ANALYSIS OF TRANSLATION OF COSMETIC BRAND NAME FROM THE PERSPECTIVE OF RECEPTION AESTHETICS English major, 202112321110, Jiang Xueling Supervisor: Yu Yanhua 1. INTRODUCTION With globalization of the world, an increasing number of enterprises have e to realize that one of their most valuable assets is the brand name associated closely with their products. In fact, a seemingly insignificant brand name means a lot. A brand name is an enterprise intangible property and its asset