随着世界一体化步伐的加快,大量外国化妆品品牌涌入中国市场,外来化妆品是否能得到中国消费者的认可与接受,不仅取决于化妆品本身是否适合中国女性的肤质,功效如何,还在很大程度上取决于这些化妆品的汉译名称是否符合中国消费者的心理预期,是否能考虑到中国消费者的审美与感受,从而抓住中国消费者的心理需求,刺激其购买欲望,最终达到化妆品销量不断增加的目的。本文以接受美学为理论出发点,探讨接受美学对化妆品广告汉译的启示并在接受美学理论指导下研究化妆品广告汉译的具体策略,旨在帮助提高化妆品广告汉译的质量,让其获得更多的商业受众。 With the accelerating pace of world integration and the influx of a large number of foreign cosmetic brands into the Chinese market, whether foreign cosmetics can be approved and accepted by Chinese consumers depends not only on the cosmetic properties of Chinese women, but also on their efficacy Largely depends on the Chinese translation of the name of these cosmetics is in line with the psychological expectations of Chinese consumers, whether to take into account the aesthetic and feelings of Chinese consumers, so as to seize the psychological needs of Chinese consumers and stimulate their desire to purchase, and ultimately reach the cosmetics The purpose of increasing sales. This article takes aesthetics as the theoretical starting point, explores the aesthetics of the cosmetic ads on the inspiration and under the guidance of aesthetic theory to study cosmetics translation of Chinese translation of specific strategies designed to help improve cosmetics translation of Chinese translation quality, to get more Business audience.