ata presentation 2010

8/13/2019 ATA Presentation 2010

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Transformin Science Into Dreams:Taking A Closer Look

by Agnes Meilhacwww.beautyterm.com


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from the Greek kosmetikos or skilled at

a ornmen

artc es nten e to e ru e ,

poured, sprinkled, or sprayed on,ntro uce nto, or ot erw se app e to

the human body for cleansing,

eaut yng, promot ng attractveness,or altering the appearance

FD& Act


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Cosmetics:Part of Our Culture and Civilization


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Global Overview:

The Worldwide Cosmetics Market 1993 2009Average annual growth rate + 4.2%

Source: LOreal estimates, September 2010


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Market Structure and Size

Source: LOreal, 2008


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Top 10 Global Cosmetics Companies:

Source: LOreal, June 2009


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Main Business Segments

Source: LOreal estimates, 2008, excl. soap, toothpaste and razors


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Defining Factors

Externa

tra e

R&Dand

Innovation

Advertising/salesratio


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An Industry Geared Toward Exports

Size of exports in by country relative to the size of the domestic market (2006)

90% EU27

US

60%

70% Japan

China

Germany

30%

40%

France

UK

Italy

0%

10%

20% pa n


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Cosmetics Industry:

an nnova on

7,000

8,000

Progression in the number of patents published

5,000

6,000

China

3,000

4,000US

EU27

1,000

,

1980 1985 1990 1995 2000 2005Source: European Patent Office (EPO)


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Advertising Over Sales Ratio

Cosmetic advertis ing expenditure = $2.2 bn (2005)

20.00%

10.00%

.

0.00%

.

cosm

etic foo

phar

mac

wireless

unication

softw

are

cond

ucto

insu

rance

com

sem

li

Advertising / sales ratio across different industries in the US (2005)


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What Innovation?What Technology?

Waterproof mascara that does not runAnti-dandruff shampoos

Face powder that eliminates shiny skin

Light-reflecting pigments concealing

shadows under the eyes

Sun creams (protection against harmful

UV rays)

Self-tanning products


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oda s Brands

by

INNOVATION

(Handout p. 4)


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Innovation:from Science to Language

Language of Cosmetics

Lexical Syntactic Rhetorical

NeologismsVerbsVerbal

Active vs.Passive ToneImpersonal

Metaphors,similes andmetonymy

Buzzwords Superlatives


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The Language of Cosmetics:cienti ic, Tec nica , A vertising or Patc wor

(Handout p. 1)

advertising

sc encetechnology


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What Makes the Difference?

Borrow ings Neologisms Buzzw ords

&

Role of verbs


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Loan Words in Translation:

. -

concepts difficult to translate)La st re so rt fo r w a nt o f a b e tte r so lut io n o r

p re se rving e lem ents o f SL c ulture->f la c o n, am p o ule , p ip e t te , b ure t te , c rm e , e nf le ura g e ,

c a m ou fla g e m a keup , fo nd a nt (* )

2. From another field of expertise

Vina & Darbelnet (1958):

Thesimplest

of

all

translation

methods

to

overcome

alacuna

(gap),usuallyametalinguistic one(e.g.anewtechnical

,->stem c e lls, g row th fa c to r, DNA , fre e ra d ic a ls, o xid a t ive stre ss


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Fondant

sit

uttery, me taway, van s ng,rich and creamy, divinelyluscious, luxurious, sum tuous?

MATCHRONO

weMoisturizing emulsion

Enrichedwith

moisturizing

and

instant

n

y

actionmattifyingagents,thisastonishingly

freshtextured,fondantemulsionleavesskinlookingideallyshinefreeandfeelingm

p

application. Softfocus

pigments

work

to

concealtheappearanceofskin

irregularities. TheskinstexturelooksmoreKc

refined.

http://www.lierac.com/UK/products/face/hydration/mat-chrono_hydrationanti-shine/moisturizingemulsion.html


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MatChrono mulsionsit

Moisturizing Emulsion

we

Exclusivelyformulatedtopreventand

treatshinyskinandenlargedpores,

thiscreamforda timecontainsan

y

TripleActionComplexthatimproves

skinselasticity,regulatesthetzone

andtightenspores.OilFree.mp

$44.00 1.42OZ

Sc

http://www.lierac-usa.com/Products/Mat-Chrono%20Emulsion.aspx


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Linguistic Mutation orFre ng lish/ Denglish/ Spanglish?

Language

evolves

overtimeasusagec anges.

...manyborrowingsentera

translation...*

* Vinay & Darbelnet (1958)


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Loan Words in Translation:

1. From another language (culturally-boundconcepts difficult to translate)

La st re so rt fo r w a nt o f a b e tte r so lut io n o r p re se rving

u u->fla c o n, am p o ule , p ip e t te , b ure t te , c rm e , e nf le ura g e ,

c a m ou fla g e m a keup , fond a n t

2. From another field of expertise

Vinay & Darbelnet (1958):

Thesimplest

of

all

translation

methods

to

overcome

alacuna

(gap),usuallyametalinguistic one(e.g.anewtechnical,

->stem c e lls, g row th fa c to r, DNA , fre e ra d ic a ls, o xid a t ive stre ss


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Aquacurrent Science by P&G

-AquacurrentScience: Moving Moisture Where It's Needed.Water is the universal solvent - central to life on earth andessential to overall health, beauty and wellness. While skin

care and hair care products have traditionally focused on"locking-in" water moisture, the recent discovery of micro-channelsunderneath the skin's surface underscores theimportance of releasing and channeling water to maintainhealthy skin.

e o e rze-wnnng scovery o aquaporns, pro e ns conss ng o nymicro-channelsembedded in the skin cell walls underneath the skin's surface, isproviding scientists with a new and better target to retain and enhance moisturein the skin.

Aquacurrent Science, inspired by the discovery of aquaporins, is the basis ofunique product formulations that utilize the natural properties of water to helpmove moisture where it's needed for the best possible results. Click below to learnmore a ou app ca ons o s nnova ve sc ence.

http://www.pgbeautygroomingscience.com/aquacurrents.html=


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Aquaporin Technology by DIOR

HydrAction Collectiontheultimate

moisturizing

arsenal for

normal,

dry,

and

combinationskin.Fromsorbetlightcrmestoeffectiverefiningtreatments,

Dior'sskinsoothingsecretweaponAquacaptComplexhelpsreinforceyourcomplexion'snaturalmoisturereservestokeepitfeelingsoftandhydrated

all

day

long.


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5phrases for talking aboutHYDRACTION ?Activity

2003 Aquaporin 200521 3

in 1 second, encourages the passageof 1 billion water molecules

ON THE SURFACE:Immediate hydration

INTENSE AND ACTIVE HYDRATION TEST RESULTSafter only 1 application to the skin

+ 77 in immediate h dration

DEEP WITHIN:

Long-term hydration

The c el ls a re b rim m ing w ith m oisture

+ 30% in 24-hourhydration

,

skin rep len ishe d w ith m o istureDe hyd ra t ion line s d isa p p ea r, the skin

fee ls sup p ler, refreshed , p lum p e r, m ore

luminous and c om fortab le .


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Loan Words:Borrowed from Science

hydratemo stur ze

exfoliatescrub

regeneraterevitalize

dehydration,keratinization,detoxification,hyperpigmentation,

comedo enicit ostin lammator res onse hototoxic

reaction,free

radicals,

antioxidants,

trophicity,

dystrophy,

collagensynthesis,cellularmetabolism,lipolysis,lipogenesis,

, , , ,

extracellularmatrix,dermis,epidermis,stratumcorneum,etc.


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CalquesVinay & Darbelnet (1958):

Aspecialkindofborrowing,resultingineither:

A lexical calque(borrowedwordtranslated: ermocosme cs,cosmeceu ca s,ma y,

photoaging(shortforphotoinducedaging),destress,

dewrinkle...

A structural calque (borrowedexpressionwitheachofitselementstranslatedintoTL):

opticalcorrectorpigments(pigmentscorrecteurs optiques,Nuxe),headnote(also:topnote),heartnote(also:middlenote),

,

(stressfactors),cosmetoclinicaltrial,barrierfunction,...


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Calques: Examples

de-stress (FR: ds t r e s s e r):Elemis Soothing Chamomile Cleanser is a hypoallergenic,cooling, cleansing milk that removes impurities and make-up

whilst calming and de-stressing the most sensitive skins.

s ormu a e w armon zng ex rac s o erman amom ethat soothe and de-stress the skin. Good for extra sensitive,

delicate and hormonal skin.

de-wrinkle (FR : dr i d e r):LOral Dermo Expertise Age Perfect Cleansing Mil

Enriched with magnesium, known for its revitalizing propertiesand vitamin C known for its energizing properties, the formula:--Helps to de-wrinkle the skin and reduce the signs of fatigue inmature skin.--Hydrates the skin


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FR: dcongestionner eliminate / remove / clear

embedded impurities and

toxins, calm swollen areas

FR: dsincruster deep-cleanse (unclog the pores)

: , ,

FR:

sn trer e mna e excess u s, re ucedgonfler puffiness, reduce edema/swellingdsengorger by improved re-absorption anddrainer drainage of retained liquids and

toxins, calm swollen areas (Nuxe)


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Neologisms:New Wor Formations New Meaning

newly coined lexical units or existing lexical unitsthat acquire a new sense (Newmark, 2001:140)

Established: moisturizer / concealer

More recent coinages: bronzer, volumize , luminize /luminizing (YSL), highlighter, complexion-brightener(Dio), booster, corrector, cre iness, lide-on, outh

grafter (Helena Rubinstein) cosmeceuticals,nanoparticulate, MYO-aging (L'O ra l), photoaging,

,c a p ry loy l sa lic y lic a c id)


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Creative Compounding:Extensive Use in Eng is A vertising Language

- , - ,

body-contouring, figure-slimming, FR: amincissantskin-tensing, slimming

shinefree

bringalong

wrinklefilling

(insteadofacneic)

longerlastingonthego(FR:nomade)

(=filmogenic)

pickmeup

brushon

musthave

skinlifting

poreclarifying

touchup

fatiguebusting

lightreflecting,

naturallooking

lipidreplenishing

(FR:

relipidant)

(dfatiguant)


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Brand-Specific Concepts:

Translatin brand-s ecific conce ts = translatin

a Question of Corporate Culture

culture-specific concepts (CSCs)Possibilities:

Paraphrase: explain the meaning of the SL

expression instead of translating it

Modulation: use a TL term that seems similar toor has the same "relevance" as the SL term

Loan / borrowing: preserve the SL term intact

Neologism: make up a new word


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The Never-Ending Struggle:Finding the Right Balance

Venuti (1995):

.

peau intolrante

hypersensitivehypersensitive

skin

skin n o eran

skinn o eran

skin


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The Never-Ending Struggle:Finding the Right Balance

Venuti (1995):

Todomesticate

or

to

foreignize?

fixer la lumire

holdlightholdlight


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Chaque harmonie se compose de six teintes, parmi troisfamilles de couleurs, spcifiquement choisies pour recrer unclat sur mesure :-- Des couleurs correctrices pastel pour rectifier la tonalit de lapeau. Le vert attnue le trop de rose des teints clairs ; le rose

grse es e n s ernes ; e eu aun es e n s a gu s ; e

mauve fixe la lumire et claircit les zones dombres de tous lesteints.

Each color harmony is comprised of six shades, from threedifferent color families, which were specially chosen to recreatecustomized radiance:

- Corrective pastel colors to even out skin tone. Green diminishesthe excessive pink hue in fair skin; pink adds a healthy glow to adull complexion; blue takes the yellow tone out of tired skin;mauve re ec s se s or o s g an a s rg ness oshadowed areas in all complexions.


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Brand-Specific Choices:Combinations vs. Consistency

puffiness

and swelling puffy bags

dark

circles /shadows

puffy,undereye

bags

baggy eyes


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Buzzwords and Catchphrases:

Translation approach based on the principle of

equivalent effect and tailoring the message to the

anti-a in : a e-deceleratin C lin i ue

(Nida, 1964)

age-defying, age-reversing, age-perfecting,age-deflecting, de-aging

anti-aging, the Baby Boomer version:pro-youth, pro-age, preserving, imageextending, youth extending


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ooebVedOL

d f d l


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Product Benefits and Results:

er s an er a ec ves

us omers o no uy a p ro uc ;

they buy the bene f i t s and resu l t s i t a f f o rds

them.

activate,boost, accelerate,energize reduce,diminish,lessen,decrease

ease alleviate soothe a ease relieve attenuate minimize soften erase

fortify,strengthen,nourish,nurture rid/free(theskin), eliminate,remove

stimulate, invigorate relax,destress,dewrinkle

smooth,even

out,

plump

up,

firm mask, hide,

conceal,

disguise,

improve,enhance,emphasize fight,combat,battle

illuminate,brighten,suffusewith deemphasize

P d B fi d R l


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Product Benefits and Results:

er s an er a ec ves

er s w t t e pre x re (intention to produce a better result):

red e sig n the fa c ia l o u tlines

rest ruc ture the in te rc e llu la r c e ment ,

rep le nish mo isture re se rve s,

,

rejuve na te ,

rea c t iva te the skin s re p a ir p ro c e ss,

re te xtu rize / re f in ish the skin s surfa c e ,

re f ine the skins texture,

reg e n e ra te d a ma g e d c e l ls,

reb a la n c e d e e p h yd ra tio n ,


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Product Benefits and Results:Verbs and Verbal Adjectives

Participal/verbal adjectives

(same form as the participle of a verb)

ing(properties/qualities):relaxing, stimulating, invigorating,

exfoliating, nourishing, deep-cleansing, brightening, whitening,skin-lifting, pore-clarifying

exfoliated, lifted, plumped up, enhanced in appearance,

replenished


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Spotlight on

Adjectives and Adverbs:

xtens ve use o :

Evaluative /comparative adjectives:

For the first time, theres a remarkable gel that can give your hair

any look you want sleeker, fuller, straighter, curlier, more

, .

Adverbs (adjective or verb modifiers):

t o ro ug y mo s urze ea y y ra e s n, c a re u y se ec e

ingredients, expert lyformulated skin care products, beaut i ful ly

outhful com lexion la st in l nourished fla w le ssl smoothed

intenselyreplenished, genuine ly more even-toned, etc.

T i l Ch i (R i t )


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Terminology Choices (Register)

Distinguishing features of language associated withvariations in context and relating to the language

user (jargon) and/or language use:

1. f ie ld = subject matter. tenor = wr ter-rea er re at ons p

3. mode = formal/in formal

efficacy (FR: efficacit) effectivenesstechnicity (FR: technicit) technical expertise

superfatting extra rich,(FR: agent surgraissant, high-lipid,

gel surgras) lipid-enriched

Wh t M k th Diff ?


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tense,

active

,

interrogative

and cond.

of

negatives

(elliptical

sentences)

voice sentences



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e ap or,

simile,

erson ca on uper a ves

(hyperbole)

up em sms,

semantic


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Thank you for your attention!

Agnes Meilhacwww.beautyterm.com

ata presentation 2010

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