顺应论从一个新的视角考察语言的使用情况,该理论认为顺应性是人类使用语言的本质特征,即顺应交际环境和交际对象。品牌翻译是指对商标文字部分的翻译,品牌翻译要顺应产品的特性、目的语消费者的语言、文化以及他们的心理需要,因而从顺应论视角分析化妆品品牌翻译的顺应性具有相当的可行性。 Adaptation Theory examines the use of language from a new perspective. The theory holds that compliance is the essential feature of human use of language, that is, complying with the communicative environment and the communicative object. Brand translation refers to the translation of the part of the trademarked text. It is quite feasible that brand translation complies with the characteristics of the product, the language and culture of the target language consumer, and their psychological needs. Therefore, it is quite feasible to analyze the compliance of cosmetic brand translation from the perspective of adaptation theory .