摘要
在今日以商业为主导的信息社会，广告在传播五花八门的产品信息和提升商业优势的影响越来越明显，英语广告翻译的影响也随之越来越得到人们重视。但传统的广告翻译探讨大都从语言学角度出发，忽视了广告的社会性功能和美学功能。
1967年，康斯坦茨大学教授寒斯•罗伯特•姚斯和沃尔夫冈•伊泽尔提出了接受美学理论，英语毕业论文，英语论文范文，指出读者与作者有着同样重要的地位，引导了文学评论从文本中心向读者中心的转变。基于接受美学的基本理论，本文着重讨论了广告翻译活动分别关于原文文本和译文文本两次接受过程中译者以及目标语读者的地位，并论证读者了中心论关于广告翻译的指导意义。接受美学主张审美经验论，提出离开了读者的审美接受，著作就没了意义，著作的潜在文本应该读者的期待视野相融合。基于此，本文讨论了广告翻译过程中的美学策略以及关于目的语读者的认知心理、文化心理、语言习惯、情感需求的关照，实现了广告译文“提供信息、引起兴趣、产生欲望、付诸行动”的召唤功能，从而最终论证了接受美学理论在广告翻译中应用的可行性。
关键词：英汉广告；翻译；接受美学理论；运用
Abstract
In today’s business-led and informationalized society, advertisement plays a vitally important role in the dissemination of multifarious news as well as the promotion of commercial advantages，so does the advertisement translation. However, traditional advertisement translation from the perspective of linguistics ignores the social function and aesthetic function of advertising (Zheng, 2017).
The reception aesthetics put forward by Hans Robert Jauss and Wolfgang Iser in 1967 suggested that writers were equally important to readers and led the transition of literary criticism from a text-centered approach to a reader-centered approach. Based on the basic theories of the reception aesthetics, this thesis discusses the separate roles of translator and TL reader in the two times of reception towards original text and translation text and thereby demonstrates the significant instructions of reader-centered theory towards advertisement translation. The reception aesthetics proposes aesthetic experience theory and suggests that works are pointless without the aesthetic reception of readers (Jauss, 1982). Based on this, this thesis probes into aesthetic approaches as well as concerns for reader’s cognitive psychology, cultural psychology, features of language and affection need, and thus accomplishes the advertisement version’s response-inviting function of “information, attention, desire and action (Tang, 2017)”. Finally it proves the feasibility of application of reception aesthetics in advertisement translation.
Key words: English and Chinese advertisements; translation; the reception aesthetics; application
|
