Abstract

Reform and opening up not only brings China a lot of foreign tourists and foreign exchange, but also a variety of foreign products and advertising to sell these products. Advertisements have almost become a key factor in the success of a product entering the Chinese market. The paper discusses the translation strategies of English advertisements from the aesthetic perspective. Aesthetic features, including the beauty of rhyme, the beauty of modality, the beauty of artistic conception, are the main features of advertising language. In the translation of English advertisements, the translator should, based on the full grasp of the advertising language translation skills, firmly grasp the rhyme beauty, the modality beauty and the artistic conception beauty, so as to give full play to the role of advertising media. 

Key words: English advertisement, translation, aesthetic perspective  

CONTENTS

Abstract

摘要

I. Introduction.-1

II. Translation aesthetics-2

2.1The content of translation aesthetics-3

2.2The role of translation aesthetics-4

III. The aesthetic characteristics and values of english advertisements-4

3.1 The beauty of rhyme-5

3.2 The modality beauty-5

3.2.1The beauty of conciseness-5

3.2.2The beauty of image-6

3.3 The artistic conception beauty-7

3.3.1 Creative beauty-7

3.3.2 Emotional beauty-8

3.3.3 Implication beauty-9

3.4 Economic and cultural values of english advertisements-9

IV.English advertisement translation from the aesthetic perspective-10

4.1Advertisements translation in the beauty of rhyme-10

4.2 The modality beauty in advertisements translation..10

4.3Advertisements translation from the artistic conception beauty-11

V. Conclusion-12

References.13