Abstract

As a kind of artistic language, advertising language has a strong aesthetic color. A successful advertising should leave a strong psychological impact on the customers and can promote the audience to buy products or accept services at the same time. With the rapid progress of globalization, advertising translation plays a pivotal role in the market of goods or services. Reception aesthetics emphasizes that translators should treat the audience as the center, which has important implications for advertising translation. The translator should take full consideration of the audience’s horizon of expectation and aesthetics taste so as to adopt appropriate translation strategies.

Key words: Reception Aesthetics, advertising translation, translation strategy

CONTENTS

中文摘要

Abstract

1. Introduction 1

2. Introduction of Advertising 2

  2.1 The definition of advertising .2

  2.2 Functions of advertising.3

  2.3 Features of advertising.3

3. Reception Aesthetics and Advertising Translation.5

3.1 Basic features of reception aesthetics5

3.2 Advertising translation and the audience’s aesthetic taste6

4. Translation Strategies under the Guidance of Reception Aesthetics8

  4.1 General principles of advertising translation.9 

  4.2 Literal translation10

  4.3 Free translation11

  4.4 Adaptation12

  4.5 Transliteration12

5. Conclusion .13

Works Cited 14