On Advertising Translation From The Perspective Of Reception Aesthetics

In the recent decades, gaining momentum from ongoing globalization and ever-increasing exchanges between China and Western countries, advertising is expected to play an increasingly important role, and advertising translation therefore is of great significance to promote China's interaction with the global community and bring about tangible benefits to the world economy.Despite diverse studies in recent years on the subject, there is a need to demonstrate how aesthetic principles apply to it. Therefore, this thesis is an attempt to contribute to examining the aesthetic translation of advertisements in the light of reception aesthetics by highlighting the dialectical dynamic processes in translation and the aesthetic achievements fulfilled in each process. Under the guidance of Reception Aesthetics, the thesis makes a relatively systematic study and exploration of advertising translation. Trying to free itself from the bondage of traditional translation theory, the thesis provides a new angle which is receptor-centered to guide advertising translation principles, techniques and criteria for the sake of facilitating translation and building good images for enterprises and sponsors.Reference will also be made to Xu Yuanchong's "three beauties" principle (the beauty of sound, form and meaning), which is originally proposed as a translation theory of poetry, to further explore the aesthetic reproduction as realization of aesthetic values immanent in the adverting texts. After comparing and analyzing a great number of examples, the theory can be fruitfully and legitimately appropriated for advertising translation and will prove to complement the reception aesthetics in developing a renewed approach to advertising translation. In a word, this thesis sets out to test the fruitfulness of applying reception aesthetics as a background theory to study.This thesis has a limited aim and does not claim to cover all issues in advertising translation. It is limited to the examination of the interactive dynamic between aesthetic reception and reproduction in advertising translation. Where reception aesthetics can shed light on advertising translation is in providing aesthetic model for explaining the aesthetic acts in advertising translation.