Aesthetic Reproduction In Advertisement Translation

In modern society, advertising, the embodiment of commerce, is becoming an important part of our daily life. The intensification of international exchanges and the severe competition involve a growing need for advertising and thus of translation.Advertising has become a popular subject of study for quite a time, approached from a wide range of disciplines, such as anthropology, sociology, linguistics, literary criticism, and media studies. Study of advertising English has been proceeding from a variety of perspectives, with the features of advertising English commonly as a focus. Based upon a host of data related to advertising, especially advertising English, this paper explores the main features of advertising English in terms of three aspects: lexicon level, syntax level and figures of rhetoric. Particular emphasis is placed on figures of rhetoric in advertising language.However, the study of advertisement translation is far from satisfactory to its need, and the traditional translation theories seem increasingly inadequate. That is because advertisements are of a very practical type of writing with high commercial value, and the ultimate purpose of all advertisements is the same—to promote sales. If the translator rigidly adheres to the original form and content in advertisement translation, the translation may not produce the persuasive effect and may lead to the failure of promoting sales in the target market. Therefore, a more practical theory and translation strategy are called for. So based on the examination of the linguistic features of advertising English, this thesis probes into a new approach– Reception Aesthetics to advertisement translation. The author hopes the discussion and approaches herewith in this thesis can, to some extent, shed light on advertisement translators and expand the horizon of advertisement translation.