Reception Aesthetics And Advertising Translation From Chinese Into English

In modern society,advertising is becoming an important part of our daily life.With the rapid development of China's market economy,and the deepening of China's reform and opening to the outside world,the relation between China and the whole world is becoming increasingly closer.As the world is more and more commercialized and informationalized, advertising,as a selling and information-communicating means,is playing a more and more important role,and advertising translation is also gain importance.However,in advertising translation,the message in the source language should be accepted by the target language advertising readers. Reception aesthetics is sound theory for guiding advertising translation, and its main two concepts horizon of expectations and appealing structure, are especially relevant.This thesis first reviews current study of advertising language and summarizes the features of advertising Chinese and advertising English. The differences between them are reflected in their linguistic disparities and cultural disparities.Advertising translation does not serve as a simple information transfer from a source language to a target language,but a transfer with reference to the cultural as well as the linguistic features of the two languages,which aims at the acceptability of the advertising message by target language readers.This thesis uses some examples to analyze the horizon of expectations and appealing structure,two main concepts of reception aesthetics,reflected in advertising translation from Chinese to English.In conclusion,the thesis points out:in advertising translation,the translator should take the reader's horizon of expectations and appealing structure into consideration to deal with the linguistic and cultural disparities so that the target text can be well accepted and produce the expected effect.