The Study On The Advertising Translation From The Perspective Of Reception Aesthetics

With the rapid development of international business and multinational companies, there is a growing need for efficient international advertising communication and translation as a member of WTO. The amount of advertising translation is already substantial and keeps increasing. China has also become one of the top ten advertising giants in the world today. There are obvious functions of advertising in the aspects of promoting sales and markets. The status of the advertising translation is becoming more and more important. As a new field in the multi-cultural communication, the advertisement attracts more attention of people.As a break with the traditional translation ideas and an important complement to translation studies, the reception aesthetic concepts of translation put forward by Hans Robert Jauss and Wolfgang Iser have opened up a new perspective to the study of advertising translation. Aesthetics of reception causes a revolution in literary criticism and consequently shifts the focus of literary criticism from texts to readers. Application of the theory into translation studies brings our attention to the reception processes by translators and target language readers respectively. In many former translation theories, the author-centered theory and the text-centered theory occupied a definitely dominant position and did not consider the readers'reception, nor even did they consider that translators should choose various translation strategies according to the readers'reception during the translating process. In the 1960s, with the birth of reception theory based on people's reception, whose theoretical basis is phenomenology and hermeneutics, a new research method has been found, which is an important revolution on methodology.So far, there is a large amount of translating practice and a great number of translation theories probing the concerning aesthetics of reception both at home and abroad. Admittedly, researches on this subject started fairly late in the Chinese translation circle. It does not achieve so much as the western counterpart does. Moreover, some researches are conducted unsystematically and unilaterally, which lead to different kinds of misunderstandings and suspicions. Since the aesthetics of reception sways the foundation of the traditional translation theory, its introduction and application to translation field meet a great resistance.This thesis aims at guiding the translation of advertising by briefly studying and elucidating the reception aesthetics, digging the realistic value of this theory, analyzing the significance of the advertising translation and the several key points of the cultural differences. Finally, the author comes to a conclusion that aesthetics of reception is a new approach to advertising translation. Therefore, it is meaningful and worthwhile to study translating translation from the perspective of aesthetics of reception, which is quite helpful for translators.