On The Translation Of Rhetorical Devices In Advertisement From The Perspective Of Reception Aesthetics

With the development of global economy, it's of greater and greater significance to translate rhetorical device in advertisement, while at the same time, retaining its aesthetic sense and language effect, thus, adding charm to advertisement and realizing the ultimate goal of advertisement—persuading the target language readers to buy products or services. But Chinese and English belong to two different language system, they have totally distinctive pronunciation, form and meaning as well as culture and history. So, in the process of translating, it is difficult for translators to find perfect equivalent in the target language for rhetorical devices in advertisement. Rhetorical devices translation meets tremendous obstacle. Sometimes, even if the translated versions could express the source text meaning correctly, the rhetorical effect and aesthetic beauty contained in the original text are totally lost. So, how to solve this problem?The author of this thesis believes that Reception Aesthetic theory which is represented by Jauss and Iser breaks the bondage of traditional translation theories which put author or text before everything and provides rhetorical devices translation in advertisement a new viewing angle which is readers centered. Reception Aesthetic theory emphasize language beauty, it believes that text itself is a kind of"appealing structure". It contains lots of semantic"gaps"and"blanks"and needs readers'participation to find and feel. Rhetorical device is artistic skill of language, it uses brief form but expresses tremendous semantic meaning and makes language beautiful and thought-provoking. Translators, to some extent, can be seen as the first readers of the source advertisement, they are obliged to convey advertisers'intention. The author of this thesis believes that the"indeterminacies"and"blanks"concepts of Reception Aesthetic theory posses inherent relationship with rhetorical devices in advertisement which can not be cut off. The concepts like"horizon of expectation"and"appealing structure"endow translators higher freedom. If the translated version wanted to be accepted or appreciated by the target readers, translators should fully develop their subjectivity under the guidance of Reception Aesthetic theory and realize the aesthetic interest, beauty and semantic effect.