Analysis Of Advertisement Translation Based On Aesthetics

With the rapid development of Chinese economy and accelerating globalization process, the amount of advertisements is becoming increasingly large day by day. As a kind of applied text, advertisement has a commercial property that is different from other texts, and its final goal is to promote sales of relative products and achieve higher commercial profits, which requires that the translation of this kind of text should be under its specific guiding strategies and approaches. Though quite a lot of translation activities have been done to advertisements now, research on this field is still young because of the short history of its development. At present the study on this field are mainly limited within approaches to the translation of English-Chinese advertisements, while few studies have done to a general guiding principle, let alone the exploration from the perspective of aesthetics.In this thesis, the author holds the view that the purpose of the creation of advertisements is to inspire consumers'purchasing desire by presenting them a beautiful image, which implies that advertisements themselves must be art works with beautiful properties. Therefore, during the process of translation, translators should not only put the functional equivalence into consideration but also not ignore its aesthetic effect, which is one of the most important standards in evaluating whether it is a successful translation or not.Otherwise, the original aesthetic effect will be greatly discounted. After brief introduction to advertisements, this paper puts its emphasis on the analysis of advertisement translation from the perspective of aesthetics. During the process of advertisement translation, the aesthetic subject (the translator) conducts his aesthetic comprehension to the aesthetic object (the original advertisement) through his inherit aesthetic experience, and then try to translate it into the target language by aesthetic transformation, based on which the translated text will be further improved in order to achieve its original aesthetic effect, called aesthetic representation.As to how to completely or even over-represent the original aesthetic effect, or which aesthetic activities or translation approaches should be applied, the third part of this thesis puts forward some guiding principles and concrete ways.