A Study On C-E Slogan Translation Strategy From The Perspective Of Aesthetics

Slogan is a very common, extensive and user-friendly form of public education. Nations which have written languages unanimously use slogans with written words or aphoristic form to create an outdoor cultural environment closely related to the politics, society, economics and people’s value orientation. Chinese slogan, since its system was formed, has become a part of excellent traditional Chinese culture and guidelines of people’s code of conduct. It has always been translators’quest how to effectively disseminate culture and to improve China’s foreign propaganda image. Studying on the present slogan translation, the author has discovered that the present research on slogan translation is still confined to error-correction and achievement of communicative purpose, which no longer meets target readers’needs because simple correction is not researchers’ ultimate goal. The aesthetic information should also be transferred on the basis of proper translation and the aesthetics should be taken into the consideration in slogans translation process. Therefore, aiming at systematic study on the slogan translation, this thesis is committed to translating slogan from the perspectives of Reception Aesthetics and Translation Aesthetics so as to convey the original content and to reproduce the original form beauty.Translation Aesthetics considers translation as a literary and artistic creation with special form and it mainly consists of two concepts:aesthetic object and aesthetic subject. This theory principally analyzes the aesthetic composition of the aesthetic objects and the reproduction of the aesthetic information in the source texts through translators’aesthetic creativity (one of aesthetic subjects). As a literary theory, Reception Aesthetics centers on readers and fully recognizes the readers’creation role in real meaning and aesthetic value of the works. The creative combination of the two theories in guiding Chinese slogans translation in this thesis requires translators to deeply explore aesthetic information of the original texts with their own aesthetic experience and to allow for the aesthetic composition of source texts and horizon of expectations, aesthetic experience of target readers in translation. It is hoped that this thesis can play a role in guiding the future study on this topic.