Study On The Translation Of Luxury Advertisement Under The Perspective Of Translation Aesthetics

With the rapid development of economy after the implementation of opening up policy, people’s income and living standard in China have been enormously improved. Consequently, more and more foreign luxury enterprises are switching their attention to China for its unlimited purchasing potential,which highlights the translation of luxury advertisement.The author of this dissertation tries to study the translation of luxury advertisement from the perspective of Liu Miqing’s translation aesthetics. According to Liu Miqing, the beauties of language are reflected in five aspects as follows: audio-visual perceptiveness, exquisite structure, signified meaning, meticulous imagery and cultural color. Any beautiful passage or sentence even a single word should bear one or more of these characteristics.As a unique language style, luxury advertisement is designed for those elites who are able to afford the luxury. Therefore, the luxury advertisement should be aesthetic so as to meet the audience’s or readers’taste. Regretfully, the "faithfulness, expressiveness and elegance" principle or even the "equivalence theory" and "skopos theory" are far away from satisfactory to guide the translation of luxury advertisement for their failure of taking the aesthetic features into consideration. Thus, it is quite necessary and worthwhile to apply a new theory into practice in the anticipation to explore some translation skills.From the five aspects of Liu Miqing’s aesthetics of language, the author has conducted an elaborate analysis of lots of classical translation of luxury advertisement and comes up with some translation strategies to fulfill the beauty task in translating luxury advertisement. First, as for the translation of the auditory and visual aesthetics, there are many means can be employed, such as tone, repetition and rhyme and so forth. Second, as to the translation of the aesthetics of structure, conventional skills are four-character sentences and parallelism. Third, there is no better way than selecting words of rich connotation to replace the words in the source text so that their intense meanings can be saved. Fourth, free translation and creative translation play a very crucial role in the translation of meticulous imagery, because the beautiful imagery or artistic concept in the source text can hardly be reproduced through literal translation. Last, when it comes to the culturally-colored advertisement, parody or some culturally- colored words in the target language are always chosen.