A Study On The Translation Of Advertising Language From The Perspective Of Translation Aesthetics

The development of economy promotes the communication among countries and improves people’s living standard. People pay attention to goods at home and abroad. Advertisement has become a bridge for the exchange of domestic and foreign products. Meanwhile, enterprises promote goods through advertisements. A well-designed advertising language will play an important role in the product publicity. Therefore, the translation of advertising language has become more and more important, which can boost consumption and economic growth and contribute to gaining market share.This paper, with the translation aesthetics theory as foundation, deeply analyses aesthetic object, takes readers’ feeling into full consideration and enhances the translator’s ability of problem solving and appreciation to make advertising language present its beauty. The main research findings are as follows.1) The translation of advertisement is special, which needs some unique principles and strategies of translation. Combining the principles of conciseness, emotion and uniqueness, advertising language will own charm to attract more consumers.2) This paper analyses the beauty of rhythm, beauty of sentence, beauty of rhetoric and beauty of artistic conception based on the collection of many domestic and international garment & accessory advertisements. Through using different methods and forms, the advertising language can be more vivid. 3) Making full use of the functions of advertising language can promote the sale of goods. Applying the translation aesthetics theory will fully demonstrate advertising language. It is of great profound significance to expand enterprises’ reputation and increase the sale.