On C-E Translation Of Public Service Advertisement From The Perspective Of Reception Aesthetics

Public service advertisement(PSA), a practical text-style with high publicity value, has its special functions and language. It serves as an important tool to spread information, and maintain public order and good morals. It is capable of enhancing the country’s reputation and winning her with international respect. However, improperly translated PSA slogans are not uncommon in our daily life, and sometimes even the English speakers are not able to interpret their meaning. In this sense, it is necessary to seek for an appropriate theory and effective methods to guide the translation practice of PSA. The author of this thesis tries to study the C-E translation of PSA from the perspective of reception theory and explores the specific enlightenment of the theory on PSA translation practice. Reception aesthetics is a reader-centered theory, which stresses the decisive role of the readers in realizing of the meaning and aesthetic value of a work. It asserts that without the readers’ aesthetic reception and active participation, the work will lose its realistic meaning. Therefore, the author believes that great importance must be attached to translators’ subjectivity and the readers’ status in PSA translation. Besides the linguistic characteristics of Chinese and Western PSA, translators ought to take into account the disparities between Chinese and English culture, and any possible visual and psychological effect exerted by cultural factors on the audience. Based on the concepts of reception theory, this thesis emphasizes that due concern should be given to the TL readers’ cognitive psychology, aesthetic temperament and interest, and cultural and language customs. Meanwhile translators should select suitable translating methods, like literal translation, free translation, imitation, addition, and omission, which are expected to offer certain reference for the translators of Chinese PSA.