论广告口号翻译中的读者关注

On Concern for Readers in Advertising Slogan Translation

广告口号翻译是一项目的性极为明确的行为活动,其目的的实现主要依赖读者对译文的反应。从接受美学的角度看,读者在译者——译本——读者总体关系中具有终极指向性。译者从事广告口号翻译时必须充分考虑译文读者的期待视野,悉心关注译文读者的语言和文化审美习惯,并注重其情感需求,采用适当的翻译方法和技巧,创作出最能实现广告口号预期目的的译文。

Advertising slogan translation is definitely a purposeful activity and the achievement of its purpose primarily depends on readers＂ response. The author of this paper applies the reader-centered theol7 of reception aesthetics to advertising slogan translation and argues that readers play a decisive role in the translator-text-reader dimension. The translator must take into consideration the readers＂ horizon of expectation, language and cultural aesthetic characteristics and emotional needs, and thereupon, adopt suitable translation methods ：md skills to produce a text in the target setting for fhe intended purpose.