广告语翻译的审美心理认知

The Esthetic Psychological Cognition of Advertisement Language Translation

广告不仅是一种经济活动,而且是一种文化交流活动。广告语是集经济、文化、宣传、美学为一体的艺术性语言。广告语的翻译不同于一般的传统文体翻译,从审美心理认知角度,广告语的翻译应着重选用仿拟、夸张、元翻译等能够产生强烈的心理美学效应和经济效应的不寻常的方法进行。

The advertisement not only is one economic activity, but is one kind of cultural exchange, whose language is an artistic language which melts economy, culture, propaganda, and esthetics into one body. This translation is different with that of general traditional literary style. From the esthetic psychological cognition angle, it should emphasize to select some unusual ways to show the intense psychological esthetics effect and the economical effect, which caused by using imitation, exaggeration and primary translation.