广告英语三美特征及其翻译的再现

Three Aesthetic Features of Advertising English and Their Reproduction in Translation

广告是一门科学,也是艺术。作为广告的一个重要组成部分,广告语言也是一门艺术语言,体现出浓厚的美学色彩。本文从三个方面探讨广告语言的美学特征:音美、形美和意美。广告语翻译应该充分地再现广告英语的三美。许渊冲先生诗歌翻译的“三美”标准同样可以作为广告翻译的美学策略,对广告翻译也同样具有重要的意义。

Advertising is a science as well as an art. As one of the most important ingredients of advertising, advertising language also demonstrates strong aesthetic values. This article tries to probe into the aesthetic features of English and Chinese advertising language including the beauty in sound, shape and sense, and that Mr. Xu Yuanchong＇s ＂Three Beauties＂ translation standard is quite applicable as a strategy for advertising translation.