雅俗之间的游走——论商业广告翻译的中庸之道

A Dynamic Balance Between Refinement and Popularity in Advertising Translation——Inspiration from the Confucius Doctrine of the Mean

现代广告是现实物欲与文学整合的一种表达,兼具媚俗与求雅的双重属性。广告翻译既要避免过分求美求雅,也要切忌粗俗、庸俗或低俗化。讲求适度和谐、不偏不倚、因势而宜的中庸之道,要求广告翻译在美学与实用、高雅与通俗之间取得一种动态的平衡,使广告译文雅俗相和、雅俗相成,达到雅俗共赏的艺术效果。

Modern Advertising is a mixed expression of material desires and literary pursuit with a double standard of seeking both popularity and elegance. So there should be avoidance of either elegance aloof from public interest or vulgarity out of fawning on the public in advertising translation. In light of the Confucius Doctrine of the Mean, advertising translation requires a dynamic balance between aesthetic pursuit and practical utility, producing an artistic effect of appealing to both refined and popular tastes.