读者“期待视野”在广告翻译中的体现

The Embodiment of Reader's "Horizon of Expectation" in the Advertisement Translation

文章运用读者批评理论中的读者"期待视野"观点,通过实例阐述了广告翻译不应是译者的独奏,而是读者与译文的共鸣,使读者与译者之间的视野得以融合,以体现读者"期待视野"在广告翻译中的重要作用。"期待视野"观点体现在广告翻译上就是译者通过站在读者的立场进行换位思考,从而使译文在完整表现原广告内容的基础上,更加符合译文读者的期待。

By using the idea of reader＇s ＂horizon of expectation＂,this article explains,with specific examples,that advertisement translation should not be the solo given by the translator,but the resonance of reader and translation work,which integrates the horizons of reader and translator,so as to manifest the importance that reader＇s ＂horizon of expectation＂ plays in the advertisement translation.The application of the idea of ＂horizon of expectation＂ in the advertisement translation requires the translator to think on the reader＇s side,so as to make the translation,on the basis of faithfully expressing the content of the advertisement,satisfy readers＇ expectation more.