从移情说看广告翻译中的审美再现

Aesthetic Representation in Advertising Translation from the Perspective of the Empathy Theory

文章探讨了移情说对广告翻译中审美再现的适用性,并提出了广告翻译审美再现的三大策略:使用诗化语言、营造感人意境、巧用互文手法。广告译者应透彻理解原文并选用恰当的手法再现原文的美感和情感内蕴,使译文起到预期的移情作用,实现移情促销的终极目标。

The empathy theory can be applied to the aesthetic representation in advertising translation.Based on the theory,the author proposed three strategies for the aesthetic representation in advertising translation：（1） using the poetic language;（2） creating an artistic ambience;（3） making effective use of intertexts.The translator should fully understand the source text,adopt suitable translation methods and skills to represent the aesthetic and emotive connotation,and produce an empathetic text that helps achieve the intended purpose.