接受美学观照下的广告复译

Exploring Advertisement Retranslation Strategies in Light of Aesthetics of Reception

广告复译具有必然性和必要性。从接受美学的角度研究商品广告的复译,认为:接受美学重视读者的能动作用,强调读者的期待视野,指出读者的期待视野会随时间的流逝、体验的深化、时代的变迁以及心境的转换而发生变化。这种变化正是广告复译要考虑的重要因素。

With the advancement of contemporary society, globalized economy and the changing human aesthet- ic cognition, retranslation of advertisements is more necessary than ever before. Advertising is a vital approach that receives great popularity among the public. As one of the aesthetic trends, aesthetics of reception pays much attention to the dynamic role of the readers, which has certain inspiration and influence on advertising transla- tion. In advertising translation, the translator should think much of the target reader and retranslate some adver- tisements according to the change of reader＇ s horizon of expectation.