企业外宣资料翻译中的美学感知与再现

Aesthetic Perception and Representation in the Translation of Corporate Promotional Materials

趋美性是语言和人类的共性之一。翻译研究业已实现了从文学到文化的转向,那么翻译的标准从"功能对等"到"美学对等"的转向也当属必然趋势。在明确翻译研究与美学相结合具有必要性与可行性的基础上,突破以往研究仅限于文学研究的范畴,以企业外宣资料的翻译作为研究对象,从翻译美学的角度,采用对比分析的方法,侧重研究中英文外宣资料文本在美学感知方面的具体差异,并在此基础上概括出在外宣资料翻译过程中实现美学再现的两条具体路径:重构是再现语言之美,就简是跨越文化鸿沟。研究结论认为,翻译的科学性和艺术性可以在美的概念下得到统一,从而"美学对等"理应成为商务翻译、尤其是企业外宣资料翻译的最高境界。

Aesthetic orientation belongs to one of the common attributes of languages and humanity. Admit- tedly, translation studies have transferred from being ＂literature-oriented＂ to ＂culture-oriented＇, and it is an inevitable trend of the criteria of translation to shift from ＂functional equivalence＂ to ＂aesthetic equiva- lence＂. Starting from the necessity and feasibility of incorporating aesthetics into translation studies, breaking through past research ranges limited to literature, strating from the angle of translation aesthetics and using contrast analysis method, this article highlights the translation of corporate promotional materi- als, elaborates upon the different attributes of aesthetic perception on two languages and then the two spe- cific strategies to achieve the aesthetic representation -- reconstruction to represent the beauty of langua- ges and simplification to bridge cultural differences, and finally concludes that since both of the artistry and the scientificity in translation can be unified under the concept of aesthetics, ＂aesthetic equivalence＂ is supposed to be an ultimate criterion in the translation of corporate promotional materials.