接受美学视域下广告翻译中读者关照研究

Study on Reader-concern in Advertisement Translation in the View of Aesthetics of Reception

商业广告的翻译不仅需要准确地传递商品信息,更需要唤起消费者的购买欲望。接受美学认为,文学作品价值的实现依赖于读者的理解和接受,应突出读者的主体地位,对广告翻译具有指导意义。因此,在广告翻译过程中,译者应考虑中西方文化及社会背景的差异,从认知心理、语言习惯、文化心理及情感需求等方面对目的语读者加以关照,从而提高商品广告的翻译质量,实现广告的商业目的。

The translation of commercial advertisements needs to accurately convey the product information and to arouse consumers＇ buying desire. According to aesthetics of reception, the realization of the value of literary works depends on the readers＇ understanding and acceptance, and should highlight the dominant role of the readers, which has the significance of guiding the advertising translation. Therefore, in the process of advertising translation, the translator should consider the differences between Chinese and western culture and the social background, should concern readers of the target language from cognitive psychology, language habits, cultural psychology, emotional needs so as to improve the quality of advertising translation and to achieve the business purpose of advertising.