诗型广告的翻译研究——以许渊冲“三美”原则为视角

On the Translation of Poetic Advertisements ——From the Perspective of Xu Yuanchong′s "Three-beauty" Principle

广告在人们的日常生活中发挥着重要的作用,而诗型广告将诗歌优美的语言引入到广告中,赋予了广告独特的艺术内涵,增强了广告的宣传效应。运用"三美"原则,通过对诗型广告汉译的研究分析,提出了译者在进行诗型广告翻译时,可以根据具体情况选择不同的翻译策略,以保持源语的"意美、音美、形美",使译文与原文产生相同的广告效应,达到产品宣传和情感陶冶的双重目的。

Advertisements are playing an increasingly important role in people′s daily life, and poetic advertisements, incorporating exquisite expressions of poems, endow advertisements with unique artistic connotations and reinforce the advertising effect. Based on the "three-beauty" principle presented by Professor Xu Yuanchong, the paper makes an analysis of poetic advertisements and brings forth the corresponding translation strategies, with the purpose being to reproduce the "beauty in sense", "beauty in sound" and "beauty in form", and ultimately stimulate consumers to buy the products advertised.