接受美学视角下汽车广告翻译技巧研究

广告作为主要的传播媒介,对加强中外交流有着至关重要的作用。汽车广告的翻译直接影响企业形象和产品销量。接受美学强调以读者为导向,实现了从文本到读者的转换,突出读者的主体地位,强调读者对作品的接受、反应、阅读过程和审美经验,与汽车广告语的目的——吸引消费者相符。文章分别从“期待视野”“召唤结构”“隐含读者”三个维度来指导汽车广告翻译技巧研究,旨在给研究汽车广告翻译技巧的学者提供有益借鉴。

As the main media, advertising plays a vital role in strengthening the communication between China and foreign countries. The translation of automobile advertisements directly affects the corporate image and product sales. Reception Aesthetics emphasizes readers’ consciousness, realizes the transformation from text to reader, highlights the dominant position of readers, and emphasizes readers’ acceptance, reaction, reading process and aesthetic experience of works, which is consistent with the purpose of automobile advertising to attract consumers. This paper aims to study on translation skills of automobile advertisements from three dimensions: “horizon of expectation”, “calling structure” and “implied reader”. This study aims to provide a useful reference for the scholars who study the translation techniques of automobile advertisements.