接受美学视角下的汽车品牌翻译

A Study on the Translation of Automobile Brands from the Perspective of Reception Aesthetic

接受美学确立了读者的中心地位,在翻译界为翻译研究开辟了新天地。汽车品牌翻译作为广告翻译的一种,译名本身就体现了音韵美、形态美和意境美三个层面的美学特征。为此,在接受美学的视角下,汽车品牌的翻译策略主要体现为顺应目的语消费者群体语言习惯,解读目的语消费群体文化认知心理,和关照目的语消费群体的情感需求,从而最终实现汽车品牌翻译在接受美学层面地完美表达。

Placing the readers on the center position, the Reception Aesthetic makes a breakthrough on the translation studies. Belonging to the category of advertisement translation, the translation of automobile brands finds full expression in their aesthetic features of rhythm, image and artistics. From the perspective of Reception Aesthetic, the translation strategies of automobile brands mainly include the following aspects: conforming to the language usage of the target language readers, interpreting the cultural cognitive psychology of the target language readers and caring about the emotional needs of the target language readers.