接受美学视域下化妆品广告翻译的读者关照

The Concern for TL Readers in Cosmetic Advertising Translation——A Perspective from Reception Aesthetics

化妆品广告翻译是一项目的极为明确,对象较为固定的跨文化信息传递和交流活动,译文的成功与否主要依赖于受众的接受度及其反应。接受美学强调以译入语语言和文化为导向,以译入语受众为主体,对化妆品广告翻译的实践活动具有积极的指导意义。在化妆品广告翻译中,译者应对中西文化、历史、思维、社会背景等方面的差异加以考虑,对译文受众的认知心理、语言习惯、文化心理加以关照。关照不是迁就,更不是顺从;而是提高,更是超越,译者要超越读者,拓宽译文受众的"期待视野"。译者只有不断提高化妆品广告翻译的质量,才能最大程度实现化妆品广告的目的,进而提高读者的语言能力和文化修养,这才是积极意义上的读者关照。

Advertisement translation is definitely a purposeful activity and the achievement of its purpose primarily depends on the TL readers’response. Reception aesthetics emphasizes that translation should be reader-centered, which exerts great significance for translation of cosmetic advertisements. While translating, the translator should take into account the TL readers ’horizon of ex?pectation, the usage of the target language, cultural acceptability and the aesthetic characteristic of TL readers. Meanwhile, the translator shouldn’t always cater to the TL readers passively. On the contrary, he should widen the TL readers’horizon of expecta?tion, helping to improve their language art and culture accomplishment, which is actually positive concern for the TL readers.