According to aesthetics of reception, the reception of literature can be divided into two patterns, that is, vertical reception and horizontal reception. The former means determining the original text＇s meaning from ...According to aesthetics of reception, the reception of literature can be divided into two patterns, that is, vertical reception and horizontal reception. The former means determining the original text＇s meaning from the perspective of historical development. Readers in different history periods have different explanations and conclusions of certain writer or original text because of their different social and cultural backgrounds. The author of this thesis combines the viewpoint and the translation of famous book, holding that famous book has special aesthetical value and its explanation shouldn＇t be limited by certain translated version. Retranslation can keep and enrich the aesthetical value of the famous book and should be encouraged.展开更多
The commercial advertisements play a decisive role in the commercial era, and the advertising translation is the main means for the goods to enter the international market. The successful translation of advertisements...The commercial advertisements play a decisive role in the commercial era, and the advertising translation is the main means for the goods to enter the international market. The successful translation of advertisements should pay attention to the accepting reaction of the audience, and the advertising translation should be understood and accepted by the readers, and also should keep pace with the times. In the choice of the translation strategies, we should consider the cultural cognition of the audience and the horizon of the aesthetic expectations, and awaken the readers＇ imagination and desire, so as to achieve the purpose of the promotion of the sales.展开更多
文摘According to aesthetics of reception, the reception of literature can be divided into two patterns, that is, vertical reception and horizontal reception. The former means determining the original text＇s meaning from the perspective of historical development. Readers in different history periods have different explanations and conclusions of certain writer or original text because of their different social and cultural backgrounds. The author of this thesis combines the viewpoint and the translation of famous book, holding that famous book has special aesthetical value and its explanation shouldn＇t be limited by certain translated version. Retranslation can keep and enrich the aesthetical value of the famous book and should be encouraged.
文摘The commercial advertisements play a decisive role in the commercial era, and the advertising translation is the main means for the goods to enter the international market. The successful translation of advertisements should pay attention to the accepting reaction of the audience, and the advertising translation should be understood and accepted by the readers, and also should keep pace with the times. In the choice of the translation strategies, we should consider the cultural cognition of the audience and the horizon of the aesthetic expectations, and awaken the readers＇ imagination and desire, so as to achieve the purpose of the promotion of the sales.
