On Coetic Advertising Translation from English into Chinese论文
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最后更新时间:2024-02-16
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点赞:24787
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最后更新时间:2024-02-16
Abstract： Aesthetic translation， as a kind of special translating activity， aims to sum up some general translating principles under the combined direction of translation and aesthetic. Translation Aesthetics has two basic aesthetic standards，namely， the beauty of form and the beauty of content. Succesul English coetic advertising must be the one possessing formal beauty and the beauty of content，and to some extent make the two harmoniously integrated. Therefore， he/she must try to represent formal beauty and content beauty in the translated version while translating English coetic ads into Chinese. Thus the target texts would be widely accepted by a large number of consumers in China. And then they will be stimulated into purchasing action， which is the ultimate goal of advertisement.
Key Word： aesthetic translation； coetic Advertisement； the beauty of form； the beauty of content
【摘 要】作为一项特殊的翻译活动，翻译美学就是在翻译和美学的双重理论指导下，研究翻译现象总结出一系列可行的翻译原则和规律。内容美和形式美是翻译美学的两大基本标准。成功的英语化妆品广告都兼具内容和形式之美，并在一定程度上达到二者的和谐统一。因此，在汉译英语化妆品广告时，译者应尽可能再现原英语化妆品广告的内容美和形式美。如此，其译文才能被目的语广大消费者接受。并刺激他们购写的，最终达到化妆品广告的目的。
【关键词】翻译美学；化妆品广告；形式美；内容美
I Introduction
"Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products， services or ideas by identified sponsors through the various media."（Bovee， 1992， P.7）. From the definition of advertising，one can easily understand that coetic advertising is a certain advertising which makes advertisement for all kinds of coetic products. Persuasive function is of primary importance to advertising.Similarly，coetic advertising is to attract consumers’ attention，and then stimulate them into purchasing action.Coetic advertising translation，according to translating principles， should take TL-consumers’ psychology and tradition into consideration.
Dynamic integration of Aesthetics and Modern Linguistics lay the foundation for Aesthetic translation.Under the guidance of some general rules for aesthetic activities， the translator will improve their ability of interlingual tranormation and aesthetic identification. Aesthetic translation is mainly composed of the four following elements， namely， the aesthetic subject，the aesthetic object， aesthetic standards and the aesthetic process（Fang Mengzhi， 2004）. Fu Zhongxuan（1993） points out that Translation Aesthetics is a kind of special aesthetic activity， during which the aesthetic subject convert one form of aesthetic object into another by using his power of aesthetic consciousness. Aesthetic standards require the translator faithfully to reproduce the source text and its aesthetic qualities， and ask for the target text sharing the same aesthetic quality with that of the source text.
Key Word： aesthetic translation； coetic Advertisement； the beauty of form； the beauty of content
【摘 要】作为一项特殊的翻译活动，翻译美学就是在翻译和美学的双重理论指导下，研究翻译现象总结出一系列可行的翻译原则和规律。内容美和形式美是翻译美学的两大基本标准。成功的英语化妆品广告都兼具内容和形式之美，并在一定程度上达到二者的和谐统一。因此，在汉译英语化妆品广告时，译者应尽可能再现原英语化妆品广告的内容美和形式美。如此，其译文才能被目的语广大消费者接受。并刺激他们购写的，最终达到化妆品广告的目的。
【关键词】翻译美学；化妆品广告；形式美；内容美
I Introduction
"Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products， services or ideas by identified sponsors through the various media."（Bovee， 1992， P.7）. From the definition of advertising，one can easily understand that coetic advertising is a certain advertising which makes advertisement for all kinds of coetic products. Persuasive function is of primary importance to advertising.Similarly，coetic advertising is to attract consumers’ attention，and then stimulate them into purchasing action.Coetic advertising translation，according to translating principles， should take TL-consumers’ psychology and tradition into consideration.
Dynamic integration of Aesthetics and Modern Linguistics lay the foundation for Aesthetic translation.Under the guidance of some general rules for aesthetic activities， the translator will improve their ability of interlingual tranormation and aesthetic identification. Aesthetic translation is mainly composed of the four following elements， namely， the aesthetic subject，the aesthetic object， aesthetic standards and the aesthetic process（Fang Mengzhi， 2004）. Fu Zhongxuan（1993） points out that Translation Aesthetics is a kind of special aesthetic activity， during which the aesthetic subject convert one form of aesthetic object into another by using his power of aesthetic consciousness. Aesthetic standards require the translator faithfully to reproduce the source text and its aesthetic qualities， and ask for the target text sharing the same aesthetic quality with that of the source text.