摘要
成功的广告应给受众以强烈的视觉和心理冲击力,促使其购买商品或接受服务。接受美学强调以读者为中心,对广告翻译具有重要启示。译者应充分考虑受众的期待视野和审美情趣,以再现和拓展广告原文的魅力。
Successful advertisement urges people to purchase commitments by giving them visual intensity and psychological impulse. This paper has applied the TL reader centered theory of reception aesthetics to advertising translation and held that the translator should pay enough attention to the TL readers＇ horizon of expectation and aesthetic features to reproduce or even maximize the charming of advertisement.
出处
《西华师范大学学报（哲学社会科学版）》
2009年第1期102-104,共3页
Journal of China West Normal University:Philosophy & Social Sciences
关键词
接受美学
英汉广告翻译
审美情趣
reception aesthetics
English-Chinese advertising translation
aesthetic features
作者简介
袁媛（1985-），女，四川南充人，四川外语学院研究生部硕士研究生，研究方向：翻译理论与实践。
