从接受美学看化妆品广告的翻译_英语论文

A Study on the Translation of Cosmetics Advertisement from the Perspective of Reception Aesthetics

摘要

化妆品广告对消费者的消费心理和购买行为产生了极大的影响。对化妆品生产商来说，目前他们面临的巨大挑战是如何使化妆品也被来自海外国家的认可和被消费者接受。因此，化妆品市场的国际化，化妆品广告的翻译变得越来越重要。

在广告翻译中，译者需要以消费者为中心，抓住他们对美的理解来进行翻译，使他们的感受能与原广告读者的感受相一致，这样才能使广告达到效果，促使其采取消费。

本文将接受美学和广告的作用与功能结合起来，将广告的翻译置于接受美学的指导之下，发现译员应该理解并尊重目标语言受众的审美习惯，以受众对美的感受为出发点，使得目标受众能获得相同的美的感受。

关键词:接受美学,化妆品,广告翻译

Abstract

Cosmetic advertisements greatly influence consumer’s consuming psychology and purchasing action. It is particularly true with the consumption of cosmetics. How to make the cosmetic products recognized and accepted by foreigners becomes a great challenge to producers. Therefore, the cosmetic advertising translation proves increasingly significant as cosmetic market becomes more and more internationalized.

In terms of advertisement translation, the translator need to take target language consumers as the center, capture their understanding of beauty and make their feelings be consistent with the original readers. So as to encourage the consumers to consume.

The paper integrates the reception aesthetics into the characteristics and functions of advertisement and puts the translation of advertisement under the guidance of reception aesthetics. The paper finds that the translator shall understand and respect the aesthetic habits of target language receivers and put the aesthetic feelings at the center, hoping to give the same aesthetic enjoyment to target receivers. 

Key words: reception aesthetics;cosmetics, advertisement translation

Contents

1 Introduction.1

1.1 Research Background and signification 1

1.2 Research Questions.2

1.3 The Structure of the Thesis 2

2 Literature Review4

2.1 Introduction to Reception Aesthetics 4

2.2 Reception Aesthetic and Advertising Translation 5

2.2.1 Meet the reader’s horizon of expectations 6

2.2.2 Correspond to the reader’s aesthetic habits 7

3 The Characteristics and Functions of Advertising8

3.1 The Characteristics of Advertising 8

3.1.1 Possessiveness 8

3.1.2 Repeatability 8

3.1.3 Multipurpose 8

3.2 The Functions of Advertising 8

3.2.1 Integrative function 9

3.2.2 Management and control function 9

3.2.3 Education and Guidance Function 9

3.2.4 Aesthetic Amusement Function 9

4 The exemplification of Aesthetic Features in the Cosmetics Advertising 10

4.1 The beauty of content 10

4.2 The beauty of form 13

4.3 Harmonious beauty of content and form 14

5 Conclusion 16

5.1 Findings.16

5.2 Weakness.17

 References