从消费者审美心理浅析英美化妆品广告词的汉译策略_英语论文

Strategies about Translating English Advertisements of  Cosmetics under the Study of Consumer Aesthetic Psychology

摘要

现今国与过之间间的商品流通和文化交流日益频繁，外贸化妆品也不例外地大量涌入中国市场，将夺人眼目的广告放置在了国人的电视网络当中。而在英语作为目前世界最广泛的国际语言的现状之下，如何翻译广告，在为国人提供中文翻译，让大家能看懂的基础上，进一步实现广告目的语内容上的真实性，形式上的吸引性和文化情感上的可接受性越来越成为翻译业内关注的焦点。中国的语言文字蕴含着丰富的文化内涵，在英语语言试图传播本土文化、融入中国文化的过程中，英译汉的翻译技巧扮演着很重要的角色。而就翻译过程中所需考虑的市场因素来看，消费者的审美心理作为广告制作的一个迎合面，是广告英译汉输出的过程中不可忽视的重要内容。外贸商品的广告翻译不仅仅是一种美学角度的翻译，更是一种以商业因素为考虑前提所进行的盈利目的的翻译过程，而盈利的对象是消费者，从消费者身上实现盈利的最重要，也最基础的前提就是迎合其消费审美。一段难忘的品牌广告之所以吸引眼球，是因为它符合观众内心的审美期待，从而才能给商品本身带来无限商机。

全文将分为以下几个部分：第一部分：背景及研究对象的介绍。第二部分：消费者审美趋势及化妆品英文广告汉译的相关发展概况。第三部分：汉译过程中的翻译策略。第四部分：翻译策略的分析及个人观点。

关键词：化妆品广告 消费者审美观 翻译策略

Abstract

Nowadays, the commodity circulation and cultural exchanges between countries are getting increasingly frequent. Foreign markets has also heavily put their cosmetics into China, placing scintillating advertisements into the television network among Chinese people. Under the situation where English is the most extensive international language over the world, how to translate advertisement has increasingly become the focus of attention in translation industry. During the process of English language’s trying to spread its own culture and to integrate into Chinese local culture, the translation strategies from English to Chinese play a very important role. And from the market factors considered in the process of translation, the consumer aesthetic psychology is a very important content in the process of advertisement translation which can not be ignored as a cater face of advertisement. Since the profit target is the consumer, to cater to their consumer aesthetic becomes the most important and basic premise to achieve the profitable result. A memorable cosmetics advertisement can attract attention only when they are consistent with the aesthetic expectation deep inside the audience’s heart, and thus be able to trade their business opportunities.

Key words：Cosmetics advertisements  Consumer Aesthetics  Translation Strategies