E-C Translation of English Jewelry Advertising Language from the Perspective of Translation Aesthetics

Abstract

Nowadays, jewelry has become the symbol of the pursuit of fashion and romance because of the growth of economy and people’s living standard. The jewelry advertising is a particularly important part of industry competition because it’s development. Therefore, the English advertising translation of jewelry plays an increasingly important role. Many scholars devote themselves to the study of jewelry English advertising language translation. However, most of their researches focus on Skopos theory and relevance theory. There are few studies based on translation aesthetics. Therefore, this thesis aims to provide a new thinking to the study of English advertising translation through the study of translation aesthetics.

The thesis has three parts. The part one is translation aesthetics theory and its development in our country. The part two expounds the aesthetic features in English jewelry advertising language, namely, through the reappearance of the beauty of content and form, the advertising language can radiate its unique charm and enter into the heart of the consumers. In the third part, the author analyzes the appearance of translation aesthetics in jewelry English advertising language from the beauty of syntactic sentence, rhetoric, artistic conception and rhyme by using some examples of the original and transition, and analyze the different translation methods to demonstrate the aesthetic phenomenon in order to provide a new way of thinking for the study of English advertising translation.

Key Words: translation aesthetics theory; English jewelry advertising language; Chinese translation