Abstract

This thesis firstly gives a brief introduction of AIDA principle, and then it discuss the relation between AIDA principle and Ads translation. The following is the introduction of the concept of Ads, the features of Ads translation and the relationship between AIDA principle and advertisement translation. The major part of this thesis is the application of AIDA principle in Ads translation. It analyzes the requirement for translators and their preparation for Ads translation under the guidance of AIDA principle, and discusses the application of AIDA principle in advertisement translation from the perspectives of language transformation, cultural transmission, psychological expectation and rhetorical devices. From the analysis of the AIDA principle in four aspects, this thesis concludes that translators should try their best to arouse customers’ attention and interest by taking those four factors into consideration when they translate Ads under the guidance of AIDA principle. It proves that using the AIDA principle can make translations more in line with the needs of receivers, and can help to achieve the goal of products promotion.

Keywords: AIDA principle  Ads translation  cultural transformation  psychological expectation

摘要

该论文首先介绍了一些关于AIDA原则，然后论证了AIDA原则与广告语翻译之间的关系。接下来介绍了广告的概念、广告翻译的特点及广告翻译与AIDA原则之间的关系。本论文的主要部分是关于AIDA原则在广告翻译中的运用，它指出了在AIDA原则下对译者的工作要求，并结合了一些中外广告案例从语言转换、文化传递、心理需求及修辞等角度对其运用进行了分析。从以上四个角度来分析AIDA原则在广告翻译中的应用时，可以了解到，当译者根据这个原则来翻译广告时，应尽量考虑以上四个方面的因素以便能引起客户的注意和兴趣。实践证明，在广告语翻译中运用AIDA法则能够使译文更好地符合受众的需求便于接受，从而更好地实现广告的促销功能。

关键词: AIDA 原则；广告语翻译；文化传递；心理需求

1.1 Origination of AIDA
With the development of economic globalization and the further opening of the Chinese market, advertising has become an important strategy to develop market, promote products and improve services. Every element of products and services is becoming more and more important in the translation. Therefore, good wording contributes to the success of advertising, so, as an essential part of adverting, adverting translation becomes an important creative activity in business.
In recent years, most of the studies on Ads translation are from the perspective of translation theory or linguistic theories. However, in view of the special purpose of advertisement translation, more and more scholars think that the study should combine advertising theories in order to achieve better Ads translation. They try to use AIDA principle as a guide to analyze the translation of advertisements. AIDA is an acronym of attention, interest, desire and action.