从接受美学看广告复译

广告文本像文学文本一样,是一个未完成的召唤结构,其意义的阐释有赖于读者的参与。但读者的前理解、审美观、期待视野等存在历时和共时的差异,他们所阐释的意义有所不同,广告复译因此成为必然。依据接受美学的理论,广告复译有四大策略:纠错性复译、改进性复译、构建性复译和指向性复译。正确运用这些策略有助于提高广告复译质量,有效实现广告的预期功能。

Reception Aesthetics and Advertising Retranslation

Applying the relevant theory of reception aesthetics to advertising retranslation,this paper holds that an advertising text,like a literary text,is an uncompleted appealing structure and the interpretation of its meaning depends on readers' participation.Different readers,however,have different pre-understandings,aesthetic perspectives and horizons of expectation,and they interpret the text differently,so advertising retranslation is inevitable.The paper also proposes on the basis of reception aesthetics four advertising retranslation strategies(corrective,ameliorative,constructive and directive advertising retranslation strategies),which will be helpful in improving the quality of advertising translation and fulfilling the intended advertising function.