| 论广告翻译的美学策略 |
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| 引用本文： | 唐艳芳.论广告翻译的美学策略[J].浙江师范大学学报(社会科学版),2003,28(2):112-116. |
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| 作者姓名： | 唐艳芳 |
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| 作者单位： | 浙江师范大学,外国语学院,浙江,金华,321004 |
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| 摘 要： | 探讨广告的美学情结及其对翻译策略造成的影响,提出广告翻译的两条基本原则,即"忠实"与"创造"辩证统一、"等效"与"求美"有机结合的原则,并据此归纳出广告翻译的三种技巧:修辞等效、达意传情和舍义(形)求美。
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| 关 键 词： | 广告 美学情结 翻译策略 原则 技巧 |
| 文章编号： | 1001-5035(2003)02-0112-05 |
| 修稿时间： | 2002年4月18日 |
On the Aesthetic Strategy of Advertisement Translation |
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| Abstract: | This thesis discusses the aesthetic complex of advertisements and its impacts upon the strategy of ad translation, on the basis of which two principles are proposed for ad translation, namely, the dialectical unity of "Faithfulness" and "Creation" and the organic integration of "Equivalence" and "Aestheticism". In the light of the discussion, the author formulates the three techniques for ad translation: Rhetorical Equivalence, Emotional Imitation and Aesthetic Creation. |
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| Keywords: | Advertisements Aesthetic complex Translation strategy Principles Techniques |
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