從接受美學看幽默廣告的翻譯

幽默廣告具有獨特的功能和特點,其翻譯有明確的目的性。本文將接受美學的讀者中心論引入幽默廣告翻譯中,認為讀者在譯者——譯本——讀者總體關係中具有終極指向性,翻譯目的的實現主要依賴讀者對譯文的反應。文章根據接受美學理論提出了幽默廣告翻譯的原則和方法,並特別強調,譯者從事幽默廣告翻譯時必須充分考慮譯文讀者的期待視野,悉心關注譯文讀者的語言和文化審美習慣,並注重其情感需求,靈活運用恰當的翻譯方法和技巧,創作出最能實現幽默廣告預期目的的譯文。

Reception Aesthetics and the Translation of Humorous Advertisements

Humorous advertisements have distinctive characteristics and functions, and their translation is conducted for a definite purpose. Applying the reader-centered theory of reception aesthetics to the translation of humorous advertisements, the author of this paper holds that readers play a decisive role in the translator-text-reader dimension and that the achievement of the translation's purpose primarily depends on the readers' response. Based on the theory of reception aesthetics, the paper proposes the principle and methods of translating humorous advertisements. It argues that the translator should take into consideration the readers' horizon of expectation, language and cultural aesthetic characteristics and emotional needs, and adopting suitable translation methods and skills to produce a text in the target setting for the intended purpose.