论广告口号翻译中的读者关注

广告口号翻译是一项目的性极为明确的行为活动,其目的的实现主要依赖读者对译文的反应。从接受美学的角度看,读者在译者——译本——读者总体关系中具有终极指向性。译者从事广告口号翻译时必须充分考虑译文读者的期待视野,悉心关注译文读者的语言和文化审美习惯,并注重其情感需求,采用适当的翻译方法和技巧,创作出最能实现广告口号预期目的的译文。

On Concern for Readers in Advertising Slogan Translation

Advertising slogan translation is definitely a purposeful activity and the achievement of its purpose primarily depends on readers' response.The author of this paper applies the reader-centered theory of reception aesthetics to advertising slogan translation and argues that readers play a decisive role in the translator-text-reader dimension.The translator must take into consideration the readers' horizon of expectation,language and cultural aesthetic characteristics and emotional needs,and thereupon,adopt suitable translation methods and skills to produce a text in the target setting for the intended purpose.