广告翻译中的读者心理分析

广告翻译的成功与否,关键是看能否抓住广告读者的心理.从广告文体的功能出发,分析了广告翻译中的读者心理,包括读者的需求心理,阅读心理和审美心理.指出在翻译过程中,译者应该立足于译入语读者的角度对原文读者和译文读者的心理差异进行处理,着眼于广告实际效果,对广告原文进行再创造,或改写或变通,不拘泥于译文与原文内容形式,而重译文与原文功能对等,使译文能够符合译入语读者的心理,引起他们的情感需求,从而达到广告翻译促销的目的.

THE PSYCHOLOGICAL ANALYSIS OF READERS IN ADVERTISEMENT TRANSIATION

The success of advertising depends on the understanding of the readers' psychology.The author,after introducing the function of advertisement,analyzes the psychological factors, including mentality of their needs,mentality of reading and their aesthetic orientation. In the process of translating,the translator should,with the psychological differences of TL and SL readers in mind, under the guidance of "functional equivalence",use the translation strategies such as adaptation and rewriting to reproduce the original function in order to make the version conform with the TL readers' psychology,and arouse their emotional needs in production promotion.