广告翻译的接受美学

广告作为一种媒介产品,是一种面对大众的重要宣传手段,具有广泛的受众群体,它不仅要遵循社会文化习惯,迎合大众审美心理,而且在影响和形成社会文化和审美心理方面起着重要作用。接受美学作为一种美学思潮,其重视读者能动作用的主张对广告的翻译有一定的启发和影响。本文主要从语义学的角度浅谈广告翻译中的接受美学,以及如何实现广告翻译中的接受美学。

Accepted Esthetics in Advertising Translation

Advertising,as one of the media products,is a vital advocated approach that receives great popularity among the public.It not only obeys to the habits of social customs and caters for the average of esthetic psychological,but plays an essential role in influencing and forming social culture and esthetic psychological as well.As one of the esthetic trends,Accepted esthetics pays much attention to the dynamic role of the readers and also thinks that it has certain inspiration and influence in advertising translation.This article mainly analyzes the accepted esthetics in advertising translation and how to realize it from the prospect of semantics.