摘要
广告翻译过程包含译者对原文、受众对目标语的审美。扎实的语言功底是广告译者不可或缺的基本素质,同时,译者的情感投入也不可忽视,恰到好处的移情是高质量译文的保证。另一方面,由于受众是依靠译文来获取信息的,受众对译文的移情关涉到广告的实际效应。因此,好的译文离不开译者对原文的移情,同时又引发受众的移情,两次移情最终促使广告目标的达成。
The process of advertising translation embodies not only the translator＇ s beauty appreciation to the original text but the audience＇ s to the target language. A good knowledge of language is a necessary quality for a translator, while emotion plunge is another important factor which can not be ignored. The translator＇ s proper empathy is an insurance of high quality version while the audience＇ s empathy is related to the actual effect of the advertisement because the audience acquires information through the version. In advertise- ment translation, both the translator and audience can be empathized by the advertising text and result in an identification of beauty appreciation.
出处
《长春大学学报》
2012年第3期298-300,共3页
Journal of Changchun University
基金
广西东部族群文化研究基地科研项目(2010jd07)
关键词
广告文本
移情
审美
受众
advertising text
empathy
beauty appreciation
audience
