许渊冲译诗观对“诗型广告”翻译的作用-the effect of xu yuanchongs view on poetry translation on the translation of.docxVIP

AbstractWith the increasingly developed commodity economy, the commercial circles gradually pay much attention to the function of advertisement in marketing campaign. More wise advertisers proceed from the perspective of receptors? taste, creating a type of poetic advertisement, which is distinctive in its vision, audition as well as in its jointed sensation and striking a chord with the receptors. That is the text ads full of poetic flavor. Meanwhile, with the acceleration of the globalization, the realm of cooperation and international communication is continuously being extended, and the foreign trade activities are increasing day by day. As one of the numerous language communicating activities, translation is particularly important. Due to the poetic advertisement possesses either the characteristic of poetic language artistic form, or the characteristic of commercial advertisement which caters to market demand, the study of poetic advertisement translation is especially significant, and increasingly arouse many scholars? interests.This thesis guided by Xu Yuanchong?s theory of “Art of beautifulization”, namely “Three Beauty”, “Three Transformation” and “San Zhi”, respectively analyzes the poetic ads translation in the perspective of ontology, methodology and teleology. The “Three Beauty” theory reveals the essence of poetic advertisement translation, developing a text form loved and delighted by the receptors; the “Three Transformation” theory is to explore the strategies of poetic advertisement translation, classify the past translating methods in accordance with its unique text characteristic;but the “San Zhi” theory is to explore the ultimate target of translation based on the acceptance of translated version for the receptors.This thesis mainly consists of four parts. The first chapter elaborates the research background, research question and structure of this thesis. Chapter Two, the definition of poetic advertisement, the characteristics and its function