接受美学视域下广告修辞的翻译-英语语言文学专业论文.docxVIP

摘要随着全球经济一体化，各国联系越来越紧密，如何翻译源语广告中的修辞，并在译 摘要 随着全球经济一体化，各国联系越来越紧密，如何翻译源语广告中的修辞，并在译 语中保留原文广告中所蕴含的美感和语用效果，增添广告魅力，从而实现广告的最终 目的—劝说译语读者购买产品或服务，越来越具有现实意义。然而，由于英汉两种语 言属于不同的语系， 其音，形，意以及所承载的文化历史均完全不同，所以，在翻 译广告修辞的过程中，译者很难在译语中找到和源语在音，形，意上都对等的修辞。 广告修辞翻译面临巨大困难，出现死译，误译等现象。有时，即便译者能够正确的表 达意义，但是源语广告修辞中所蕴含的美感都丧失殆尽。 以姚斯和尹瑟尔为代表的接受美学理论，打碎了传统的以作者或是文本为中心的 翻译理论的枷锁，带来了以读者为中心的翻译理论新视角。接受美学注重语言的美感， 认为文本本身即是某种“召唤结构， 其中富含大量的语意“空白”，需要读者自己 去发掘，感知。而修辞是语言采用的艺术手段之一，其形式简洁，语意内涵丰富，具 有特殊美感。译者在某种程度上可以说是源语广告的第一读者， 肩负着传递源语广 告者意图的重任。本文论证了接受美学的“语义空白理论同广告修辞有着不可分 割的内在联系，而“期待视野”和“召唤结构”则赋予了译者充分的自由。译者要想 得到为译语读者所接受和欣赏的译本，就必须在接受美学的指导下，充分发挥自身的 主动性，从而在译文中实现源语广告修辞所承载的审美情趣，美感和语义效果。 关键词：接受美学，广告修辞，译者能动性 Abstract：M也the Abstract：M也the development of global economy,it’S of greater and greater significance to translate rhetorical device in advertisement,while at the same time， retaining its aesthetic sense and language effect,thus，adding charm to advertisement and realizing the ultimate goal of advertisement邓rsuading the target language readers to buy products or services．But Chinese and English belong to two different language system， they have totally distinctive pronunciation,form and meaning aLs well as culture and history． So，in the process of translating，it is difficult for translators to fred perfect equivalent in the target language for rhetorical devices in advertisement．Rhetorical devices translation meets tremendous obstacle．Sometimes，even if the translated versions could express the soBrce text meaning correctly,the rhetorical effect and aesthetic beauty contained in the original text are totalIy lost．So，how to solve this problem? The author of this thesis believes that Reception Aesthetic theory which is represented by Jauss and Iser breaks the bondage of traditional translation theories which put author or text before everything and provides rhetorical devices translation in advertisement a new viewing a11妒e which is readers centered．Reception Aesthetic theory emphaSize language beauty,it believes that text itself