Translation Strategies of Business AdvertisementBased on Reception Aesthetics

DOI

10.2991/icmess-18.2018.396How to use a DOI?

Keywords

Reception Aesthetics; Implications; Business Advertisement; Translation Strategies

Abstract

The unique text features and functions of business advertising, coupled with different Chinese and Western cultures and language features, make it difficult for English and Chinese business advertising languages to express themselves. Guided by the Theory of Reception Aesthetics, the study explores translation strategies of business advertisement by inductive, comparative analysis and illustrating methods. In advertisement translation, the following strategies should be adopted: (1) Focus on consumers and cater to the reader’s psychological approval; (2) Create “rebellion” on the original text; (3) Expand readers’ expectation horizon to lead and exceed consumers.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xiaofang Li
PY  - 2018/06
DA  - 2018/06
TI  - Translation Strategies of Business AdvertisementBased on Reception Aesthetics
BT  - Proceedings of the 2018 2nd International Conference on Management, Education and Social Science (ICMESS 2018)
PB  - Atlantis Press
SP  - 1781
EP  - 1784
SN  - 2352-5398
UR  - https://doi.org/10.2991/icmess-18.2018.396
DO  - 10.2991/icmess-18.2018.396
ID  - Li2018/06
ER  -