Abstract

Advertisements language is an artistic language which has many aesthetic characteristics. With increasing globalization, the role of advertisements’ translation is becoming more and more important. This thesis takes English advertisements as research objects, from the aspects of horizon of expectations and audience-centered theory of Receptive Aesthetics to analysis advertisements’ translation and finally announce the guiding function of Receptive Aesthetics’s two theories —— horizon of expectations and audience-centered theory.

Key words: Receptive Aesthetics; advertisement translation; horizon of expectations; audience-centered theory

Contents

Abstract

摘要

1 Introduction 

2 Advertisements’ translation directed by the of Receptive Aesthetics

2.1 Receptive Aesthetics

2.1.1 The formation and theoretical basis of the Receptive Aesthetics

2.1.2 The development of the Receptive Aesthetics

2.2 The combination of ads’ translation and audiences’ horizon of expectations 

2.3 Advertisements’ translation must cater to audiences’ temperament and interest.

3 Enlightenment of Receptive Aesthetics to advertisements’ translation

3.1 The psychological perspective for the reader’s of translation

3.2 The culture perspective for the readers of translation 

3.3 The language habits perspective for the readers of translation

4. Conclusion 

References

Acknowledgments