Abstract: Advertisements are impotent for improving the reputation of a product and marketing it on foreign markets. With the development of global economy, various advertisements have been driving luxuries from the west to China. The advertisements of luxuries, the same with those of common products, should reflect unique features, functions, tastes and cultures. However, because of different cultural and economic environment and consumer psychology, the translation of those luxuries entering the Chinese market attracts our attention and needs to be further discussed. On the basis of reception aesthetics, this thesis with discussions about the features and aesthetic implications of advertisements of luxuries and the consumers’ psychology, analyzes the translation strategies of advertisements of luxuries.

Key words: Luxury Advertisement, Reception Aesthetics, Culture, Translation Skills

CONTENTS

Abstract

摘要

1. Introduction-1

2. Reception Theory and Translation-2

  2.1 Origin and the Development of Reception Aesthetics

  2.2 Basic Concepts of Reception Aesthetics

3. Aesthetic Features of Advertisements of Luxuries-4

  3.1 Rhythmic Beauty

  3.2 Structural Beauty

  3.3 Attractive Implication

4. Translation of Advertisements of Luxuries-5

  4.1 The Embodiment of Reader-centered Concept

    4.1.1 Consideration of Consumers' Expectations

    4.1.2 Transfer of Consumers' Aesthetic Experience

  4.2 Translation of Aesthetic Features

    4.2.1 Literal Translation

    4.2.2 Transformation of Aesthetic Features

    4.2.3 Creation of Aesthetic Effects

5. Conclusion-8

Bibliography-10

Acknowledgements-11