摘  要：一则好的广告语会在商品宣传中起到画龙点睛的作用。因此，广告语翻译变得越来越重要，它对于促进消费、拉动经济增长及帮助企业抢占市场份额有着积极的作用。

本文翻译美学理论为基础，对翻译中的审美客体进行深入探析，同时充分考虑读者的感受，提高译者在翻译过程中解决问题的能力和对译文的鉴赏能为，使广告语更具有美感。主要研究发现如下：

充分发挥广告语的功能作用，才能起到宣传的最佳效果，促进商品销售。本文通过翻译美学理论的运用，让广告语的美得到进一步展现，这对再现广告的美来帮助企业扩大知名度、増加销售有着深远的意义。本文试从翻译美学理论为切入点，结合一些广告语的翻译，探讨广告翻译的音韵美、句式美、修辞美。翻译美学理论会为广告语翻译的研究注入新的力量，以一个全面的角度展现广告语的美感，从而能让译者在翻译活动中采取恰当的翻译策略或方法，再现广告的中心思想及其美感，从而増强产品的宣传效果，给消费者留下深刻的印象。

关键词：翻译美学；广告语；广告翻译

Table of Contents

1 Introduction 1

2 Literature Review 3

2.1 Studies on Translation Aesthetics 3

2.2 Studies on Advertisement Translation 3

3 Advertising: Classification and Functions 4

3.1 Classification 4

3.2 Functions 5

4 Understanding Translation Aesthetics in Advertising Translation 6

4.1 Rhyme 6

4.2 Sentences Structures 7

4.3 Rhetoric 9

5 Conclusion 11

References 13

Understanding Translation Aesthetics in Advertisement Translation

1 Introduction

In the context of the rapid economic development of the global economy, the connections among countries are becoming irreversible closer, the exchanges are more frequent, and the circulation between commodities has become more frequent. Since Chinese market has potential economic benefits, foreign merchandises are willing to enter into the Chinese market; similarly, the Chinese merchandise is also exported to countries abroad and are widely sold worldwide. Under the situation that a significant competitive market exists, the issue of making products and services better and better thus meeting the needs of consumers has become very important for an enterprise to consider. With the promotion of advertising, any product is able to become as a famous brand thus gaining more and more concerns, therefore, the importance of advertising and charm is not a small part which can be neglected. Businessmen are familiar with the influence of advertising and constantly increasing the publicity and delivery of the advertisements, trying to allow more and more consumers to advertise and understand the publicity products.

Moreover, discourse is the core of advertising, the success of the slogan will be deep into the minds of consumers thus touching their spirits and consumers’ resonate, as a result, financial benefits are finally generated. As for the issue of product publicity, customers would not have a further deep impression if the advertising language for the product is not attractive; moreover, if there is not good advertisements that can affect people, customers would be not willing to purchase. The good or bad of advertising slogan directly affects the reputation and market prospect of the product, and the image that the enterprise sets up in the consumer.

With the development of China’s economy and society, people’s living standards continue to improve. Rich in materials, they began to pursue the spiritual level of enjoyment. People’s aesthetic concept has also changed, from the past when people only concerned about the quality of products and prices and other issues to a focus on product differentiation, fashion and beauty to enjoy. Advertising language plays an important role in the promotion of products. In order to seize people’s attention, it has to work in line with the public aesthetic awareness of the slogan, so that, people would have the will to buy goods. So the study of advertising language translation has far-reaching significance.