Translation Strategies of English Advertisements from the Aesthetic Perspective开题报告

1. 研究目的与意义

With the development of economy and the popularity of TV, computer and other information dissemination medium, all kinds of advertisement are full of every corner of our lives. Reform and opening up not only brings China a lot of foreign tourists and foreign exchange, but also a variety of foreign products and advertising to sell these products. Because Chinese people''s English has not yet reached a very high level on the whole, lots of English advertising will have a Chinese translation to help Chinese understand its meaning. A wonderful message not only can attract people''s attention but also can effectively give people a deep impression. It has almost become a key factor in the success of a product entering the Chinese market. Therefore, this topic discusses the translation strategies of English advertisements from the aesthetic perspective.

2. 研究内容和预期目标

3. 国内外研究现状

Many experts and scholars both at home and abroad have studied the translation strategies of English advertisements from the perspective of aesthetics. This shows that the translation of English advertisements plays a more and more important role in our life. Translation aesthetics is the use of the basic principles of aesthetics and modern linguistics, it is used to study and discuss the aesthetics of translation, to help translators understand the translation of the general rules of aesthetic activities, to improve the translation ability and aesthetic identification ability. Myer-Scotton (1993) explained the unique charm of language. First of all, we can understand each other through language. Secondly, along with the development of human, language had a history of thousands of years. Finally, language can reflect a person#8217;s knowledge, culture and connotation. It can make person feel warm, affection, attention and even admiration. Zhao Juan (2006) first discussed the aesthetic value of advertisements, and then suggested that language art cannot leave the aesthetic art. A good advertisement can show the deep intrinsic value to the audience by itself. Peng Chuxiao（2013）clearly showed us translation principle of English ads to Chinese from the aesthetic perspective. The first principle is that advertising phonological harmony to attract consumers in the hearing. The second principle refers to the advertisement requirements, symmetry, concise and comprehensive artistic form, which can make people feel comfortable on vision

4. 计划与进度安排

Research steps: selecting topic; proposal report; first draft; editing the draft; completing the paperTime arrangement:2022.11---Submit the proposal report2022.1 ----finish the first draft2022.5 ----finalize a manuscriptWriting ideas: First, this article will introduce something about the current situation of English advertising. Secondly, it will talk what is the translation aesthetics. Thirdly, it will introduce the aesthetic characteristics and value of English Advertisement. Finally, it will list the English advertising translation strategy from the perspective of aesthetics.

5. 参考文献

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