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翻译理论与美学携手,向我们昭示:美学具有不可抗拒的学术魅力。移情论是对审美思维运作规律的心理学阐释。本文将翻译审美的移情论引入到广告文化意象的翻译研究中,认为翻译作为跨语言、跨文化的交际活动,不仅是语言符号的转换,也是两种文化之间的碰撞。翻译审美移情最终决定着广告中原语意义与原语文化意象两者之间的取舍,重建原作品的意境。
Translation theory and aesthetics work together to show us that aesthetics has an irresistible academic charm. Empathy is the psychological interpretation of the law of the aesthetic thinking. This article introduces the translating esthetic empathy theory into the translation studies of advertising cultural images, and regards translation as a cross-linguistic and intercultural communicative activity, not only the transformation of linguistic signs but also the collision between the two cultures. Translating aesthetic empathy ultimately determines the trade-off between the meaning of the original language in the advertisement and the original cultural image, and the reconstruction of the artistic conception of the original work.