Research on Advertisement Translation from the Dual Perspective of Teleology & Reception Aesthetics

Abstract—A successful advertisement translation requires the translator to deal with what the advertisements focus on and try to reduce the cultural discrepancy. Moreover, the translators are demanded that they not only focus on the original text, but also pay attention to the cultural significance of the original content and the connotative meaning of the advertisement, which enables readers to accept it easier and more importantly achieves the purpose of promotion. In this paper, advertisement translation will be illustrated from the dual perspective of teleology & reception aesthetics, and will mainly focus on the strategies and methods. Keywords-advertisement; teleology; reception aesthetic I