Translation Strategies of Business Advertisement Based on Reception Aesthetics

摘要

The unique text features and functions of business advertising, coupled with different Chinese and Western cultures and language features, make it difficult for English and Chinese business advertising languages to express themselves. Guided by the Theory of Reception Aesthetics, the study explores translation strategies of business advertisement by inductive, comparative analysis and illustrating methods. In advertisement translation, the following strategies should be adopted: (1) Focus on consumers and cater to the reader's psychological approval; (2) Create "rebellion" on the original text; (3) Expand readers' expectation horizon to lead and exceed consumers.