浅谈接受美学理论在广告汉译中的应用--以苹果公司广告文案为例

摘要

This paper tries to emphasize reader-centered reception aesthetics theory as the starting center, discuss advertising translation should be considered the target language reader's horizon of expectations, and the importance of attention to their culture, language and other aesthetic habits on its commercials translation of revelation and applications.%本文试从强调以读者为中心的接受美学理论出发，讨论广告翻译中应充分考虑译入语读者的期待视野，并重视对其文化、语言等的审美习惯的关照，浅谈其在商业广告汉译中的启示及应用。