Abstract

Cosmetic advertisements greatly influence consumer’s consuming psychology and purchasing action. It is particularly true with the consumption of cosmetics. How to make the cosmetic products recognized and accepted by foreigners becomes a great challenge to producers. Therefore, the cosmetic advertising translation proves increasingly significant as cosmetic market becomes more and more internationalized.

In terms of advertisement translation, the translator need to take target language consumers as the center, capture their understanding of beauty and make their feelings be consistent with the original readers. So as to encourage the consumers to consume.

The paper integrates the reception aesthetics into the characteristics and functions of advertisement and puts the translation of advertisement under the guidance of reception aesthetics. The paper finds that the translator shall understand and respect the aesthetic habits of target language receivers and put the aesthetic feelings at the center, hoping to give the same aesthetic enjoyment to target receivers. 

Contents

Abstract

摘要

1 Introduction.1

1.1 Research Background and signification-1

1.2 Research Questions.2

1.3 The Structure of the Thesis-2

2 Literature Review4

2.1 Introduction to Reception Aesthetics-4

2.2 Reception Aesthetic and Advertising Translation-5

2.2.1 Meet the reader’s horizon of expectations-6

2.2.2 Correspond to the reader’s aesthetic habits-7

3 The Characteristics and Functions of Advertising8

3.1 The Characteristics of Advertising-8

3.1.1 Possessiveness-8

3.1.2 Repeatability-8

3.1.3 Multipurpose-8

3.2 The Functions of Advertising-8

3.2.1 Integrative function-9

3.2.2 Management and control function-9

3.2.3 Education and Guidance Function-9

3.2.4 Aesthetic Amusement Function-9

4 The exemplification of Aesthetic Features in the Cosmetics Advertising 10

4.1 The beauty of content-10

4.2 The beauty of form-13

4.3 Harmonious beauty of content and form-14

5 Conclusion-16

5.1 Findings.16

5.2 Weakness.17

 References