Research on Automobile Advertising Translation from the Perspective of Skopos Theory and Reception Aesthetics Theory

Abstract

Reception aesthetics theory believes readers should be highlighted, that is to clear the dominant position of advertising audiences, and the realization of advertising functions depends on reader’s understanding and acceptance. Based on the theory of reception aesthetics, this paper summarizes the characteristics of English and Chinese slogans which gives guidance to further analyze the current status of automobile advertising translation, which is characterized by domestication, accompanied by translation skills such as literal translation, free translation, translation, translation and conversion. Combining Skopos Theory with reception aesthetics, this paper analyzes the cases of English-Chinese translation of automobile advertisements and finds automobile advertisements which gradually apply the above theories, are now trying to be as close as possible to audience’s aesthetic feelings when being translated. However, this kind of practice is not enough and there are still literal translation and the problem of divesting audience’s aesthetics in this process. Therefore, this paper proposes that when doing automobile translations, readers should be placed in the central position while combining brand concepts, target language and cultural background of the target market along with its habits all together.