论接受美学与旅游外宣广告翻译中的读者关照洪 明(湖南财经高等专科学校涉外系,湖南长沙 410205)摘要:随着旅游国际化时代的到来,旅游外宣广告的翻译成为一项值得我们研究的重要课题。旅游外宣广告的翻译是一项目的性极为明确的交流活动,其目的的实现主要依赖读者对译文的反应。接受美学强调以读者为中心,对旅游外宣广告的翻译有着重要的启示。在旅游外宣广告翻译中,译者应充分考虑中西文化、语言和审美习惯的差异及译文读者的期待视野,重视对译文读者的关照。本文同时提出,译者不能一味消极地迁就读者,要超越读者、创造读者,拓宽读者的“期待视野”,通过旅游外宣广告的译作向国外读者推介中国的特色语言、宣传中华民族灿烂的历史文化,从而提高译文读者的语言和文化修养,这才是更积极意义上的读者关照。关键词:接受美学; 旅游广告翻译; 读者关照Abstract: As the tourism globalization, the tourism advertising translation has become a very important project which deserves us exploring. This kind of translation is definitely a purposeful activity and the achievement of its purpose primarily depends on the TL readers’response. This paper applies the TL reader centered theory of reception aesthetics to tourism advertising translation and argues that the translator should take into consideration the TL readers’horizon of expectation, the language, cultural acceptability and aesthetic characteristics of the TL readers. At the same time, the author suggests that the translator shouldn’t always accommodate the TL readers passively, on the contrary, he should widen the TL readers’horizon of expectation, and create the TL readers by introducing our unique language, our brilliant history and culture to enrich their knowledge. Perhaps, it has the more active meaning in concern for the TL readers in tourism advertising translation.Key Words: reception aesthetics; tourism advertising translation; concern for the TL readers中图分类号:H059 文献标识码:A 文章编号:1004 - 6038(2006) 0...
