接受美学视域下化妆品广告翻译的研究
化妆品广告对消费者的购买行为和消费心理产生很大的影响。一条被目的语消费者广泛接受的化妆品广告翻译对于扩大市场、促进消费有着重要意义。如何让化妆品在异国被消费者认可和接受是生产者面临的重大挑战。因此，随着化妆品市场的扩大和国际化，化妆品广告的翻译变得越来越重要。
本文旨在探究接受美学理论对化妆品广告翻译的指导作用。从接受美学理论的角度来看，诠释了化妆品广告翻译应该采用哪种翻译策略。并将接受美学理论与一些翻译原则结合，借此体现接受美学理论的优越性，并且强化接受美学理论在化妆品广告翻译中的运用。最后，在接受美学指导下，化妆广告翻译也有一些不足。
关键词  化妆品广告, 接受美学理论,翻译方法
    
1  Introduction.......1
2  Cosmetic Advertisements..........................2
2.1  The Functions of Cosmetic Advertisements...2
2.2  The Language Features of Cosmetic Advertisements3
3  On the Theory of Reception Aesthetics.5
3.1  Major Concepts of Reception Theory....5
3.2  Reception Aesthetics and Cosmetic Advertising Translation.....7
4 The Application of Reception Aesthetics to the Translation of Cosmetic Advertising .8
4.1  The Standards of the Reception Aesthetics in Translation.........8
4.2  Main Approaches to the Translation of Cosmetic Advertisements....9
4.3  Analysis of Some Successful Cosmetic Advertisements.11
4.4 Problems in Cosmetic Advertising Translation Under Guidance of Reception Aesthetics..13
Conclusion.14
Acknowledgments.15
References.16

  Introduction
The entry into WTO and the great influence of the 2008-Olympic-Games mushroomed the cosmetic markets in China. Different kinds of cosmetic advertising from various countries shows up in domestic market and account for a large market share rapidly. With the cosmetic markets booming up, a large number of cosmetic advertisements appeared in another language contributed by translators and effective translating strategies. Good translations for these advertisings will help to enhance their reputation, build their beautiful images, and leave enduring and ever-lasting impression on consumers. Well-accepted advertising translation could attract attention, arouse their interests and then appeal their purchasing action. Therefore, faced with fierce market competition, appropriate and well-accepted translation becomes an urgent issue for internal brands of cosmetics and foreign companies so as to persuade consumers in the target language communities.
Research on advertising translation has been conducted a long history at home, and a much longer time in western countries. The most classic one is Jauss H R(1982). In the book Toward An Aesthetic of Reception, he points that the aesthetics reception provides a new theoretical perspective and research methods for the translation of advertisement. The translator should regard the reader as centre and reveal the value of information and advertisement. The translator fully takes the expectation horizon and aesthetics experience of the consumer into account. At the same time, the translator should build a proper text above the expectation horizon of the reader so that he can improve public taste and persuade consumers. Also, he hope that the theory could promote cultural progress. Another thesis named On Advertising Translation from the Perspective of Reception Aesthetics written by Li Chen(2010). Taking the perspective of Reception Aesthetics, this thesis interprets the translator’s dual identity in the process of advertising translation, and points out that “communication” is the basic nature for advertising texts. Centering on receptors, his thesis provides a new angle to guide advertising translation principles, techniques and criteria for the sake of facilitating translation.
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