论广告翻译中的移情效应

广告翻译过程包含译者对原文、受众对目标语的审美。扎实的语言功底是广告译者不可或缺的基本素质，同时，译者的情感投入也不可忽视，恰到好处的移情是高质量译文的保证。另一方面，由于受众是依靠译文来获取信息的，受众对译文的移情关涉到广告的实际效应。因此，好的译文离不开译者对原文的移情，同时又引发受众的移情，两次移情最终促使广告目标的达成。

On Empathy in Translation of Advertisements

The process of advertising translation embodies not only the translator’s beauty appreciation to the original text but the audience’s to the target language.A good knowledge of language is a necessary quality for a translator,while emotion plunge is another important factor which can not be ignored.The translator’s proper empathy is an insurance of high quality version while the audience’s empathy is related to the actual effect of the advertisement because the audience acquires information through the version.In advertisement translation,both the translator and audience can be empathized by the advertising text and result in an identification of beauty appreciation.