The Guidance Of Xu Yuanchong’s Poetry Translation Theory On Poetic Advertisement Translation

With the increasingly developed commodity economy, the commercial circlesgradually pay much attention to the function of advertisement in marketing campaign.More wise advertisers proceed from the perspective of receptors’ taste, creating a typeof poetic advertisement, which is distinctive in its vision, audition as well as in itsjointed sensation and striking a chord with the receptors. That is the text ads full ofpoetic flavor. Meanwhile, with the acceleration of the globalization, the realm ofcooperation and international communication is continuously being extended, and theforeign trade activities are increasing day by day. As one of the numerous languagecommunicating activities, translation is particularly important. Due to the poeticadvertisement possesses either the characteristic of poetic language artistic form, orthe characteristic of commercial advertisement which caters to market demand, thestudy of poetic advertisement translation is especially significant, and increasinglyarouse many scholars’ interests.This thesis guided by Xu Yuanchong’s theory of “Art of beautifulization”,namely “Three Beauty”,“Three Transformation” and “San Zhi”, respectively analyzesthe poetic ads translation in the perspective of ontology, methodology and teleology.The “Three Beauty” theory reveals the essence of poetic advertisement translation,developing a text form loved and delighted by the receptors; the “ThreeTransformation” theory is to explore the strategies of poetic advertisement translation,classify the past translating methods in accordance with its unique text characteristic; but the “San Zhi” theory is to explore the ultimate target of translation based on theacceptance of translated version for the receptors.This thesis mainly consists of four parts. The first chapter elaborates theresearch background, research question and structure of this thesis. Chapter Two, thedefinition of poetic advertisement, the characteristics and its function are allintroduced, and then Xu Yuanchong’s systematic translating theory “Art ofBeautifulization” as well as the compatibility in the poetic advertisement translation isbriefly interpreted. Chapter Three, on the basis of previous chapters and guideline by“Art of Beautifulization”, through analyzing the examples, discusses the ontology,methodology and teleology’s application and instructive significance respectivelywithin the poetic advertisement translation. Furthermore, the special requirements tothe translators are pointedly proposed as well as the tendency of art-orientation inpoetic advertisement. In Chapter Four, the author states the major findings as well asthe limitations of this thesis with the prospect of further studies of poeticadvertisement translation are illustrated.