On The Online Advertisement Translation Of The Internet Products From The Perspective Of Translation Aesthetics

Aesthetic design is an essential part of contemporary product design and advanced orientation of future advertisement.Not only in the application and function development of the product,aesthetics ideas also emerge in the aesthetic design of advertisement.Along with the increasingly diversified concepts about mass consumption and the global allocation of resources,the aesthetic design of advertisement involves more of translation aesthetics with the target language rather than the beauty in the language.In the trend of blooming economic development,the internet gradually thrives in the international commercial transaction as the leading force serving the Chinese economic reform as a communication channel with the world.Arising from the traditional media,online product promotion is a start-up marketing mode relying on the internet.In the present era filled with cumulatively innovative and humanized science and technology products,the advertisement language,as a communicating instrument,possesses technological and emotional characteristics.More and more emphasis has been laid on the emotionalized design in advertisement translation.Apparently,the development of science and technology along with the times has put forward higher demands on advertisement creation.Apart from the expected accuracy,the focus of academic circles is not confined to the entity of the advertisement language,but expanded on the user's psychological needs.In addition,as a large volume of ever-changing overseas products are introduced into China,the translation quality of the product advertisement straightly determines the domestic acceptability of the product.Therefore,the demand of the advertisement translation quality of the internet products has gone beyond the information conveying and has been increased onto another level of artistic effect.The information technology magnates like Apple,Google and Microsoft have already started to strive for perfection in their advertisements.Artistic merits and aesthetic functions exist in every single language.The switch and the transformation behind various languages are essential objects in this research.In accordance with the diversified forms of translation aesthetic objects,there has been a big variety of flexible aesthetic presentations and strategies.User's great satisfaction,stemming from the value provided by the product,contains the immediate visual and auditory pleasure as well as the profound psychological and affectional contentment.Hence,taking the advertisement translation practice on the homepage of Apple products as an example,the thesis employs the elaborate comparative analysis between the original and the Chinese versions from five expressive perspectives:audio and visual effects,structure and form,meaning and implication,artistic image and conception and cultural influence.All the examples in this thesis help to verify that the online commercials can also bring equal experience of beauty to the readers and users in addition to their information of technology.Since the products are expected to be sold around the world ultimately,proper and reasonable translation for the target language readers is in urgent need.The quality and effect of the translation determines whether the products can achieve equivalent or similar impact on the readers.Based on detailed exploration,the author of the thesis hopes to offer some novel and scientific suggestions and fresh thoughts as well as inspirations to technology translators and domestic promotion of the internet products.