2nd International Conference on Education Reform and Modern Management (ERMM 2015)

Research on Advertisement Translation from the Dual

Perspective of Teleology & Reception Aesthetics
Changhong Zhai
School of Foreign Languages
Wuhan Polytechnic University
Wuhan, China
[email protected]

Abstract—A successful advertisement translation requires the products. Competition exists every corner in the world. In
translator to deal with what the advertisements focus on and try modern society, as the embodiment of commerce,
to reduce the cultural discrepancy. Moreover, the translators are advertisement is becoming an important part of our daily life.
demanded that they not only focus on the original text, but also Not only is it supposed to be appealing, it is also used as a tool
pay attention to the cultural significance of the original content for manufacturers to improve their products’ marketability.
and the connotative meaning of the advertisement, which enables With globalization accelerating, more and more businesses of
readers to accept it easier and more importantly achieves the all types are operating internationally in various ways. A
purpose of promotion. In this paper, advertisement translation famous American marketing association once defined
will be illustrated from the dual perspective of teleology &
advertisement like this: advertisement is the non-personal
reception aesthetics, and will mainly focus on the strategies and
methods.
communication of information usually paid for and usually
persuasive in nature about products, services or idea by
Keywords-advertisement; teleology; reception aesthetic identified sponsors through the various media.

I. INTRODUCTION III. THE OVERVIEW OF THE MAIN VIEWPOINTS OF

RECEPTION AESTHETICS
Advertising plays an important role in the commercial
world. Advertisement translation is a major means for the A. Review of the Development of Reception Aesthetics
commodity to enter the international market. There are many Reception Aesthetics theory put forward by H.R.Jauss and
researches of advertisement translation at home and abroad. Wolfganglser opened up a new revolution in advertisement
However, research on advertisement translation from the dual translation. The market competition of various products is
perspective of teleology & reception aesthetics is a new becoming increasingly fierce, and advertisement is now
research field. Advertisement translation should be centered on ranking among the world's ten largest advertising powers. So
readers under the principle of teleology, considering the far, many domestic and foreign researchers have carried out a
audiences’ vision and aesthetic taste, thus awaken the reader's lot of translation practice and theoretical research on the issue
imagination and motivate their action to achieve this desire. of reception aesthetics. However, this kind of research began
Advertising translation has gone a long way, but most studies very late in China, compared to that in foreign countries, as a
only focus on the simple language features, rhetorical devices result, we fall behind other countries in the development level
and some ostensible characteristics. Traditional translation has and research result. What’s more, we are also behind other
been unable to adapt to customer's requirements. countries in the process of introducing this theory. Because of
lack of systematicness, it also brings different levels of
II. THE MOTIVATION TO STUDY ADVERTISEMENT
problems and misunderstandings. Reception aesthetics theory
TRANSLATION
shakes the traditional translation view, it will inevitably face
Translation activity means not only the process of large barrier when introducing this theory to the translation
translation, but also the results of it. H.G.Widdowson pointed circles.[1]
out that the difference between “result” and “process” is of
great importance, which can make us aware of the deviation Reception aesthetics, also called reception theory, was
and defect of translation research, at the same time provide us a originated from federal Germany in the 1960s, it was founded
possibility of acknowledging the essence of translation from an by several teenage scholars in Constance University, such as
overall aspect. However, most translation focuses on the result H.R.Jauss and Wolfgang Iser. This informal academic group
of the bilingual conversion instead of its process. This was later called “Constance School”. As one of the main
phenomenon can’t reveal the essence of translation, which representative of this school, H.R.Jauss insisted that in the
makes scholars realize the imperfection of translation research. triangle of writers, readers and works, readers are not passive,
Bilingual conversion is a complex cognitive psychological instead, they are “the composition of the dynamic history” and
process. It includes direct language process, and also the deeper the realization of meaning depends on the reader's expectations,
psychological process. With the economic development, translators should target on not only the readers' emotional
Chinese products enter the international market, so are foreign need, which can help achieve their psychological identification,

© 2015. The authors - Published by Atlantis Press 294

but also on the readers’ cultural and psychological aspects, thus succession, from different angles, different ways, and different
avoid the conflict of understanding. There are mainly two levels to probe into this subject.
schools of reception aesthetics study: one is “reception
research”, the other is “effect research”. The former, According to reception aesthetics, any reader will
represented by Jauss, emphasizes the readers’ horizon of consciously or unconsciously produce specific horizon of
expectations and aesthetic experience. According to him, the expectations before their reading activities. Reception
horizon of expectations refers to the partial and moving aesthetics is centered on readers, tries to meet readers’
perspective of human experience and knowledge. [2]There is expectation horizon and aesthetic taste, and requires the writers
pre-understanding or pre-knowledge structure in the readers’ to endow enough “uncertainty” and “blank” to their works,
mind, before he sets out to read a new literary work. In calls for the readers potential imagination, and in the end
translating, the differentiation in the horizon of expectations achieves the anticipated effect. In the enlightenment of
between the original text and the translator and the reception aesthetics, the aim of advertisement translation
consideration for the readers’ horizon of expectations definitely should be to awaken the readers’ memory, put them in the
results in the diversity of translations. The latter represented by specific experience in order to arouse their expectations and
Iser, stresses the text research during the reception process. It then stimulate or change those expectations in their purchase
mainly studies the interaction between the text and the reader action.
and believes that reading is a communication between the two. One of the most important contributions reception
Iser claims that any work has two sides. The artistic side aesthetics offers is that it identifies the readers’ central position.
contains indeterminacies to be settled by the reader; the Any advertisement is created for readers. The realization of
aesthetic side, the readers’ realization, means each individual advertisement effect mainly depends on whether or not the
reader’s understanding of the works on the basis of his own readers can accept the promoting. In order to achieve this
knowledge and experiences. Each translator with his own purpose, the translators must take readers into consideration,
particular properties comes to the different concentration in the grasp their subjective initiative, and blend with the readers in
aesthetic side for those indeterminacies in the artistic side, the horizon. Reception aesthetics gives full consideration to the
hence the different interpretation of the original text. The readers, which enlightens advertisement translation studies a lot
theory of reception aesthetic transfers the attention from the and allows us a better understanding of different advertisement
content to the readers’ acceptance. It decides that whether the translations. “Horizon of expectations” refers to the stereotype
readers’ acceptance can be realized, in which way and what formed by reading experience after readers’ reading so many
appearance it is achieved, as well as the degree of realization literal works. Horizon of expectations requires translators to
and the effect. The key to producing meaning is by “horizon take the demands of “potential readers” into consideration in
blending”, that is, the mutual blending and effect of receiver’s translating unconsciously. Readers’ horizon of expectations is
horizon of expectations and life experience. represented as readers’ readiness to accept. Successful
advertisement translation should make consumers find the
B. The enlightenment of reception aesthetics on
similarities between advertisement and their horizon of
advertisement translation
expectations, or higher than the horizon of expectations, and
The rise of reception aesthetics has made it possible for eventually accept the advertisement.
people to view advertisement translation from a new
perspective. In the theory of Eugene Eoyang, a professor from For example, the advertisement of Nike is “just do it”, it
Indiana University, reception aesthetics plays a very important embodies that the businessmen respect the individual
part. Assuming that a perfect understanding and translation of consumers, it fits for the audiences’ (sports community)
the original text is impossible, Eugene Eoyang believed that expectation, that is, highlighting the character and the
one translated version is only the result of a particular, personal individual, so it is easy for readers to accept. A pawn slogan
interpretation of the original work by a certain translator. The “Shang dang buchikui”, if we translate word by word, the
translated version is not only an interpretation of the original translation will arouse readers of previous experience that they
text, but also a text to be interpreted by its target readers. This think pawn is humiliating. If it is translated as “Go to the Pawn,
means that the translator should take into consideration both you won’t be Down”, it will effectively avoid the readers’
the original text and the target readers during the translation conflicted emotion.
process. [3]Reception aesthetics was applied in translation Reception aesthetics provides a new theoretical perspective
research field in western countries in the late 1970s. Since and research methods of advertisement translation. The
Steyn specifically described the translation mode, reception translator must center on readers, reveal the information and
aesthetics has become one of the important aspects in the value of advertisement, take full consideration of the
contemporary translation studies. In the late 1980s, reception consumers’ horizon of expectations and aesthetic experience,
aesthetics entered Chinese translation field. The first relevant bring it into certain atmosphere, and arouse their imagination
paper is “Circulating of Interpretation, Acceptance and again and desire for the products. This requires translators to have
Recreation” written by Yang Wuneng in 1987. The article enough aesthetic qualities and language culture. Apart from
pointed out that, literature translator is both an interpreter and a catering to readers tastes, at the same time, the translators
receiver. The whole process of translation activities includes should also construct the text that is higher than readers’
the translator→ the author and the reader→ author’s horizon, improve the tastes of the public, attract consumers and
interpretation, acceptance and again recreation. Later, the promote the cultural progress.
translation field in China published other related papers in

295
 IV. THE OVERVIEW OF THE MAIN VIEWPOINTS OF purpose principal, any translation activity involves a certain
TELEOLOGY THEORY objective, and it is this objective that decides the whole
translation. In the coherence rule, the translation must comply
A. Review of the Development of Teleology Theory with the standard that it is coherent in the contents, that is to
Teleology theory was first put forward by Vermeer in the say, the translation must be understood and received in the
1970s, it is a leading theory in the functional translation theory. target language culture and make sense in the communicational
Translation is also a way of communication, so the aim of environment. In the faithfulness principal, the translation
translating plays a decisive role in the entire translation should be in accordance with the original contents. Only when
behavior. Teleology theory is the most important theory in the the advertisement translation takes on the equivalent influence
functional school of translation studies. A translator should and expression to the original content can the translation be
always choose translation methods purposefully. It holds that called a successful one. For example, when translating “He
translation methods or strategies should be determined by the yibei ningmeng lingni yishenxingnao”, we may just translate it
intended function of the target text and points out that certain as: “A Glass of Instant Lemon Tea Makes You Refreshed.” It is
translation methods which do not seem to conform to a declarative sentence, which can’t reach the expected effect. If
conventional translation criteria should be reappraised so that we try to use a question or exclamatory sentence, the effect will
the purpose and function of the target text will be given due be quite different, such as: “For Refreshment? A Glass of
attention in the translation process. This is in accordance with Instant Lemon Tea!” Furthermore, by using teleology theory,
the theory that any action involves an intention. Translation some brand has achieved great success in the translation. To
strategy must be determined according to the translation take another example, “Shu fujia” is translated as “Safeguard”.
purpose. Advertisement translation belongs to the application This translation is equivalent not only in form but also in
territory, which in particular emphasizes on the transmission of function and highlights the prominent sterilizing effect of this
information, its contents and effect. Advertisement translation soap.
aims to achieve the expecting purpose, the ultimate goal is to
influence consumers’ psychological level, and induce Nord pointed out that, in the process of translating, what the
consumers to purchase the promoting products. The teleology translators should do is to translate meaningful texts for the
theory provides a theoretical basis for the advertisement target readers, the direct and purposeful character again shows
translation research and it is rational and smooth by using that there should be a value, belief and shifting of customs in
teleology theory to translate advertisement. translating, trying to make the translation in target language
adapt to consumers’ acceptance.
B. The Enlightenment of Teleology Theory on Advertisement
First of all, the translator should analyze the hidden
Translation
information in the viewpoint of readers. Due to the different
The main function of advertisement is to convey products languages and different cultural background, some
information to consumers, so the primary purpose of communicative information is indicated in the source language,
advertisement translation is to cross cultural barriers, and however, because of the readers’ different recognition, it can’t
realize the promotional function of source language in the be recognized, for the readers, they will face confusion in
target language culture. Advertisement texts try to realize the understanding. As a result, it is required for the translators to
effective spreading of advertisement information with its make up for the lack of target language culture.[5]
essence of persuasion. The informational function and
persuasive function are the main function of advertisement; its Secondly, the author should adjust the source language
stylistic function decides the special style of advertisement information, and realize the best relevance between source
language. Its features can be concluded as short, persuasive, language and target language. To provide the best relevance
and easy to understand. The real purpose of advertising is not and avoid readers making unnecessary effort, in the process of
only to provide information, but also to realize its persuasive choosing essential parts within the original text, it is wise to
function and eventually cause consumer to purchase. Therefore, express the main information relevant to the communicative
the nature of the advertisement translation is to achieve the purpose of the original content, so additions and deletions of
expecting purpose and function, target on the readers, orient on the original text is imperative.
the target language and culture. The translator should adopt In the process of translating, translators should change our
flexible translation strategies, reproduce the advertisement’s concepts, prepare for the many aspects, care for the readers,
persuasive function in the environment of target language think over the culture, and handle flexibly.
culture, and realize the cross-cultural communication.[4]
To begin with, the translators should pay attention to the
In the teleology, translation is defined as “a complex action change of concept and translation orientation. The teleology
designed to achieve a particular purpose”, which takes place in theory makes us pay full attention to purposes of different
a given situation and modifies the situation. Since translation. The purpose of the advertisement is very clear---
advertisement translation is a cross-cultural action of promoting goods, persuading customers and stimulating
communication, it is necessary to find a cut-in between consumption. Accordingly, the advertisement translation
teleology and advertisement translation. According to the should achieve this purpose in different languages. Reception
teleology theory, translation should follow the three principals: aesthetics inspires us to treat our readers as the center, to grasp
purpose, coherence and faithfulness; among the three principals, readers’ initiative, blend the translators and readers in the
purpose is the supreme principal and coherence and horizon. The effect of advertising mainly depends on whether
faithfulness are included in the purpose principal. In the or not the readers can accept the propaganda. The process of

296
translation should view readers as the main body, give full play following advertisement. As for “He kongfu Jia Jiu, Zuo
to the receivers’ aesthetic experience, thus make the translation tianxia wenzhang”, there are two translation texts: Translation
vivid and readers piercing. 1: Kongfu down, Cases done; translation 2: Confucian Spirit
triggers provokes your mind.
Then, translators should make careful preparation before
translation. There are mainly four steps for the translators to As the founder of Confucianism, Confucius is respected by
prepare: the later generations. Confucius is also well-known by western
people, but as for “Kongfu”, this word can only make
(a) To query the businessman of the detailed features of westerners associate with Chinese martial (Chinese kung fu),
products, from the quality, place of origin, property, price, the original text is the “culture”, but “kung fu” is “force”,
technological level and so on. which is far from Confucius. Therefore, considering the
(b) To know about the specific purpose, medium of cognitive level and acceptability of the target crowds, the
communication, and the target groups. Whether continuing to second translation is more suitable for the cultural psychology
expand the market, printing on the magazine or on TV, and of western consumers, furthermore, Confucian Spirit and
countries, age group, type of work of the target crowds are the British Spirit are slightly different in advertisement expression,
factors to be considered. and they are easy to arouse western consumers’ association.
(c) To lock the target crowds, understand the cultural Mutual international understanding is unbalanced and
convention and consumers’ psychology, and learn about the always changing. When the audience change their
taboos of translation. Any country or nation has many taboos, understanding and acceptability of foreign cultures, translating
as to those ethnic customs having formed for thousands of process relevant to cultural factors will also change, to ensure
years, we should give them necessary respect, and otherwise, it the coherence and smooth transmission of the advertisement
will impact the effect of translation. information, and at the same time cater to the aesthetic
appealing, and finally reach the purpose of promoting.
(d) To care for the readers in translation. The attention of
the target language readers first lies in taking consideration of V. CONCLUSION
the cultural discrepancies and cultural taboos. Let’s take some
The paper attempts to apply reception aesthetics and the
brand name translation for example, if “Wuyang” bicycle is
teleology theory to the study of advertisement translation.
translated as “Five Rams bicycles” and Chinese “Fangfang”
These two theories have internal unity, which provides
lipstick is translated as “Fangfang”, although these trademarks
practical effect for advertisement translation. In the translation
can bring good associations in Chinese culture, they are
of advertisement, we must always keep our goals in mind, pay
contrary to English culture, because “ram” has some collisional
full attention to the cultural difference between source language
meaning, and “fang” means the pointed teeth of poisonous
and target language, and take reader’s ability of reception and
snake. Just think who want to purchase a bicycle that is easy to
horizon of expectations into consideration, which will help
collide and the lipstick that is poisonous?
improve our level of advertisement translation.
Except for the language taboos caused by customs,
translators should also notice some political, economic and REFERENCES
cultural words with special cultural meaning. For example, in [1] Venuti, Lawrence. The Translator’s Invisibility [M]. London & New
Chinese advertisement, we can often hear “Jin sanjiao”. If “Jin York: Routledge, 1995.
Sanjiao” is translated as “Golden Triangle”, it will cause [2] Munday, Jeremy. Introducing Translation Studies: Theories and
conflicted emotion of readers, because “Golden Triangle” Application [M]. London and New York: Routledge, 2001.
refers to places in southeast Asia that manufacture and sell [3] Gentzler, Edwin. Contemporary Translation Theories [M]. Shanghai:
Shanghai Foreign Language Education Press, 2004.
drugs.
[4] Lefevere, Andre. Translation ， History ， Culture [M]. London& New
For the cultural information that does not cause cultural York: Routledge, 1992.
conflict, when translating, what translators should consider is [5] McArthur, T. (ed.) Longman Lexicon of Contemporary English [Z].
whether the audience can understand, and whether it is Longman Group Ltd. 1981.
necessary to translate this information. Let’s look at the

297