CAJ | 학술논문

广告文体作为应用类文体，具有很强的目的性与诱导性，本身又带有很强的美学艺术色彩，从某种意义上说具有一种诗性特点。文章采用许渊冲先生的“三美”原则，从音、形、意三个方面具体分析广告语言中存在的诗性之美，并研究“三美”理论指导下，在广告翻译中为达到音美、形美、意美所需要的具体广告翻译对策。通过研究再现广告及其翻译的诗性内涵，以期更好地提高广告翻译的艺术性，实现其审美功能，进而达到交际功能，提升品牌效应。
엄고문체작위응용류문체，구유흔강적목적성여유도성，본신우대유흔강적미학예술색채，종모충의의상설구유일충시성특점。문장채용허연충선생적“삼미”원칙，종음、형、의삼개방면구체분석엄고어언중존재적시성지미，병연구“삼미”이론지도하，재엄고번역중위체도음미、형미、의미소수요적구체엄고번역대책。통과연구재현엄고급기번역적시성내함，이기경호지제고엄고번역적예술성，실현기심미공능，진이체도교제공능，제승품패효응。
As a kind of applied genre,the advertising style has strong purposiveness and inductivity. It is full of aesthetic and artistic quality,which has the poetic characteristics in a sense. This paper intends to use Mr. Xu Yuanchong's “Three Beauties”translation principles to analyze the poetic elements in advertisement from the point of rhyme,form and artistic conception. In addition,the specific translation methods are studied to reach the beauty of rhyme,the beauty of form and the beauty of artistic conception in advertisement translation. Through the research of reproducing the poetic connotation of advertising translation,it’s expected to realize its aesthetic function,thus reaching the communicative function,promoting the artistic quality of advertisement translation and enhancing the brand effect.