Advertising translation is a special text. Translation texts in both form and content are required to have the characteristics of beauty to affect the consumers’ thoughts. Beauty is the characteristic that all people are willing to obtain. People are longing for a good, beautiful thing. As a result, in order to attract consumers’ attention, advertising language should make consumers have a sense of satisfaction, lead them into the good artistic conception. But the function of equivalence or teleology and other translation theory are able to guide the translation of advertising language, however, it cannot be reflected in the characteristics of advertising language. Translation aesthetics are immerging into the aesthetic thought, which will retain the meaning of the original language in the process of conversion of the two languages, so that the advertising language is more beautiful thus enhancing its appeal to attract the general public to promote the real effect of consumption. Therefore, under the guidance of the theory of translation aesthetics, this paper enumerates a large number of clothing advertising language examples to achieve the in-depth analysis of the advertising language translation.

This paper makes an analysis of aesthetic understanding of advertisement translation from the perspective of aesthetics. It first gives a brief introduction to the whole paper. Then it reviews some information of translation aesthetic and advertisement. After that it makes an analysis of aesthetic understanding of advertisement translation and translation aesthetic strategies of advertisement from the perspective of aesthetics. At last a general conclusion is given.

2 Literature Review

2.1 Studies on Translation Aesthetics

Liu (1995) thought that the development of Chinese translation aesthetics theory can be pided into four phases: Source-text orientation, Faithfulness, Closeness of Spirit and Sublimation. In each period, translation is closely related with aesthetic theory. Fu (1996) considered that the concept of “spirit” is brought into translation theory in China. But Fu (1996) put the principles of “Spirit” and “Form”, “Spiritual closeness” and “Formal Closeness” principles in translation theory to guide the translation practice while making interdependent contradictions. He also advanced the principle of “striving for spiritual closeness rather than formal closeness” in his letter (Fu, 1996, p.168).