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Advertising has cultural and political effects

大众审美心理与广告翻译之间存在着非常密切的关系。审美心理是一种综合的文化意识,涉及到政治观点、宗教观念、生活方式和风俗习惯等各个方面,大众审美心理就更是如此;而广告又是一种面对大众的重要宣传手段,本身就是一种重要的社会文化,它不仅要遵循社会文化习惯和投合大众审美心理,而且在影响和形戍社会文化和审美心理方面起着重要作用,不少书籍对此都有论述,且信手拈来几句:

 

  1Advertising has cultural and political effects, (Glancarlo Buzzi:" AdvertisingIts Cultural and Political Effects”) (广告具有文化与政治效果。)

 

  2No one can deny that any act of persuasion has a cultural meaning…”(O.J. Firestone:“The Economic Implications of Advertising”)(谁也不能否认广告之劝诱特点具有某种文化含义。)

 

  3"The advertising message today is addressed to a vastermore stratified publicand it plays a fundamental and unequalled role in the altering of customs and habitsthe spreading and fixing of cultural and esthetic cliches,”(ib.) (今日之广告信息面向的是更广泛、更多阶层的大众,它在改变风俗习惯、传播和形成为人们反复使用的文化和审美语言方面起有基本的、无与伦比的作用)。

 

  4"But it is also true that advertising plays a determining part in spreading and consolidating cultural habits.”(ib.)(然而,说广告在传播和巩固文化习惯方面起有决定作用也是符合事实的)。

 

  5It would be more accurate to argue in favor of an advertisement that is attractiveseductiveand expressed in terms that respect the average level of taste and culture.”(ib.)

 

  (比较而言,较为正确的作法应该是提倡广告的吸引力、诱惑力和表达方式的大众化,即尊重普通人的审美和文化水平。)

 

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