In recent years, the acceleration of global economic integration has elevated the role of advertising slogans in our increasingly internationalized modern society. However, theoretical research on advertising slogan translation in China remains far from meeting societal demands. The introduction of aesthetic theory has shifted the focus of advertising slogan translation studies from an exclusive emphasis on the original creators and texts to the target audience. Examining the feasibility of advertising slogan translation from an aesthetic perspective aims to provide new insights and methodologies for this field of research. This paper employs aesthetic theory as its theoretical framework to examine the definition, classification, functions, linguistic characteristics, and cultural features of advertising slogans. By applying key aesthetic principles to guide translation practice, it analyzes representative case studies of slogan translations. The objective is to enhance the quality of slogan translations in practical applications and reduce the prevalence of one-dimensional interpretations.

Shi Shi, Huizhou Pu. An Aesthetic Perspective on the Study of Advertising Slogan Translation. Academic Journal of Humanities & Social Sciences (2025), Vol. 8, Issue 11: 76-83. https://doi.org/10.25236/AJHSS.2025.081113.

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