Rhetorical Devices and Translation in English Advertising_英语论文

摘要

英文广告是一种注重商业价值的信息传播性文体，它以简单的语言表达出复杂的意义, 有其独特的语言魅力。在经济日益全球化的今天，英文广告越来越多地进入中国大众的生活，特别是大量运用各种修辞手法，常常产生余音绕梁的感觉。如何把这种感觉翻译成汉语并保持个中滋味，从而达到广而告之的目的，越来越受到人们的重视。如果一个人能够真正地欣赏英文广告的魅力, 那么他的英语水平也算是到家了。因此, 对于英语学习者而言, 了解并掌握英文广告对我们英语水平的提高是十分必要的。本文结合具体广告实例对英文广告中的的修辞手法及其汉译策略进行初步探讨，希望会对我们今后理解和翻译英文广告有所帮助。

关键词：英文广告；修辞手法；汉译；策略

Contents

摘  要 I

Abstract II

1 Introduction 1

2 Features and Classification of English Advertising 1

2.1 Linguistic Features of Advertising 2

2.2 Classification of Advertising 3

2.3 Functions and Requirements of Advertising 3

3 Rhetorical Devices and Their Functions in English Advertising 4

3.1 Commonly Used Rhetorical Devices in English Advertising 4

3.1.1 Phonological Rhetorical Devices 4

3.1.2 Lexical Rhetorical Devices 5

3.1.3 Syntactical Rhetorical Devices 5

3.2 Function of Rhetoric in Advertising 6

4 The Translation of Rhetorical Devices in English Advertising 7

4.1 Advertising Translation Principles 7

4.2 The key to Achieve Advertising Translation Principles – Flexibility 8

4.3 Translation of Different Rhetorical Devices in Advertising 8

4.3.1 Translation of Analogy in Advertising 8

4.3.2 Translation of Pun in Advertising 9

4.3.3 Translation of Rhyme in Advertising 10

4.3.4 Translation of Parody in Advertising 10

5 Conclusion 11

References 13