英语广告的翻译方法和修辞特点_英语论文

An Analysis of Rhetorical Characteristics and Translation Methods of English Advertisement

摘要

随着全球化经济的发展，国际英语广告的重要性越发明显。随着中国市场经济的逐渐完善和成熟以及中国加入世界贸易组织，中国的公司和企业也必须相应的开拓他们的国际市场。广告是一种包含商业价值并且非常实用的写作文体，广告的主要目的和功能是说服消费者接受其所宣传的商品和服务。因此，在商务英语广告中运用大量的修辞手法是很普遍的现象，通过修辞特点的使用可以更好的表现英语广告生动形象，丰富表达和极具吸引力等特点的效果。英语广告在国内外都受到极大的欢迎和追捧，这些都归功于英语广告的丰富性和表达效果以及其深刻的意义和特殊的语言表达魅力。这篇文章将会在功能对等理论的指导下对英语广告的修辞特点和翻译方法有一个全面和正确的分析以至于读者能更好了解和掌握英语广告。修辞特点和翻译方法的正确使用能让英语广告更加地形象生动，给读者留下深刻的印象。这篇文章将会在前人的研究基础上对英语广告的修辞特点和翻译方法进行细致分析。

关键词：英语广告；修辞特点；翻译方法

Abstract

With the development of global economy, the trend of international English advertisement becomes increasingly obvious. As Chinese market economic system gradually becomes mature and China has become a member of world trade organization, Chinese companies and enterprises must explore their international market accordingly. Advertisement is one kind of practical style of writing which contains much business value and whose final purpose and main function are to persuade the consumers to accept its goods and services. Therefore, it is very common to apply many rhetorical devices in business English advertisement so as to offer vividness, exquisiteness and attractiveness to consumers. At present, English advertisement gains its popularity and importance home and abroad owe to its succinctness and expressiveness as well as the profound application and the special linguistic fascination. This paper will have a comprehensively and appropriately analysis on rhetorical devices and translation methods of English advertisement under the guidance of the theory of functional equivalence so as to offer a chance for readers to understand English advertisement well. The appropriate application of the rhetorical devices and translation methods will make English advertisement more vivid and lively and impress readers a lot. On the basis of the previous studies, this paper will discuss different rhetorical devices and translation strategies in detail.

Key words: English advertisement; rhetorical characteristics; translation methods