论商务英语广告中汉译的修辞研究_英语论文

A Rhetorical Study on English-Chinese Translation of Business English Advertisements

摘要

广告是商业活动中一种非常重要的营销形式，通过广告，消费者可以对相关产品或者服务有更好地了解。另外，广告通过丰富多彩的手段，可以促进消费者购买的欲望，激发他们的好奇心，从而能够真正起到商业营销的目的。本文通过选取一些英语广告汉译的实例，具体探讨分析明喻、暗喻、拟人、双关、反问、押韵这六种修辞手法在广告翻译中的运用。结论表明了修辞手法对广告翻译具有传递商品信息的功能，以及对提升市场营销策略具有显著效果。

关键字：英语广告；修辞手法；翻译

Abstract

Advertisement is an important marketing form in business activities. Through advertisements, consumers can have better understanding on certain products or the related services. In addition, through rich methods, advertisements can promote the purchase desire of consumers and inspire their curiosity, which can truly realize the purpose of business marketing. This thesis would probe into the application of six rhetorical devices, such as simile, metaphor, personification, pun, rhetorical question and rhyme in English-Chinese translation of business English advertisements with reference and detail analysis to some translation practices. And the conclusion indicates that rhetorical devices of advertisements translation have the function of transferring commodities information, and have significant effects to improve marketing strategies.

Key words: English advertisements; rhetorical devices; translation