摘要

仿拟是一种常见的修辞格，广告创作者在现代英语广告中经常使用仿拟辞格以使广告形象，生动，吸引消费者。它对消费者熟知的名言、成语、谚语等加以修改或演绎，衍生出新的内涵和形式，使消费者觉得有趣，新奇的同时产生购买欲望。仿拟的运用形式主要有四种：仿词、仿语、仿句和仿篇。英语广告中仿拟的翻译非常重要，我们常见的翻译方法有直译、意译、套译等等。正确翻译仿拟语句，不仅可以使广告文更生动形象，还可以起到事半功倍的效果。本文通过介绍和赏析仿拟修辞在英语广告中的表现形式及其翻译技巧，展示其不可低估的艺术魅力以及商业价值，并探讨英语广告中仿拟翻译的原则和策略。

关键词：仿拟；英语广告；翻译

Abstract

Parody, as a common figure of speech, is often used in modern advertising to make image more vivid. By modify or interpreting famous sayings or well-known proverbs, parody can derive new connotation or a new form to make the consumers feel amazed, interested and have a desire to buy. Four types of parody are discussed in this thesis: lexical parody, phrase parody, sentence parody and text parody. translation of parody in advertising is very important. The common translation strategies include literal translation, free translation, set translation and so on. A sucessful translation of parody not only makes the advertisement more vivid, but also gets double message. With the introduction and analysis of rhetorical features of parody, this paper attempts to show its incomparable artistic charm and commercial value. The principles and strategies of parody translation of English advertisements are also explored.

Keywords:  parody；English advertising；translation

1.Introduction
In modern society, with the rapid development of various mass media and the need of commodity circulation, advertising not only grows stronger and more perfect, but also has been closely related to the people's life. Whether an advertisement can attract and move the readers or not, mainly lies in its liveliness and originality of the text. Advertising language has become the key to link advertising creation. Most of advertisements are displayed in the form of words. Rhetoric is a kind of unique artistic means for people to communicate effectively, and it has a strong rendering effect on atmosphere. Nowadays, due to the increasingly development of commercial advertising , as a good propaganda for products, rhetorical devices add to advertising language more beauty, artistic charm and appreciation value. So parody plays a significant role in this fertile land of advertising. English language elements which are known by consumers are modified or interpreted by parody in the English advertising, then it derives a new connotation or a new form to makes the advertisement attractive. At the same time, it aims at persuading consumers to purchase and promote products’ efficacy. To apply and translate parody in a right and effective way can strengthen the effect of advertisement, thus promoting business. This paper adopts the method of literature review and draw on researches about parody by scholars domestic and abroad. By analyzing parodies in ad, this paper aims at helping people understand and appreciate parodies in business advertisements.