廣告英語(yǔ)的常用修辭與翻譯

畢業(yè)論文

Rhetoric Constructs and Translation of Advertising Discourse

Abstract

In modern society, with the deepening of economic internationalization, advertising, as sales stimulus, plays a crucial role in delivering information. As a kind of applied language, advertising English has already separated from general English and developed into a non-standardized specific language because of its special application. However, it attracts consumers by particular skills, rather than language. To achieve its persuasion purpose, advertising English has to rely heavily on its rhetorical charms through the use of rhetoric devices. Rhetoric is one of the most important parts in English expression. It can make the language more vivid and expressive if those devices are used properly. Usually, rhetoric is regarded as “the decoration of the language” and “the decoration of the thoughts”. Beginning with the statement of basic advertising knowledge (especially the function), this thesis analyzes and summarizes three aspects of rhetoric, namely, phonetics, lexical and syntactic. Due to the differences between English and Chinese culture, the translation of rhetoric constructs used in English advertising should be based on the reception psychology of Chinese audiences so as to achieve its persuasion effect. This thesis also puts forward three practicable ways for rendering advertising as follows: transliteration, literal translation and free translation.

Key Words: advertising English;  rhetoric;  cultural differences;
translation strategies

摘  要

在經(jīng)濟(jì)高度國(guó)際化的今天，廣告作為1種促銷(xiāo)手段，已成為傳播各種信息不可缺少的工具。廣告英語(yǔ)作為1種應(yīng)用語(yǔ)言，因其所具有的特殊效用，已經(jīng)逐漸從普通英語(yǔ)中獨(dú)立出來(lái)并發(fā)展成1種非規(guī)范化的專(zhuān)用語(yǔ)言。但是，它并不是通過(guò)語(yǔ)言直接顯示其勸說(shuō)意圖，而是通過(guò)特殊的手段來(lái)打動(dòng)消費(fèi)者，激起他們的好奇心，刺激他們?nèi)ベ?gòu)買(mǎi)。為此，廣告英語(yǔ)的成功在很大程度上取決于其修辭的魅力。修辭是英語(yǔ)表達(dá)中最重要的組成部分之1，恰當(dāng)?shù)厥褂眯揶o手法可以使英語(yǔ)語(yǔ)言更為生動(dòng)，更富表現(xiàn)力。修辭手法被看成是“語(yǔ)言的裝飾”，“思想的裝飾”。本文從闡述廣告的基本知識(shí)(重點(diǎn)講述廣告的功能)入手，分析并總結(jié)了以下3個(gè)層面的修辭運(yùn)用，即語(yǔ)言修辭、詞匯修辭和句法修辭。鑒于英漢文化差異，廣告英語(yǔ)的翻譯應(yīng)以漢語(yǔ)受眾的接受心理為基礎(chǔ)，以達(dá)到其勸說(shuō)的效果。根據(jù)廣告英語(yǔ)修辭的特點(diǎn)，提出3種切實(shí)可行的翻譯方法：音譯法、直譯法和意譯法。

關(guān)鍵詞:廣告英語(yǔ)、修辭、文化差異、翻譯策略

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