英语广告的特殊词汇手段及其翻译

Special Vocabulary Means in English Advertisement and its Translation

本文分析了英语广告中造词和错拼等特殊词汇手段的广告宣传效果,指出这些特殊手段往往能令广告受众产生新奇的心理愉悦,从而成功地达到宣传和提升产品形象,强化和优化广告注意价值和记忆价值的功效,刺激顾客购买欲望的目的。在翻译处理这类广告时,译者应优先考虑广告功效的对等,而不应拘泥于形式和内容上的对等。

The special vocabulary in English advertisements, such as words of coinage, misspellings, etc, can usually produce novel experience of pleasure in the mind of advertisement receivers and successfully publicize and promote the image of the advertised products by intensifying the attention value and the memory value of the said ads, thus stimulate the buying desire of the potential customers. In this paper, the authors make an analysis of the special publicity effect of advertisements with special vocabulary and suggest some methods for the translation of these vocabularies. They come to a conclusion that translators should take into prior consideration of equivalence in effect rather than confine themselves in equivalent of form and content while translating these special advertisements.