浅谈英语广告修辞及其翻译

Rhetorical Devices in English Advertisement and Their Translation

由于语言和文化上的差异,英语广告中大量使用的修辞手法给我们的理解和翻译带来了一些困难。本文通过列举近一、两年英文杂志上的广告实例,归纳了英语广告中经常使用的六大类修辞手法并对其翻译作了一番初步的探讨。笔者认为英语广告中的修辞翻译应该遵循这样一个原则,即当英汉两种修辞格在表达习惯和文化概念上相近时尽量采取直译;反之,应采取各种变通手法弥补翻译,以求最大限度地再现原文的修辞效果。

Due to the differences between English and Chinese language and culture, the rhetorical devices used in English advertisement have brought difficulties to our understanding and translation. By taking the examples from the latest English magazines, the writer does an elementary research on the use and translation of six categories of frequently used rhetorical devices in English advertisement. In writer's opinion, the translation of the rhetorical devices in English advertisement should follow such a principle: if there are equivalences between English and Chinese rhetorical devices, it will be better to use literal translation; otherwise, it will be better to do some compensations in the translation so that the translated version can be accepted by Chinese readers and at the same time maintains the original rhetorical effect as much as possible.