英语广告修辞与翻译

English Ads: Their Rhetorical Devices and Translation

本文对现代英语广告中使用的主要修辞手法及其功能进行描述与分析,并根据英语广告修辞的特点提出了四种切实可行的翻译方法。文章指出,英语广告修辞的着眼点和目标是实现其美感效果和劝说之力;英语广告修辞的翻译应以汉语受众的接受心理为基础,追求功能对等的翻译效果,向目的语受众传递相同的美感效果和劝说之力。

This article supplies a detailed study of the principal rhetorical devices employed in English ads and puts forward four practicable ways for rendering English ads into Chinese. The author maintains that the starting point and target of advertising rhetoric is its aesthetic effect and persuasive force, and that the Chinese translation of rhetorical devices used in English ads should be based on the reception psychology of Chinese audiences so as to arrive at a functionally equivalent rendering effect, having the same aesthetic effect and persuasive force conveyed to the target audience.