英语广告修辞与翻译

Figures of Speech in English Advertisement and its Translation

广告的最终目的是商品推销。为实现此目的,广告撰稿人常利用比喻、拟人、双关、押韵等修辞格来增强语言的表达效果。由于英汉差异,修辞翻译可采用直译法、意译法、弥补法等进行灵活加工。同时强调英语广告修辞翻译不仅涉及语言学、社会学等学科知识,翻译人员还应熟悉商品知识,懂得商业心理和营销策略,具有丰富的想象力和艺术灵感,才能使译文词句优美,生动鲜明,朗朗上口,达到商品推销的目的。

For the ultimate purpose of publicizing the product, English advertisement writers often use figures of speech such as simile, metaphor, personification, pun, rhyme, etc., to make the language vivid, powerful and expressive. The translation of figures of speech can be flexibly processed by employing literal approach, free approach and complementary approach due to the differences between English and Chinese language and culture. This paper also emphasizes that translation of figures of speech in English advertisement involves not only the knowledge of linguistics, sociology and aesthetics, but also commercial psychology, marketing strategy as well as the translator＇s imagination and artistic creativity.