广告英语的美学特征及其美学翻译策略

Aesthetic features of advertising English and its aesthetic strategy of translation

广告语言是广告的一个最重要组成部分之一。作为一种特殊的专门用途语言,广告语在词汇、句法、修辞各个方面都有着自己独特的文体特点和美学特征。英汉广告语言的美学特征主要通过各种修辞手段来实现,为了实现广告的劝说功能,各种修辞手段都被广泛地应用在广告中。英汉广告翻译的美学策略要求在翻译中尽可能利用不同语言的美学修辞,在不同目的环境下实现美的再现和拓展。

Advertising language is one of the most important ingredients of advertising. As a language for special purpose, advertising language has its unique stylistic features and aesthetic characteristics in vocabulary, syntax and rhetoric devices. The aesthetical characteristics are realized by the application of different rhetoric devices ,which can also achieve the persuasion function of advertising. Aesthetic translation strategy requires that aesthetic features be reproduced in the target language environment by making the best of the target language＇s rhetoric devices.