摘要
广告创作的灵魂是创意,广告妙语正是这种创意的体现。它往往让人耳目一新,又寻味无穷,经久不忘,极易吸引广告受众,达到广告效应。因此我们说广告妙语是广告的精华毫不过分,其翻译也就很值得我们翻译探讨。文章从奈达的功能对等论出发,分述了四字词、浓缩词、杜撰词、对称押韵词、仿拟语、双关语等在广告中的运用及其翻译。
Creation is the core of the advertisement. Witticism in the advertisement very speak that creation. It makes the advertisement vivid, attracting and impressive. So it is not an exaggeration to say witticism is the essence of the advertisement and worth our studying. The author dealt with the translation of some kinds of witticism from the aspect of functional equivalence, such as four characters phrases, condensed words, coined words, puns and so on.
出处
《湖南科技学院学报》
2008年第3期132-134,共3页
Journal of Hunan University of Science and Engineering
关键词
功能对等
广告妙语
翻译
functional equivalence
witticism in advertisements
applying
translation