语用功能视角下英语广告的仿拟现象及翻译

Parody in English Advertising with the Perspective of Pragmatic Function and Its Translation

仿拟是英语广告中常用的一种修辞格,一般分为仿词、仿语、仿句和仿篇。本文从语用功能的角度对英语广告中出现的仿拟现象进行比较和分析,指出翻译仿拟修辞格英语广告时所用的一些策略,以增强广告文本的语用功能,更好地对原产品进行宣传。

Parody is one of the most common rhetorical devices used in English advertisements. Parody falls into four categories： parodied words, parodied phrases and parodied sentences as well as parodied text. With the perspective of pragmatic function, this paper compares and analyzes the characteristics of parody in English advertisements. It points at translating advertisement with parody into another language and requires translating strategy to improve the pragmatic function in English advertisements, which will be of great help in the publicity of the products advertised.