从认知视角探讨广告的隐喻翻译

On Translation of Metaphor in Advertisements from the Perspective of Cognition

隐喻作为一种语言现象和认知行为,以其特有的修辞功能和表达效果在广告中得到广泛应用。作为译者,一方面要善于分析和理解原语中隐喻的语义和修辞特色,对隐喻所涉及的文化有深入的了解;另一方面,要善于运用多种翻译方法,对英汉广告中的隐喻成份进行恰当的诠释,从而更好地传达广告所要表达的意境,实现广告宣传的目的。

As a language phenomenon and a cognitive behavior, metaphor is widely used in the advertisements for its unique rhetorical function and expressive effects. A good translator should have a thorough understanding of its rhetoric function and the cultural connotation. When the cultural differences cannot be identified in translation, several translation strategies can be applied to convey its real meaning.