英语广告口号中头韵修辞的汉译

On the Translation of Alliteration in English Advertising Slogans

作为英语广告文案的精髓,口号中大量应用头韵修辞。英语中的头韵对应于汉语中的"双声",但前者比后者的应用要广泛得多。基于此,在英语广告口号的汉译中,除了充分利用汉语的音韵修辞以外,还要借助于其它手段进行补偿,如四字格、对偶、排比、固定结构等。

Alliteration is widely used in English advertising slogans, and it is the core of advertising to enhance its promotion effects. Alliteration in English is the counterpart of ＂shuangsheng＂ （ alliterative compound ） in Chinese, but the use of the former is much more frequent than the latter. Therefore, in the E-C translation of alliteration in advertising slogans, other devices should be fully utilized to make up for the loss in rhyme and its effects, such as four-character structures, antithesis, parallelism, and fixed structures.