英语商品广告陌生化修辞及其假象等值翻译

On Defamiliarized Rhetorics and its Deceptive Equivalence in Advertisement Translation

由于广告译制质量的高低直接关系到商品的接受程度和将来的销售业绩,因此从事广告翻译工作的译者不仅要对原广告语的语言特色和修辞特点非常熟悉,而且要能够在译入语文化环境中找到与该国观众群的知识背景关联性最佳的译文。本文从假象等值的视角探讨英语广告陌生化修辞的翻译问题,结合假象等值提出了广告翻译的三点原则:保留音韵之美,再现语义之美,重塑语法特色。

Since the quality of advertisements translation is directly related to the degree ot the ac- ceptance of goods and their future sales, the translator should be acquainted with the linguistic features and rhetorical features of both original text and the target text, and should try to find the most cultural- ly--relative translation. In hope of studying on the defamiliarized rhetorics in advertisements from the perspective of deceptive equivalence, this paper puts forward three principles of advertising translation. reservation of phonological beauty, reproduction of semantic beauty and reconstruction of syntax fea- tures.