广告的语音辞格及其翻译中的补偿策略

Phonetic Rhetoric in Advertisements and Compensation Strategies in Translation

语音修辞在广告中运用很广泛,尤其通过押韵加强语言表达的音韵美,达到加深印象,强化记忆,便于传播的目的。由于语言之间音与义的巨大差异,语音辞格一般而言被视为不可译而成为翻译中的瓶颈。本文探讨广告的语音辞格在翻译中的几种补偿策略,以期在译文中再现语音的修辞美感,更好地实现广告的传播与劝诱功能。

Phonetic rhetoric is widely used in ads. Especially by the rhyming of sounds, phonetic beauty can be achieved for the purpose of deeper impression and memory, and fast spreading. However, due to differences in sounds and meanings between languages, phonetic rhetoric is generally regarded as untranslatable. This paper attempts to explore several compensation strategies in advertisement translation of phonetic rhetoric for the reproduction of phonetic beauty and the realization of communicative and persuasive functions of ads.