汉语广告中的模糊修辞及其英译策略

Fuzzy Rhetoric and Translation Strategies for Chinese Advertisements

汉语广告中经常使用模糊修辞手段使语言具有模糊性,为广告宣传产品信息、争取顾客、扩大市场起到重要的作用。通过分析的模糊修辞的表现力,在汉语广告英译时,可以采用以下几种方法,如:模糊译模糊,模糊词类的转译、保留模糊修辞格和套译法,再现汉语广告的模糊性,使译文达到与原文相同或相似的功能。

Fuzzy rhetoric is frequently used in Chinese advertisements to express the fuzziness of language, and it also plays an important role in promoting products, attracting consumers and enlarging markets. Based on the analysis of the expressiveness of fuzzy rhetoric, some feasible strategies of translating fuzzy rhetoric into English are explored, such as fuzziness-fuzziness, conversion of parts of speech of fuzzy words, keeping fuzzy rhetorical devices unchanged and naturalization. Thus, the English version can be closer to the original and have the same or at least similar functions of the original.