亚里士多德“三诉诸”理论视域下英汉广告翻译研究——以迪奥香氛英汉翻译为例

A study of English-Chinese advertisement translation from the perspective of Aristotle’s“three rhetorical appeal”theory--A case study on Dior fragrance English-Chinese translation

广告作为企业营销的重要劝说工具,旨在寻求消费者认同,实现销售目的。广告文本是广告设计者精心构建的修辞劝说性话语。英汉广告翻译是一种特殊的修辞实践。中英语言文化的差异和目标受众的不同很大程度上决定着译者能否实现广告原文本劝说效用。不恰当的译文很可能削弱广告说服力,导致广告原文本劝说语用失效。本文从亚里士多德“三诉诸”理论出发,尝试阐明广告翻译与修辞劝说理论的契合点,并以迪奥香氛英汉广告翻译为例,探讨“三诉诸”理论对于广告翻译实践的指导意义,为提升广告翻译劝说效果提供助力。

Advertising,as an important persuasive tool of enterprise marketing,aims to seek consumer recognition to achieve high sales.Advertising texts can be regarded as the rhetorical persuasive discourse constructed by advertising designers.English-Chinese advertising translation is a special rhetorical practice.The differences between English and Chinese languages and cultures and the different target audiences decide to a large extent whether the translator can achieve the persuasive effect of the original advertising text.Inappropriate translations can weaken the persuasive effect,or even lead to the loss of the persuasive effect.Based on Aristotle’s“three rhetorical appeal”theory,this paper aims to clarify the coincidence between advertising translation and rhetorical persuasion theory,explore the guiding significance of rhetorical persuasion theory for advertising translation practice by taking Dior fragrance English-Chinese advertising translation as an example,and help to improve the persuasive effect of advertising translation.