接受美学视域下茶叶广告语修辞的英译探析

A Study on English Translation of Rhetoric in Tea Advertising Slogans from the Perspective of Reception Aesthetics

茶叶广告语频繁运用隐喻、双关、拟人、夸张和仿拟等修辞手法,力求生动形象,以实现其促销功能。英译时应以接受美学理论为指导,注意译文的可读性、记忆价值和推销价值。本文应用实例阐析茶叶广告语英译如何以读者为中心,采取保留、替换、删减原修辞手法等翻译策略,力争达到良好的宣传效果,从而提升中国茶产品的国际竞争力。

Rhetorical devices are frequently employed in tea advertising slogans,such as metaphor,pun,personification,hyperbole and parody,which makes the slogans more vivid and helps to promote the selling power of tea advertising.English translation of rhetoric should attain readability,memory value and marketing value of the slogans based on the theory of Reception Aesthetics.This paper focuses on how to be reader-centered and how to adopt translation strategies such as retaining,replacing and deleting the original rhetorical devices,in order to achieve better publicity effect and enhance the international competitiveness of Chinese tea products.