英汉商业广告语翻译中的修辞意识分析

An Analysis of Rhetorical Awareness in the Translation of English and Chinese Commercial Advertisements

本文以陈小慰(2013)教授的新修辞框架内翻译实践的"修辞意识",包括四个层面即确保译文内容真实可信、运用得体诉求、精心构建话语方式、恰当运用美学手段,本文侧重对前三个层面对英汉商业广告语进行分析。充分运用象征资源、以修辞意识对商业广告的翻译实践有指导性作用。

According to Chen Xiaowei(2013), the new rhetoric in the framework of translation practice 'rhetoric consciousness', which includes four aspects: to ensure the content is authentic, by way of appeal, carefully constructed the mode of discourse, the proper use of aesthetic means, this article focuses on the three aspects of English and Chinese commercial advertisements to make full use of symbolic resources were analyzed. In translation practice, rhetoric awareness of commercial advertising has a guiding role.