摘要
探讨广告的美学情结及其对翻译策略造成的影响,提出广告翻译的两条基本原则,即"忠实"与"创造"辩证统一、"等效"与"求美"有机结合的原则,并据此归纳出广告翻译的三种技巧:修辞等效、达意传情和舍义(形)求美。
This thesis discusses the aesthetic complex of advertisements and its impacts upon the strategy of ad translation, on the basis of which two principles are proposed for ad translation, namely, the dialectical unity of 'Faithfulness' and 'Creation' and the organic integration of 'Equivalence' and 'Aestheticism'. In the light of the discussion, the author formulates the three techniques for ad translation: Rhetorical Equivalence, Emotional Imitation and Aesthetic Creation.
出处
《浙江师大学报（社会科学版）》
2003年第2期112-116,共5页
Journal of Zhejiang Normal University(Social Sciences)
关键词
广告
美学情结
翻译策略
翻译原则
翻译技巧
Advertisements
Aesthetic complex
Translation strategy
Principles
Techniques
