广告修辞的翻译研究

摘要

在当今时代,广告无处不在,它在一定程度上反映了一个国家和民族的文化素质。广告翻译须充分考虑产品销售对象的语言习惯、文化背景，熟知英语广告的语言特点及翻译技巧就显得尤为重要。广告的语言丰富多变,使用多种修辞手段来增加效果。所以在广告英语中要经常运用各种修辞格，使广告形象生动、简洁幽默、新颖别致、富有韵律和节奏感，充分展示了修辞格在广告英语语言中特有的魅力。
本文从鉴赏各类修辞广告语入手，对广告修辞的翻译进行深入分析，充分说明译好此类广告语须达到意形统一，兼顾美感的要求。
 

关键词：英语广告；修辞；翻译

Abstract

       Nowadays, advertisements are everywhere; it reflects a country and a nation's cultural quality to a certain extent. Advertising translation must take full account of product sales target, language habits, cultural background, language features and translation skills in English advertising are particularly important. Advertising language is rich and changeful, using a variety of rhetorical means to increase effect. So, it should always use all kinds of figures of speech in English advertising to make advertisement vivid, concise, humor, novelty, full of rhythm and sense of rhythm, which fully demonstrated the unique charm of the rhetorical devices in advertising English language.
This paper starts from the appreciation of all kinds of rhetoric of advertisement language; the translation of advertising rhetoric of in-depth analysis fully shows that translating. This advertisement is required to achieve unity of both meaning and form, aesthetic requirement.

 
Key words: English Advertisement; Rhetoric; Translation

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