广告英语修辞及翻译

Rhetoric and Translation in English Advertising

Abstract

Textual features of advertising texts reflect commercial values. To reach the best effect, texts should be attractive. Moreover, the translation should be put up this effect. In this thesis, a discussion of the major features of English advertising texts is conducted from three perspectives. Next, some commonly-used rhetorical devices are also analyzed from two aspects. Then, two principles of translating English advertising texts are proposed. Finally, analysis and translation of more than 20 Chinese examples in this topic demonstrate that the above-mentioned principles and rhetorical devices are practical and applicable. The thesis is intended to explore the major characteristics of English advertising texts and to bridge the gap between adequate advertising translation practice and the principles for translating English advertising texts.

Key Words: advertising; characteristics of English advertising texts; rhetorical devices; translation principles
摘 要

广告语篇的文体特征体现其商业价值。为了达到最好的广告效应，语篇力图作到吸引读者，并且译文要表现出这种问题效果。本文首先从3个方面对广告语篇的语言特点进行了探讨。接着介绍了1些常用的修辞方法，然后本文提出了翻译英语广告语篇的两条原则,并且例证了这两种原则的实用性，最后文章用了大量的中文例证证明了以上提出的翻译原则的适用性和实用性。本文旨在探讨英语广告语篇的语言特点，在翻译实践和广告翻译理论之间建起1座沟通的桥梁。

关键词：广告、广告语篇特点、修辞手法、翻译原则

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