广告辞格的翻译

辞格是广告中应用最广、最有效的修辞手段。以奈达的功能对等理论为指导,有助于对广告辞格翻译原则和翻译方法的探讨。大量实例证明,译者只有了解广告内容和辞格,选用合适的译法,注意语言的文化差异,再现源语的内容和修辞效果,才能达到最佳的广告诉求效果。

Translation of Figures of Speech in Advertisements

Figures of speech are the most efficient and commonly used rhetorical devices in adver-tisements.Based on Nida's equivalence theory,the thesis discusses three translation principles and four translation approaches in advertisements.Translators should understand the contents and figures of speech of the original advertisements,choose appropriate approaches,consider cultural difference between lan-guages and reproduce the original information and rhetorical effect to achieve the best appeal result.