英语广告修辞及其汉译

英语广告中常用的修辞手法有十多种,能产生新颖别致、形象生动、引人注目的广告效力和"媚"力,增强广告的鼓动性和说明性。在广告翻译中,译者有双重任务:一是要对原语语言的常规很熟悉,能有慧眼在原作中识别各种修辞手法;二是要对自己语言的各种表达方式有充分的掌握,有本领在自己的译文里再现原语修辞所具有的广告效力,从而达到宣传、推销商品的目的。

English Advertising Rhetoric and its Chinese Translation

There are more than ten types of rhetorical techniques used frequently in English advertising, which can enhance the incitement and illustration of advertisements because of their unique, vivid, attractive advertising potency. During the course of translation, the translators have dual tasks: one is to get quite familiar with the regularities of the source language, thus to identify various kinds of rhetoric in it. The other is to master fully the ways of expression of target language, thus to reproduce the advertising potency contained in rhetoric of the source language to reach the goal of publicity and sales promotion.