商务英语广告中模糊性语言积极创意及汉译对策  

Analysis on Fuzzy Language in Business Advertising and Its Translation Tactics

作　　者：周进[1] 

机构地区：[1]上海商学院外语学院,中国上海200235

出　　处：《上海商学院学报》2007年第2期44-47,共4页Business Economic Review

摘　　要：商务英语广告的语言模糊性处理是一种语言挑战,但这种语言运用及其跨语言转换时的积极歧义层面,也为商务英语广告制作及其汉译提供了创意空间。尤其是在修辞格使用与翻译操作中,更应该有意利用这种语言模糊特性的积极面,以追求生动、形象、动感的艺术效果。本文从模糊性语言理论着手,对商务英语广告的修辞格现象进行了分析和论述,并提出了相应的汉译策略。In the world of advertising,one cannot but feel amazed at a high level of fuzzy language which is used to attract potential customers.Ads of this type resist conventional interpretation and create considerable challenges to translators.Ambiguity can serve multiple purposes.For one,the viewers of the ad may be more inclined to buy products with such artistic packaging.For another,advertising with dynamic and pictorial images may present viewers with the maximum visual impact and,at the same time,achieve language beauty in itself.This paper focuses on the role that fuzzy language plays in advertising and explores a wide variety of rhetoric devices(antithesis,rhyme,personification,parallelism,etc)employed for such purposes.Furthermore,it examines a number of effective translation approaches in dealing with such ambiguity.

关 键 词：商务英语广告 模糊语言 修辞格 汉译对策 

分 类 号：H315.9[语言文字—英语]