从“新修辞”角度浅议广告翻译  

An Analysis on Advertisement Translation from the Perspective of New Rhetoric

作　　者：刘娜[1] 

机构地区：[1]福州大学外国语学院,福建福州350108

出　　处：《武夷学院学报》2015年第8期24-27,共4页Journal of Wuyi University

摘　　要：广告作为一种说服性目的强烈的宣传手段与修辞的说服传统不谋而合,它和"新修辞"都将受众摆在前所未有的高度之上。从"新修辞"理论出发对广告的翻译进行思考并且采用大量的实例进行细致的对比与分析,以期通过这些实例的分析来说明如何践行以受众为中心,使用象征资源和带着修辞意识进行翻译等"新修辞"原则,进而尝试找出广告翻译新的理论和实践的指导原则,从而提高广告翻译的质量并且最大限度地达到广告修辞目的。As a publicity means which has an intense purpose of persuasion, advertisement coincides naturally with persuasive tradition of rhetoric. In addition, both advertisement and new rhetoric attach most importance to audiences. This paper deliberates translation of advertisements from the theory of new rhetoric; the author compares and analyzes a lot of translation meticulously, attempting to show and to explain how to translate by making good use of principle of new rhetoric, which is centering around audiences, by effectively using symbolic resources and translating with rhetoric awareness, and by finding new guidance of theory and practice of advertisement translation, in order to improve the quality of advertisement of translation and to reach furthest its rhetoric purpose.

关 键 词：广告翻译 新修辞 象征资源 修辞意识 修辞目的 

分 类 号：H315.9[语言文字—英语]