英汉广告修辞的翻译  

Translation of Rhetorical Constructs in Advertising Discourse between English and Chinese

作　　者：谭卫国[1] 

机构地区：[1]上海师范大学外国语学院,上海200234

出　　处：《中国翻译》2003年第2期62-65,共4页Chinese Translators Journal

摘　　要：广告语篇充满修辞。本文论证英汉广告修辞翻译的三种译法,即直译法、意译法和活译法。广告修辞翻译通常采用直译法,其它两种译法在许多情况下也必不可少。文章用丰富的例子说明这些 译法的必要性、适应性和可行性。文章试图表明,广告修辞翻译质量的关键在于:准确理解源语广告修辞之后,采用适当的译法,从目的语中选用恰当的词语和合适的句式来忠实地再现源语广告修辞的显义、涵义和非凡功能。This paper discusses three approaches to the translation of rhetorical constructs at the level of the sentence and the text in the English and Chinese discourse of advertising, namely, the literal approach, free approach, and flexible approach. The literal approach is found to be the most commonly used among the three, while the liberal and the flexible are indispensable in many cases. By way of ample exemplification, it tries to illustrate the applicability and feasibility of each approach. Also, it tries to demonstrate the significance of appropriate choice of such approaches at the word and sentence level, in the light of the functions a particular rhetorical construct performs and the explicit and implicit meaning it tries to convey, for quality control in translating advertisements between the two languages.

关 键 词：广告语篇 修辞 直译法 意译法 活译法 

分 类 号：H315.9[语言文字—英语]