廣告英語修辭及翻譯

畢業(yè)論文

Rhetoric and Translation in English Advertising

Abstract

Textual features of advertising texts reflect commercial values. To reach the best effect, texts should be attractive. Moreover, the translation should be put up this effect. In this thesis, a discussion of the major features of English advertising texts is conducted from three perspectives. Next, some commonly-used rhetorical devices are also analyzed from two aspects. Then, two principles of translating English advertising texts are proposed. Finally, analysis and translation of more than 20 Chinese examples in this topic demonstrate that the above-mentioned principles and rhetorical devices are practical and applicable. The thesis is intended to explore the major characteristics of English advertising texts and to bridge the gap between adequate advertising translation practice and the principles for translating English advertising texts.

Key Words: advertising; characteristics of English advertising texts; rhetorical devices; translation principles
摘 要

廣告語篇的文體特征體現(xiàn)其商業(yè)價值。為了達到最好的廣告效應(yīng)，語篇力圖作到吸引讀者，并且譯文要表現(xiàn)出這種問題效果。本文首先從3個方面對廣告語篇的語言特點進行了探討。接著介紹了1些常用的修辭方法，然后本文提出了翻譯英語廣告語篇的兩條原則,并且例證了這兩種原則的.實用性，最后文章用了大量的中文例證證明了以上提出的翻譯原則的適用性和實用性。本文旨在探討英語廣告語篇的語言特點，在翻譯實踐和廣告翻譯理論之間建起1座溝通的橋梁。

關(guān)鍵詞：廣告、廣告語篇特點、修辭手法、翻譯原則

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