英汉广告修辞的翻译

英汉广告修辞的翻译

英汉广告修辞的翻译
　　谭卫国
　　（上海师范大学外国语学院， 上 海， 200234）
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。
关键词：广告语篇； 修辞；直译法；意译法；活译法
Approaches to Translation of Rhetorical Sentences and Texts in English and Chinese Advertising
Tan Weiguo
(Foreign Languages College, Shanghai Teachers University, Shanghai, 200234, China)
Abstract: Advertising texts brim with rhetoric. This paper discusses and illustrates the three approaches to translation of rhetorical sentences and texts in English and Chinese advertising, namely, literal translation, liberal translation, and flexible translation. Literal translation is more often used than the other two, which are also essential in many cases. By means of plenty of examples, the paper proves the necessity, adaptability and feasibility of the three approaches. The paper attempts to demonstrate that the key to high-quality versions of rhetorical sentences and texts in adverts consists in faithfully reproducing both explicit and implicit meanings as well as remarkable functions of advertising rhetoric in the source language through adoption of appropriate methods and selection of proper words, phrases and sentence structures in the target language on the basis of an adequate comprehension of rhetoric in source language advertisements.
Key words: advertising texts; rhetoric; literal translation; liberal translation; flexible translation


　　在当今信息时代，广告几乎无处不有无所不在。事实上，广告已成为现代生活的重要信息来源，成为人们生活的不可缺少的一部分。为了成功地实现广告功能，即传播信息功能，劝说功能，塑造形象功能，刺激消费功能 （Torben Vestergaard, 1992: 49-69），广告作者总是特别注意修辞，总是狠下功夫巧妙地运用各种修辞手段（rhetorical devices），创造出精辟独到、生动形象、效果非凡的广告词， 尤其是广告标语。广告翻译，不仅同产品信誉、销售规模和经济效益息息相关，而且在一定程度上反映了国家和民族的文化素质（吴希平，1997：26）。我国学者对广告修辞翻译的研究甚少，这种情况似乎不适应我国经济与世界经济接轨的大好形势。限于篇幅，本文专就英汉广告修辞的翻译方法作一探讨。
　　
一． 直译法
所谓直译，就是在翻

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