Rhetoric Constructs and Translation of Advertising Discourse
Abstract
In modern society, with the deepening of economic internationalization, advertising, as sales stimulus, plays a crucial role in delivering information. As a kind of applied language, advertising English has already separated from general English and developed into a non-standardized specific language because of its special application. However, it attracts consumers by particular skills, rather than language. To achieve its persuasion purpose, advertising English has to rely heavily on its rhetorical charms through the use of rhetoric devices. Rhetoric is one of the most important parts in English expression. It can make the language more vivid and expressive if those devices are used properly. Usually, rhetoric is regarded as “the decoration of the language” and “the decoration of the thoughts”. Beginning with the statement of basic advertising knowledge (especially the function), this thesis analyzes and summarizes three aspects of rhetoric, namely, phonetics, lexical and syntactic. Due to the differences between English and Chinese culture, the translation of rhetoric constructs used in English advertising should be based on the reception psychology of Chinese audiences so as to achieve its persuasion effect. This thesis also puts forward three practicable ways for rendering advertising as follows: transliteration, literal translation and free translation.
Key Words: advertising English; rhetoric; cultural differences;
translation strategies
摘 要
在經濟高度國際化的今天，廣告作為1種促銷手段，已成為傳播各種資訊不可缺少的工具。廣告英語作為1種應用語言，因其所具有的特殊效用，已經逐漸從普通英語中獨立出來並發展成1種非規範化的專用語言。但是，它並不是通過語言直接顯示其勸說意圖，而是通過特殊的手段來打動消費者，激起他們的好奇心，刺激他們去購買。為此，廣告英語的成功在很大程度上取決於其修辭的魅力。修辭是英語表達中最重要的組成部分之1，恰當地使用修辭手法可以使英語語言更為生動，更富表現力。修辭手法被看成是“語言的裝飾”，“思想的裝飾”。本文從闡述廣告的'基本知識(重點講述廣告的功能)入手，分析並總結了以下3個層面的修辭運用，即語言修辭、詞彙修辭和句法修辭。鑑於英漢文化差異，廣告英語的翻譯應以漢語受眾的接受心理為基礎，以達到其勸說的效果。根據廣告英語修辭的特點，提出3種切實可行的翻譯方法：音譯法、直譯法和意譯法。
關鍵詞:廣告英語、修辭、文化差異、翻譯策略
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