文档介绍：Session Fifteen英汉广告修辞的翻译谭卫国
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
Abstract: Advertising texts brim with rhetoric.
This paper discusses and illustrates the three
approaches to translation of rhetorical senten-
ces and texts in English and Chinese adverti-
sing, namely, literal translation, liberal transla-
tion, 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 de-
monstrate 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 me-
thods and selection of proper words, phrases
and sentence structures in the target language
on the basis of an prehension
of rhetoric in source language adverts.
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 Vester-
gaard, 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,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,就是在翻译过程中,把句子
视为翻译的基本单位,同时考虑语篇和语境
的制约,保留原文句子结构和原文修辞,努
力再现原文的形式、内容和风格(刘重德,
1994:172)。直译法常用于广告修辞翻译。例如:
(1) Breakfast without orange juice is like a
day without sunshine.(桔汁) 没有桔
汁的早餐犹如没有阳光的日子。
(2) F