| 英文广告汉译策略初探 |
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| 引用本文： | 邹春荣,杨晓斌.英文广告汉译策略初探[J].南昌大学学报(人文社会科学版),2009,40(2). |
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| 作者姓名： | 邹春荣 杨晓斌 |
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| 作者单位： | 1. 南昌大学,外国语学院,江西,南昌,330031
2. 台州学院,外国语学院,浙江,临海,317000 |
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| 摘 要： | 拘泥于字面"对等"的英文广告语翻译往往索然寡味,不能实现广告的预期目的.通过实证分析可以发现,较为有效的汉译策略是在熟悉原文背景的基础上,在遣词造句方面运用修辞手法对译文加以锤炼,在广告创意方面摆脱原文束缚另起炉灶,按照目的语文化的要求来重构广告用语,以激发消费者兴趣、扩大公司影响、促进产品销售.
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| 关 键 词： | 英文广告 汉译 策略 创新 |
Wording and Originality in E-C Translation of Advertisement Slogans |
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| ZOU Chun-rong,YANG Xiao-bin.Wording and Originality in E-C Translation of Advertisement Slogans[J].Journal of Nanchang University(Humanities and Social Sciences),2009,40(2). |
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| Authors: | ZOU Chun-rong YANG Xiao-bin |
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| Institution: | 1.School of Foreign Studies;Nanchang University;Nanchang 330031;China;2.School of Foreign Studies;Taizhou University;Linhai;Zhejiang 317000;China |
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| Abstract: | Literalized translation of English advertisements may be of equivalency in its surface structure but can usually be very dull and thus fail to achieve the desired goals.Empirical analysis proves that the most efficient tactics should,on the basis of a full understanding of the source text background,lay much emphasis on the diction and sentence-making by means of rhetorical methods,realize new originality by shaking off the shackles of the ST,and rewrite advertisement slogans for the purpose of arousing con... |
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| Keywords: | English advertisement E-C translation strategy originality |
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