商业英语广告的修辞艺术及其翻译

以陈望道先生对修辞的分类为依据,根据商业英语广告中经常运用的修辞格,讨论了以下四大类:比喻类、拟夸类、比照类、曲言类,并结合成功的广告案例分析修辞手法在商业英语广告中的功能及应用。为了更好的赏析商业英语广告中修辞的魅力和让国人借鉴其修辞运用的艺术手法,成功的翻译必不可少。以翻译原则为基础,在各翻译理论家研究的基础上,归纳了辞格翻译的四种方法:直译法、意译法、活译法和弥补法。根据商业英语广告中修辞手法运用的具体情况,提出修辞翻译的四个策略:用格、增格、弃格、转格。

Figures of Speech in Business English Advertising and Its Translation

This paper firstly introduces four types of figures of speech based on the classification made by Prof.Chan Wangdao including simile,metaphor,personification,hyperbole,contrast,parallelism,pun,irony,etc,then analyzes the functions and application of figures of speech in business English advertising combined with successful advertising cases;secondly,based on the methods of translation of figures of speech,discusses figures of speech involving literal translation,liberal translation,flexible translation and complementary translation according to the translation principles,and finally,according to the specific application of figures of speech in different situations,proposes four tactics such as translation with figures of speech,adding figures of speech,without figures of speech and using other figures of speech.