【摘要】： 隨著社會經(jīng)濟(jì)的發(fā)展和國際經(jīng)貿(mào)合作的日益密切,廣告越來越顯出它的份量。廣告,作為推銷商品的理想媒介,以各種形式影響著人們的生活。企業(yè)之間的競爭也是廣告購買行為。廣告是一門綜合藝術(shù),而語言是其核心內(nèi)容。廣告語言屬于鼓動性語言,有很強(qiáng)的說服力和吸引力。一則成功的廣告詞往往精辟獨(dú)到,生動形象,引人入勝,移情達(dá)意,而巧妙地運(yùn)用各種修辭手段是實現(xiàn)廣告成功的關(guān)鍵。辭格是廣告中應(yīng)用最廣、最有效的修辭手段之一。論文介紹了廣告的含義、功能和語言特點(diǎn),回顧了辭格的歸屬和分類,分析了辭格在廣告中的作用及其遵循的原則。 廣告辭格的翻譯不僅同產(chǎn)品信譽(yù)、銷售規(guī)模和經(jīng)濟(jì)效益息息相關(guān),而且在一定程度上反映了國家和民族的文化素質(zhì)。廣告這種獨(dú)特的文體要求廣告翻譯不同于文學(xué)翻譯,而辭格的變化性和藝術(shù)性又增加了廣告辭格翻譯的難度。論文以奈達(dá)的功能對等理論為指導(dǎo),探討了廣告辭格翻譯的原則和方法,并引用了大量的廣告實例重點(diǎn)分析了20種常用辭格的應(yīng)用及其翻譯。實踐證明,辭格的運(yùn)用對于廣告功能的實現(xiàn)是一種行之有效且必不可少的手段,譯者應(yīng)了解廣告內(nèi)容和辭格,選用合適的譯法,注意語言的文化差異,再現(xiàn)源語的內(nèi)容和修辭效果,以達(dá)到最佳的廣告訴求效果。
[Abstract]:With the development of social economy and international economic and trade cooperation, advertising shows its weight more and more. Advertising, as an ideal medium for selling goods, affects people's lives in various forms. The competition between enterprises is also advertising purchase behavior. Advertising is a comprehensive art, and language is its core content. Advertising language belongs to motivational language, which has strong persuasion and attraction. A successful advertising word is often incisive, vivid, fascinating, empathy, and the ingenious use of various rhetorical devices is the key to the success of advertising. Figure of speech is one of the most widely used and effective rhetorical devices in advertising. This paper introduces the meaning, function and language characteristics of advertising, reviews the ownership and classification of figures of speech, and analyzes the role of figures of speech in advertising and the principles to be followed. The translation of advertising figures of speech is not only closely related to product reputation, sales scale and economic benefits, but also reflects the cultural quality of the country and the nation to a certain extent. Advertising, a unique style, requires that advertising translation is different from literary translation, and the variability and artistry of figures of speech increase the difficulty of translation of advertising figures of speech. Under the guidance of Nida's functional equivalence theory, this paper discusses the principles and methods of advertising figure of speech translation, and cites a large number of advertising examples to analyze the application and translation of 20 commonly used figures of speech. Practice has proved that the use of figures of speech is an effective and indispensable means for the realization of advertising function. Translators should understand the advertising content and figures of speech, choose appropriate translation methods, pay attention to the cultural differences of language, and reproduce the content and rhetorical effect of the source language in order to achieve the best advertising appeal effect.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：H059

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