论英汉广告中的修辞与翻译_英文_
第19卷南华大学学报(自然科学版)Vol.19 2005年9月Journal of Nanhua University(Science and Technology)Sep.2005 Article ID:1673-0062(2005)0143-07
On Rhetoric and Its Translation in English and Chinese Advertising
LIU Miao,JIA De-jiang＊
(School of For eign Languages,Nanhua University,Hengyang,Hunan421001,China)
A bstract:With the deepening of economic internationalization,advertising as sales stimulus,
plays a cr ucial role in delivering information.Therefore it appears to be more important to un-
derstand、appr eciate and translate advertising language properly.The purpose of this paper is to
explore the basic advertising kno wledge,to explain features of advertising language by mainly
analyzing rhetorical devices in E nglish and Chinese advertising and to put forward several spe-
cific techniques on how to deal with rhetorical devices in advertising translation.
Key words:advertising rhetoric;communicative translation;readership
论英汉广告中的修辞与翻译
刘 苗,贾德江＊
(南华大学外国语学院,湖南衡阳421001)
摘 要:在经济高度国际化的今天,广告作为一种销售催化剂,已成为传播各种消息
不可缺少的有力工具和手段.因此,如何理解、欣赏并准确地翻译广告变得尤为重要.
本文的目的就是阐释广告语言的修辞特征及其翻译,并试图找出英汉广告翻译中处
理修辞语言的最有效方法.
关键词:广告;修辞;交际翻译;读者
中图分类号:H085.3 文献标识码:A
1 Generalization on Advertising
1.1 Definition
American Marketing Association(AMA)defines advertising as“the non-personal communication of in-formation usually paid for and usually persuasive in na-ture about products,services or ideas by identified sponsors through the various media.”Today,with the development of the technology and the diversity of the mass media,advertising has influenc ed us pervasively in our daily life.Ho wever,whatever the promotive strat-egies advertising takes,language is the main carrier of message.Schroder says,“Advertising takes many for ms,but in most of them,langua ge is a style of imme-diate impact and rapid persuasion.The point of an ad-vertisement is to persuade you of the merits of a partic-ular product or services,in order that you will take out some of your money.”
Biography:Lin Miao,undergraduate in2005,School of Foreign Languages of Nan Hua University.＊Instructor.
1.2 Functions of Advertising
Advertising is both applauded and criticized for its role in selling products and its influence on society.For years,critics have denigrated advertising for a wide range of sins-some real,and imagined.The result has been a steady growth in the number of consumer groups,business organizations and government bodies that now regulate virtually everything advertisers say and do.(Arens1996:39)Anyhow advertising does play a crucial role in both reflecting and shaping our society.Five different functions have been identified for advertising:
1)The marketing function.Along with sales pro-motion,public relations and personal feeling,advertis-ing is one of the vehicles employed by a business or an organization to c om municate with its customers.Al-though advertising is only one element in a company's overall promotional program,it is the most visible. (Wells-1995)
2)The c om munication function.Advertising trans-mits different types of market information to match buy-ers and sellers in the market place.Advertising both in-forms and transfor ms the pr oduct by creating an ima ge that goes beyond straightfor ward facts.
3)The economic function.There are two major schools.According to the marketing power school,ad-vertising is a persuasive communication tool used by marketers to distract consumer's attention from the price of the product.In contrast,the market competition school treats advertising as a source of information that incr eases c onsumer's price sensitivity and stimulus competition.
4)The social function.It informs us of new and improved pr oducts and teaches us how to use these in-novations.It helps us compare products and features and make decisions.It mirr ors fashion and design trends and contributes to our aesthetic sense.(Wells-1989:11)
5)The education function.Advertising as an edu-cator,speeds up the adoption of the new and untried and,in doing so,accelerates technological advances in industry and hastens the realization of a fuller life for all.
1.3 Classifications of Advertising
Advertising is complex because so many diverse advertisers try to reach so many different types of audi-ences.I would like to list classifications of advertising as follows:
1)B y target audiences:consumer advertising; business advertising.
2)B y geographic area:local advertising;regional advertising;national advertising;international advertis-ing.
3)B y medium:print advertising;broadcast adver-tising;out-of-home advertising;direct-mail adver-tising.
4)B y purpose:product advertising;non-product advertising;commercial advertising:non-commercial advertising action.
1.4 Advertising Objectives
The first objective of any advertising is to create a wareness-to acquaint some portion of the unaware people with the food,service or band that the company pr ovides.
The next task is to develop comprehension-to communicate enough information to develop conviction; to persuade a certain number of people to believe in the pr oducts value.Of those who become convinced,some can be moved to desire the product.Finally,some who desired the product will take action-request additional information,visit a store,or buy it.Advertising objec-tives determine the way of writing and translating ad.s.
1.5 Advertising Elements
A full print advertising is generally composed of two parts,na mely,the verbal part including headline, body copy and slogan;the non-verbal part consisting of trademark and illustration.
2 The Rhetoric in English and Chi-nese Advertising
Advertising is a style of im mediate impact and rapid persuasion.In general,whether the medium is print,radio,or television,the advertisers can only rely on your attention for only a ver y short time,and there-fore the sales messa ge must be short,clear,distinctive and memorable.Among the advertising factors,langua ge is the c ore of all successful advertisements.
Rhetoric may ser ve several functions in advertis-ing,like attracting attention,generating a positive mood,or communicating the essence of a message in a
144南华大学学报(自然科学版) 2005年9月
fast and effective wa y.The main advantage of the use of rhetoric in advertising lies in its superior ability to com-municate abstract features or benefits of the product and to c ommunicate information about intangible services. Mor eover,the creative use of r hetoric in advertising may result in advertisements which are e motionally alive,in-tellectually appealing and memorable.
No w,let's have a closer look at some of the com-mon rhetorical devices employed in advertising.
2.1 The Rhetoric in English Advertising
Rhetoric is widely employed in English advertis-ing,thus making it more attractive.Advertisers have made good use of all advantages of English phonetic, lexis and syntax to give beauty,variety and force to ad-vertising.
2.1.1 Phonetic Rhetoric
Advertisers have made full use of the sound mer-its.They tr y hard to bring out sound effect to please people's ears and to attract their attention.Phonetic rhetoric mainly c onsists of onomatopoeia,alliteration and rhyme.
1)Onomatopoeia
Onomatopoeia is the use of words,which by their pr onunciation suggests the meaning of human beings, animals,etc.It is sometimes employed in ads.to con-nect the sound with the products advertised,adding life to language and achieving direct echoes from consum-ers.
E.g.:Zoom!Let Service Federal Cr edit Union show you the fastest wa y to save a ne w car or tr uck.
This ad.by Service Federal Credit Union is pro-gra mmed to advertise price-c utting.Obviously,“zoom”is a typical onomatopoeic word,vividly describ-ing the low,deep and humming sound made by a speeding car.Here“zoom”is used to emphasize that this is the fastest way to buy a car or truck with a low price.
2)Alliteration.
Alliteration is the repetition of initial identical consonant sounds or any vowel sounds in successive or closely associated words or syllables.There is no such rhetorical device in Chinese.
E.g.:Sweet,Smart,and Sassy.
3)Rhyme
Rhyme has been defined as the similarity or iden-tity of sound that exists between accented syllables, which occupy corresponding positions in two or more lines of verse.Rhyme can help us to remember a piece of rhyming headline or slogan.
E.g.:Clean your breath while it cleans your te-eth.
Rhyme in advertising is sometimes combined with repetition,as is shown in the above advertise ment.
Furthermore,rhyme is often used together with al-literation in English advertising.The adoption of the t w o devices makes adverts more po werful and appealing.
E.g.:Think Ink!Make it clear,make it Canon. (Canon Ink)
2.1.2 Lexical Rhetoric
1)Metaphor
A metaphor is an implied comparison between t w o things which are of unlike nature but which have one or more features in common.Metaphor is the concrete ex-pression of the ability to see resemblances or contrasted differences,the normal sign of innovation in language, as is invention in life.
E.g.:EBEL,the architects of time.
EBEL is a brand watch fr om Switzerland.As we all kno w,a fa mous sa ying like this,“Time is money.”And EBEL is described as“the architects of time”.The value and the quality of the watch are fully implied in just the words of a metaphor.
2)Simile
A simile is an explicit comparison between two or more things that are unlike but have something in com-mon,normally introduced by“like”or“as”.Similes are more precise,mor e r estricted and usually less radical, less committed than metaphors.
E.g.:Featherwater:light as a feather.
The ad describes most incisively the lightness of the Feather water spectacles by the use of simile.Almost ever yone who is shortsighted once suffered a great deal from the spectacle lens,so that all can image the com-fort given by spectacles light as a feather.
3)Metonymy
Metonymy is defined as a figure of speech which expresses a relation between the thing spoken and the thing meant,in such a way that the mention of one sug-gests the other.
E.g.:Wash the big city out of hair.(a shampoo
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第19卷 刘 苗等:论英汉广告中的修辞与翻译
ad.)
Here“the big city”means“the dirt of the hair”. Therefore the use of a metonym y avoids the embarrass-ment of a plainly mentioning“the dirt of the hair”and shows its elegant style,evoking a good feeling in its readers.
4)Pun
A pun is a pla y on words based on the identity or similarity between the sounds of words with different meanings.
E.g.:Spoil yourself and not your figure.
This ad.for the weight-watcher ice cream suc-cessfully employs pun to advertise the pr oduct in a de-cent way.It implies that one will not put on weight by having the ice cream.
5)Personification
Personification is generally used to give human qualities or abilities to abstraction or non-human enti-ties.Personification in advertising turns the ice-cold pr oducts to be cordial and friendly and leaves people a vivid and real impression,thus stimulating people into action.
Examples:with52issues,they'll be thinking of you week after week.(Newsweek magazine)
Flowers by Interflora speak from the heart.(Inte-flora)
Unlike me,my Rolex never needs a rest.(Rolex watch)
6)Hyper bole
Hyperbole is the use of exaggerated statements made for effect and not intended to be taken literally. Hyperbole in advertising helps set up perfect images for the products advertised and more important,it caters to all tastes of consumers.
E.g.:We've hidden a full of vegetable where you'd never expect in a pie.(B iscquick vegetable pie)
The best never rest.(Ford)
7)Repetition
Repetition refers to any rhetorical device,which reiterates a word or phrase,or rewords the same idea,in order to emphasize a point.Psychologists maintain that you need to hear or see something a minimum of3 times before it cross the threshold of perception and en-ters into memor y.(Wells1995:282).Advertising is repetitious.
E.g.:You can't Xerox a Xerox on a Xerox.. (Xer ox copier)
In this ad.,“Xerox”is repeated3times.The rep-etition of the word leaves deep impression on its readers and urges them to discover more about the product ad-vertised.
8)Irony
Verbal irony is a rhetorical device in which the actual intent is expressed in words that convey a mean-ing opposite to its literal meaning.The American Can-cer Society Society succeeds in its advertisement to per-suade people to quit smoking by using irony:
If people keep telling you to quit smoking ciga-rettes,don't listen……they ar e pr obably trying to trick you into living.
9)Contrast
In advertising copywriting,contrast is usually ap-plied to stress the merits and quality of certain product or ser vice.Contrast is no doubt a powerful device to puff the product or service advertised.
E.g.:Cancer is often curable.The fear of cancer is often fatal.
This sharp c ontrast successfully warns people that what is fatal is not cancer,but the fear of cancer.In this way,it effectively encourages people to fight against cancer with confidence and optimistic attitude.
10).Parody
A par ody is a piec e of writing intended to amuse by imitating the style of writing used by somebody else. Parody is widely used in advertising headlines and slo-gans by imitating idioms,proverbs,sayings,songs and so on.
Examples:Wearing is believing.(L OVABLE un-derwear)
We take no pride in prejudice.(Time magazine)
A mars a day keeps you work,rest and pla y. (Mars chocolate)
2.2 The Rhetoric in C hinese Advertising
Despite the fact that English and Chinese belong to two different language fa milies and ther e is a big gap between the characteristics of the two languages,Chi-nese and English advertisements will share lots of simi-lar linguistic points.It can be seen in the following ex-amples:
146南华大学学报(自然科学版) 2005年9月
Rhyme:用清逸,更美丽.(清逸洗发露)
Simile:恍如躺在洁白的云朵里.(鸭绒被)
Pun:“夏”一大跳!(重庆麦克汉姆快餐店)
Personification:我们是你不做声的仆人,却有着一百双手.(厨房用具)
Repetition:送脑白金,就是送健康,送祝福.
Contrast:只买对的,不选贵的.(雕牌洗衣粉)
Parody:一夫当关,万夫莫开.(保险门)
Antithesis:不求今日拥有,但求天长地久.(青岛牌电视)
Nevertheless,Chinese advertisements possess their own distinctive characteristics.
1)The four seven-Character Advertisement
Chinese advertising is characterized by its popular usage of the four seven-character structure.Concise and comprehensive,rhythmical and po werful,the four seven-character can easily reach the readers'hearts. The following ads will definitely sound familiar to all:黑白分明,表现出众.(白加黑感冒片)
清晰世界,优越生活.(康佳彩电)
生活处处有真心.(某品牌瓜子)
出手不凡钻石表.(钻石牌手表)
Chinese idiom is well known as a typical four-character structure.Because of their identification with a particular language and culture,idioms usually carry more impact than non-idiomatic expressions.
Another typical for m of the four-character struc-ture is set expressions in Chinese advertisements.
物美价廉cheap and fine reasonable in price and excellent in quality
品种齐全in a complete range of articles
驰名中外popular both at home and abroad
2)The Couplet Advertisement
The couplet or antithetical couplet is a traditional-ly artistic form which is unique to Chinese.A typical for m of couple is the gatepost couplet,the scrolls on ei-ther side of the door.The following exa mples fully dem-onstrate the merits of employing couplets in Chinese.
摘取天上彩霞,装点人间广厦.(珠海“镭射玻璃”)
移欧陆名城于此地,揽湖山胜景在我家.(广州“蒙地卡罗山庄”,1993)
莲瓣凝珠名楼美食迎佳节,
香茶集雅老店新颜溢欢情.(广州“莲香楼”中秋对联,1992)3 The Translation of Rhetoric in En-glish and Chinese Advertising
3.1 Principle Governing Advertising Translation
1)Theories of Translation
Faithfulness,expressiveness and elegance,which are Yan Fu's Principles of translation,are mor e appli-cable to literary translation.Lu Xun put forward a four -character principle of translation,which is called faithfulness and smoothness.It was originally proposed for the translation of political essays and therefore can' t be applied to all types of discourse.
Dr.Eugene A.Nida introduced his well-known principle of translation that is“dynamic equivalence”. He defined it that“The r eaders of a translated text should be able to understand and appreciate it in es-sentially the sa me manner as the original readers did”.
2)Communicative Translation
Professor Peter Ne wmark holds that:“……all art is to a greater or less extent allegorical,figurative,met-aphorical and a parable and therefore has a communica-tive purpose.(Newmar k1982:45).Prof.Ne wmark's major contribution is in a detailed treatment of semantic https://www.360docs.net/doc/7561923.html,municative translating in which semantic trans-lation focuses primarily upon the semantic context of the source text and communicative translation focuses upon the comprehension and response of receptors.In my opinion,any principle adopted in advertising trans-lation is evaluated by whether the translated text ulti-mately helps promote sales.To meet the end,readership is the c ornerstone in advertising.
3.2 Specific Techniques Applied to the Transla-
tion of Rhetoric in Advertising
3.2.1 The English-Chinese Advertising Translation
1)Rhetorical Translation
(1)Rhetorical Transference
In Pr of.Newmark's words:“Transference is the pr ocess of transferring a SL(Source Language)word to a TL(Target Language)text as a translation pr oce-dure.”Here,“rhetorical transference”means transfer-ring one rhetorical expression in the source advertise-ment to the same r hetorical expression in the target text.(In this way,r hetorical devices are transferred to give local color)to attract the reader to give a sense of intimacy between the text and the reader.)
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E.g.:Kodak is Olympic color.柯达--奥林匹克的色彩.
The comparison of Kodak film to the Olympic col-or makes people conclude that the Kodak film is the peak out of other films.
Transference can also be employed in the rendi-tion of the other rhetorical expressions in English-Chi-nese advertising translation.
Light as a breeze,soft as a cloud.(Simile)轻似微风,柔如浮云.
A word to wealthy.(Hyperbole)一言致富.
Give a Timex to all,and to all a good time.(Rep-etition)
天美时送万家,万家好时光.
Flowers by Interflora speak from the heart.(Per-sonification)
没有解决不了的大问题,没有不做的小生意.
(2)Rhetorical Replacement
Rhetorical replacement is adopted to replace one rhetorical expression in the source advertisement by an-other in the tar get text,for example,replacement of a metaphor in English ad.by a simile in Chinese ad.
E.g.:Apple thinks different.苹果电脑,不同凡“想”.
The cream of the translated version lies in the use of不同凡“想”,a parodied expression for m不同凡响.
Melt in your mouth,not in your hand.(contrast)只溶于口,不溶于手.(Rhyme and Antithesis)
2)Non-Rhetorical Translation
In advertising translation,for the lack of close cor-respondence in figurative expressions,it may be neces-sary to translate some figurative expressions in the source language by non-figurative phrase in the target langua ge,provided that the translated applied to the translation of rhetorical expressions in advertisements requir es much creativity from the translators.
E.g.:Think again,Think Canon.梦寐以求是佳能.
No w,let's analyze in detail certain rhetorical de-vices that are especially suitable for non-rhetorical translation.
(1)Phonetic Rhetoric
English and Chinese respectively possess their distinct phonetic systems.The sound effects consist of onomatopoeia,alliteration,rhyme,stress and so on.In translation,“it's not possible to`translate'sound ef-fects”(Newmark1988:42).The same is true of the phonetic rhetoric in advertising.
Examples:
Sensuously Smooth Mysteriously Mellow Gloriously Golden.
爽口顺喉,和醇耐味,名贵高尚.
Sea,sun,sand,seclusion———and Spain.(Alliter-ation)
海水,阳光,沙滩,幽僻之乡———西班牙情调!
Talk,global,pay local.———Telecommunication (Rhyme)
全球通信,就近付款.
(2)Pun
One makes a pun by using a word,or two words with the same sound,or a group of words with the same sound in their two possible sense,usually for the pur-pose of arousing laughter or amusement,and sometimes also to concentrate meanings.
Examples:
The Unique Spirit of Canada.别具风味的加拿大酒,独特的加拿大精神.
(3)Par ody
Advertisers like to create headlines and slogans by imitating existing linguistic structures,such as idiom, pr over b,allegor y,saying,and song and so on.Such lin-guistic structures ar e usually rather culture-specific, that is,they depend very much upon a specific social or ecological setting.Finding satisfactor y equivalents for such parodied expressions in advertising is one of the most difficult aspects of translating.
E.g.:The prose without the con.———The Times ma gazine.
没有混淆视听的文章.A parody from the E n-glish idiom“the pros and cons”(是非曲直)
3.2.2 The Chinese-English Advertising Translation
1)The translation of Four Seven-Character Ads.and Couplet Ads.
As mentioned in the pr evious chapter,both the four seven-character ads.and the couplet ads.repre-sent distinguishing Chinese features.Such unique struc-ture can hardly be matched in English ad.After all,E n-glish and Chinese belong to two different language fa mi-lies.Therefore much more skill is required fr om the
148南华大学学报(自然科学版) 2005年9月
translators.On the basis of adequate understanding of the source text,translators should“jump out”of it and try to express the meaning property in the target lan-guage,making the version faithful to the original as well as smooth in the target text.
E.g.:出手不凡钻石表.(钻石牌手表)
Buy a Dia mond brand watch,if every second cou-nts for you.
The same is true with the couplet ad..When an equivalent is out of reach,translators are meant to work into their“language of habitual use”.Look at the fol-lo wing translation.
美人选胜地,香国惯留香.(化妆品店联)
Beautiful women choose scenic spots,while s weet -smelling regions retain fragrance theat left behind.
2)Parody Translation
Many successful examples demonstrate the effi-ciency of par ody translation.
人带梅花,准时乐道.(“梅花牌”手表广告)
Give the Plum to all,and to all a good time.
红玫相机新奉献.(“红玫”相机广告)
My love is like a Red Rose.
In the source text,the brand name“红玫”hap-pens to be equivalent with“Red Rose”in the target langua ge.Therefore it is natural to employ parody trans-lation by imitating the Scottish poet,Robert Burns fa-mous quotation,“my love is like a red,red rose”.Ech-oes can easily be attained in the r eceptors from such a romantic and widespread expression.
4 Conclusion
We live in the age of advertising.The deepening of international trade between the west and China in-cr easingly fastens the significance of mutual under-standing and translating of English and Chinese adver-tising.Various rhetorical devices employed in advertis-ing have been proved to work effectively to serve for the advertising objectives.
Good translation helps us appr eciate the charm of langua ge.Readership is the core of advertising transla-tion.Any specific techniques applied to advertising translation would be all in vain without consideration of the readership.Pr ofessor Peter Newmark's principle of communicative translation attempts to render the exact contextual meaning of the source text in such a way that both content and language are r eadily acceptable and comprehensible to the readership.We will be able to achieve successful advertising translation as long as we keep the principle in mind.
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第19卷 刘 苗等:论英汉广告中的修辞与翻译
英文知名品牌与广告语翻译
DELL戴尔IBM HP惠普TCL LENOVO联想ASUS华硕BENQ明基LG （不用翻译） UNIS （清华紫光） sony（索尼）海尔HAIER 可口可乐（Coca-cola）、索尼（Sony）、金利来（Goldlion）、奔驰（Benz）、耐克（Nike）“翻得好（Findhow）”Vitasoy ( 维他奶 ) Johnson 婴儿护肤用品由原译名“庄臣”到现在译名“强生”；Reebok 运动鞋由“雷宝”更名为“锐步”；Hewelette Packare 电脑公司由冗长的“休利特一一帕卡德公司”简化为如今的惠普公司Head & Shoulders 译为“海飞丝”。 Panten 译为“潘婷”。 Safeguard 译为“舒肤佳”。 Olay 译为“玉兰油”。优雅动听、惟妙惟肖、回味无穷。日本Suntory 公司品牌的中文译名为三得利，不但发音贴切，且蕴涵中华人文精神。Kiss Me ( 化装品品牌 ) 奇士美。日本丰田公司的 LEXUS 汽车，其中文译名“凌志”取自“久有凌云志，重上井冈山”壮丽诗句。 锐步-Reebok彪马-Puma吉旺希-givenchy慕诗-MOISELLE欧时力-OCHIRLY阿勒锦-A.LerGin阿桑娜-azona瓦伦蒂诺-ntino卡西欧CASIO背靠背-Kappa欧莱雅-L"Oreal兰蔻-Lancome香奈儿-Chanel资生堂-Shiseido高丝-KOSE倩碧-Clinique玉兰油-OLAY兰芝-LANEIGE水之奥-H2O。za姬芮。娇兰-guerlain。POND'S 旁氏，迪奥-Dior， head-shoulders 海飞丝 head-shoulders舒蕾 slek曼秀雷敦 mentholatum宝洁pg爱家家居aika 飘柔纳爱斯屈臣氏 watsons联合利华 unilever高露洁 colgate欧尚 auchan丝宝集团 .c-bons.家乐福 carrefour沙宣佳洁士同仁堂安利 amway沃尔玛wal-mart特百惠 tupperware易初莲花 lotus* 吉列 Gilleffe 博朗 braun 护舒宝佳洁士 crest 欧乐-B oral--b帮宝适 pampers 汰渍 tide 兰诺lenor 金霸王 duraceli OLAY SK-II 伊奈美 illume 潘婷 pantene 飘柔海飞丝沙宣 vs 伊卡璐威娜 wella “福士伟根”“Volkswagen”， Bayerische MotorenWerke(拜耶里奇飞机引擎生产厂)，简称为BMW，“宝马”名牌手机"诺基亚"，芬兰文原名"Nokia"，。 世界著名的十大化妆品有那些.主流产品是什么？ Guerlain （娇兰）二：Lancome （兰蔻）三：Clarins（娇韵诗）四：Elizabetharden （伊丽莎白雅顿）五：Erno Laszlo （奥伦纳素）六：Estee Lauder （雅诗兰黛）七：Clinique （倩碧）八：Shiseido （资生堂）九：Christan Dior（迪奥）十：Chanel （香奈儿） Nike 耐克 H&M 瑞典 Levis 李维斯 GAP 盖普 Gucci 古琦 Prada 普拉达Hermes 爱玛仕 Versace 范思哲 Calvin Klein 卡尔文克莱恩 Dunhill 登喜路Lacoste 鳄鱼 MUJT 无印良品 Valentino 瓦伦蒂诺 Yves Saint Laurent伊夫·圣·洛朗 Dunhill 登喜路 112 美国，Lacoste 鳄鱼 72 法国，MUJT 无印良品 116 日本，Puma 彪马 56 德国，Lee 李 116 美国， Reebok 锐步 110 美国 Puma 彪马 Lee 李 Reebok 锐步 Giordano 佐丹奴 Mizuno 美津浓 Giorgio Armani 乔治·阿玛尼雪碧(饮料)Sprite小妖精，调皮鬼乐百氏(饮料)Robust健壮的金利来(领带)Goldlion金狮子司麦脱(衬衫)Smart潇洒的舒肤佳(香皂)Safeguard保护者纳爱斯(香皂)Nice美好的英克莱(自行车)Incline喜爱四通(打字机)Stone石头汰渍(洗衣粉)Tide潮流雷达(电蚊香)Raid袭击，搜捕飘柔(洗发水)Rejoice欣喜立士洁(卫生纸)Luxury奢侈品富绅(衬衫)Virtue美德神浪(服装)Sunland太阳地苏泊尔(压力锅)Super特级品天能(领带)Talent
商业广告中押韵、反复修辞及其翻译
四川烹饪高等专科学校 毕业论文 题目：商业广告中押韵、反复修辞及其翻译 系部外语系 专业名称商务英语 班级 03级2班 姓名杨思亮 学号 03040204 指导教师郑贤贵 2006年 6 月 4 日
目录 一、引言 (1) 二、押韵 (1) 三、反复 (2) 四、翻译对策 (2) （一）直译法 (Literal Translation) (3) （二）使用四字格语 (3) （三）弥补法 (4) （四）套译法 (4) （五）意译法 (Meaning Implication) (5) （六）增译法 (5) 五、结语 (6) 致谢 (6) 参考文献 (6)
商业广告中押韵、反复修辞及其翻译（三号黑体） 摘要：（小四黑体）广告的说服力在某种程度上取决于语言的运用是否得当。押韵使得广告节奏鲜明、抑扬顿挫、格调优美、容易记忆，使消费者过目不忘，刺激其购买欲望，使广告达到形式与内涵、视觉美与听觉美的统一，增强了广告的感染力。反复修辞能使广告形象生动，风趣幽默，给所宣传的商品增添魅力，在广告语中得到广泛应用。广告商借以激起消费者的购买欲望，促使其前去购买，实现商业目的。对于押韵、反复修辞的翻译，必须从具体情况出发，根据具体的语言环境采用不同的翻译对策。（小四宋体） 关键词：（小四黑体）押韵；反复；翻译（小四宋体）
Rhyme and Repetition in Advertising English and Translation Approaches （三号Times New Roman）Abstract: （四号Times New Roman）Rhyme is the most important and widely used method in English Advertising. It makes advertising sound good and easy to remember. Customers can remember it at a glance and have the desire to purchase it. Rhyme makes advertising perfect in form and connotation , seeing and hearing . Repetition can make the image of the advertisement vivid, charm and humor, so as to increase charm force to the commodity propagated. Thus, it is widely adopted in all kinds of advertisements to achieve the best communicative purpose and to arouse the customers' emotional appeal and provoke certain purchasing action. For the translation of rhyme and repetition, we should take different translation approaches according to different contexts. (小四Times New Roman) Keyword s: （四号Times New Roman）rhyme；repetition；translation(小四Times New Roman)
经典广告词中英文翻译
经典广告词中英文翻译2．Obey your thirst．服从你的渴望。（雪碧） 3．The new digital era．数码新时代。（索尼影碟机） 4．We lead．Others copy．我们领先，他人仿效。（理光复印机）5．Impossible made possible．使不可能变为可能。（佳能打印机） 6．Take time to indulge．尽情享受吧！（雀巢冰激凌） 7．The relentless pursuit of perfection．不懈追求完美。（凌志轿车）8．Poetry in motion，dancing close to me．动态的诗，向我舞近。（丰田汽车）9．Come to where the flavor is．Marlboro Country． 光临风韵之境——万宝路世界。（万宝路香烟） 10．To me，the past is black and white，but the future is always color．对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒） 11. Just do it.只管去做。（耐克运动鞋） 12. Ask for more.渴望无限。（百事流行鞋） 13. The taste is great.味道好极了。（雀巢咖啡） 14. Feel the new space.感受新境界。（三星电子） 15. Intelligence everywhere.智慧演绎，无处不在。（摩托罗拉手机） 16. The choice of a new generation. 新一代的选择。（百事可乐） 17. We integrate, you communicate. 我们集大成，您超越自我。（三菱电工） 18. Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子） 19. Let’s make things better.让我们做得更好。（飞利浦电子） 20. No business too small, no problem too big. 没有不做的小生意，没有解决不了的大问题。（IBM公司） 1 Good to the last drop 滴滴香浓，意犹未尽麦式咖啡Maxwell 2 Time is what you make of it 天长地久斯沃奇手表Swatch 3Make yourself heard 理解就是沟通爱立信Ericsson 4Start ahead 成功之路从头开始飘柔rejoice 5Diamond lasts forever 钻石恒久远，一颗永流传第比尔斯De Bieeres 6Things go better with Coca-cola 饮可口可乐万事如意 7Connecting people Nokia 科技以人为本诺基亚Nokia 9A Kodak moment 就在柯达一刻柯达Kodak 10Mosquito Bye Bye Bye，蚊子杀杀杀雷达牌驱蚊虫剂RADAR
从奈达的五类文化因素谈英汉文化词的对比及翻译_陈琳琳
从奈达的五类文化因素谈英汉文化词的对比及翻译 陈琳琳 （湖北大学外语学院 湖北武汉 430062） [摘 要]语言植根于文化中，人们的世界观反映在他们的语言里。文化因素对语言的影响波及词汇层、语言层直到语境层。本文基于奈达的五类文化 因素来谈汉语文化负载词的文化伴随意义及其翻译问题。笔者认为，在处理文化 因素时，应考虑译作在预期读者中的可接受性，从而实现翻译的跨文化交际功能。 [关键词]文化负载词；文化伴随意义；翻译目的；读者因素 1.语言、文化与翻译 在西方关于“文化”的众多定义中，19世纪最有影响的定义是 人类学家Edward Tylor在《原始文化》（1871）中提出来的。据《文 化学辞典》（1988），Tylor给文化下的定义为：“Culture is that complex whole which includes Knowledge，belief，art，moral，law，custom，and any other capabilities and habits acquired by man as a member of society.”（所谓文化或文明乃是包括知识、信仰、艺术、道德、法律、习俗以及包括作为社会成员的个人获得的其它任何能力、习惯在内的一种综合体。） 语言与文化密不可分。语言是文化的载体，同时它也受到文化 的制约。正如Juri Lotman 所说：“没有一种语言不是根植于具体的 文化之中的；也没有一种文化不是以某种自然语言的结构为中心 的。”（Susan Bassnett：2004）而在在洪堡特那里，语言反映世界 观。（潘文国，）语言反映人们的文化认知，也有着传达文化意义的 功能。因此，在翻译中如果不谨慎处理，会给跨文化交际带来困难。 从读者接受的角度来讲，不能传达文化意义的翻译无法在读者中引 起应有的文化共鸣，这对原作来讲是一个很大的损失。因此，在处 理翻译中词汇的文化伴随意义时，我们一定要考虑到读者因素，只 有这样才能达到相应的翻译目的，发挥翻译的跨文化交际作用。 例如，随着2008北京奥运会应运而生的“福娃”，这五个可爱 的娃娃，名字分别是“贝贝”“晶晶”“欢欢”“迎迎”和“妮 妮”，看到他们，中国的民众就会想到“北京欢迎您”，作为吉祥 物的这五个中国小精灵承载了中国公民想要传递给世界人民的“和 平、友谊、进步、和谐”等理念。但是“福娃”最初的译名 “Friendlis”仅有“友好、友谊”的指称意义，并没有传达给外国人 上述所承载的特殊的民族文化特色，不利于我们借助奥运会这一盛 会宣传我国的民族文化。因此可以采用异化翻译的策略，翻译成Fuwa，另外附加注释。这样，外国读者在看到Fuwa时才会具体地把它和那五个可爱的中国吉祥物联系在一起，进而联想到它们的特殊文化意义。Fuwa保留了“福娃”的文化蕴含意义，达到了更好的翻译效果。 翻译的最大困难往往不是语言本身，针对语言所承载的文化底 蕴，我们应坚持“文化传真”的翻译基本原则。无论我们采取何种 翻译策略，都应既考虑原文的文化特色，又顾及译作的可读性。 下文在奈达五类文化因素的基础上，浅谈翻译中如何应对词语 搭配的伴随意义传达问题。笔者认为，在处理这类问题时，译者可 根据自己的翻译目的和预期读者来选定相应的翻译策略。 2.奈达的五类文化 奈达将语言中的文化因素可以五类：（1）Ecology生态学；（2）Material Culture物质文化；（3）Social Culture社会文化；（4）Religious Culture宗教文化；（5）Linguistic Culture语言文化。 2.1生态文化。生态文化包括动植物、地理环境、气候变化等 等。从地理位置上讲，中国是个大陆国家，地大物博，幅员辽阔。 而英国是个岛国，四面环水，因此在英语中有这样的表：all at sea （不知所措），burn one’s boats（破釜沉舟），sail before the wind （顺风航行）等。而汉语中呢，有“挥金如土”来形容一个人花钱 大手大脚，英语中则说spend money like water.汉语中形容一个人很 能喝水或喝酒，说他“牛饮”，英语中则说drink like fish. 从生态环境讲，不同民族对动物的喜好各异。汉语里，“狗”总带有贬义，比如汉语里常用“狐朋狗友”来比喻勾结在一起的一帮坏人；用“狼心狗肺”来比喻一个人心肠像狼和狗一个凶恶狠毒。与此相反，英美国家人士却常把狗看作是人类的朋友。英语中关于狗的表达几乎都是褒义的，如“lucky dog”（幸运儿），“Every dog has his day”（人人皆有得意日），“Love me，love my dog”（爱屋及乌），“Barking dog never bite”（会叫的狗不咬人）等。 在《红楼梦》中，有这样一段话： “他素昔眼空心大，是个头等刁钻古怪的丫头，今儿我听了他的短儿，‘人急造反，狗急跳墙’，不但生事，而且我还没趣。……” 杨宪益、戴乃迭和霍克斯的译本对狗的传译迥然不同： 杨译：“…‘Desperation drives men to rebel and a dog to jump over a wall.’…” 霍译：“…，it will be a case of ‘the desperate dog will jump a wall，the desperate man will hazard all’；…”（转引自：邵志洪，2005） 在这里两种译文看上去差别不大，都有直译的成分。原文中，宝玉的丫鬟将红儿比作狗，应该含有侮辱的涵义。杨宪益和戴乃迭的译文针对的国内读者，所以不必大费笔墨去解释“狗急跳墙”的比喻意义，读者应该能明白文字背后隐含的意义。而霍克斯的读者是英文读者，他们无法理解这个习语的意思，但译者添加了desperate 一词，应该能很好地传达原作的意思。 2.2物质文化。物质文化指的是不同的文化里特有的物质产品，它们都是文化的载体。比如中国的长城，各国独特的食物和衣着等等。比如中国的饺子、混沌、包子、豆腐等等，在英语中都没有对应的表达。因此，现在大家都似乎都能接受它们的音译名了，这样才体现了它们的“中国特色”。 请看一下例句：“人家是醋罐子，他是醋缸，醋瓮！……” 杨译：“…If other women are jealous，she’s a hundred times…” 霍译：“…They call jealous people “vinegar bottles”，don’t they? Well，she’s not just a bottle full of vinegar； she’s a storage jar – a whole cistern – full of it! …”（转引自：邵志洪，2005） 汉语里形容一个人爱嫉妒，叫吃醋。因此，醋缸子、醋瓮还有爱嫉妒的文化伴随意义。杨译采用了意译的手法，保留了原文的文化意义，但丢弃了文化形象，对原文来说是种损失。霍译采取了直译和增译的手法，既保留了原文里文化特色，有成功地传达了原文的意思，笔者认为比杨译更出色。 2.3社会文化。社会文化包罗万象，涉及到人们生活的方方面面。比如说风土人情、传统、社会规则、宗教信仰、道德准则、历史背景、意识形态等等。比如不同的文化有不用的节日和庆祝风俗，不用的打招呼的方式，不同的称呼方式，另外还有人们赋予颜色词不用的含义。不同文化里的人们对颜色的认知是不同的。 在汉语里，红色总是和“吉利”“好运”“喜庆”相连，是个有着褒义词，中国文化把婚丧嫁娶称作“红白喜事”。过年要贴对联，对联写在红纸上。哪家有人娶媳妇嫁女儿都要、贴大红喜字。再比如：“开门红”（to begin well/to make a good start），本命年要穿红色的衣服来避邪等等。但是英语文化里，红色却有着截然不用甚至相反的文化伴随意义。西方文化中，红色总是和革命、激进和血腥联系在一起，带有政治色彩。英语“see red”表示“火冒三丈”或“大发脾气”，“to wave a red flag ”是做“惹人生气的事”。汉语中的“眼红”用来形容一个人有嫉妒心理，而相应的英语表达却是green-eyed。例： （1）辜负了，红粉朱楼春色阑。 杨译：Her power and red chamber，her youth and beauty wasted. 144
论文化因素对英汉翻译的影响
论文化因素对英汉翻译的影响 院系 专业班级 姓名 _ 学号 年月日
目录 摘要 (2) ABSTRACT (3) 引言 (4) 一、绪论 (6) (一) 文化的概念 (6) (二) 翻译的概念 (6) 二、分论 (6) (一) 文化内涵的差异对翻译的影响 (7) 1 宗教文化的差异对翻译的影响 (7) 2 历史文化的差异对翻译的影响 (8) (二) 生活方式的差异对英汉翻译的影响 (6) (三) 价值观的差异对翻译的影响 (10) 三、结语 (11) 参考文献 (12)
文化（culture)是一个内涵丰富而又复杂的概念。语言是文化的重要组成部分，是文化的载体和核心，也是文化赖以语言传播的物质表达形式。翻译是两种语言之间的转换活动，是信息和思想的交流，是语言表达的艺术再创造，而不是文字上的对译。语言与文化的密切关系注定了翻译与文化的密切关系。翻译是把一种语言转换成另一种语言。不言而喻，两种语言转换的过程中必然涉及到两种文化。翻译实质上是不同文化间的交流。 本文在阐述文化和翻译概念的基础上，试从中西文化的相似和差异性，包括不同的文化内涵、生活方式以及价值观等方面，对此问题进行深入的分析和探讨，指出两种语言翻译中应注意的文化问题。 关键词：英汉翻译；文化因素；影响
Culture is a complex conception. Language is a very important part of culture. It is the core of culture. Translation is a transfer activity of two languages. It is the exchange between information and thoughts, but not the direct translation. The close relationship between the language and the culture means the close relationship between the translation and culture. In fact, translation is a kind of tool for us to communicate. This article tries to point out the problem, what cultural factors should be noticed during the translation, will be analyzed and discussed from the aspects of similarity and difference of eastern and western culture, including different cultural connotation, life-style, outlook on values in foundation of explaining idea of culture and translation. Key words: English-Chinese Translation; Cultural Factor；Effects
英汉语言和文化差异对广告翻译的影响
收稿日期:2003-07-09 作者简介:顾云峰,男,浙江林学院外国语学院教师。 英汉语言和文化差异对广告翻译的影响 顾云峰 (浙江林学院外国语学院,浙江临安311300) 摘要:广告翻译面临的不单是语言转换问题,还涉及到各国诸多的文化差异问题。从语言角度讲,译者 更应注重广告英语的特点,文章具体阐述由英汉语言差异引起的在英汉广告翻译中造成的三种差异;从 文化角度讲,国内译者注重的应该是各国间的跨文化因素对英汉广告翻译的影响。文章主要归纳出四 点英汉广告翻译中的跨文化因素。 关键词:广告;语言;跨文化;翻译 中图分类号:H059 文献标识码:A 文章编号:1001-5124(2004)02-0023-04 随着改革开放的深入发展,我国企业的产品、服务、品牌也日益广泛、深入地参与了国际市场竞争。随之而来的便是营销全球化趋势,这使得跨文化广告传播日益频繁,对广告翻译提出了更大挑战。与此同时,我们应该承认,由于我国企业国际竞争经验不足,国际营销人才缺乏,在对外广告,尤其是外文广告方面,做得还有差距。本文将从广告语言特点和跨文化因素等方面,对跨文化广告的翻译进行粗浅的探讨。 一、广告英语的特点 语言是文化的组成部分,是文化信息的载体。而翻译就是通过一种语言转达另一种语言的文化信息。广告也是一种文化,是从属于商业文化的亚文化,作为广告文化信息的载体)))广告语言具有独特性,充分体现了语言、文化和思维之间的相互关系。而在国际交流中使用最广泛的广告语言便是英语。广告英语从文体上看,多为口语体,书面体并不多见。具体表现为: 词汇简单。词的内部结构比较简单,积极肯定、褒义的词占绝对优势,多用缩约词。名词词组中所有格/.s 0的出现频率很高,比用/of 0更为精炼。如:L otte,the VIP .s choice(L otte 旅馆)。 句型简单。句子长度一般都很短,结构简单,复合句少。如:Every man has his price(苏格兰威士忌酒)。 语法简单。动词词组非常简单,被动语态运用较少。过去时出现的频率极低,基本上采用一般现在时。因为使用一般现在时,商品的特征在人们的眼中成为和一般自然规律一样的永久特征,这是其他各种时态所做不到的。如:True values never change(钻石)。 修辞手法大量使用。常见的有比喻、双关、拟人、重复等等。如:Light as a breez e,sof t as a cloud (比喻,服装);Have a good time(双关,Certina-D A 手表)。 二、由语言差异引起的在广告翻译中的差异 广告英语的口语化和简单化是实际应用的需要。因为简单的文字容易理解,人们可以在很短的时间内将其看完。而口语化的文字可以使人感到亲切、不拘束,能赢得读者的好感。但英汉两种语言存在着一定的差异,呈现在广告翻译中主要是三类:语用意义、修辞手法和句型。 1、语用意义的差异。 跨文化广告传播最明显的障碍就是语言文字的隔阂。精通受众国的语言,适应其语言习惯及 第17卷第2期 2004年3月宁波大学学报(人文科学版)J OURNAL O F NINGBO UNIVERS ITY (LIB ER AL AR TS EDI TION) Vol.17N O.2 Mar. 2004
广告语翻译大全
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下面是一则推销微波炉的广告，用词简单，口语化很强。“gotta”为俚语，相当于“gotto”，让 人觉得很贴近生活。 icouldn’tbelieveit!Untilitriedit! i’mimpressedbyit! You’vegottatryit!iloveit! 1.1.2多用简单句，明快有力:简单句地运用，能使顾客的心与广告一起舞动。 下面这则广告就体现了简明的特点：Thearmcovacuumlearnercleansrugsanddrapes.itcleanshardsurfaceslikewo odsandvinylfloors.Evencement.Thearmcovacuumcleanerissmoothandquie t.Tryit!makeyourfloors sparklewithnewcleanliness. 1.1.3多用省略句，突出关键词。 省略句的运用，能让广告用最少的篇幅、时间、费用包容尽可能多的信息，收到最大的宣传效果。 Refresh!(香皂广告) 仅此而已。但香皂的清新功能却昭然赫赫了。 还有一些驰名的广告，也都充分利用了省略句独特的功效。amileway.makeitamildsmoke.Smooth,rich,rewarding.(mild香烟) Loveinyourheart–peaceinyourmild–lifeguardinyourhome–thedisinfectant youtrust
英语广告语赏析
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14.Feelthenewspace.感受新境界。（三星电子） 15.iintelligenceeverywhere.智慧演绎，无处不在。（摩托罗拉手机） 16.Thechoiceofanewgeneration.新一代的选择。（百事可乐） 17.weintegrate,youcommunicate.我们集大成，您超越自我。（三菱电工） 18.TakeToshiba,taketheworld.拥有东芝，拥有世界。（东芝电子） 19.Let'smakethingsbetter.让我们做得更好。（飞利浦电子） 20.nobusinesstoosmall,noproblemtoobig. ....没有不做的小生意，没有解决不了的大问题。（ibm公司）--------------------------------------------------------------------------------广告用语woRdSandPHRaSESinadVERTiSEmEnT包君健康keepyoufitallthetime包装新颖美观fashionableandattractivepackages保证质量qualityandquantityassured产销历史悠久havealonghistoryinproductionandmarketing驰名中外popularbothathomeandabroad穿着舒适轻便comfortableandeasytowear 工艺精良sophisticatedtechnologies规格齐全acompleterangeofspecifications;completeinspecifications赶超世界先进水平catchupwithandsurpassadvancedworldlevel花色繁多awideselectionofcoloursanddesigns花色新颖品种多样fashionablestyles,richvarieties货源充足sufficientsupplies;amplesupply 久负盛名withalongstandingreputation交货及时timelydeliveryguaranteed价格公道reasonableprice 技艺精湛finecraftsmanship经济耐用economyanddurability具有中国风
浅谈英汉翻译中的文化因素
Contents 1 1.0 Introduction of culture (1) 2.0 Language, Culture & Translation ......................................... .2 2.1 Idioms (2) 2.1.1 English and Chinese idioms sharing the same meanings and cultural images (2) 2.1.2 English and Chinese idioms sharing the similar meanings but different cultural images (3) 2.1.3 Translation of idioms not restricted to only one version (3) 2.2 Communications with peopl e of different background (4) 2.2.1 Communications in a restaurant (4) 2.2.2 An embarrassing answer (4) 2.3 Animals that bear different cultural connotations (5) 2.4 Colors that have different cultural bearings (6) 2.4.1 B lue (6) 2.4.2 White (6) 2.4.3 Black (7) 3.0 Conclusion (7)
广告英语翻译常用词语
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顾客第一 Customers first 顾客是我们的皇帝 We take customers as our Gods. 规格齐全 a complete range of specifications; complete in specific ations 花样繁多 a wide selection of colours and designs 货色齐全 goods of every description are available. 客商第一，信誉第一 clients first, reputation first 款式多样 a great variety of models 款式活泼端庄 vivid and great in style 款式齐全 various styles 款式新颖 attractive designs; fashionable(in) style; novel (in) de sign; up-to-date styling 款式新颖众多 diversified latest designs 美观大方 elegant appearance 美观耐用 attractive and durable 品质优良，疗效显著，誉满全球，欢迎选购 excellent quality, evident effect, good reputation over the world, orders are welcome. 品种多样 numerous in variety 品种繁多 great varieties 品种齐全 complete range of articles; a great variety of goods
英汉文化差异对翻译影响
芊芊浅谈英汉文化差异对翻译地影响 翻译作为语际交际, 不仅仅是语言地转换过程, 而且也是文化移植地过程[ ].在很大程度, 它与文化因素、背景知识有很大地关系.王佐良曾说:“翻译地最大困难是两种文化地不同.”吕淑湘也说, 翻译家必须是一个杂家.“杂”就是指知识要广博.可见,解决好翻译中地文化差异问题,了解背景知识是保证译作成功地关键. 英汉文化差异对翻译地影响主要表现在以下几个方面: 一、观察与思维上地差异对翻译地影响 英汉两种语言在观察与思维上是存在着差异地: 面对同一物体, 用以概括地概念也有出入, 因而语言表达方式也不同.如对颜色地观察和使用,就有不同地概念.英语“ ”在汉语中不叫“黑茶”, 而叫“红茶”;“”是“黑面包”, 而不是“棕色面包”.汉语地“青衣”,“青天”同是一个“青”字, 翻译成英文就只能分别译作“ ”和“ ”.汉语“黑眼睛”, 英语为“”; 英语地“ ”, 汉语为“挨打后出现地黑眼圈”; 汉语“黄色影片”, 英语为“ ”(蓝色风光片) ;汉语地“红眼病”,英语为“ ”.此外,英汉两种语言在逻辑思维上也存在着差异.例如: 英文句子. 若直译为“考试时你不要太细心”.那就大错特错了.因为从句法上看,它是一个双重否定结构, 从思维方式上看, 它是一种逆向思维.其正确译文是: 考试时你要特别细心.因此,对于这一类因思维差异而引起地表达不同地概念, 译者同样要越过表达形式地局限进行意义上地对等翻译.个人收集整理勿做商业用途 二、信仰地差异对翻译地影响 欧美人信基督教地居多, 认为上帝() 可创造一切,因而有. (上帝帮助自助地人) 地说法.而中国人则信仰佛教,相信“佛主”在左右着人世间地一切,与此有关地词语如“借花献佛”,“闲时不烧香,临时抱佛脚”等.如果译者缺乏对这种文化个性地深刻了解, 就难以鉴别句子地文化内涵,对译文地准确性产生重大地影响.个人收集整理勿做商业用途 三、环境地差异对翻译地影响 英汉民族生存环境地差异在语言中地一个表现是习语地运用.习语地产生与人们地劳动和生活密切相关.由于地理方面地差异, 习语承载着不同地民族文化特色和文化信息.如英国是一个岛国,历史上航道业曾一度领先世界, 而汉民族在亚洲大陆生活繁衍, 人们地生活离不开土地.例如, 形容花钱大手大脚, 英语是,而汉语是“挥金如土”.英语中有许多关于船和水地习语, 在汉语中没有完全相同地对应习语, 如’ (奋力图存) (不知所措) 等等.个人收集整理勿做商业用途 另外, 在汉语地文化氛围中, 中国人心目中地东风是温暖地, 是春天地风, 只有西北风才是寒冷地.而英国地处西半球, 北温带, 海洋性气候, 报告春天消息地却是西风, 看下面地例子: ?(在许多冬日里我
浅谈英语广告修辞及其翻译
2005年04月内蒙古民族大学学报(社会科学版)A pr.2005第31卷第2期Jour nal of Inner M ongolia University for Nationalities(Social Sciences)V ol.31N o.2 浅谈英语广告修辞及其翻译X 张楠 (上海外国语大学,上海200083) 1摘要2由于语言和文化上的差异,英语广告中大量使用的修辞手法给我们的理解和翻译带来了一些困难。本文通过列举近一、两年英文杂志上的广告实例,归纳了英语广告中经常使用的六大类修辞手法并对其 翻译作了一番初步的探讨。笔者认为英语广告中的修辞翻译应该遵循这样一个原则,即当英汉两种修辞格在 表达习惯和文化概念上相近时尽量采取直译;反之,应采取各种变通手法弥补翻译,以求最大限度地再现原文 的修辞效果。 1关键词2英语广告;修辞格;翻译;直译 1中图分类号2H315.91文献标识码2A1文章编号21671-0215(2005)02-0109-05 今天,无论你翻开报纸、杂志还是打开电视机、收音机随时都能看到、听到各种各样的广告。广告作为一种商业现象已经走入了我们的生活。随着广告的不断发展,越来越多的学者开始关注广告文体,分析它的形式、功能和表达效果等。本文关注的是英语广告的修辞手法及其翻译问题,旨在通过列举最新英文杂志上的广告实例,对英语广告中经常出现的六大类修辞的应用和翻译作一番初步的探讨,希望对我们理解和翻译英语广告有一定的帮助。 一、反复类修辞及其翻译 (一)R epetition(反复) Repet ition(反复)是英汉两种语言都经常使用的修辞格,也是英语广告中使用频率比较高的一种修辞格。它通过在文章中重复使用某一语句或词语,加强语势,增强语言节奏感,达到抒发感情,营造气氛的目的。英语/反复0修辞格主要分为/连接反复0(immediate r epetition)和/间接反复0(in-termittent repetit ion)两种。连接反复指的是/连续重复某一单词、短语或句子0;间接反复指/在反复词语中插入其他的词语或两个本身次序互换0(黎昌抱,2001:28)。英语广告主要采用的是间接反复形容词的手法,以此来加深消费者对所推销产品的印象,例如: 例1.Pereect I ngr edients for perfect hair(Phytojoba洗发水的广告) 例2.Dish after dish after dish.People expect us to be bet-ter.(食品广告) 例3.F ine old Platinum eng ag ement rings and Wedding bands at fine pr ices.(婚庆公司广告) 例4.Bett er connections cr eate better underst anding.A nd that makes a better wor ld.(PCCW的电信广告) 在翻译例1中的/perfect0和例2中的/dish0这一类同义反复修辞时,笔者建议采用直译的方法,即用汉语的反复修辞翻译。 试译: 例1.完美发水,完美发质。例2.一盘、一盘、又一盘,人们期待我们的口味会更好。例3中的/fine0和例4中的/bet-ter0属于换义反复(ploce)又称/一词多义反复0,即同一个单词在一句话中反复出现,但表达的意义不同。在翻译这类反复修辞时,如果仍采用直译法就稍显笨拙。在此,笔者建议用汉语里表达效果相似的修辞格替代原文的反复修辞格,例如:汉语的偏正结构,排比句式和对偶句式等。试译:例3.我们以优惠的价格为您提供品质优良的老牌Platinum订婚戒指和水平一流的婚礼乐队。(偏正结构)例4.沟通更顺畅,了解更深入,世界更美好。(排比) (二)Rhy me(押韵) 英语反复类修辞不仅包括词、短语和句子的重复,还包括语音层次上的重复,这主要是因为英语是拼音文字。英语广告中大量使用了R hyme修辞格,使得广告具有鲜明的听觉美感和强烈的视觉效果,常用的主要是A lliteration(头韵 # 109 # X1收稿日期22005-02-28 1作者简介2张楠(1980-),女,内蒙古通辽人,上海外国语大学2003级英语语言文学硕士研究生,研究方向为修辞文体翻译、跨文化交际翻译。