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摘要随着社会经济的发展，广告作为对产品进行宣传与推广的手段已经渗透到生活的各个领域。为了更好地推广产品，广告往往会采取各种修辞手法以增强其趣性与吸引力，例如押韵、明喻、隐喻、对偶、双关以及重复。英汉差别是造成翻译难度的普遍原因，而广告译文也必须要具备一定文体特色，这进一步加大了英文广告翻译的难度，其中修辞的翻译难度吸引了众多学者对其进行研究。伴随着通讯类电子产品的普及，其广告所扮演的角色也越来越重要。本文首先介绍了英文广告中常用的修辞手法与翻译方法，然后以通讯类电子产品的广告为对象，分析其修辞与翻译，并探讨语言文化要素对于翻译的重要性。本文旨在通过对英语广告中修辞与翻译的分析，给读者审视广告提供一种新的视角，充分地理解广告，以及广告语言的魅力。33457
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关键词 广告 修辞与翻译 电子产品
毕业论文外文摘要
Title Rhetorical Devices and Translation of English Electronic Communications Device Advertisements
Abstract
With the social and economic development, advertisements, as means of propagating and popularizing new products, have filtered into every field of human life. In order to better popularize products, a variety of rhetorical devices，such as rhyme, simile, metaphor, antithesis, pun and repetition, are employed in the advertisements to enhance the melodic attraction of advertisements. Yet, the differences between English and Chinese constitute great difficulty in advertisement translation. And the stylistic requirements of the advertisements further enhance the translation difficulty, among which translation of rhetorical devices demands more of scholars’ attention. With the popularity of electronic communications products, these advertisements are playing a more and more important role in commercial field. This paper first introduces the commonly used English advertising rhetorical devices and translation methods, then analyze the translation of these rhetorical devices, exploring the importance of linguistic and cultural elements in translation. Through the analysis of rhetorical devices and translation of English communications device advertisements, this paper aims to provide a new perspective for readers to fully understand the inherent glamour of advertisements embodied in different languages.
Key words advertisements; rhetorical devices and translation; electronic communications products
Table of Contents
1 Introduction 1
2 Literature Review 2
2.1 General Stylistic Characteristics of Advertising 2
2.2 Difficulty in the Translation of Rhetorical Language 4
2.3 Rhetorical Devices Used in Advertisements 5
2.4 Skills in Translation of Rhetoricalal Expressions 7
3 English Electronic Communications Advertisements 9
3.1 Popularity of the Electronic Communications Products 9
3.2 Rhetorical Devices used in the English Electronic Communications Advertisements 9
3.3 Two Linguistic Characteristics of English Electronic Communications Advertisements 11
Conclusion 13
Acknowledgements 14
Bibliography 15
1 Introduction
Advertisement, deriving from a Latin word, advertere, meaning “a way to arouse the public’s attention to certain things (Cui Gang, 1993:1)”. At the end of the 17th century, Britain began to make large-scale commercial activities and then the term “advertisement” gained its popularity. Advertisement is a means to pass, through some forms of media, information to the public for a particular need. In the 21st century, as a consequence of social development, advertisement is omnipresent, occupying its place everywhere. Whether on TV,or on the billboards, even on the walls of buildings and on the car body,advertisements can always find their places.Their ubiquity declares their increasingly important positions. Since the global communication, it is widely acknowledged that the translation of English advertisements is of vital importance, having aroused many scholars’ attention.