广告辞格：应用与翻译

发布时间：2019-06-28 14:42

【摘要】： 随着社会经济的发展和国际经贸合作的日益密切,广告越来越显出它的份量。广告,作为推销商品的理想媒介,以各种形式影响着人们的生活。企业之间的竞争也是广告购买行为。广告是一门综合艺术,而语言是其核心内容。广告语言属于鼓动性语言,有很强的说服力和吸引力。一则成功的广告词往往精辟独到,生动形象,引人入胜,移情达意,而巧妙地运用各种修辞手段是实现广告成功的关键。辞格是广告中应用最广、最有效的修辞手段之一。论文介绍了广告的含义、功能和语言特点,回顾了辞格的归属和分类,分析了辞格在广告中的作用及其遵循的原则。广告辞格的翻译不仅同产品信誉、销售规模和经济效益息息相关,而且在一定程度上反映了国家和民族的文化素质。广告这种独特的文体要求广告翻译不同于文学翻译,而辞格的变化性和艺术性又增加了广告辞格翻译的难度。论文以奈达的功能对等理论为指导,探讨了广告辞格翻译的原则和方法,并引用了大量的广告实例重点分析了20种常用辞格的应用及其翻译。实践证明,辞格的运用对于广告功能的实现是一种行之有效且必不可少的手段,译者应了解广告内容和辞格,选用合适的译法,注意语言的文化差异,再现源语的内容和修辞效果,以达到最佳的广告诉求效果。
[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.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：H059

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