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励志英文广告语-广告词,英文-英文广告语的特点及翻译励志英文广告语-广告词,英文-英文广告语的特点及翻译篇一：英文广告语的特点及翻译1.广告语的特点1.1简练 Brief广告，由于受到时间、资金等多方面因素的影响，总是希望在最短的时间内吸引观众的注意力。
很多世界驰名的英语广告，都是以简练取胜的:Drives wanted. (大众汽车)Your true choice. (AT&T电话公司)Passion for the road. (马自达汽车)Makes dreams come true. (迪斯尼乐园)Let us make things better. (飞利浦电器) 在简练这方面，广告有以下特点：1.1.1多用口语: 口语的运用，使广告具亲和力。
在广告中会尽量采取人们在日常中使用的口语，并多使用一些小词汇（small words），以更贴近观众。
My goodness! My Guinness!Guinness啤酒的广告，“my goodness”表示惊讶，这个组合形象生动，易于记忆。
俚语和非正式英语也常出现在广告中。
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“got to”，让人觉得很贴近生活。
I couldn’t believe it! Until I tried it!I’m impressed by it!You’ve gotta try it! I love it!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：The Armco vacuum learner cleans rugs and drapes. It cleans hard surfaces like woods and vinyl floors. Even cement. The Armco vacuum cleaner is smooth and quiet. Try it! Make your floorssparkle with new cleanliness.1.1.3多用省略句，突出关键词。
英汉广告中的仿拟修辞艺术及其翻译策略作者：杨颖来源：《新西部下半月》2010年第12期【摘要】仿拟修辞给商业广告注入了新的生命与活力。
本文通过介绍和赏析仿拟修辞在英汉广告中的表现形式及其翻译技巧，展示了其不可低估的艺术魅力以及商业价值；同时，探讨了英汉广告中仿拟翻译的原则及其策略。
【关键词】仿拟；英汉广告；原则；策略一、引言仿拟(parody)是英汉语言中一种常见的修辞格，它以某一特定的文本如名言、警句、谚语、俗话、诗词或歌曲等为参照模板，对其进行词句，篇章或局部或整体的改写，从而构成一种奇特的表达形式，其创意新颖，语言生动，内涵丰富。
仿拟在广告中广为使用。
它通过对人们熟知的语言要素加以修改或者演绎，赋予广告以新的形式和内涵，在使消费者迅速领悟新的语言意境和美感的同时，实现对其进行产品劝购的目的。
英汉广告中的仿拟修辞可分为三种：仿词、仿句和仿篇。
笔者在本文中对他们各自的特点及其翻译方法作一初步探析。
二、仿拟修辞在英汉广告中的表现形式1、仿词英语中的仿词叫作nonce word，是指为了某种特殊需要而临时创造的，没有得到普遍使用的新词。
英语中的仿词同汉语中的仿词一样，都是将现成的，大家熟知的词语或词组中的某一个词素换掉，重造出一个与原词素形似、音似、意思相近或相反的词，以求标新立异，醒人耳目。
如：（1)苹果电脑，不同凡“想” Apple thinks different.原文仿拟了成语“不同凡响”。
其含意十分明确：苹果电脑，品质卓绝，与众不同。
它到底会给人们带来什么样的意外和惊喜?受众的这种好奇心正是该广告所追求的目标之一。
译文似乎和原文不谋而合，它套用了英语谚语“Great minds think alike.”，既表现了苹果电脑不同凡“想”的含义，又隐含了“慧眼识英雄”的寓意，可谓一箭双雕。
（2)千里之行，始于“手”下 Buy a Siemens cell phone right away， and the world could be at your touch in a day.仿拟的是汉语熟语“千里之行，始于足下”。
文_教育教学113摘要：随着广告产业的发展，英语广告中常见各种修辞手法吸引消费者眼球。
其中，双关语是商务英语广告中一种常见的修辞手段。
这种修辞格的运用不仅可以增强其语言的感染力，也产生一定的幽默效果。
但其运用技巧多样，因此翻译更加复杂。
本文介绍了双关语在英语广告中的三种基本类型，并着重阐释了三种主要的双关修辞格的翻译方法。
关键词：英语广告；双关语；翻译一、引言广告语言是实现广告目的的手段，双关语也越来越受商家的青睐。
现代汉语词典中这样定义双关：双关是利用词语同义或多义等条件，有意使一个语句在特定的语言环境中同时兼有几种意思。
双关语修辞格在广告语言中的运用不仅可以吸引受众的注意力，从而刺激消费者的购买欲望，而且也能够突出广告的功能。
二、英语广告双关语的类型通常产生双关语需要有三个条件：双重情景（double-context）;铰链（hinge），即多义词或同音异义词；触机（trigger），即促使用双关语的关键因素。
根据以上三个条件，双关语在商务英语广告中有如下几种形式：1、谐音双关谐音双关，就是利用词语的同音或近音条件构成的双关修辞技法。
它主要通过词语的谐音关系，以声诱人，语音优美和谐，给人以清新自然，悦耳醒目的感觉，从而达到强化宣传目的的效果。
1）同音异义同音异义：利用所给的词语发音相同，但拼写和意义都不同，使一个句子语义双关在商务英文广告中的运用，如：Eg.1 Make your every hello a real good-buy.译文：让你的每一声“哈罗”都物有所值。
2）近音双关近音双关：运用某些词语读音相似的特点构成双关。
在商务英文广告中的运用，如：Eg.2 Two beers or not two beers is a question.译文：两瓶啤酒还是更多瓶啤酒是个问题。
2、语义双关语义双关是利用词语或句子的多义性在特定环境下形成的双关[4]。
在商务英语广告中的运用，如：Eg.3 Start Ahead。
论英语广告语的特点和汉译方法,英语广告语论英语广告语的特点和汉译方法论英语广告语的特点和汉译方法作者：刘晨洁来源：《语言文字学》20XX年第05期摘要：广告几乎无处不在，已成为现代生活的重要信息来源。
为了使广告翻译既符合广告语言的特点，达到广告原文的效果;又符合中国文化，使顾客乐于接受该产品的信息，就很有必要了解一些英汉文化差异，掌握广告语的翻译技巧，以便更好地宣传商品，获得理想的经济效益。
关键词：英语翻译;广告，汉译一、英语广告的语言特点（一）词汇特点1.词的内部结构比较简单;积极肯定、褒义词占绝对优势;多用缩约词。
名词词组中所有格's的出现频率很高，比用of更为精炼。
例如：it’sthetaste！味道好极了！（瑞士雀巢咖啡广告）2.求新求奇的专有名词出现率高，自创的复合词多;例如：Fortwogethertheultmiateallinclusiveonepricesunkissedholiday.两人共度一个阳光灿烂的假日，一切费用均包括在单人价格之内。
（twogether取自together之音，又取“两人”之意，比together更形象，倍添情趣。
3.每个名词词组往往带有许多修饰成分，特点是前置修饰成分比较多。
广告英语的名词词组中形容词的比较级和最高级出现频率高。
例如：coooo！lafabuloussortofsoftdrinkthat’slightwithkahlua，freshwithkahlua，freshwithcreamormilk.酷！一种极好的软饮料，轻快中带着Kahlua的香味，新鲜中带着奶油和牛奶味。
（二）句型特点1.句子长度一般都很短，结构简单，复合句少。
例如：Tastingisbelieving。
百闻不如一尝。
（一家粮油进出口公司广告）2.祈使句和疑问句在广告中很常见。
如果广告中全都使用陈述句，那么读者很有可能仅仅被动接受信息，而祈使句和疑问句却能使人从被动的心理状态中解脱出来，以促使读者做某件事，促使读者思考、回答问题，使读者兴奋，加深印象。
论广告英语中修辞格的翻译方法广告英语中修辞格的翻译方法可以分为以下几种：
1.比喻：把一个事物或概念与另一个不同的事物或概念进行联系，以便更好地理解或描述。
对于比喻，翻译时需要找到与原文相似的意象，使翻译后的效果与原文相似，从而传达出原文的含义和感觉。
例如，“他是个黑天鹅”，翻译为“he is a black swan”。
2.暗示：利用含蓄或间接的方式，暗示某一推断或结论。
对于暗示，翻译时需要保留原文的含义，但需要更加清晰地表达出来，以便目标受众理解。
例如，“它们让您滋养您的大脑”，暗示的是这种产品可以提高智力。
翻译时可以写成“they nourish your brain”，以保留原文的意思。
3.反问：用一个问题来引起读者的兴趣，并在回答问题的同时揭示产品的优点或特点。
对于反问，翻译时需要在翻译后能够引起读者的兴趣，以达到原文的效果。
例如，“你希望在寂静无声中睡觉吗？”反问的意思是这种产品可以减轻噪音干扰。
翻译时可以写成“Do you want to sleep in silence?”以表达出原文的意思。
4.对比：将姿态、品質或其他特征与其他事物进行比较。
对于对比，翻译时需要找到合适的事物或概念进行比较，以更好地表达出原文的含义和感觉。
例如，“我们的产品比其他产品更便宜”，可以翻译为“Our product is cheaper than other products”。
总之，翻译广告英语中修辞格需要灵活运用不同的翻译方法，以便传达出原文的含义和感觉，并同时满足目标受众的需求。
浅析英语广告中的修辞翻译方法摘要：广告在商品经济社会中占有十分重要的地位 ,广告的最终目的是推销商品。
为实现此目的,广告中大量使用修辞格来增强表达效果。
英语广告修辞的着眼点和目标是实现其美感效果和劝说之力; 英语广告修辞的翻译应以汉语受众的接受心理为基础, 向目的语受众传递相同的美感效果和劝说之力。
本文以实例说明了广告语中运用的多种修辞手法如双关拟人、比喻、压韵、对比、重复等，并从主要修辞手法及其功能角度提出了英语广告修辞翻译的三种方法:直译法,意译法和弥补法。
提出广告翻译就是要立足于突出广告的功能 ,对原广告的文字、语句和创意进行加工改造 ,使所译广告符合目的受众的文化习惯和消费观念这一观点。
旨在浅析广告修辞的翻译 ,以及对商品宣传的影响。
关键词：英语广告；修辞；翻译广告是一种目的性极强的交际活动, 商品品牌与广告主题句的翻译是其形象战略中的主要组成部分 ,是商品进入他国市场的桥梁。
英语广告也不例外,就是要让广告富有感染力且方便记忆,激发消费者的购买欲［1］。
一则简单的广告,也许运用了多种修辞来强化其效果 ,使人看后觉得优美动人 ,回味无穷。
因此,在翻译英语广告时就需要尽量传递广告中所采用的修辞方法,让译语广告读者也能体会到源语广告的感染力,使译语广告也能产生源语广告所具有的效果。
广告中常用的修辞有:双关、拟人、比喻、压韵、对比、重复等。
修辞手段在广告问题中的广泛运用 ,造成了翻译的困难。
源语广告所采用的各种修辞手法却并非都是可译的 ,或者说并不具有完全的可译性或可译度。
由于英汉语言的差异和文化背景的不同 ,英语中用的奥妙之处有时很难用汉语再现。
翻译者应分析其相同点与不同点 ,在译文中 ,尽可能采用相同或相似的修辞手段 ,并根据汉语表达习惯和中国读者的审美情趣作相同的变化。
一、广告英语中常用的修辞格一则成功的广告往往是创作者精雕细琢的产物,除了在词语、句型运用的巧妙精细以外,也会经常使用修辞手法,在英语广告中,常用的修辞手段有以下几种:(一)比喻比喻能使语言生动、形象,它可以用来表达两种不同事物之间的相似关系,渲染语言的具体性和形象性,增强语言的美感,从而唤起消费者对产品的心理联想。
修辞语翻译课程5The Rhetoric and Translation in Advertising English广告英语的修辞特征与翻译广告语言一般具有口语化的倾向,但用词十分讲究。
在广告英语中,常运用比喻、拟人、夸张、重复、押韵、对比、双关、借代、排比等修辞手法。
这些修辞格的运用赋予了广告形象、生动、简洁、幽默、醒目等特点,其语言妙趣横生、耐人寻味,读起来朗朗上口、韵味十足,使广告拥有超群绝伦的吸引力、说服力、鼓动力,以诱发消费者兴趣,促成购买。
广告英语中修辞格的运用主要体现在以下几个方面。
1）明喻（Ｓimile）明喻表示本体和喻体两种不同事物之间的相似关系，英语一般由like或as 来连接，汉语中常用“如”、“像”等词。
a) SaKura Bank is like a thriving saKura“樱花银行就如一棵茂盘的樱花树”。
这是一则有关日本樱花银行的广告，该银行被比作茂盘的樱花。
翻译时我们要将这种比喻传递出来。
这样就贴切自然地把树的形象和银行的业务发展结合起来，“原汁原味”，保留了“异国情调”，使广告语言新鲜、形象。
b）“Cool as a mountain stream! Cool as fresh Consulate.”“凉如高山溪流??爽似Consulate 香烟”。
美国生产的一种香烟。
加入薄荷剂，令人吸后清凉爽口。
c）“Moms depend on Kool-Aid like kids depend on moms.”妈咪依赖果乐Kool-Aid，就像孩子依赖妈咪。
饮料广告d）Featherwater：light as a feather “法泽瓦特眼镜——轻如鸿毛！”这是一则眼镜的广告，广告中将眼镜的重量用鸿毛作比。
戴眼镜的人当然愿意架在鼻梁上的眼镜越轻越好。
目前树脂镜片不仅不容易碎，而且比较轻，所以深受消费者的青昧。
翻译上述广告无疑要体现原文的修辞格，使修辞手法达到对等。
英语广告标语的修辞手段及翻译-精选资料英语广告标语的修辞手段及翻译广告标语（ad slogan）是用一句简短的句子来表明商品特点、吸引消费者注意的广告词；在广告印刷品上，总是以醒目的字体印出，以吸引人们的眼球；在电视或广播中，通常出现在一段广告的末尾，以引起人们的注意。
好的广告标语应能在短短的一句话里反映出商品的品牌和特点，并使之深深地印在人们的头脑中。
在当今的信息时代，广告无处不在，我们每时每刻都处在各种各样的广告包围中，人们可能对各种铺天盖地的广告习以为常，不会刻意去留意某一段广告，而广告标语的目的就是要吸引人们的注意力。
因此，一句好的广告标语就必须令人留恋难忘、易记易诵。
很多广告标语由于产品的知名度，经过多年的影响，人们已耳熟能详。
如耐克运动鞋的“Just do it”、苹果电脑的“Apple thinks different”。
广告撰写人在设计一句新的广告标语时，首先考虑的就是怎样才能吸引受众的注意，怎样才能令人留下深刻印象；其次还要注意广告标语要富有创意、新颖别致，这样才能吸引人们的注意。
一广告标语的特点短短的一句广告标语既要概括商品的特点，又要引起受众的注意；因此，广告标语的撰写者就要使用精炼的语言，并运用一些修辞手段。
广告标语应能让人联想到广告的商品，因此，成功的广告标语中最好在短短的一句话里包括公司的名字、产品的品牌及产品的特点等，常用的方法主要有：1、在广告标语中直接点明产品的品牌，如：Oral-B,the Brand More Dentist Use（欧乐-B牙刷）；MALTPLEXX natural gel for men（Maltplexx男用发乳）；Tomorrow’s climate Today’s challenge（英国Climate Challenge天气预报网站）；2、在广告标语中巧妙地嵌入产品的品牌，如：You’re not fully clean until you’re Zestfully clean（Zest肥皂），For all you do,this Bud’s for you（Budweiser啤酒）；3、也可以在广告标语中反映产品的特点。
英语广告中的双关修辞与翻译作者：于春梅来源：《商场现代化》2008年第14期广告作为宣传手段,是商品销售的重要环节,目的就是要引起人们对商品的注意并理解其传递的信息,从而说服人们购买这种商品。
在中国，由于市场经济制度不断发展与完善，对外开放中的经济活动日益增多，国际广告事业蓬勃发展。
因此，广告英语的翻译已经成为翻译学中的主要分支。
广告英语常用多种修辞手法，但由于中西某些修辞传统的差异会给翻译带来一些困难，其中最难处理的是双关语的翻译。
本文主要介绍一下英语广告中的双关修辞与翻译。
一、英语广告中双关修辞的种类：英语双关与汉语双关一样,是利用某些词语的语意或语音条件,使其在特定的环境中具有双重含义。
1.谐音双关谐音双关是利用同形异义词，即发音、拼写相同但意义不同，或者发音相同但拼写、意义不同的词，使其在特定的环境中具有双重含义。
例如:More sun and air for your son and heir.在这则广告中，制作者运用了sun-son, air-heir这两对谐音字,使广告语言朗朗上口，风趣、幽默，具有感召力。
2.语义双关语义双关是利用一词多义现象来达到双关效果。
例如：Spoil yourself and not your figure. 这则冰淇淋广告是专为节食者生产的。
其中的spoil是双关所在。
spoil oneself意为“尽兴”；而spoil one’s figure则意为“破坏了体形”。
3.成语或俗语双关广告语言特别善于引用一些人们耳熟能详的成语或俗语。
这些广告以人们原有的社会、文化知识为基础，以鲜明、独特的语言形式形成双关。
例如：Where there is a way, there is a Toyota.制作者巧妙地利用了“Where there is a will, there is a way.” 这一明言警句的模式吸引消费者的目光。
当消费者想要买车时，便自然而然地想起“there is a Toyota”。
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)0143-07On Rhetoric and Its Translation in English and Chinese AdvertisingLIU 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 toexplore the basic advertising kno wledge,to explain features of advertising language by mainlyanalyzing 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:A1 Generalization on Advertising1.1 DefinitionAmerican 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 AdvertisingAdvertising 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 AdvertisingAdvertising 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 ObjectivesThe 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 ElementsA 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 AdvertisingAdvertising 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 a144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 AdvertisingRhetoric 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 RhetoricAdvertisers 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)OnomatopoeiaOnomatopoeia 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)RhymeRhyme 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 Rhetoric1)MetaphorA 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)SimileA 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)MetonymyMetonymy 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 shampoo145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)PunA 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)PersonificationPersonification 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 boleHyperbole 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)RepetitionRepetition 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)IronyVerbal 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)ContrastIn 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).ParodyA 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 AdvertisingDespite 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 AdvertisementChinese 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 abroad2)The Couplet AdvertisementThe 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 Advertising3.1 Principle Governing Advertising Translation1)Theories of TranslationFaithfulness,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 TranslationProfessor 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 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 Advertising3.2.1 The English-Chinese Advertising Translation1)Rhetorical Translation(1)Rhetorical TransferenceIn 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.)147第19卷 刘 苗等:论英汉广告中的修辞与翻译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 ReplacementRhetorical 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 TranslationIn 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 RhetoricEnglish 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)PunOne 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 odyAdvertisers 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 Translation1)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 the148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 TranslationMany 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 ConclusionWe 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 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