功能对等理论指导下的广告翻译修辞对等

广告文本的特殊性要求译文尽可能完整全面地实现广告语言的注目价值、记忆价值、可读性以及表达功能、引导功能和美学功能。彼得.纽马克交际/语义翻译理论和尤金.奈达的翻译功能对等理论为英汉广告翻译中实现修辞特色的对等提供了理论基础。通过比喻、双关、夸张、拟人、反语、仿拟、对照等修辞方法,探讨了英汉广告翻译中的修辞等效美学效果并对修辞在翻译中的应用原则及表现特征作了尝试性的探讨。

Rhetoric Equivalence in Ad Translation under the Guidance of Functional Equivalence

The special feature of ads requires that the ads texts be as fully expressed as possible in the target language,thus realizing their values and functions such as attention,memory,readability and expressiveness,directivity,aesthetics.Peter Newmark's interactive & semantic theories on translation and functional equivalence by Nida provide theoretical bases for the ads translation.The aesthetic effect of rhetoric equivalence in ad translation is discussed and illustrated in this article by means of such rhetorical skills as simile,metaphor,pun,hyperbole,personification,irony,parody,and antithesis.The article also makes a tentative study of the rhetoric application principles and expression characteristics in translation.