本站原创摘 要：Asonemarketingandeconomicmeans,thefinalaimofadvertisingistopromotetheproductsorservices.Toachievethisgoal,thelanguageofadvertisingEnglishmustheitsownfeatures:clear,briefandimpressive.Toachievevividnessandhumorandenticeandmoreaudience,variousrhetoricaldevicesareemployed,suchasalliteration,simile,metaphor,etc.Becauseofthedifferencesofthelanguageandculture,therhetoricaltranslationconcernuchknowledgeinLinguistics,Stylistics,andmarketingPsychology.Themainprinciplesofadvertisingtranslationare:literaltranslation,freetranslation,translationbyamplificationandcreation.
关 键 词：advertisingEnglish,rhetoricaldevices,translationalprinciples
中图分类号：G718.4文献标识码：A文章编号：1006-026X（2011）08-0000-01
1.Introduction:
Nowadaysadvertisingperateseverycornerofsocietyandadvertisingisalsoshowingstronitality,thevariouspaniesandenterprisesthroughadvertisementsonthisplatformtoexpandthevisibilityoftheirproducts.Indeedalmostallthemedia,likenewspapers,andalltheusablespaces,likehighwaybillboard,areemployedtogetallsortsofinformation.ThisarticlefocusesonEnglishlanguagetextofadvertisementandmainlyfocusesontherhetoricaldevicesandtranslation.
2.RhetoricaldevicesinEnglishadvertisement
AdsinEnglishare"semi-literarybody,"said,advertisinginEnglishfrequentlyuserhetoricalmeanstoachievethevivid,unfettableeffect.ThefollowinganalysisoftherhetoricalfeaturesofEnglishinAdvertising:
2.1Alliteration
Thesocalledalliterationreferstothesuccessivewordsappearatthebeginningofthesamelettersorvoice.Forexample:
(1)“TouchtheirTodays,yourgentletouchcanpromoteparent-childbondingandmayhelplittlemusclestogrow.Toyourbaby,yourtouchislove,anditspowerwillshapehertomorrows.TouchtheirTomorrows.”(强生的广告词)
2.2Simile
Simileistheparisonoftwodistinctlyunlikethingsusingsuchwordsasseemtobe,resemble,as,likeorasif.
(1)Today,itislikeathrivingsakura！(一家日本银行广告：今天,这家银行就如一棵繁茂的樱花树!)Thissimileindicatesthebusinessofthisbankisveryprosperandmakeyoudonotworrytoinvestyourmonythere.
2.3Metaphor
Metaphorisanimpliedparisonorcondensedsimileforitomitsthewordasorlike.Byusingmetaphor,theproductsarereplacedbythebeautifulimages.
(1)Sophisticated,sweet-to-drinkPinklady.(高级、可口的红粉佳人)
Itisanadvertisementofawine,andmakesyouimaginetasteofthiswine,justliketogetherwithonebeautifulandelegantlady.
2.4Personification
InadvertisingEnglish,usingthedeviceofpersonification,thewholeimagewhichthewordsandsentenceshecreatedbeesinmateandoutstanding.
(1)Weareproudofthebirthplacesofourchildren,thegrapesofAlmaden.(我们为我们的孩子的出生地而自豪,Almaden的葡萄酒.)
2.5Antithesis
AdvertisingEnglishsentence,sometimesinpairsofdual,throughthesentenceonaneat,symmetrical,readrecitedtherefrain,leftadeepimpressiononconsumers.
（1）Livewell,snackwell.(斯耐克威尔士饼干：美好生活离不开香脆的饼干.)
（2）Tide'sin,dirt'sout.(汰渍洗衣粉：汰渍到,污垢逃.)
(3)Goodteeth,goodhealth.(高露洁牙膏：牙齿好,身体就好.)
2.6Pun
AdvertisingEnglishsometimesusepunstomakeourproductssoundmoreinterestingandattractive.
(1)Applethinksdifferent.(苹果电脑：苹果电脑,不同凡“想”)
(2)StartAhead.(飘柔：成功之路,从“头”开始.)
2.7Repetition
Repetitionreferstotherepeateduseofthesameword,phraseorstructureinasentence,paragraphorpassage.
(1)It’sseenwar.It’sseenthepassageof185years.It’sseenhopesanddreams.Andit’sabouttoseebetterdays.SeAmerica’sTreasures.NationalTrustforhistoricalpreservation.(一个保管业的广告)
2.8Parody
Parodyexistswhenoneimitateaproverb,maximorafamoussaying.
(1)Wherethereisawayforcar,thereisaToyota.(丰田汽车：车到山前必有路,有路必有丰田车.)Itparodiesof“Wherethereawill,thereisaway.”
3.TranslationinadvertisingEnglish
Developedintheinternationalmerchandisetradetoday,advertisingisincreasinglyinternational.Withothertranslationdifferenceisthatthepurposeofanadvertisementistoachieveconsumers,whichrequirestheuseoflanguage,marking,andaestheticaspectsofgeneralknowledge.Inthetranslationprocessshoudbasedonthecharacteristicsofads,choosetheappropriateexpression.
3.1Literaltranslation
Literaltranslationofthefigureofspeechthatcanbetranslateddirectly,asliterallytranslated,thatis,toretaintheoriginalsentencestructureandrhetoricaleffortstoreproducetheirform,contentandstyle.
(1)Chanllengethelimits.(三星广告：挑战极限.)
(2)EnjoyCoca-Cola.（可口可乐：请喝可口可乐.）
(3)Thetasteisgreat.（雀巢咖啡:味道好极了.）
3.2Freetranslation
Tosomedifficulttranslationofthespeechframe,wetakefreetranslation.Suchacaseisgenerallytheuseoftheirlinguisticcharacteristicsofthefigureofspeech,suchasrhyme,punandsoon.Tomakethemessagethroughtranslationnatural,appropriate,readable,sometimeswehetoabandontheoriginalfiguresofspeechintheformoftranslationmethodtoconveyitsexactmeaning.
(1)Goodtothelastdrop．（麦斯威尔咖啡：滴滴香浓,意犹未尽.）
(2)Nobusinesstooall,noproblemtoobig.....（ibm公司：没有不做的小生意,没有解决不了的大问题.)
(3)Adiamondlastorever.（第比尔斯:恒久远,一颗永流传.）
3.3Translationbyamplificationandcreation
Byamplification,thatis,theexcationofthemeaningoftheoriginaltext,willbeplayedbytheoriginaldeepmeaning,sothatitssignificanceisobviouslybeyondtheoriginaltranslation.
(1)Eleganceisanattitude.(优雅态度,真我性格――浪琴表)
(2)Connectingpeople.(科技以人为本――诺基亚）
(3)Fortheroadahead.(康庄大道――本田汽车)
4.Conclusion:
Advertisingisapetitivebusinesspractices,thepurposeistofightforconsumers,andmustthereforebebasedonconsumerspendingcenterscateringtotheirlikes,andpromotetheirpurchase.Thisistheadvertisingsolepurposeandisadvertisingtranslationsolepurpose.Therefore,toadvertisingtranslation,itisnecessarytounderstandtheirlanguagecharacteristics,especiallytherhetoricaldevicesusedinadvertisements,andtaketheappropriatetranslationstrategiesandtechniques,inordertomakeadvertisingtranslationbeenexpressedappropriately.