英语广告的文体特点及其汉译策略.pdfVIP

Stylistic Features and Chinese Translation Strategies of English Advertisements Abstract Advertisements appear very frequently in a modern society and many multinational companies extend their products to different markets of countries with different languages. The advertisements have unique stylistic features. Therefore, different translation strategies should be adopted according to advertisements’ features in translation. This paper attempts to analyze the stylistic features of English advertisements, and discuss about their Chinese translation strategies. Based on the theory of equivalence, the article classifies various kinds of translation strategies into five groups: literal translation, free translation, amplification, creative translation and omission in accordance with the advertisements’ stylistic features in lexical level, syntax level and figures of speech. Some examples are provided to illustrate various strategies to retain the stylistic features of advertisements. The purpose of translation is to achieve functional equivalence. Key words: advertisement, stylistic features, translation strategies, functional equivalence I Stylistic Features and Chinese Translation Strategies of English Advertisements 摘要 当今社会，许多跨国集团将自己的产品打入国内市场，广告也因此迅速发展。 广告有其独特的文体特点，因此，在翻译广告时，就需要根据其特点选择不同的翻 译策略。本文旨在分析英语广告的文体特点，并探讨与之对应的翻译策略。 文章以功能对等理论为基础，针对广告词法、句法及修辞的文体特征，提出五 种翻译方法：直译、意译、增译、创译以及省略翻译法，并通过大量例证证明：翻 译者可以通过灵活选择运用各种翻译策略以适应广告的文体特征，从而达到功能对 等的目的。 关键词：广告，文体特点，翻译策略，功能对等 II