A Study of Translation of Metaphor in Advertisement 英语广告语中隐喻的翻译研究初探.docVIP

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A Study of Translation of Metaphor in Advertisement 英语广告语中隐喻的翻译研究初探.doc

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英语广告语中隐喻的翻译研究初探 A Study of Translation of Metaphor in Advertisement Contents Abstract i 摘要 ii 1. Introduction 1 1.1 Current Status of Translation of Metaphor Study 1 1.2 Brief Illustration of Metaphor used in Advertisement 1 1.3 Research Purpose 2 2. About Metaphor 3 2.1 Definition of Metaphor 3 2.2 Illustration of Metaphor 3 2.3 Definition of a Good Metaphor 4 3. Three Types of Metaphors in Advertisement 5 3.1 The Advertisement with Both Noumenon and Implication 5 3.2 The Advertisement with Only Implication 5 3.3 The Advertisement with Only Noumenon 5 4. The Functions of Metaphors used in Advertisement 6 4.1 For Aesthetics 6 4.2 For Economy 7 4.3 For Creation of Meaning 7 4.4 For Vagary 8 4.5 For Cultural Transmission 9 5. Translation Methods 10 5.1 Translation theory to be applied 10 5.2 Translate Metaphor into Metaphor 10 5.2.1 Translate into the Same Metaphor 10 5.2.2 Translate into the Same Metaphor Complemented with the Meaning 11 5.2.3 Replace the Original Metaphor with Common Metaphor in the Target Language 12 5.3 Translate Metaphor with Other Methods 12 5.3.1 Translate Metaphor into Simile 13 5.3.2 Translate Metaphor into Other Rhetorical Methods 13 5.3.3 Translate Metaphor into Non- rhetorical Methods 14 5.4 Translate Non-metaphor into Metaphor 14 5.4.1 Translate Other Rhetorical Methods into Metaphor 15 5.4.2 Translate Non-rhetorical Methods into Metaphor 15 6. Conclusion 17 Bibliography 18 Acknowledgement 19 Abstract English commercial advertising has been an important media for promoting sales, attracting customers, and exploiting the market. Metaphor, a common rhetorical method, effects greatly in advertising. Metaphor is a linguistic process used to make comparisons between the attributes of one thing/person and something else. Of so many dazzling advertisements, those using metaphors have taken a great part. The reason mainly lies in that the rhetorical function of metaphor agrees with the characteristics of advertising, transmitting full inform