广告英语文体与翻译unit 3.pptVIP

Review 语音上的修辞方式 头韵(Alliteration) 尾韵(Rhyme) 头韵+尾韵(Alliteration+Rhyme) 语义上的修辞方式 明喻(simile) 暗喻(metaphor) 转喻(metonymy) 转类(enallage) 拟人(personification) 对照(contrast) 矛盾修辞(oxymoron) 双关(pun) 夸张(hyperbole) 反语(irony) 仿化(parady) 英、汉广告结构上的修辞 对偶（Antithesis） 排比（Parallelism） 反复（Repetition） 修饰问句（Rhetoric question） 回环（Zeugma）（中） 迂回(periphrasis)（英） Skopos theory  Skopos theory According to Skopos theory, the prime principle determining any translation process is the purpose (Skopos) of the overall translational action. Three principal rules in skopos theory: 1.the skopos rule: the purpose of the overall translation action. The end justifies the means. 2.the coherence rule: a translation should be acceptable in a sense that it is coherent with the receivers’ situation. 3.fidelity rule: be faithful to the original. Advertisement is a very practical type of writing with high commercial value, the key of advertising translation is to fulfill to the intended function of the advertisement. In the light of Vemeer’s skopos theory, target-language-culture oriented strategy should be considered as the basic strategy of advertising translation. The task of translator in advertising translation is to help the advertiser to build up the image of a product or that of an enterprise and promote sales in the target market. So in advertising translation, we do not need to conform the original form and structure, what we need to do is adjust the translation to the target language and target culture. 1. Hold a Samsung mobile, and you’re holding the whole world. (Newsweek, Feb,27th, 2006) Figure of speech: hyperbole 掌握三星，掌握世界 三星握在手，世界任我游 2. Shape your world. (Newsweek, 17th, Apr.2006) Note: Martell XO Figure of speech: hyperbole 风雨人生路，美酒伴左右—Martell XO 尊贵人生,从马爹利 XO 开始 3. Choose choice, and live a delicious life. (Reader’s Digest, Mar,2005) Note: Ads for cakes Figure of spe