英汉广告修辞的翻译（Translation of rhetorical devices in English and Chinese Advertisements）.docVIP

英汉广告修辞的翻译（Translation of rhetorical devices in English and Chinese Advertisements） Translation of rhetorical devices in English and Chinese Advertisements Descriptive (School of foreign languages, Shanghai Normal University, Shanghai, 200234) Abstract: advertising discourse is full of rhetoric. This paper demonstrates three translation methods of rhetorical translation in English and Chinese advertisements, namely literal translation, free translation, and live translation. Advertising rhetorical translation usually adopts literal translation, and the other two translation methods are indispensable in many cases. This paper illustrates the necessity, adaptability and feasibility of these translation methods with abundant examples. This paper tries to show that the key quality of advertising rhetoric translation is: after understanding the source language rhetoric, the proper translation method, from the target language with appropriate words and appropriate sentence to faithfully reproduce the source language advertising rhetoric and implicit meanings of special function. Key words: advertising discourse; rhetoric; literal translation; free translation; Living Translation Approaches, to, Translation, of, Rhetorical, Sentences, and, Texts, in, English,, and, Chinese, Advertising Tan Weiguo (Foreign, Languages, College, Shanghai, Teachers, University, Shanghai, 200234, China) Abstract: Advertising texts brim with rhetoric. This paper discusses and illustrates the three approaches to translation of rhetorical sentences and texts in English and Chinese advertising, namely, literal translation, liberal translation, and flexible translation. Literal translation is more often used than the other two, which are also essential in many cases. By means of plenty of examples, the paper proves the necessity, adaptability and feasibility of the three approaches. The paper attempts to demonstrate that the key to high-quality versions of rhetorical sentences and texts in adverts co