1、广告英语的修辞特征 -论广告英语的词汇特征及翻译 摘要广告作为一门综合艺术,具有很多独特之处。广告的撰写在词汇、句法、修辞方式等方面具备一些特征。在词汇方面,广告用语必须简洁、生动、形象、富有感情色彩和感染力。它的词汇特征集中在这几个方面:模拟造词及变异拼写、借助外来词、广泛使用动词、大量使用形容词及灵活运用复合词。在翻译时,应考虑到这些特征,灵活采用直译、意译、直译意译相结合、套用汉语四字结构等方法。 关键词广告英语;词汇特征;翻译 广告作为传播信息的一种方式,已成为人们生活中不可缺少的一部分。广告作为一门集社会学、美学、心理学、市场营销学、语言学等学科于一身的综合艺术,越来越受到人们的关注
2、。广告的目的在于说服或提醒人们购买某种产品或采取某种行动, 具备“推销能力”( selling power) ,激起人们的购买欲望;广告也具备“记忆价值”(memory value) ,给人留下深刻的印象;它还具备“注意价值”(attention value)和“可读性”(readability) 。广告的撰写在词汇、句法、修辞方式等文体方面具备一些特征。本文主要探讨广告英语的词汇特征及一些常见的翻译方法。 一、翻译理论及翻译方法 从词汇特征的角度看,广告英语的构成与一般的实用英语的构成并无本质上的差别。因此在翻译的过程中也受句字、段落、篇章等较深语言层次的影响,也需要运用翻译理论和原则加以指
3、导。西方翻译理论的权威之一尤金奈达的等值翻译理论是指导广告英语翻译的最好原则。奈达认为“翻译的重点不应当是语言的表现形式,而应当是读者对译文的反应”,也就是说译文要在语言的功能上和原文对等,而不是在语言的形式上和原文对应,即动态对等。因此在翻译时,除了从语言规律上寻找与原文对等的契合点外,还必须处理文化差异带来的理解上的差异。同时还要考虑原文的词汇及修辞特点。因此,译者必须了解广告英语的特征,了解译文接受者对译文的反应和原文接受者对原文的反应的差异,根据不同的反应改变或调整信息形式,顺利地完成信息的传递。也就是说译文应与原文达到音、形、意的完美统一。在具体的翻译过程中主要采用直译法、意译法、直
4、译和意译结合、套用汉语四字结构等方法。 二、词汇特征及翻译 作为吸引顾客的手段,广告用语不同于其他实用英语,它必须简洁、生动、富有感情色彩和感染力。 在翻译时,应考虑这几方面的特征,采用适当的翻译方法。 (一) 模拟造词,变异拼写 一是造字。在广告的制作过程中,尤其在给产品命名时,广告创作人员常使用大量前缀、后缀。这不仅新颖独到,而且能体现产品的功能和特点。 如“Mininurse”,这是一种化妆品的商标名,使用了mini - 这个前缀,表示“微型的,微小”;而nurse (护士) 往往给人无微不至的关怀和照顾,在这里借指该化妆品的优秀品质。因此翻译时可采用直译,译成“小护士”。 又如“Hi
5、- Fi , Hi - Fun , Hi - Fashion ,only fromSony . ”在这里Hi - 这个前缀是high的谐音, 表示“高”的意思。在翻译时也采用直译法,译成“高保真、高乐趣、高时尚只来自索尼。” 再如“Give a Timex to all ,to all a good time1”该广告是有关牌子为Timex 的手表。Timex 是杜撰的新词,由time 和excellent 合成,既显示出产品的属性, 又暗示该产品质量优异。而a good time 既可指该表能报出准确的时间,又可指能带来快乐的时光。在翻译时应尽可能反映出原词的含义。可采用直译和意译相结合的方
6、法将其译为“给君一块天美时,快乐时光伴随你。” 商标中经常出现super - ,ultra - 这样的前缀及- ex 等一些后缀来显示产品性能优异。比如Supercut 循环锯,Supercast 建筑材料,U1tracare 化妆品,Ultra - Brite 牙膏,RO - lex 劳力士手表, Kleenex 餐巾纸。 二是变异拼写。 所谓的变异拼写就是在英语广告中,故意把某些大家熟悉的单词或短语拼错。虽然新词与原词形态不同,但发音近似,意义犹存。这样既生动有趣、达到引人注意的目的,又可有效地传播商品信息。 如“OIC”(一则眼镜广告) ,三个简洁的大写字母放在一起形状酷似眼镜,在外形上
7、即可吸引人们的注意力。读音又和“Oh ,I see”近似,翻译时可采用意译,译成“哇! 我看见了”。不仅生动形象,又表现此眼镜给视力不佳的顾客带来的欣喜之情,真可谓广告里的佳作。 又如“Drinka Pinta Milka Day. ”这是一则牛奶广告。广告中前3 个单词后面都加个字母a 。正确的拼写应该是Drink a pint of milk a day. 错拼可以吸引人们的注意力。但这样翻译起来却非常困难。在翻译这样的广告时,我们可以意译,故意选用一些错别字,使译文产生与原文一样的效果。可把该广告译成“一日请喝一品奶。”用“涸”代替“喝”,把品脱译成“品”,与”瓶”音似。这样读者马上会注
8、意到有错别字,起到引人注意的作用。 再如“Easier dusting by a stre - e - tch. ”这是一个除尘布的广告。Stretch 意为“拉长”,在这里除了做除尘布的品牌外,其拼写还别出心裁地被拉长。让人联想到该除尘布具有伸缩性,可使用到各个角落。 而在汉语中,我们不可能将单个汉字拉长。因此翻译时只能意译,重复单个汉字,译成“拉拉拉长,除尘力强”,真切而形象地渲染了该除尘布的功效。 (二) 借助外来词 随着各国之间相互交流及商品贸易的加强,一种产品可以销往许多国家和地区。因此,英语广告中经常出现外语字眼,以表示商品拥有迥异风味或优秀品质,吸引消费者的注意。下面是一则软饮料
9、的广告: Order it in bottles or in cans. Perrier111with added je ne sais quoi . “je ne sais quoi”是一句法语,意思是“I dontknow what”。使用这句简单的法语,既增加了人们对此饮料的好奇,又表明了它是正宗的法国风味。法国向来以生产葡萄酒、美食、化妆品、服饰等著称于世,在这类产品的广告中加上一点法语,可提高产品的价值和吸引力。在翻译这一类广告时,为了体现原作的异域风情,可采用音译或不译。 (三) 频繁使用某些简单动词广告英语的另一个特点,就是频繁使用一些单音节动词, 如be ,make , get
10、 , take , try , go , have , need ,see ,use ,give ,ask ,choose ,call 等。虽然广告的目的是让消费者购买商品或接受服务,但是在英语广告中却很少用“buy”。因为“buy”的定义为“to obtain something by giving money”,容易让人产生广告是在误导消费、目的为了赚钱的联想。因此广告创作者尽量避免使用该词,而选用其他的词。 在翻译这样的简单动词时,可以直接翻译。如“We make it simple. ”(Honda 汽车广告) 可译成“一切变得很简单。”也可采用意译。如“ Ask for More.
11、” (摩尔香烟的广告) 译成“再来一支,还吸摩尔”。还可以套用四字结构。如“You name it ,weve got it . ”译成“应有尽有”;“Choose once ,choose well . ”译成“随便挑选,保君满意”。 在具体的上下文中,还可用make ?your ?,givehim/ her ?,introduce your family to ?, let ?solve yourproblems 等代替。这些词语不仅比buy 生动形象,又避开了不愉快的字眼,可更好地达到广告的目的。 (四) 大量使用形容词及形容词的比较级和最高级 为了推销商品,广告商难免会对商品进行描述美
12、化,这自然就要使用大量的形容词。根据英国语言学家G. H.Leech 的统计,广告中使用频率最高的形容词,按其出现频率高低依次为new ,crisp ,good , fine , big , fresh , great , delicious , real , full/ sure , easy/bright , clean , extra/ safe , special , rich. 形容词的比较级和最高级在英语广告中也经常使用,以显示该产品与其他产品相比所具备的优势。 “new”是英语广告中使用最多的一词,可以用来修饰产品的尺寸、形状、外观、构成等。如“Introduce new Kod
13、ak Royal Gold Film. ”(Kodak 胶卷的广告) 。 在翻译形容词时,采用最多的方法是套用四字结构。它比较简洁,从功能对等的翻译理论来看,四字结构更另有助于语言风格的对等。 如“Small deposit ,big return. ”(银行广告) 可译成“小额存款,巨额收益”;又如“Its more than just new. Its smaller ,Its lighter. ”这是夏普Z 20 型复印机广告中的一部分,可译成“机器更新,小巧轻便”。 另外,wonderful ,fine ,great 也可以在任何环境中表示产品的特征; delicious ,crisp
14、 ,fresh ,rich 是食品广告中经常出现的形容词;fresh ,clean 经常用在牙膏、香皂、洗发精、洗衣粉等广告中。随着人们对健康追求的提高,natural 一词的使用也越来越广泛。 (五) 灵活运用复合词 在广告英语中,复合词出现的频率也很高,而且在词的组合上往往有许多创新。 例如“ From a heavyweight , comes the latest lightweight. ”这是Sony 耳机的广告。耳机越是轻巧、携带方便,越受消费者的青睐。该广告巧妙运用heavyweight 和lightweight 两个对比强烈的复合词,突出了产品的特点。复合词经常采用意译,有时
15、可意译直译相结合。该广告可译成“不同凡响,携带方便”。 再如“When your taste grows up , Winston out -tastes them all1”这是牌子为Winston 的香烟广告。这里使用了out - taste 这个复合词。根据out 与其他词搭配时的意思,我们可以将这句话译成“当你的鉴赏力提高后,你会发现温斯顿香烟味道最佳”。 广告英语中也经常出现一些合成形容词,在翻译时可套用汉语的四字结构。如bright - colored (色泽鲜艳) ,well - chosen material (选料考究) 。 综上所述,在广告的撰写中必须用词得当,简洁明了,不
16、使用晦涩难懂的词。另外还需要新颖独创, 唤起消费者的注意。新事物往往对人有种不可抗拒的吸引力,创作广告时应该把产品与众不同的特征清晰明了地告诉顾客。挖掘新品质,突出新、奇、特,使广告语成为关于品牌意象的特有词汇。在翻译广告英语时,译者必须采取灵活对等的方法,决不能拘泥于语言的形式,而要在理解原文所传达信息的基础上,使用汉语中常见的成语、短语及惯用语,使广告原作与译文在功能上对等。 参考文献 1 汪滔. 广告英语M . 合肥:安徽科学技术出版社,2001. 2 许建忠. 工商企业翻译实务M . 北京:中国对外翻译出版公司,2002. 3 孟琳,詹晶辉. 英语广告中双关语语的运用技巧与翻译J .
17、中国翻译,200l , (5) . 4 蒋磊. 英汉文化差异与广告的语用翻译J . 中国翻译, 2002 , (3) . 5 曹顺发. 广告用语的翻译J . 中国科技翻译,2002 , (1) . 6 翁凤翔. 实用翻译M . 杭州:浙江大学出版社,2002. 7 金惠康. 跨文化交际与翻译M . 北京:中国对外翻译出版公司,2002. 8 叶子南. 高级英汉翻译理论与实践M . 北京:清华大学出版社,2001本论文由无忧论文网整理提供关键词： English proverbssourcesfunctionsrhetorical devices英语谚语来源功能修辞格中国论文职称论文Abstra
18、ct（摘要） Proverbs, in colorful and vivid language, reflect important typical cultural values of every culture . Simple and popular, concise and pithy, they are passed on from ge neration to generation in the readable oral form and have gradually become a component indispensable（不可缺少的） to the dominant
19、culture of that nation. This paper contains three parts: the sources of English proverbs、 the functions of English proverbs and the rhetorical devices of English proverbs. Firstly, it introduces the sources of English proverbs. Proverbs have a long history. They are brief and well-polished expressio
20、ns embedded（植入） in philosophical ideas concerning different aspects of life. They are the summary of people experience in everyday life, so they originated from peoples daily life and experience. To be specific, they come from folk life, religion, mythology, literary works, other languages, famous w
21、riters wisdom, a nations history and so on. Secondly, it mentions the function of English proverbs. Its function is to teach and advise people what they see in their lives. Many English proverbs guide people to adopt a correct attitude towards life and to take a proper way to get along well with oth
22、ers. Some other proverbs tell people what to do and how to do it, so the proverbs guide peoples daily life. From them, people may broaden their knowledge and outlook. Thirdly, it describes their rhetorical devices. English proverbs are rich and colorful. With regard to the everlasting charm of the E
23、nglish proverbs, there are many different reasons. The most important one is the extensive use of rhetorical devices and rhythmatical ways, so their language is full of image and vividness and has a strong artistic beauty and power. Key Words English proverbs； sources； functions； rhetorical devices
24、浅谈英语谚语的来源,功能及其修辞 【摘 要】 谚语丰富多彩，生动隽永，反映了每个民族追崇的重要而独特的文化价值观。谚语简单通俗，精辟凝练，尤其以朗朗的口语形态承传沿用，渐渐成为民族主流文化不可缺少的一部分。 这篇论文包含三个部分：英语谚语的来源，英语谚语的功能及其修辞。第一部分是介绍英语谚语的来源，英语谚语源远流长，是人类日常生活经验的结晶。它来源于日常生活与经验，确切地说，来源于民间生活，宗教，神话，文学著作，其他语言，名人名言以及国家历史等。第二部分是介绍英语谚语的功能，谚语的功能是教育和指导人们在日常生活中所遇到的情况，同时它们引导人们采取正确的态度对待生活。从谚语中，人们可以拓宽自己的
25、知识面，避免出错，具有敏锐的观察力的人从中受益非浅。第三部分是介绍英语谚语的修辞：英语谚语丰富多彩，具有永恒的魅力，其原因之一就是应用了大量的修辞格和押韵方法，这就使谚语更形象，生动并具有强烈的艺术美和感染力。 【关键词】 英语谚语；来源；功能；修辞格 1. Introduction Proverbs are short sayings of folk wisdom of well-known facts or truths compendious（简明的） expressed and in a way that makes them easy to remember. Because the
26、 proverbs are so brief, they have universal appeal. Many people love to pick up proverbs. The use of one or two in the original language is often a minor victory for the beginning foreign language learners. Proverbs may provide interesting little glimpses or clues to a peoples geography, history, so
27、cial organization, social views, and attitudes. People who live along seacoasts and whose livelihood is dependent on the sea will have proverbs about sailing, about braving the weather, about fish and fishing. In cultures where old age is revered, there will be本论文由无忧论文网整理提供 proverbs about the wisdom
28、 of the elders. And in societies where womens status is low, there will be a number of sayings demeaning them. Proverbs tell much about a peoples traditional ways of experiencing reality, about the proper or expected ways of doing things, about values and warnings, and rules and wisdoms the elders w
29、ant to impress on the minds of their young. The important character of proverbs the shorter the better makes it easy to commit them to memory for ready recall when the occasion calls for serious or humorous comment or warning. Created by people in high and low status, humble folk and great authors,
30、borrowed from ancient or neighboring cultures, proverbs have been accumulating over many centuries. Some are only locally known; many are shared around the world. If one wants to have better knowledge of English culture， he should be familiar with the sources and functions of English proverbs. 2. Th
31、e sources of English proverbs 2.1 Originating from folk life Proverbs are the summary of people experience in their everyday life. The summarized experience and reason are abstracted from the practice of peoples life and work. They express peoples simple and healthy thoughts, feelings and sentiments
32、. More often than not, it reveals a universal truth from a particular point so as to enlighten people. A great number of proverbs were created by working people such as seamen, hunters, farmers, workmen, housewives and cooks and so on, using familiar terms that were associated with their own trades
33、and occupations. For example, Living without the aim is like sailing without a compass was first used by seamen; If you run after two hares, you will catch neither by hunters; April rains for corn, May, for grass by farmers; New broom sweeps clean by housewives and Too many cooks spoil the broth by
34、cooks, etc. Such expressions were all colloquial and informal and once confined to a limited group of people engaged in the same trade or activity. But they were proved to be vivid, and forcible and stimulating, so later they broke out of their bounds and gradually gained wide acceptance. As a resul
35、t, their early stylistic features faded in some way and many have come to become part of the common core of language, now being used in different occasions. Some proverbs are related to some folk practice and customs. For example, Good wine needs no bush.1 This proverb is from an ancient popular Eng
36、lish practice. In the past, English wine merchants tended to hang some ivy bushes or a picture of ivy bushes on their doors as a symbol of wine selling. But some merchants wine was so good that it cant be ignored without sign. This in fact shows the past common practice that merchants of different t
37、rades would hang different particular things as signs for their goods. Another example is involved with peoples wedding practice. English people believed that if the weather were fine and sunny on a girl-wedding day, the girl would mos本论文由无忧论文网整理提供 t probably enjoy a happy marriage life. Otherwise,
38、all sorts of misfortunes and tragedies would befall on her. Because of this custom, English people have got a proverb Happy is the bride that sun shines on.2 This proverb originated from the common practice in ancient China. In the past, young girls didnt have the right to decide whom to marry. Thei
39、r parents had the final decision in their marriage. Usually, the parents would ask a matchmaker for help. The matchmaker went between two families and passed on the messages. Finally, the girls parents made the final decision whether the girl would marry the chosen boy or not. This is known as arran
40、ged marriage. Such a marriage, more often than not, would lead the couple to an unhappy life. Because they seldom or even never saw each other before, they knew even little about the other partys behavior or manners, let alone his/her personality or virtues. It was often beyond the couples hopes to
41、enjoy a happy marriage. Some proverbs came from ancient people deeply rooted beliefs such as their superstitious tendency and belief. In the past, English people believed that if a person spoiled salt from the salt bottle, misfortune and bad luck would follow. Then this person must scatter the spoil
42、ed salt from their left shoulders so as to drive off their ill luck. In turn, English people have got the proverb Help me to salt and you help me to sorrow. 3 Some proverbs come from peoples distinction between sexes such as their discrimination against women. It comes from a deeply rooted tradition
43、al viewpoint. Such as Three women and a goose make a market; Long hair and short wit; The more women look in their glass，the less they look to their house. 2.2 Originating from religion Bible is essential for British and American cultures. It is said that their cultures are not integrated without Bi
44、ble. It is safe to say that Bible influences every aspect of its disciples life. Consequently, many sayings and sentences in Bible have been popularly accepted. They have been deeply rooted among people and people frequently use them to cite a truth or express their ideas without paying any attentio
45、n to their origins any more. These sayings are no longer only confined to religion and they have become proverbs which reflect English people religious faith such as Every man must carry his own cross This proverb is from Bible, Matthew, on the grounds of Matthew, the main idea is like this: “As the
46、 soldiers went out, they came upon a man from Cyrene named Simon; they compelled this man to carry Jesus cross. And when they came to a place called Golgotha (which means Place of a skull), they offered Jesus wine to drink, mixed with gall; but when he tasted it, he would not drink it. And when they
47、 had crucified him, they divided his clothes among themselves by casting lots; then they sat down there and kept watching over him. Over his head they put the charge against, which read, “This is Jesus, the king of the Jews.”4 From this, we can know that cross means sufferings. The proverb tends to tell us that everyone should put up with misery in daily life and undertake the lifes burden. Another proverb is also from the Bible: One doesnt live only by bread. It is from the Bible, Deuteronomy， the general idea is: “ Remember the long way th
