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From the translation of theory of equivalent translation between Chinese and English advertising rhetoric

today,  in the process of global economic integration is accelerating the process of distribution in the promotion of economic and cultural development of all countries in the world, too. Successful advertising can stimulate spending not only,  also can effectively disseminate information. Use of a lot of rhetoric in advertising increases the attractiveness of advertising language,  at the same time also poses difficulties for translators. How to translate the right advertising rhetoric,  great,  wanted to match the effect of the original, we will be translators continue to explore the issue.

and the equivalent translation theory

translation theorist Eugene NIDA in the translation in the scientific exploration of that:  ",  in a dynamic equivalence translation the translator is not concerned by the original information and target information corresponds to one by one,  but a dynamic relationship,  relationship between the recipient and the information should be primitive relationship between the recipient and the original information is basically the same. "(Nida, 1964)  ,  NIDA's emphasis is actually a dynamic equivalence. Request the same information for the text of the original recipient and translation on translation the receiver to produce the same effect. His pursuit of the effect between the two kinds of peer,  recipient-centered,  of text on the receiver function and response to text for the main purpose of the recipient,  emphasized the translation to recipients should have roughly the same effect and the original. At this point,  NIDA's theory of equivalent translation of English and Chinese advertising rhetoric has some significance and practical significance. Due to differences in language and culture,  an excellent advertisement for other readers may not be successful. If you Gander,  a word translated to another language you may not be able to achieve the effect. ,&Nbsp; is focused on advertising translation effect to ensure the translation with the original equal expressive and appealing, ,  even better than the original should be allowed because of language and cultural differences and advertising translation of conscious textual semantic change. (  Su Shuhui, 1996)

Second, translation of advertising rhetoric

traditional advertising to be faithful to standard,  the ultimate purpose of advertising is to be passed to the reader through some kind of something to induce the consumption desire of readers. Advertising translation echo the original has the same effect. Most advertisers are motivational language, ,  aim is to arouse the reader's curiosity about the reader's wishes. ,&Nbsp; advertising phrases are always unconventional. Figures of speech are "in the context of specific,  creative use of national language and form has a special form of rhetorical effects of language" (  Wang Dechun,  1987)   English advertisement rhetoric virtues and other advertisements,  aimed at encouraging to persuade consumers to take purchase behavior. Rhetoric is not abandoned advertising de authenticity and the blind pursuit of advertising images de readability. Real ads readability readability,  the basis of consumer demand is the starting point. Products is essential for readability. Advertising both in wording and sentences on novel,  highly refined,  and have strong powers of persuasion to achieve attention,  value memory value and aesthetic value of unity. Below we will be advertising rhetoric method of translation for a preliminary discussion.

(1) literal translation literal,  is the so-called,  in translation to translate sentences regarded as taking the basic unit of discourse and restricted,  in the context of the original sentence structure and rhetoric of the original effort to reproduce,  in the form of content and style. 如:

(1) Breakfast without orange juice is like a day without sunshine  (  orange)  .

without breakfast orange juice is like a day without sunshine.

the advertising slogan is literal translation into target language,  translated sentence retained the original sentence structure and rhetorical,  reproduce the striking imagery and rhetoric effects of the original sentence. Simile rhetoric of the original,  breakfast without orange juice compared to a day without sunshine,  lively and imaginative.

(2)Of all TV brands we choose to buy Jinxing,To buy Jinxing means to buy satisfaction.

buy TV buying Venus,  and Venus is to buy rest assured!  (  Venus TV)

(2) involves a variety of rhetorical,  rhyme,  and uses a metonymy of figures of speech (  metonymy Venus Venus TV)  ;  also used a thimble and Zeugma speech in,  so that the whole discourse an imposing,  highlights the product's brand and quality advantages. And translation has succeeded in reproducing the original meaning and function.

(2) free translation not all advertisements are literal methods can be used. In some cases using the method,  the translation may not be true to the original,  or may not be acceptable to the target reader,  hard to read and difficult to understand. ,&Nbsp; thus the translator had to abandon or alter the original form,  or rhetorical purpose readers understand the original meaning of the word,  should use proper sentences to convey the original meaning and spirit. Advertising rhetoric features of translator and at times translation must be used.

(3)This word processor plays a tune of deep feeling whenever you are typing.

enter the words,  to play a soulful. (  Word processor)

(4)Laurent Beaute invites you to discover his new collection of colors⋯ delicate corals, pinks &Nbsp;and peaches for lips; matte, muted earthyneutrals for eyes wallpaper (cosmetics) Laurent Beaute  invites you to enjoy the new color cosmetics:  Elegant red coral lipstick, pink lipstick, pink lipstick;  dark, soft, natural eye color cosmetics in the baby in the baby

(3) advertising slogans as metaphor. Translation of the antithesis is not a very neat,  but feeling  object is omitted and typing  rhymes, typing  after,  makes translation simple and lively. (4) use metonymy figure of speech to reflect the color of the word translator,  in accordance with the free will of these words were translated into the color cosmetics.

(3) translation translation contains a very wide range. According to the slogan to persuade consumer principles,  us for the purpose of translation can be drawn out of the original,  don't have to hoist scoop. Reprocessing,  can be created as necessary. Including the necessary deletions and supplements and does not damage the original play based on publicity.

(5)You can spread your wings with Open Studies.

(  open college admission advertising slogan)   Open University makes you fly.

(6)Fresh food and fresh air.

The perfect recipe for a healthy life.

I've chosen. It's Candy. (Candy  Refrigerator Ad title)

fresh food + fresh air.

wonderful recipe for healthy living.

I selected the Candy  refrigerator.

(5) using the metaphor of speech translation vivid deep, ,  fully embodies the essence of the original. (6) is the direct title,  the fresh food and fresh air as the best prescription. This slogan contains two pieces,  This should be added between the two are  forming complete sentences or other verbs,  advertising the author intentionally omitted the,  verb to emphasized the role of. Translators using comprehensive methods to target the letter, ,  ya. Reference to NIDA's translation theory in advertisement translation,  translation as possible equivalent to the original function. Literal translation of the most widely used,  the best way to keep the original form and content. Free translation exists mainly because of the differences between the different cultures and languages. ,&Nbsp; in translation the translator's understanding of a text depends to a large extent, his understanding of culture. ,&Nbsp; have a lot of figures of speech in English and Chinese advertisements related to your language features and cultural practices. Their languages and cultures are not familiar to the author Mr,  for this type of speech can only transliteration or translation. Translation we use a variety of means have to be figures of speech in advertisement function,  to translate the source language is reflected in the translation of advertising business functions and cultural communication. To promote cultural exchange and learning between the peoples.  

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