-
广告修辞的翻译技巧
1.
隐喻
隐喻在广告语言中具有重要的价值，它有助于产品与买主之间建立一种恰如其分的感情交往，
如”sophisticated sweet
-to-
drink Pink Lady”可激发
人们品尝美酒的欲望；要刻画发乳的迷惑力可用
“
soft,
enchanting, smiling color---
that’s the
gift of Focus to your hair”.
想激发人们对打
火机的购买欲可说“why, wind can’t blow
out the fire in your hand”
2.
拟人
拟人的修辞手段给商品赋予生命，使它变得富有人情味，给买
主一种亲切感。
例如计算机广告说“
the
boy-
computer will teach your child
becoming a talent”
把计算机比
做了孩子的老师；一则拖拉机广告题为“strong tractor
strong
farmer”会使人联想到拖拉机这位钢铁
巨人的威力。
3.
双关
一语双关使广告耐人寻味，显得幽默含蓄，富有联想，可加深买当对广告内容的记忆。
(1)
if you
want a healthy baby, do a healthy Baby Food
(2)
catch the
Greatwall as your greatwall against cold
(3)
give a
SEIKO to all, all to all a good time
推销婴儿食品的广告鼓励说“if you want a healthy
baby, do a healthy Baby Food”. 注意第二个
“healthy”
既可作“有益健康的”婴儿食品解，又可作
“a lot
of”
解，即劝说消费者为了婴儿的健
康，多买婴儿食品；又如长城风衣可以这样作广告
“catch the Greatwall as your greatwall
against
cold”, 这样“greatwall”一语双关，把“Grea
twall”风衣比做您御寒的长城；再如
“Give
a
SEIKO
to
all, all to all a good time”
在这则
“精工”
表的广告里，“
a good time
< br>”含有“玩得痛快”和
“钟表走得准确”这样的双重意思。
4.
排比
排比修辞利用句子的重叠和对比使
英语广告的主题突出，语气加强。
例如
“
while
some
electronic
musical
instruments
might
bring
you
to
the
next
decade,
statistics
show CASIO could bring you to the next
century.” 这则广告里重复使用了
“bring
you to the next
time” 这一句型，
通
过时间的对比向买方暗示
CASIO
电子琴在质量和功能方面超
过其他的电子琴。
再如一
则眼镜广告这样描述: “Don’t
show me the crystal. Just show me the glasseys.”
这里重复使用了
“show
me”这个动词短语，巧妙地将眼镜的质量与水晶比美。
5.
押韵
押韵
赋予广告像诗歌般的风格，使广告容易上口，便于记忆，易于流行。
例如：
百事可乐利用英国民间诗写出的广告极为成功：
Pepsi-cola hits the spot,
Twelve full ounces, that’s a
lot,
Twice as much for a
nickel, too---
Pepsi-cola is the drink
for you.
这首诗抑扬顿挫，匀整和谐，并为英国广大消费者所熟悉。
1
商业广告词
畅销全球
selling well all over
the world
典雅大方
elegant and
graceful
定型耐久
durable
modeling
方便顾客
making things
convenient for customers
方便群众
making things
convenient for the people; to suit the people's
convenience
方便商品
convenience
goods
方便生活
bringing more
convenience to the people in their daily life;
providing amenities for the people; making
life easier for the population
规格齐全
a complete range of
specifications; complete in specifications
各式俱全
wide selection; large
assortment
顾客第一
Customers
first
顾客是我们的皇帝
We take customers
as our Gods.
花样繁多
a wide
selection of colours and designs
货色齐全
goods of every
description are available.
客商第一，信誉第一
clients first,
reputation first
款式多样
a great variety of models
款式活泼端庄
vivid and great in
style
款式齐全
various styles
款式新颖
attractive designs;
fashionable(in) style; novel (in) design; up-to-
date styling
款式新颖众多
diversified latest designs
美观大方
elegant appearance
美观耐用
attractive and durable
品质优良，疗效显著，誉满全球，欢迎选购
excellent quality, evident effect, good reputation
over the world, orders
are welcome.
品种多样
numerous in variety
品种繁多
great varieties
品种齐全
complete range of
articles; a great variety of goods
让我们的商品走向世界
Let our
commodities go to the world.
色彩鲜艳
bright in colour
色泽光润
bright luster
色泽艳丽
beautiful in colour
深受顾客欢迎
We have won praise
from customers; to win warm praise from customers.
深受国内外客户的信赖和称誉
to win a high
admiration and is widely trusted at home and
abroad.
深受消费者的欢迎和好评
to be
highly praised and appreciated by the consuming
public
式样美观
aesthetic
appearance; attractive fashion
式样新颖大方
modern
and elegant in fashion
式样雅致
elegant in style
式样众多
in
many styles
适合男女老幼四季穿着
suitable for men and women of all ages in all
seasons
外型大方
elegant shape
享有声誉
to win a high
admiration
新品迭出
new varieties are
introduced one after another
行销世界
to be distributed all
over the world
以工艺精细、针法灵巧多样、图案典雅大方而闻名中外
to be renowned both at home and abroad
for exquisite workmanship, skillful knitting and
elegant design
以用料讲究、图案新颖、色泽秀丽、工艺精湛而著称
famous for selected materials, novel
designs, delightful colors and exquisite
workmanship
以质优原料，尺寸齐全，品种花样繁多而著称
famous
for high quality raw materials, full range of
specifications and
sizes, and great
variety of designs and colours
誉满中外
to enjoy high
reputation at home and abroad
在国际市场上享有盛誉
to enjoy high
reputation in the international market
造型美观
attractive appearance;
h andsome apprearance
质量第一，用户至上
quality first,
consumers first
种类繁多
wide varieties
安心益气
to make
one feel at ease and energetic
包君健康
keep you fit all the
time
保健治病
promoting health
and curing diseases
保暖防风
warm and windproof
2