汉英广告语语音修辞对比及互译

Comparison and Translation of Phonetic Rhetoric in Chinese and English Advertising Phrases

摘要: 本文以中国和美国的广告语为例，系统对比分析了汉语和英语在语音修辞方面的异同及其在广告语中的体现。随着时代的发展，广告语在日常生活与国际交流传播中发挥着日益重要的作用，本文从语音修辞领域的角度，将中美近年的广告案例进行个案对比分析，以奈达的功能对等理论为基础探究广告语中语音修辞翻译的问题。这有利于我国的产品与文化更有效地对外传播，也能够使进入中国市场的国际广告更优美精准地传递给我国受众，在深入理解汉英语音修辞特征与差异的基础上促进国际友好交流。对比发现，两种语言的意义与传达的修辞功能很难做到完全一致的互译，可以利用换用韵脚、转换替换等多种翻译手段，替换适当的修辞手法与语言艺术，减少因翻译而带来的信息损失。

Abstract: This article takes advertising slogans in China and the United States as examples to systematically compare and analyze the similarities and differences in phonetic rhetoric between Chinese and English, as well as their manifestations in advertising slogans. With the development of the times, advertising slogans play an increasingly important role in daily life and international communication and dissemination. This article compares and analyzes recent advertising cases in China and the United States from the perspective of phonetic rhetoric, and explores the translation of phonetic rhetoric in advertising slogans based on Nida’s theory of functional equivalence. This is conducive to more effective external dissemination of China’s products and culture, as well as more beautiful and accurate delivery of international advertising into the Chinese market to the Chinese people, so as to promote international friendly exchanges on the basis of in-depth understanding of the rhetorical features and differences between Chinese and English pronunciation. Comparison shows that it is difficult to achieve complete consistency in the meaning and rhetorical functions conveyed by two languages. Various translation techniques such as rhyme substitution and transformation can be used to replace appropriate rhetorical devices and language arts, reducing the information loss caused by translation.