摘要
对英汉两种语言进行语用对比,在对比的基础上,指出英汉广告在遣词造句以及修辞上既有相似性,又存在着差异。在翻译广告时,应根据具体广告的不同特点,采用灵活的译法,译成符合目的语读者审美习惯和审美需要的广告,以促进产品的销售。
From a pragmatic perspective,the translation of English and Chinese advertisement should be based on the pragmatic contrastive studies of them.In terms of different associative meanings of the advertisement may imply in different cultures,appropriate translation techniques should be adopted so as to achieve pragmatic equivalent effect between the target-language text and the original text.
作者
孔祥燕
KONG Xiang-yan （the Elementary Education Department; Shanxi Light-industry Vocational and Technical College; Taiyuan 030013; China）;
出处
《新乡学院学报（社会科学版）》
2009年第3期156-158,共3页
Journal of Xinxiang Teachers College
关键词
语用对比
语言文化
广告翻译
pragmatic contrastive studies
culture and language
advertisement translation
