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Rhetoric(修辞手法)一、repetition（反复）反复就是通过重复同一单词、词组或语句使人加深印象,重复部分往往含有强烈的情感或优美的旋律。如:GivemeagoodcupofcoffeeandIwilldrinkforaday.TeachmeagoodcupofcoffeeandIwilldrinkforayear(Peet‘sCoffee)如:ExtraTaste.NotExtraCalories.Childhoodisn’tchildhoodwithoutit.Whenyou’resippingLipton,you’resippingsomethingspecial.ExtraordinaryCola,ExtraordinaryChoice.Softly,softly,softlyyoumovetothecribtomakecertainthatalliswellwiththemostpreciousthinginyourlife,themostwonderfulbabyintheworld.Softly,too,thesmoothOceanBrandswelcomeyouwhenyoureturntoyourownbed.AndsoftlytheseOceanBrandSheetsmeetyourbudgetrequirements.ForthesearethefamousOceanBrandsPercales'latestproductsofOceanBrandcraftsmanship.GiveaTimextoall,toallagoodtime.Whenyoumakeagreatbeer,youdon’thavetomakeagreatfuss.航空公司机上服务的广告Atouchofelegance.Atouchoffragrance.We’vebeengoingupandupandupandupandupandupandupandupandupandup.Theendofadecadeisagoodtimetolookback.Anewdecadeisagoodtimetolookforwardtoo.Dishafterdishafterdish.Peopleexpectustobebetter.翻译对策1、直译法(LiteralTranslation)所谓直译,即指在不违背译文语言规范以及不引起错误联想的前提下,在译文中既保留原文内容又保留原文形式,特别要保持原文比喻、形象和民族地方色彩等。如:ShopatCARSON’SGROCERYLookwhatwe’vegot!We’vegotthebestcakesintown.We’vegotthecheapestpricesandWe’vegotthebestqualitygoods.Sorry,We’venotgotanystalebread,drycakesorbadeggs!Tryus.Ifyouwantthebestvalueforyourmoney,we’vegotit.2、意译法(MeaningImplication)。意译法指由于英汉两种语言和文化的巨大差异,译文不能局限于字面意思,而应根据汉语的表达习惯以求译文通顺明畅。GivemeGreenWorld,orgivemeyesterday.3、增译法。有一些广告英语,直译后虽没文化冲突,却会造成误解,译语读者不能理解其含义。翻译时可直译其字面意义,再增译出其隐含意义,使译文形象生动,体现出原文的风格和韵味。例如:EveryTimeAGoodTime.卡地亚装饰品的广告词为:Everythingisextraordinary,Everythingattempts.二、parallelism（排比）排比(parallelism)是指在一个句群中同时把结构相同或相似,语气一致、意思密切关联的三个或三个以上句子或词语,排列起来的修辞手法。其特点是有三个或三个以上分句组成,而且开头几个字相同。在广告中恰当地使用排比句可以增强语言的气势和表达效果。Moreservices.Moredata.Morespeed.Morerevenue.Lesscost.Lesstime.Lesscomplex.Lucentcanhelpmakeyournetworkmoreprofitable.(LucentTechnologies)Simplythebestwaytomakebusinesspurchases.Simpletouse.Simpletotrack.Simpletoget.(FirstUnionBusinessCheckcard)Lufthansa:1955:thesuperConstellation---FrankfurttoNewYork.1970:Europe’sfirstBoeing747.1991:thenumberoneairlinetoEasternEurope.1993:28millionpassengers.Thefuture?Ourmostimportantobjectiveremainunchanged.Yoursmile.三、回文(chiasmus)是一种交错配列修辞法,指的是对调词序以造成词意相反的对仗句。例如:asknotwhatyourcountrycandoforyou,askwhatyoucandoforyourcountry.1．WhenI’minGuangzhou,you’llalwaysfindmeatWhiteSwan.TheWhiteSwanreallyistheonetostayinGuangzhou.(WhiteSwan)2．Deliciouslysimple.Simplydelicious.(McDonalds)四、对偶(antithesis)对偶(antithesis)是将字数相等、结构相同或相似的两个词组或句子成对地排列起来的修辞法。在广告中对偶句的运用可使句式看起来整齐美观,读起来朗朗上口,便于消费者记忆。例如:1．Acontemporaryclassic;atimelesstimepiece.2Designedwithacomputer.Silencedbyalaser.Builtbyarobot.五、比喻(figureofspeech)比喻是英语中最常用的辞格，是以此喻彼的手段。比喻包括明喻、隐喻(也称暗喻)、提喻和换喻等等。1.明喻(simile.)明喻是比喻的一种，是以两种具有共同特征的事物或现象进行对比，表现本体(thesignified)与喻体(thesignifier)的相类关系，两者都在对比中出现—“X像A”.常用的比喻词有like，as，justas，asif等。1、Coolasamountainstream…CoolfreshConsulate.2、Itfeelslikeyourfavoriteeasychair.Onlyfaster.3、Featherwater.Lightasafeather.2.隐喻(metaphor)隐喻也称暗喻，是用一种事物暗喻另一种事物，其主要特点是比喻的本体和喻体之间不用like或as这一类比喻词作为媒介，而是直接把本体说成喻体。甚至有时句中仅仅出现喻体，而没有出现本体，因而意义更加含蓄，给读者留下了无限韵味和想像空间。AsianaspreadsitswingsdirectfromSeoultoSixUScities.Themostsensationalplacetowearsatinonyourlips.KodakisOlympiccolour.Sophisticatedsweet-to-drinkPinkLady.3.提喻(synecdoche)提喻反映了两个密切相关的事物的现实关系，其主要特点是以局部代表全体，或以全体喻指部分。在广告中使用提喻可以起到因小见大、举一反三的效果，颇具幽默色彩，让读者过目难忘.Aroomforfivetoes.Authenticjewelryforthemostdiscriminatingeye.Bigtrainsforsmallhands.4.换喻(metamony)换喻反映了两个密切相关的事物的现实关系，它是借用伴随或附属于某一事物的名称来代替某事物。它常利用人名、动植物名、职业、建筑物或地名等作为喻体。如用WhiteHouse(白宫)指代美国政府，用dove(鸽子)象征和平等。在广告中运用时，不把需要推销的商品直接说出，而是用和它不可分离的其他事物的特征来代替它，突出描述产品特征，能自然地促使消费者去思索联想，获得意想不到的印象。Washthebigcityoutofhair.六、拟人(personification)拟人是把物比作人，使其具有人的外表、个性或情感。这种把物当作人来描写的修辞方式也常被用在广告英语之中，使广告语言更加生动，更能打动读者的心。Adependablecoordinatorcomesalongonallmybusinesstrips.Ebel，thearchitectsoftime.She’sgotastyleallherown.Hersmilecouldheatupanation.Herfragrancecapturedacountry.Weareproudofthebirthplaceofourchildren，thegrapesofAlmaden.FlowersbyInterflorespeakfromtheheart.Unlikeme,myRolexneverneedsarest.七、呼告(Apostrophe)呼告(Apostrophe)则把物当作人直接与之对话，形成情感的激流与形象交融，引起强烈共鸣。例如:You'vecomeALongWay,Baby.八、双关(pun)双关语是利用语言文字的同音或同义、同音异义的关系，使一句话涉及两件事，做到一明一暗、一真一假，既可引人注意，又引起联想，加深记忆。双关语分为语义双关和谐音双关。语义双关是指双关包含在话语的语义中;谐音双关是指双关在语句中利用字、词的读音关系与另外字词相同或相近。因谐音关系，看起来似乎讲这件事，其实却讲另外一件事。Forgethottaste.OnlyKool，withpurementhol，hasthetasteofextracoolness.ComeuptoKool.WeknowEggsactly(exactly)howtoselleggs.Areyoustillusingsoaptocleanyourface?Cetaphilbeatssoapfacetoface.TheuniquespiritofCanada:Webottleit.Certina-DA，haveagoodtime.Moneydoesn'tgrowontrees.Butitblossomsatourbranches.(LloydBank)Introducingthemostwell-roundedcameraoftheday,ornight.Tryoursweetcorn,you'llsmilefromeartoear.AsoundwaytolearnEnglish.Everybodykneads(needs)it.Suitedreams,sweetdeal.Ifit’sgotthismuchbody,itmustbeTiger.Ifit’sgotthismuchbite,itmustbeTiger.“Let'sgetdowntoearth.”There’sonlyonewaytoplayit.Don’tvoteforanyoldvegetable.Nowchangethevegetablesinthecabinet.NowThisIsWhatWeMeanWhenWeSayTheChmistry’sJustRightAtChemical.105horses.Onec