Advertising English where a lot of words is of a rhetorical effect, in order to maintain the original rhetorical effect, some difficult literal translation of the Rhetoric can be converted into the same level and different levels of the other figures of speech, with a view to artistic effect consensus. Figures of Speech conversion can be divided into two levels: first, the same level of Rhetoric conversion; First, cross-level Rhetoric conversion. Such as "Mitsubishi" Automobile Corporation (Mitsubishi) to the U.S. market, dumping product, create an ad: "Not all cars are created equal". People who are familiar with American history, see the ad and immediately think of "The United States Declaration of Independence" and "All men are created equal". Japanese advertisers, the original sentence of "men" into "cars" to highlight the objectives of advertising appeals, affirmed the original sentence into a negative way has revealed the superior performance of the car, which is applied to the ad U.S. household name famous, so that the success of Mitsubishi Motors in the United States to open outlets; while Mitsubishi Corporation to advertise to our country when its advertisements to "In ancient times Maxima, this Mitsubishi car", clever use of the Chinese old saying, using the dual This Chinese favorite rhetorical devices, so that Chinese consumers read both cordial and familiar and vivid. If you can not find the same level of expression, can also be cross-level to find a new expression, consistent with a view to artistic effect. Such as, We take no pride in prejudice. ( "Times" advertising language, sentence slogan where "pride in prejudice" there are two kinds of rhetorical devices, one is English Rhetoric parody (parody), and "Pride and bias "(Pride and Prejudice) linked. One is alliterative (alliteration). the original meaning is a statement of its reports are objective and impartial, and not to prejudice pride. can try translated as" For biased in reports, we are not proud of. "Through this translation, English, Rhetoric parody (parody) and alliterative (alliteration) converted into the Chinese language Rhetoric Oshio rhyme (Rhymes), that is, we usually say the rhyme. This rhetorical transformation through vividly conveys the original, Yiyun
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