隐喻在英译食品广告中的应用_英语论文

Metaphors in Chinese-English Translation in Food Advertisement

摘要

伴随着社会主义市场经济的迅速发展，一个新兴的行业——现代广告业，在我国蓬勃发展了起来。广告在中国的现代社会无处不在，这毋庸置疑。作为一种信息传递形式，广告业与大众传媒业也变得紧密相关，因此，广告的功能和价值也被大大扩展。

事实上，隐喻不仅仅存在于广告的语言修饰功能上，生活中处处有隐喻。本文主要着重的方面是隐喻在食品广告中的应用，在这篇文章中，关于隐喻的介绍会更加深入与具体，这在探索广告业和隐喻的关系上有着一定的意义。目前，在我们国家，关于隐喻的介绍与研究的资源相对比较有限，通过本文，旨在加深人们对隐喻知识方面的认识，其中也涵盖一些心理学方面的认识, 我认为将隐喻的应用与广告联系起来，这不只是一种单纯的学术研究，也十分浪漫，因为隐喻也是一种思维方式。

本文分为四个部分，在第一部分，将会介绍隐喻的定义，目前的主要流派理论以及语言形式的隐喻种类。第二部分，食品广告与市场销售的关系以及广告的构成。在第三部分，着重于英译的定义，基本翻译原则以及翻译的技巧，在最后的部分，涉及语言的修辞功能与社会功能的在食品广告中的应用。

关键词：广告翻译；隐喻；始源域与目标域；修饰功能

Abstract

As the rapid development of the social market economy, advertising, which is a rising industry, is booming in China.There is no denying that in modern society, it could be ubiquitous. Serves as a transmission form of information, advertisement is widely used in business activities combined with mass media, and as a result, the value and function of advertising have been enhanced as well.

My paper is divided into 4 parts, in the first part, the definition of metaphor, and the major theories about metaphor and the language form of metaphor will be generally introduced. In the second part, I’d like to briefly introduce several aspects of food advertisement industry, like the relationship between advertisement and marketing, and what makes up advertisement. In the third part, the definition of Chinese-English translation, the basic translation principles and the general translation methods will also be illustrated, in the last part, I will introduce the application of rhetoric function and social function of metaphor.

To be honest, Metaphor exists not only in the rhetorical function of language, it also exists everywhere. In my paper, it concentrates on the application of metaphors in Food Advertising, and I think it’s of great significance to explore the relationship between metaphors and advertisement, for it is a good way to introduce metaphors in a deeper and more specific way. Until now, in our country, the resources related to metaphors are kind of limited, the theories of metaphors are not mature as well, so I think writing this paper may deeper our knowledge of metaphors, and even know some psychological knowledge. Connecting the application of metaphors to the industry of advertisement is not only an academic research but also is a romantic research, for it’s a way of thinking as well.

Key words: advertising translation; metaphors; source and target; rhetorical function