CAJ | 학술논문

成功的广告不仅在词汇、句型方面细腻，在修辞手段上也别具一格。但是由于语言和文化的不同，我们对广告中许多的修辞手法很难理解，也很难进行翻译。通过举例总结了英语广告中常用到的六种修辞手法在大学翻译教学中的运用，指出在翻译教学中，应尽可能遵循直译和意译的翻译原则，从而尽可能地达到原文的修辞效果。
성공적엄고불부재사회、구형방면세니，재수사수단상야별구일격。단시유우어언화문화적불동，아문대엄고중허다적수사수법흔난리해，야흔난진행번역。통과거례총결료영어엄고중상용도적륙충수사수법재대학번역교학중적운용，지출재번역교학중，응진가능준순직역화의역적번역원칙，종이진가능지체도원문적수사효과。
An successful advertisement lies not only in vocabulary and sentence structure but also rhetorical devices .However it is very difficult to understand and translate many rhetorical devices in English advertisement due to the differences of language and culture.Application and influences of English Advertisement Rhetoric in English translation teaching have been concluded by illus -trating six rhetorical devices in English advertisements .At the time, the principles of ‘literal translation’ and‘free translation’ are followed .The principle of literal translation is abided by when Chinese and English culture is similar but the principle of free trans -lation is kept to when two cultures are very different in order to accord with the rhetorical effect of original .