“译意 + 译技”式的翻译
<p>广告口号(<span word="slogans">slogans</span>)、广告语句(<span word="catch">catch</span> <span word="phrases">phrases</span>) 等是一种非常特殊的语言。它们通常都有一些共同的特点，如语言上引人入胜、说服力强，修辞手段的运用也别具一格，如语意双关、文字游戏等，使人感到幽默中见智慧，平淡中显新奇。广告语言在形式上也极具鲜明特色，或行文工整、对仗押韵，或节奏感强、琅琅上口，或一鸣惊人、耳目一新，可以收到耐人寻味，经久不忘的效果。广告语言的特点可以归纳为以下四个方面，即吸引力(<span word="attractive">attractive</span>—<span word="catch">catch</span> <span word="the">the</span> <span word="reader">reader</span>’<span word="s">s</span> <span word="attention">attention</span>)、创造力(<span word="creative">creative</span>—<span word="project">project</span> <span word="an">an</span> <span word="image">image</span>)、说服力(<span word="persuasive">persuasive</span>—<span word="urge">urge</span> <span word="the">the</span> <span word="reader">reader</span> <span word="to">to</span> <span word="act">act</span>) 和影响力(<span word="impressive">impressive</span>—<span word="produce">produce</span> <span word="an">an</span> <span word="impact">impact</span>)。广告通过图案和语言树立各自的独特形象，用标新立异、独树一帜的手法来体现其个性特点，其手法的运用既超出常人的想象之外，又在常人的情理之中，一则好的广告图文并茂、双管齐下，用有针对性的感情化的画图和语言来吸引人和打动人.。</p><p>在【译文】<span word="If">If</span> <span word="you">you</span> <span word="leave">leave</span> “<span word="Managing">Managing</span> <span word="Money">Money</span>” <span word="alone">alone</span>,</p><p><span word="Money">Money</span> <span word="will">will</span> <span word="manage">manage</span> <span word="to">to</span> <span word="leave">leave</span> <span word="you">you</span> <span word="alone">alone</span>. 广告语“你不理财，财不理你” 中所使用的手法，实际上是一种常见的玩弄文字游戏 (<span word="play">play</span> <span word="on">on</span> <span word="words">words</span>) 手法，其效果有点像绕口令。这种玩弄文字游戏的手法在英语广告中也是屡见不鲜。下面的三个例子都属这一类，一个是在“美”字上做文章，一个是在“优”字上搞名堂，另一个是在“包”字上耍手腕。这类<span word="Only">Only</span> <span word="fine">fine</span> <span word="medicinal">medicinal</span> <span word="herbs">herbs</span></p>
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