摘要/Abstract

庞德运用语言能量观从音象、形象和义象三个方面深入分析了诗歌翻译中语言能量的获取途径，本文在此基础上借用庞德的这一理论及其研究方法探讨广告标语的翻译。广告标语与诗歌有很大的相似性，同样讲究音美、形美和义美，虽然简短却充满能量，因而有力。本文根据广告标语的语言特点，提出了广告标语翻译中获取语言能量的途径，包括直接途径和间接途径。这些途径的使用，可以给广告标语的译文注入充分的语言能量，犹如给魔鬼注入了新鲜血液，使广告标语在新的语境中获得新生。

Pound attempts to seize “Energy in Language” in poetry translation in three aspects, i.e. Melopoeia, Phanopoeia and Logopoeia. According to Pound’ translation theory, the paper tries to analyze the way of seizing “Energy in Language” in advertising translation. Advertising language is very similar to poetic language in that both of them are succinct but full of energy and stress the importance of the beauty in sound, image and sense. Only when the advertisement slogans are full of energy, can they attract the consumers quickly. Therefore, a successful translation of advertisement slogan can act in the way a ghost gets fresh blood and make products recapture world markets.