【摘 要】新聞是我們了解世界每日動(dòng)態(tài)的窗口和平臺(tái)，而新聞標(biāo)題則被稱為新聞的“魂”和“眼”。筆者根據(jù)之前各學(xué)者研究和自己對(duì)新聞標(biāo)題中修辭格運(yùn)用特征的分析，將新聞標(biāo)題中運(yùn)用的修辭格分為四類，即音效修辭、形式修辭、語(yǔ)意修辭以及意象修辭，然后結(jié)合具體的例子從互文性視角對(duì)它們的翻譯進(jìn)行分析。

【關(guān)鍵詞】互文性，新聞標(biāo)題翻譯，修辭格

1.Introduction

Most of the previous researches concentrate on the detailed analysis of the lexical， syntactical and discourse features. The theory of intertextuality furnishes us with a new perspective on the understanding of texts. In the words of Kristeva（1969：146）， every text is constructed as a mosaic of citations， every text is an absorption and transformation of other texts.i This paper aims to： a） to provide a tentative classification of rhetoric devices in the particular context of news headlines according to various previous studies and a rather detailed analysis of the effects the news writer tries to achieve by using some specific rhetoric device，b） to understand the reconstruction of intertextuality during the process of the translation of these rhetoric devices applied in the news headlines by analyzing some typical examples from each of the four groups.

2.The Rhetoric Characteristics of Headlines

Webster’s Third New International Dictionary： A head of a newspaper story or article is usually printed in large type and devised to summarize， give essential information about， or interest readers in reading the story or article that follows.

According to their rhetoric characteristics and the effects they try to achieve， the researcher has classified rhetoric devices into four groups as follows：

Group 1： phonetic rhetoric

From study， the researcher has found out that phonetic rhetoric encompasses mainly four kinds of rhetoric devices， namely， alliteration， end rhyme， assonance and consonance. William Somerset Maugham once said， “If you could write lucidly， simply， euphoniously and yet with liveliness you would write perfectly.”（Maugham， 1949：36）. Of course， Maugham did not refer specifically to the writing of headlines when he put forward this idea. Nevertheless， the author firmly believes there is no idea more appropriate to describe the writing of headlines as his saying is inclusive of all the indispensable elements of headlines， including lucidity， simplicity and euphony.

1）Alliteration： Alliteration is the recurrence of the same initial sound （not necessarily letter） in words in close succession. As are applied in the following examples：

* Stars Smoke， Critics Fume 明星熒屏吞云吐霧，批評(píng)之聲不絕于耳）

* Great Goals， Great Fans （進(jìn)球精彩，球迷狂熱）

* Suns Sweeps Spurs to Reach West Finals （太陽(yáng)橫掃馬刺獲得西部冠軍）

2）End rhyme： End rhyme refers to words that rhyme on their “end” or last syllable.

* Germany Ready， Fans Happy （德國(guó)整裝待發(fā)，球迷心花怒放）

* Cameron Seals the Deal （卡梅倫成為英國(guó)首相）

* Young Wheelers， Big Dealers （騎摩托車的小青年，保險(xiǎn)業(yè)的大主顧）

3）Assonance： Assonance means the use of the same or related vowel sounds in successive words.

* McDonald’s Goes for Gold with Olympic Sponsorships （攜手奧運(yùn)，麥當(dāng)勞的掘金路）

* When Artists Distort History （藝術(shù)家豈可扭曲事實(shí)）

* Dickens’ London Still Lives at Christmas （狄更斯筆下的倫敦在圣誕節(jié)復(fù)活）

4）Consonance： Consonance refers to the repetition of consonants in successive words.

* Shocks， Not Frocks （不足蔽體只可駭汗）

* If It Satisfies the Lips It Will Air on the Hips （口無(wú)遮攔肥臀難當(dāng)）

* U.S. Schoolgirls Yearn for Half-skirts， Mini-skirts（美國(guó)女生想穿露臍裝和迷你裙）

Phonetic rhetoric always creates a euphonious and musical effect for they sound catchy and rhythmic. This particular kind of rhetoric devices is applied for it can make the headlines appear to be more attractive， impressive and creative. Additionally， it can also help us to express our wishes and emotion in a stronger way. For example， in “Germany Ready， Fans Happy”， it sounds catchy upon hearing it， and it also help magnify the happiness of the fans. According to linguistic study， consonants like /p/ /t/ /d/ /k/ /g/ are effective in making the brief headlines more strong and striking； while consonants such as /s/ /f/ /sh/ /v/ /tr/ /th/ /ts/ are conducive in expressing tender feelings as can be illustrated from the above examples.

Group 2： Stylistic rhetoric

In this group， the researcher only explores one rhetoric device which is of common use in English headlines.

Antithesis： Antithesis is the contrast of meaning by parallelism of strongly contrasted words. It can make the headlines look neat and concise in structure， and contrasted in meaning.

* It Was the Best of Cups， It Was the Worst of Cups（世界杯毀譽(yù)參半）

* Ronald Dizzy， Germans Giddy（羅納爾多頭暈，德國(guó)球迷瘋狂）

* If the Economy Stays Down， Can Conservatives Stay up？（經(jīng)濟(jì)持續(xù)不好，保守黨寶座還能不倒？）

Group 3： Semantic rhetoric

1）Pun： pun makes use of a word that has two meanings or of different words that sound the same.

* Couple Say “Eye Do” （飽覽美景，喜結(jié)連理）

* Foul Ball： France Wins Ugly Contest（骯臟的球—法國(guó)贏得丑陋）

* Argentina Keep Feet on the Ground（阿根廷腳踏實(shí)地）

2）Allusion： Allusion is some historical or fictional person or event which has a dramatic and vivid connotation and is often used in speech and writing.

* IOC Gives Beijing the Thumbs up（奧委會(huì)盛贊北京準(zhǔn)備工作）

* Eyes on Berlin for the Judgment Day（期待柏林的最后審判日）

* Mid-east Humpty Dumpty（中東局勢(shì)，危如累卵）

More than two rhetoric devices are included in semantic rhetoric， for example， euphemism， hyperbole， understatement， parody and so on.

Group 4： Imagic rhetoric

Metaphor： Metaphor is a figure of speech where comparison is implied.

* Web Video Leaders in Surprise Marriage（優(yōu)酷土豆宣布合并）

* Children under Parents’ Wing（父母“翅膀”底下的孩子）

* France Ends Drought（法國(guó)結(jié)束球荒）

Actually， metonymy， simile and personification can all be embraced in imagic rhetoric， yet， they are quite easy to understand， and they have been studied in many other cases where their translation are quite similar. Therefore， they are not the focus of this paper. After a systematic analysis four groups of rhetoric devices of common use in headlines， great significance will be attached to their translation.

3.Translation of Rhetoric Devices in Headlines

3.1 The Translation of Metaphor

Before delving into introducing the translation tactics of all the above-mentioned rhetoric devices， the author finds it necessary to begin with a thorough analysis of the translation of metaphor as it is the most frequent applied rhetoric device in headlines. What’s more， the author is of the opinion that the translation of metaphor can project a pattern for that of all rhetoric devices.

Metaphor is very much an enigma in different angles such as that of rhetoric， semantics， pragmatics and cognition. It is the crystallization of the wisdom of a nation and the sublimation of language with rich cultural connotation. For its particular significance in all languages， an enormous amount of studies have been carried out on the translation of it， among others is one from Peter Newmark. He suggests several conventional tactics：1） Reproducing the same image in the TL； 2） Replacing the image in the SL； 3） Translation of metaphor by simile； 4）Translation of metaphor（or simile） by simile plus sense； 5） Conversion of metaphor to sense； 6） Deletion； 7） Same Metaphor combined with sense. In China， professor Liu Fagong（2008：200-201）has proposed in one of his famous works The Principles of Translation of Metaphor three fundamental rules for the translation of metaphor： （1） preserving the characteristic and image of metaphor； （2） linking the associated cultural connotations of English and Chinese metaphor； （3） making up for the cultural source of the metaphor according to the context.

The translation of news headlines is more of a trans-linguistic and trans-cultural activity so that we should attach more importance to the extra linguistic factors. That’s why the author feels the necessity to introduce the concept of intertextuality in the following part.

3.2 Intertextuality and the Translation of Rhetoric Devices

The introduction of intertextuality into translation studies has set demanding standards in the translation field while it furnishes translators with a novel understanding of the original texts.

1）Vertical intertextuality and Horizontal intertextuality. It was Julia Kristeva who coined the term \"intertextuality\" and formerly introduced it in a famous French magazine called Tel Quel. According to her， intertextuality means \"the insertion of history（society） into a text and of this text into history.\"（Kristeva 1986：39）. We can also learn from her essay Word， Dialogue， Novel that intertextuality can be divided into two types， namely， the vertical intertextual relations between a text and those which precede and follow it in the chain of texts on the one hand， and the horizontal intertextual relations between the author and the reader of a text.

2）Intratextuality and intertextuality. Intratextuality means relationship which exists between elements in a given text. While intertextuality refers to the relationship which exists between different texts.（Hatim and Mason，1990）In other words， a text cannot exist alone， it has to be related to other sources， which may be the citation of historic event， the quoting of a poem or proverb， or the influence of a lately launched film， etc.

Rhetoric devices are carriers of rich indigenous culture. Another example which belong to Group 1 is “Missing Mike” （the Economist） makes use of alliteration to show peoples’ fondness of him after he left the media and data business to become mayor of New York. The literal meaning of this headline can be translated as“想念邁克”. How we can translate it without losing its original flavor， and we finally settle upon “緬懷邁克”.In group 2， in the case of antithesis， we can use a similar rhetoric device named “dui’ou”（對(duì)偶） to replace it in the process of translation. In group 3， as far as semantic rhetoric devices are concerned， we can make even better use of the concept of intertextuality. All rhetoric devices in this group are significantly influenced by historical events and figures， proverbs， literary masterpiece， famous speeches， popular movies etc.. When translating headlines boasting the feature of semantic rhetoric， we have to take serious consideration of their deep cultural connotation and the interplay between two different cultures. For example， a headline from Washington Times， “Mideast Humpty Dumpty”， translators may be quite confused at first sight， what’s the meaning of “Humpty Dumpty”？ As a matter of fact， it’s cited from an English nursery rhyme：

Humpty Dumpty sat on a wall，

Humpty Dumpty had a great fall；

All the king’s horses，

And all the king’s men，

Couldn’t put Humpty Dumpty together again.

As can be analyzed from its citation， Humpty Dumpty is an egg-shaped Punchinello who tumbled in shatters and cannot be recovered again. The news writer cites it here to express the urgent and dangerous situation in Mideast. Therefore it can be translated as “中東局勢(shì)，危如累卵”.（馮翠華，1995：229）Group 4 is about imagic rhetoric devices， through the application of which can present a vivid image in the reader’s mind. All the rhetoric devices in this group can mirror different angles of the society.

4.Conclusion

In conclusion， the author admits that this study is quite tentative as studies in this area are few and novel. This paper aims to： Firstly， to facilitate the extensive news readership a better and easy understanding during the process of obtaining the information； secondly， to enable the extensive news readership to enjoy the fine art of beautiful rhetoric devices while obtaining basic information in spite of all the differences existing in the cultures of English-spoken countries and Chinese-spoken countries. Thirdly， to propose a new angle of study in this area.

注釋：

i Basil Hatim Ian Mason，Discourse and the Translator.Shanghai：Shanghai Foreign Language Press.2001.p.125.

【Bibliography】

[1]Danuta Reah， the Language of Newspapers. By Routledge. 1998.

[2]Newmark， Peter， Approaches to Translation [M]. Shanghai： Shanghai Foreign Language Education Press. 2001.

[3]陳麗昭.中英新聞標(biāo)題對(duì)比研究[D].福建師范大學(xué)，2002.

[4]丁建海，艾國(guó)平.廣告語(yǔ)篇翻譯的互文性研究[J].東華理工大學(xué)學(xué)報(bào)（社會(huì)科學(xué)版），2009（2）.

[5]胡桂緒，劉洪泉.從《華盛頓郵報(bào)》看英語(yǔ)新聞標(biāo)題的修辭特色[J].科技信息（學(xué)術(shù)研究），2006（11）.

[6]李梅紅.在互文性的指導(dǎo)下進(jìn)行廣告套譯[A].福建省外國(guó)語(yǔ)文學(xué)會(huì)2005年年會(huì)暨學(xué)術(shù)研討會(huì)論文集[C].2005.

[7]林艷.英語(yǔ)新聞標(biāo)題語(yǔ)法特點(diǎn)及翻譯對(duì)策[D].上海外國(guó)語(yǔ)大學(xué)，2005.

[8]張健.英語(yǔ)報(bào)刊閱讀教程[M].北京：外語(yǔ)教學(xué)與研究出版社，2009.

[9]汪淳波.機(jī)緣巧合，神形兼?zhèn)洹訠RICs為例解析隱喻外來詞的翻譯[J].天津外國(guó)語(yǔ)大學(xué)學(xué)報(bào)，2012（1）.

[10]王麗.新聞?dòng)⒄Z(yǔ)隱喻翻譯策略研究[D].廈門大學(xué)，2008.

[11]祝朝偉.互文性與翻譯研究[J].解放軍外國(guó)語(yǔ)學(xué)院學(xué)報(bào)，2004（4）.