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1、第15页OntheSkillsofRhetoricandTranslationApproachesinAdvertisingEnglish1IntroductionAlongwiththerapiddevelopmentofsocialeconomy,Chinaandforeigncountries’tradeisexpandinggradually,numerouscolorfulandfantasticEnglishadvertisementsappearinChinesemarket.Therol
2、eofadvertisementbecomesmoreandmoreimportantineverydaylife.AdvertisingEnglishhasbecomeanimportantmeansofcommunicatingideasandanindispensablepart,lotsofadvertisementsusevariousrhetorictoaddtoitsoriginalityandcharm,thereforeitappearstobemoreimportantforusto
3、understand,appreciateandtranslateadvertisementlanguageproperly.Advertisementtranslationisalivelyanddistinctivefield.ThewholepaperisdividedintotwochaptersabouthowtoappreciateadvertisingrhetoricalskillsandtranslatethemwellintoChinese.Allthisisgivenacareful
4、discussionandadetailedstudyinthispaper.2TheoreticalFoundations2.1ThefunctionandskillofrhetoricRhetoricaldevicesarevariationsofliteralorordinaryformsofexpressions.Theirfunctionistomakethethoughtmorestrikingandeffective.Afreshandsuitablerhetoricaldeviceapp
5、ealstotheimagination,creates第15页mentalpicturesandmakesthespeechorwritingvivid,impressiveandinteresting.Rhetoricaldevicescanmakelanguagemorevividbyusingthesimplewordstoexpresscomplexmeanings.Bytheuseofrhetoric,evenabstractideascanbecomeconcrete.Rhetoricca
6、nmakethemodifiedsubjectsmoreprominent,distinctive,andspecific,andthelanguagecangivepeoplemorespacetoimagine.Whereas,withouttheuseofrhetoric,thelanguageisboringandthereisnovigorinthelanguage.Nextwewillstudyseveralkindsofrhetoricaldeviceswhicharefrequently
7、usedinadvertisement,anditisnecessarytostudythemonebyonebygivingdefinitionsandmakingillustrations.AlloftheexamplesstudiedbelowareconstrainedwithinEnglishadvertisements.2.1.1SimileSimileisawayofcomparingonethingwithanotherofexplainingwhatonethingislikebysh
8、owinghowitissimilartoanotherthinganditsignalsitselfinatext,withthewords“asorlike.”Inmetaphor,onethingisdirectlycomparedtoanotherthing,withoutthemarker—“like”or“as”.theuseofmetaphormakesthelanguagemorevividandattractive.Met
