资源描述：
《On Rhetoric and Translation Skills of Advertising 英语专业毕业论文》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、OnRhetoricandTranslationSkillsofAdvertisingChapterOneIntroductionIntheeconomicglobalizationandthecommoditymarketinternationalization,advertisementsareeverywhere,hasbecomethesourcesofinformationthatbusinessmen,enterprisesandconsumersobtaincontractorproductinformation,decidetheimportantstrategyofinve
2、stmentandconsumption.Theword“advertisement”comesfromtheLatinword“advertere”,meaningof“toarousepublicattentiontocertainthings,andlureinacertaindirectionasameansused.”Inthebackgroundofinternationalization,advertisinghasdevelopedakindofpropagandawaythathavecloserelationshipwithmarketing,communication,
3、linguistics,sociology,psychology,aesthetics.Theultimategoalofadvertisingistosellgoods.Toachievethisgoal,wemuststresstheuseofauditory,visualeffects,adaptvariousmeansofcommunicationtoexpandtheoutreachtoenhancetheimageofthegoods.Writingadvertisinggenerallyconsistsoffiveparts,whichisthetitle,text,sloga
4、ns,trademarksandillustrations.Thefirstthreebelongtoverbalpartandthelattertwobelongtonon-verbalpart.ThearticlemainlydiscusstheuseofrhetoriccharacteristicandtranslationskillsinEnglishadvertisements.17ChapterTwoRhetoricalFunctionsandMethodsofTranslationRhetoricoriginfrom2000yearsagoinancientGreece,isa
5、kindofsciencestudythelanguageofart.Rhetoricistheartofusinglanguage,itshouldbebasedoncommunicationcontent,languageenvironmenttochooselanguageandexpressionpatternappropriately.Rhetoricaldeviceispartoftherhetoricstudies,includingnegativerhetoricandactiverhetoric.Theformertermreferstosentencescomplywit
6、hthegeneralrulesofgrammarandlogic,“Taketheclearness,smoothness,flatuniform,steadyasthestandard”toavoidadverseeffects.Thelatterrefersto“useavarietyofperformancetechniquesaccordingtothesituation.Thepossibilityofhisbestalllanguages,sothattheimageofsaidwrittenshows,thespecificnatureandexperience,”meani
7、ngthatuseappropriaterhetoricalmethodstoenhancelanguageeffect.EnglishfiguresofspeechandChinesefiguresofspeechareboth“theformatsofpositiverhetoric,suchasmetaphor,metonymy,etc.”Languageisthetoolthatspreadinfor
