On the Skills of Rhetoric and Translation Approaches in Advertising English浅析广告英语的修辞技巧和翻译方法

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1、浅析广告英语的修辞技巧和翻译方法摘要随着社会的发展，广告已经渗透到我们生活的每一个角落。作为一种宣传和传递信息的方式，它的作用是不能低估的，因为它不仅仅是在用巧妙的方法说服人们购买商品，而且也逐渐成为社会的沟通工具并影响着社会经济的发展。中国加入WTO后，越来越多的广告出现在市场上并且它们还运用各种修辞手法，使广告的语言变得更加生动、新颖和有节奏，充分展示了广告语言的魅力。自然而然，广告英语的翻译也就变得更加重要了，因此，通过对修辞技巧和翻译方法的彻底学习，能够帮助我们提高对广告的理解和设计能力。本文意在帮助读者更好地理解、欣赏和翻译广告英语。关键词：修辞技巧，英语广告，翻译方法O

2、ntheSkillsofRhetoricandTranslationApproachesinAdvertisingEnglishAbstractWiththedevolopmentofsociety,advertisinghaspenetratedintoeverycornerofourlife.Asawayofpropagatingandtransmittinginformation,itsroleconnotbeunderestimatedbecauseitisnotonlyanartfultechniqueinpersuadingpeopletobuy,butalsograd

3、uallyhasbecomeamustforsocialcommunicationwhichinturninfluencesthedevelopmentofsocietyandeconomy.AfterChinaenteringWTO,moreandmoreadvertisementsappearinthemarketsandusevariousskillsofrhetoricinadvertisingwhichmakeitslanguageprecise,humorous,vivid,novelandrhythmic,fullydisplayingtheparticularcha

4、rmingcharacteristicinadvertisingEnglishlanguage.Naturally,thetranslationofbrandnamesalsobecomemoreandmoreimportant.Therefore,throughthoroughandtheoreticalstudiesonthe　skillsofrhetoricandtranslationapproachesofEnglishadvertisingwillhelpimproveboththeunderstandinganddesigningofsuccessfuladvertis

5、ements.Thispaperisintendedtohelpreaderbetterunderstand，appreciateandtranslateEnglishadvertisements.Keywords:Skillsofrhetoric，AdvertisingEnglish，TranslatingapproachesContentsAbstractinEnglish………...………………………………………………IAbstractinChinese………………………………………………………II　　1Introduction……………………………………………………………1

6、2TheoreticalFoundations………………………………….………..…12.1Thefunctionandskillofrhetoric………………………….…….12.1.1Simile………………………………………………………22.1.2Personification…………………………………………….42.1.3Rhyme………………………………………………………42.1.4Pun…………………………………………………………62.1.5Parallelism…………………………………………………82.2Theapproachofbrandnametransla

7、tion…………………………82.2.1Theimportanceofbrandnametranslation…………………82.2.2Theadvertisingnatureofbrandnametranslation…………112.2.3Inductiveeffectofbrandnametranslation………..………112.2.4Givingtheconsumeragoodassociation…………………..122.2.5Observingourco