摘  要

广告语在我们日常生活中随处可见，作为一种信息传播途径，及其翻译行为。广告语不仅对其所宣传的产品的功能、外观、价值、实用性等方面有着准确的描述，还在引导消费者购买欲上担当了一个十分重要的角色。本文将从对广告英语修辞特征的分析和广告翻译这两个方面进行阐述。广告语作为一种商业传播的方式，除了要准确表达广告原语的意思，更要通过修辞等方式来增加其吸引力。广告语的翻译超越了普通的意思对等，更多时候是一种创新。因此，本文将从对广告英语修辞特征的分析和广告翻译两个方面进行阐述。同时，也会对这两方面的相互作用进行阐述，以求归纳广告语的修辞特征与翻译的一般规律。

关键词：修辞特征；翻译；商业传播

Abstract
 
As a way of transmitting information and the action of translation, the advertising slogans are found all over the world in our daily life. The advertising slogans not only have an accurate picture of the function, appearance, value, practicality of this product, but also play an important role in persuading people to buy. In this thesis, the study of English advertising slogan is presented at two aspects. The former aspect is aimed at analyzing the characteristics of advertising English rhetoric. Proper understanding of advertising English rhetoric can deepen consumers’ idea about products. The latter aspect of this paper will point out advertising English translation. Proper translation of advertising slogans contributes to the accurate understanding of the functions and usage of products. Hence, it is necessary to analyze advertising slogans on the basis of personality traits and overcome cultural difference between Chinese and English. As a commercial spread way, in addition to accurately express the meaning of the original language of advertising, slogan also increases its attractiveness through the rhetoric. Beyond the ordinary meaning of peer-to-peer, the translation of the slogan is more often an innovation. So this paper will elaborate on analysis of the characteristics of advertising English rhetoric and advertising translation. And at the same time, this paper will expound the interaction of these two aspects so as to find common rules in the characteristics of advertising English rhetoric and advertising translation.

Key words: the characteristics of advertising English rhetoric; translation; commercial spread way

1 Introduction
In the process of globalization, international trades are becoming more and more wide and popular. With the development of economy, people gradually realize the importance of advertising slogans. Slogans, using their rhetoric advantages to achieve goals of manufacturers, have become an important and significant subject. Due to such motivation, this thesis intends to analyze the rhetoric features of advertising English slogans. Through mastering the features of advertising slogans, copywriters can get a more effective and successful access to open the market.