摘　 要

现如今，广告业作为一个新兴产业在当代得到了迅速发展。为了引人注目，广告语言中常会使用各种修辞手法。事实上，修辞格的使用确实大大增加了产品的竞争力。与此同时，各种翻译方法也应运而生以适应灵活多变的广告语言。广告英语的翻译是翻译研究的一个重要领域，因此，关于如何更好地翻译广告中的英语的研究成功吸引了大量的翻译和研究人员的关注。本文将以详述英语广告的定义和基本知识为起点，通过大量实例分析了广告英语中常用的修辞手段及翻译方法，不仅阐述了修辞格给广告带来的丰富的语言魅力，同时也体现了广告英语的翻译，不仅是一种语言的转换同时也是一个文化的转移过程。总之，这篇文章可以使英语学习者进一步了解广告英语的修辞特点和翻译方法，有助于更好地理解和欣赏广告中的英语。

关键词：广告英语；修辞特点；翻译方法

Abstract

Advertising is a fast growing industry in modern society. In order to attract more consumers, the rhetorical devices are used widely in advertising. Figures of speech do benefit the competitive power of products. At the same time, many translating methods occur to meet this characteristic. The translation of advertising English is an important area of translation studies, so the translating method of advertising English has become top priority to be solved and has attracted a lot of attention of translators and researchers. This thesis starts with the definition and general knowledge of advertising English, analyzes rhetorical characteristics and general translating methods of advertising English through typical examples, and finally concludes that the use of figures of speech makes advertisements much more vivid and glamour and that the process of advertisement translation is not only a linguistic transfer, but also a cultural transfer. In short, after reading this thesis, the English learners can benefit a lot in understanding the rhetorical features and the translating methods of advertising English, which is of great use for them to understand and appreciate advertising English.

Key words: advertising English; rhetorical characteristic; translating method

1 Introduction
   According to the Nida (2001) social semiotic approach, the translation process is to seek the process of functional equivalence, which means “The reaction of the target language reader and the source language reader should be basically the same. Absolute equivalence of translation is impossible” Nida (2001) pointed out that: “Different translations actually represent different degrees of equivalence, which cannot be understand mathematically, but to understand it in a degree of approximation.” Therefore, the translation can be seen as a communication activities of cross-language, cross-cultural and cross-social, and during the conversion process from the source language to the target language, the relationship between the symbols, things, or concepts and language users should be considered in order to reduce the loss of information and achieve the equivalence of functional and semantic between target language and source language.