摘要

随着时代的发展和社会的进步，广告已经成为我们生活一个不可或缺的部分。人们用它宣传和传递信息，它的作用是不可小视的，它不仅能够巧妙地说服顾客选购此商品，而且也日益成为人们各种交流工具，反映着社会经济的发展。自中国成为世贸组织成员国后，广告越来越频繁地出现在市场上，它们运用了各式各样的修辞技巧和翻译方法，让广告语言变得更加形象、有节奏、有创意，充分展现了广告的魅力。
正因如此，各类广告语的翻译也就显得更加重要了。它是企业形象战略中重要组成部分，是商品进入他国市场的桥梁之一。在以质量取胜的前提下，还应十分重视广告，使商品符合异国文化和语言习俗，从而得到新市场的欢迎。因此，好的翻译有时能成为点睛之笔，为商品促销带来不可估量的效果。本文在功能理论的基础上，引用大量广告翻译实证，希望通过对修辞方法和翻译技巧的认真学习和渗透，提高大家对广告语的理解能力。

关键词：广告英语；修辞技巧；功能理论；翻译方法

Abstract

With the development of the times and our social progress, advertising has become indispensable in our daily life. People use it as a way to propagate and transmit information, its function can’t be underestimated, it is not only skillful in persuading people to buy products, but also gradually has become a tool for people to communicate which also influences the development of society and our economy. After China becoming one of the WTO members, advertisements appear in the markets frequently, they use various skills of rhetoric and methods of translation in advertising which make advertising language vivid, rhythmic, and creative, fully displaying the particular charming characteristic of advertising English language.
Just because of this, translation of various advertising language also becomes more and more important. Advertising translation plays the major part of company image strategy, and it has become one of the keys for the products to enter other countries’ market. Under the premise of winning by product quality, we should attach great importance to the advertisings as well. It makes the products come up to the foreign cultures and the customs of target language, which makes it quite popular in the new market. Therefore, a good translating of advertising will be the perfect finishing touch, and brings the immeasurable function for the sales-promotion. By using a large sum of case studies, the paper, on the basis of functional theory, is intended to through thorough and theoretical studies on approaches of rhetoric and translating skills to help us improve our understanding of successful advertisings.

Key words: advertising English; skills of rhetoric; functional theory; translating approaches