摘要

当今社会，广告渗透在我们生活的每一个角落。无论它的内容是什么，也不管它的传播方式是什么，语言是最有力的手段。广告英语经过长期的发展，使它有了自己独特的方式和特点。为了艺术地实现商业目的，广告英语成为了语言艺术和商业促销的结合体。因此有大量的修辞在广告英语中灵活的运用，它能最有效的实现广告的目的。广告又是一种特殊的交际形式。从语用学角度讲,广告宣传是一种语用行为。其目的在于说服交际对象(消费者)接受其产品,服务等。具体地说,是一种说服性言语行为,这种行为带有明显的功利性,因而往往得通过策略去获取。这一战略的关键点就是如何把握广告的翻译。广告语言的翻译不仅仅是一种语言转换，更是一种文化交流。因此应尽可能实现译文广告语与原文广告语的效果等值。在翻译过程中处理广告英语的用词特点时，译者可以根据实际情况，选择恰当的翻译技巧。在翻译过程中，在充分了解其问题特征的同时，还要考虑到文化语言上的差异，修辞手法及语言变异等现象。

关键词：广告；商业目的；翻译技巧；修辞手法

Abstract

In modern society, advertisement infiltrates various aspects of our life. No matter what the contents of advertisements are, and what the modes of transmission are, the language is the most powerful means. English language of advertisement through a long-term development has also formed its unique style and characteristics. In order to realize commercial purpose artistically, advertising English becomes the combination of language arts and business selling. Hence，all sorts of rhetoric are applied flexibly in advertising English, which most effectively realize its advertising purposes. Advertisement is also a form of special communication. From the pragmatic perspective, advertising is a pragmatic behavior, whose purpose is to persuade consumer to accept its products, services, etc. Specifically speaking, it is a persuasive speech acts with the behavior of obvious utility, so it often has to take the strategy. The key of this strategy is how to grasp advertising translation. Advertising translation is not only a language transformation, but also a kind of cultural exchange. So we should have the translation version and original advertisement with the equivalent effect as far as possible. According to the actual condition, the translator can choose the appropriate translating skills when handling the words in the process of translating. Translator should fully understand its stylistic features when they translate the advertising English. Meanwhile, they should consider the differences in culture, rhetorical devices and variation of language.

Key words: advertisement; commercial purpose; translating skills; rhetorical devices