Abstract:

As two important figures of speech,there are differences between metaphor and simile;metaphor is a figure of speech of using hidden comparison.As we all know,metaphor is widely used in different fields.Based on the theoretical knowledge of metaphor and some relevant examples,this paper mainly analyses the application of metaphors in advertising English translation and translation strategies.
The first chapter is about basic information of advertising and stylistic features of advertising English. The second chapter gives some relevant information about metaphor,such as its definition and functions and so on.The third chapter is about methods of translation.The fourth chapter gives a clear analysis on application of metaphors in advertising English translation.And the last part makes a general conclusion.By analysis and studies,metaphor is becoming easier to be understood.Meanwhile the study can also motivate learners’ interests in the translation of metaphor and promote cultural communication.

Key words:  advertising English;application of metaphor;translation of metaphor

摘 要：

作为两种重要的修辞方式，隐喻和明喻存在着不同之处，隐喻是进行隐藏的比较的这样一种修辞手段。在翻译领域中，隐喻较为常见的翻译类型。在广告英语翻译中，隐喻的运用随处可见。本论文从隐喻的理论知识出发，结合相关例子分析，主要讨论隐喻的翻译方法及隐喻在广告英语翻译中的运用。
本论文的第一部分是关于广告及广告英语的语体特征；第二部分是关于隐喻及其定义、类型和作用；第三部分是关于翻译的两个主要翻译方法；第四部分是关于对隐喻在广告英语翻译中的运用的相关例子进行分析。论文最后一部分进行了总结。通过本论文的研究使得隐喻在广告英语翻译中的运用更加简单明了，利于大众理解，并且有利于学生们学习。希望大家可以更加认识到隐喻在日常生活学习中的重要性，激发相关学习者更好地学习隐喻的翻译，更好地促进相关文化的交流。

关键词：广告英语；隐喻；隐喻翻译

1 Introduction:
The article is about metaphor in advertising English translation.Many readers will have a question like “What is metaphor?” People always associate simile with metaphor . Actually metaphor is not only a linguistic phenomenon,but a cognitive activity. Tenor and vehicle are two terms of metaphor. There should be some similarities between them. Based on the similarities, metaphor can associate the abstract with the concrete, or the familiar with the unfamiliar. Metaphor translation has been studying for a long time. In business,advertisements play an important role;they modify the features of goods through the use of metaphor,so as to draw consumers’ attention.Metaphors in advertising can not only be regarded as a kind of language phenomenon,a kind of means,but also it is a kind of cultural phenomenon,which is more worthy of our attention and discussion.