Abstract

With the development of economic globalization, commodity competition has become more and more fierce. In order to occupy the market, advertising becomes an indispensable way. To strengthen the power of advertisements’ attraction and persuasion, the advertisers often use rhetorical devices in advertisements. With more and more foreign commodities entering into Chinese market, English advertisements need to be translated into Chinese. Due to the differences between Chinese and English language, the translation of English advertisements needs to adopt different translation strategies.
This thesis studies the rhetorical characteristics of English advertisements and their translation strategies. It has three parts. The first part introduces the basic knowledge of advertisements and their functions; the second part analyzes the rhetorical devices such as simile, metaphor, personification, pun, hyperbole etc. in English advertisements by giving examples; and the third part discusses the translation strategies of English advertisements.
The aim of this thesis, firstly, is to promote the trade between China and Western countries. Secondly, it helps the Chinese commodity sellers to know and translate English advertisements better, and transmit the information of their products correctly. Thirdly, it aims to help the Chinese consumers to get more information from the translated advertisements and purchase foreign goods rationally.

Key words: rhetorical devices; English advertisement; translation strategy

摘  要

随着经济全球化的发展，商品竞争愈演愈烈，要使商品占有市场，广告宣传是必不可少的手段。为了增强广告的吸引力和说服力，广告商常常在广告中使用修辞手法来增强广告词的效果。随着越来越多的外来商品涌入中国市场，英语广告需翻译成汉语以迎合中国消费者的需求。因为英汉两种语言存在差异，为了尽可能的减少修辞效果在翻译中的损耗，英语广告的翻译需要采取不同的翻译策略。
本文分三部分研究了英语广告的修辞特点及翻译策略。第一部分介绍了广告的基本知识和功能；第二部分通过举例分析了明喻、暗喻、拟人，双关、夸张等修辞手法在英语广告中的运用；第三部分研究了英语广告的翻译策略。
本论文通过对英语广告的修辞特点及翻译策略的研究，旨在促进中西方国家贸易往来；帮助中国的商品经营者更好的了解英语广告，翻译英语广告，从而向消费者传递正确的商品信息；同时，帮助中国消费者通过广告中获取更多的商品信息，促使他们对外来商品的理性消费。

关键词：修辞手法；英语广告；翻译策略