摘要

广告在日常生活中很常见，它主要目的就是引导消费者购买更多产品。今天在经济全球化的趋势下，国际交流和合作频繁，广告英语受到越来越多的人重视。本文主要讨论了几种修辞方法包括比喻、头韵、双关，其翻译方法主要是直译法、意译法。除此之外，我们在翻译时还需了解产品本身，同时考虑到文化差异、说服力等因素。广告英语的翻译并不是一成不变的，我们应该根据实际情况选择合适的方法。

关键词  广告英语，修辞，翻译方法

Abstract

Advertisement is very common in our daily life and its goal is to persuade people to buy more products. Today in the trend of economy’s globalization, there appears more and more international communication and cooperation, which leads people to pay more attention to advertisement English. This paper mainly probes into some rhetorical devices including simile, alliteration and pun and some translation methods including literal translation and free translation. Besides, when we are translating, we need to know more about products themselves. At the same time, we also need to take cultural difference, persuasion and so on into consideration. Translation approaches in advertisement English are not fixed and unchangeable. We should choose the proper translation methods according to actual conditions.


Keywords  advertisement English, rhetorical devices, translation methods   

1  Introduction
Advertisement is ubiquitous in our daily life and we are influenced by it unconsciously. Advertisement conveys refined information by a variety of artistic methods in order to persuade consumers to buy something or to do something. In our daily life we can see many kinds of advertisement such as press advertising, television and radio advertising, outdoor and transport advertising, window and point-of-sale display, exhibition and trade fairs, direct mail advertising and so on. Nowadays advertisement is closely linked to people’s life and makes our life colorful. When others mention advertisement to you, your first reaction might be to say, “It always persuades me to buy more things again.” We can see that advertising is the way of bringing information to the public in order to sell a product, a service, an idea, or an event. Therefore the goal of advertising is to promote the sale of products by attracting consumers’ attention and stimulate their purchasing desire and finally persuade consumers to buy advertised products by interesting and innovative expression. Besides, it creates mass markets by providing lots of information for consumers, which is beneficial for national economic development. Economy is important in national development. Especially as China having been a member of WTO, economic exchanges become more frequent. Advertisement plays a key role in international communication with its simple and concise form and makes cooperation and communication more convenient. What’s more, advertisement also has aesthetic function because some advertisement themselves are beautiful poems, which makes you enjoy a good mood.