摘要

随着社会经济的发展，广告变得越来越重要并且在我们日常生活中扮演着重要的角色。广告不仅是为了促销产品和激发消费者的兴趣,也加深了人们对广告产品的印象,使得品牌获得人们的支持。英语广告常常使用一些修辞手段来增强语言表达的效果使它更有趣、更令人信服。为了使广告获得更好的宣传效果，正确地完美地使用一些修辞方法是十分有必要的。修辞手段使广告更加生动,引人注目,充分展示了广告的魅力。在广告翻译中,译者应该注意广告的修辞风格,灵活地选择合适的翻译方法。本文尝试通过一些例子来分析广告语言的修辞特点及翻译方法,试图从修辞的角度找出翻译英语广告的修辞的最合适的方法。

关键词  英语广告，修辞手段，翻译方法

Abstract

With the development of social economy, advertisement is increasingly important and plays an important part in our daily life. Advertising not only promotes products and generate consumer’ interest, but also deepens people’s impression of the advertising products, making the brand win people’s support. English advertising often uses figures of speech to heighten the effect of language expression to make it more interesting and convincing. In order to make the advertisement obtain better promotional effect, it is necessary to use some rhetoric means correctly and perfectly. Rhetorical devices make advertisement vivid, arresting, and fully demonstrate the charm of advertisements. In advertising translation, the translators should pay attention to advertising rhetoric style and choose appropriate translation methods flexibly. This paper attempts to analyze rhetoric features and translation methods of the advertising language by examples and tries to find out the most suitable methods of rhetoric translation in English advertising from the perspective of rhetoric.

Keywords  English advertising, rhetorical devices, translation methods

1  Introduction
The word advertisement comes from Latin advertere which is meant to arouse the public’s attention to certain things. It is a communicative activity with strong target. After a long development, it owns unique artistic style and language features. As a rule, an advertising creator uses various rhetorical devices to expand advertising information and to deepen the impression of the product. With the development of social economy and culture, advertising plays an increasingly important role in promoting marketing and building brand images. Nowadays advertising has become an indispensable part of daily life.