Abstract:

With the fast development of social economy and the increasing international cooperation in trades, advertising is becoming more international than ever. An excellent advertisement brings many advantages, such as it can arouse customer’s attention and interest in commodities advertised, enrich people’s spiritual and cultural life, change people’s consumption conception and guide the consumption trend. A glowing number of people are studying the features of advertising language, and the appropriate use of rhetorical devices plays a key role in product promotion and sales in the advertisement. So it’s also essential to focus on the translation skill of rhetorical devices in advertising English.The paper tries to explore the rhetorical devices and their translation in advertising English from the aspect of trope, personification, hyperbole, repetition, pun and parody so as to have a more profound understanding of adverting English translation.

Key words：advertising; rhetorical devices; translation approaches

摘要:

随着社会经济的快速发展和国际经贸合作的日益密切，广告也日益具有国际性。一则成功的广告可以吸引人们对商品的兴趣，丰富和活跃人们的精神文化生活，改变人们的消费观念，引导人们的消费潮流。越来越多的人研究广告语言特色，其中修辞手段能否恰当使用对广告能否成功地达到宣传效果，促成广告产品的销售起着关键作用。因而注重广告英语修辞手法的翻译技巧也是十分必需，本文试从比喻、拟人、夸张、重复、双关、仿拟等方面对广告英语中的修辞手段及其翻译方法进行探讨，以期对广告英语翻译有更深刻的理解。

关键词：广告; 修辞手段; 翻译方法
                
Introduction
Advertising which is based on its unique language and linguistic art uses the particular function of language to attach readers’ attention and interest in certain commodity and at the same time to arouse purchase intention. The success of an advertising copywriting lies not only in visual and auditory effects, but also in having more refining vivid advertising words which are impressive among people. The advertising language, from the literal meaning, is a kind of language to describe advertisement. In common parlance, they are just some simple and easy-to-remember advertising words created to attract customers’ attention. In order to achieve the purpose and effect of promotion, advertising words should not only have the effectiveness of promotional products, but also should adopt some new and special content to attract consumer's visual and auditory. Although many other ways like photo and photography can be used in the advertising, language is the most original way to promote the products or services. Language has different influence and effect in the advertising which cannot be reached by photo and photography, so language is really so important to the advertising.