摘  要

当今世界正处在一个媒体时代,所有信息都通过多媒体传递。但是不是每样东西都能无障碍传递，比如说国外广告在传递过程中就需要很准确的翻译。由于语言和文化上的差异，使我们在对英语广告中的修辞手法及其翻译中出现了困难，往往会导致对源广告的误解，从而使广告无法达到预期的目的。本文通过列举几种不同的修辞手法及其翻译策略，同时还就文化对翻译手法产生的影响进行了初步探讨。笔者认为英语广告中的修辞翻译应当遵循这样一个原则，即文化与翻译应当结合起来。当英语汉语修辞手法在表达手法和文化内涵上差不多时，应当采用直译法，将源语言的意思准确而又直接的表达出来。而当修辞手法在表达手法和文化内涵上差得多时，应当通过意译法尽可能的将源语言的修辞效果表达出来。本文第一章将主要介绍广告的定义及其主要作用和特点，让读者更好地了解什么是广告。第二章将说明各种修辞手法的定义，并且举例来说明这些修辞手法在广告中的作用。第三章将具体说明英语修辞手法的翻译手法。第四章则是总结广告翻译的重要性及其本篇文章的研究意义。

关键词：修辞手法；文化差异；翻译手法；意译；直译

Abstract

The world is in the age of media, and every piece of information is transferred by multi-media. However, not everything can be transferred without barriers. For example, foreign advertisements need precise translation in the procedure of transmission. Because of the differences in languages and cultures, we have difficulty in understanding the rhetorical devices and choosing the most proper translation strategies, which generally lead people to misunderstandings of the original advertisements version and make it impossible to achieve its expected targets. This paper points out several rhetorical devices and its translation strategies. At the same time, it also discusses the issue on the influences which the cultures have on the translation strategies. The author holds the view that all the rhetorical devices should be translated following the principle that the translation should combine with the cultures which could make the translation best understood by both people from the target languages and original languages. The direct translation should be selected to translate when the rhetorical devices are similar on the methods of expression and cultural conception and make the translated version as precise as possible while the literal translation should be chosen to translate when the rhetorical devices are distinguished from methods of expression and cultural conception since translators should try their best to understand the comprehensive meaning of the original version and translate it into a version which express the meanings of the original version most perfectly. In the first part of this paper, the definition of advertisements, the main functions and characteristics of advertisements will be illustrated. In the second part of this paper, the definition of different rhetoric devices will be stated. And different examples will also be listed to tell how the rhetoric devices work in the advertisement. The third part of this paper will focus on the translation methods of rhetoric devices in the English and Chinese advertisement. The fourth part of this paper will conduct the importance of advertisement translation and the significance of this thesis

Key words: rhetorical devices; cultural differences; translation strategies; literal translation; direct translation