摘 要

由于中英民族文化的差异,隐喻修辞在不同文化背景中的使用存在着很大差异。随着时代的发展和经济的进步，隐喻在两种文化中的使用已经从语言学、哲学和认知科学中不断渗透到别的学科。本文主要研究隐喻在中英广告中的使用，包括其使用的差异和翻译上存在差异，同时也初步分析了这些差异存在的原因。目的是进一步了解隐喻修辞，恰当处理隐喻在中西特定文化中应注意的地方,翻译时做到不错译,尊重文化环境，从而正确使用隐喻和理解中英广告中的隐喻。

关键词： 隐喻；文化差异；广告；翻译

Abstract

Due to the cultural differences between English and Chinese, metaphor rhetoric has great differences when used in different cultural backgrounds. With the development of times and economic progress, metaphor is not only used in linguistics, philosophy, cognitive science, but also infiltrating into other subjects gradually.
This thesis puts an emphasis on the use of metaphor in English and Chinese advertisements, including its differences of use and translation, also analyzes the reasons of the existence of these differences. The purpose of this thesis is to make the English learners have a better understanding of metaphor rhetoric. As a result, they can deal with it appropriately about the special culture, avoid mistakes in translation and respect cultural environment. Only in this way, can they use and understand metaphor in English and Chinese advertisement correctly.

Key words: metaphor; cultural difference; advertisement; translation

1 Introduction
In this introduction chapter, I’ll present a brief survey regarding rhetoric in both English and Chinese mainly in two parts: rhetoric in English and Chinese in general and the background and development of metaphor rhetoric used in advertisements in particular.

1.1 Brief introduction to rhetoric in English and Chinese.
Language can be the most important way for people to communicate today. It is influenced by culture and also enriched by different kinds of rhetoric. All the time, rhetoric is an essential part of the language and it is widely used in literature works and some other daily expressions. Rhetoric can not only enrich the language but also help people to deliver information better.