Abstract:Advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Advertising language should be fascinating and persuasive, so its vocabulary must be vivid and unique. Using a variety of rhetorical devices in advertisements can make advertising language vivid, humorous and concise, make it more attractive and appealing. From one language to another language, the translation of advertisement is necessary to retain the original, but also fit the psychology of consumers. The translation should be based on the characteristics of advertisements, and translators should choose the appropriate expression, making the translation fully reflect the original style and form of expression. The purpose of this paper is to focus on the rhetoric and translation approaches in advertising English. First of all, through the concrete analysis of the advertising language, the author explores the characteristics of vocabulary and sentence in advertising English. Secondly, that author analyses forms of the rhetoric figure, function and effect of expression in advertising English. In addition, the author discusses the translation methods of advertising English. Besides the translating skills, principle of reciprocity also needs careful study. The methods include the following four categories: transliteration, translation, adjustment and paraphrase. By discussing the different rhetoric devices used in advertising English, it can help us understand and appreciate the advertisements. Learning the advertisement's translation methods, the deep meaning of advertising can be showed out.
Keywords: advertising English; rhetoric feature; translation approaches; sense of beauty; persuasive
Contents
Abstract
中文摘要
Chapter 1 Introduction-1
Chapter 2 Linguistic and Communication Significance of Rhetorical Devices-3
2.1 Rhetorical Devices-3
2.2 Linguistic and Communication Significance-3
Chapter 3 The Rhetoric Features of the Advertising English-5
3.1 Functions of Rhetorical Devices in Advertising English-5
3.2 Classification of Rhetoric Devices-5
3.1.1 Similar and metaphor-5
3.1.2 Parallelism-6
3.1.3 Personification-6
3.1.4 Pun-7
3.1.5 Repetition-8
3.1.6 Alliteration and rhyme-9
3.1.7 Antithesis-9
Chapter 4 Translation Approaches in Advertising English-11
4.1 Translation Principles-11
4.2 Translation Methods-11
4.2.1 Literal Translation-11
4.2.2 Free Translation-12
4.2.3 Creative Translation-13
4.2.4 Supplementary Translation-14
Chapter 5 Conclusion-17
References-19
Acknowledgments-20
