Abstract:With the rapid development of economic globalization and cross-cultural communication, thousands of English advertisements have been flooding into the Chinese market and affecting our daily lives. As a consequence, the translation of English advertisement is becoming more and more important. This study makes an analysis of the application of Chinese rhetoric in the translation of English advertisement. In this thesis, the author firstly introduces the background and some basic concepts of advertising, aesthetics, and Chinese rhetoric. Secondly, the author specifically describes the three aesthetic characteristics of the advertisement. Thirdly, the author respectively analyzes the use of six Chinese rhetoric devices in translating English advertisement. At last, the author concludes the whole thesis and presents the significance and limitations of the thesis, and suggestions for further studies.
Key words: advertising, the translation of English advertisement, Chinese rhetorics, aesthetics
CONTENTS
Abstract
中文摘要
1. Introduction1
2. The Aesthetic Characteristics of Advertisement.2
2.1 Image
2.2 Linguistic Conciseness
2.3 Emotional Appellation
3. The Application of Chinese Rhetoric in Translation of English Advertisements 6
3.1 Metaphor
3.2 Personification
3.3 Pun
3.4 Parody
3.5 Rhetorical question
3.6 Hyperbole
4. Conclusion..11
Bibliography....12
Acknowledgements..13
