Abstract

Currently, with the further development of economic globalization, English advertising has played an significant role in promoting global trade prosperity. As a business language, the fundamental purpose of English advertising is to promote sales. The purpose of achieving sales for this fundamental purpose requires the advertising language to be elegant and persuasive, so a large number of rhetorical devices are made use of in English advertising, such as simile, metaphor, personification, hyperbole, pun, repetition, alliteration and so on. How to use the proper translation methods to translate rhetorical devices in English advertising is the main analysis of this paper.

 In this paper, through the literature analysis, common rhetorical devices in English advertising will be listed in and quit a few examples will be given, on the principles of literal translation, free translation and transliteration, analyzing the translation of rhetorical devices. Feasible suggestions can be put forward that simile, metaphor, personification, hyperbole suit for literal translation; pun and repeat suit for free translation; rhyme suits for transliteration.

Keywords: English advertising; rhetorical devices; translation methods

Contents

Abstract

中文摘要

1 Introduction.1

 1.1 Background of the Study1

1.2 Significance of the Study.1

1.3 Organization of the Study2

2 Literature review.3

2.1 Relevant Theory of Advertising3

2.2 Relevant Researches on Translation Methods.3

3 Rhetorical Devices of English Advertising5

3.1 Definition of Rhetorical Devices.5

3.2 Application of Rhetorical Devices.6

4 A Study of Translation Methods of Rhetorical Devices.9

4.1 Definition of Translation Methods.9

4.2 Analysis of Translation Methods of Rhetorical Devices.10

4.2.1 Literal Translation.10

4.2.2 Free Translation14

4.2.3 Transliteration15

5 Conclusion.17

References .18