Abstract：
Advertising is an important marketing strategy in our daily commercial activities. As an applicative form, advertisement English has its own language features which mainly embodies in the selection of words, structure of sentences and usage of rhetorical devices. Rhetorical feature is one of the most indispensable points in human communication which also be used frequently in advertising English. The frequent and widely use of rhetorical tactics is an important characteristic of advertising English, which is an effective way to make the advertisement more attractive. Advertisers use simile, metaphor, parallelism, pun and rhyme or some other rhetorical devices to strengthen the expressive effort of language. Nida’s theory ‘dynamic equivalence’ requires producing the same effect on target text and the source text. Because of the language differences between English and Chinese, advertising English needs take notice of its translation strategies. On basis of this, literal translation, free translation, conversion and zero translation are good choices in advertising translation. Commercial advertisement English is different from English in other field, especially on the utility of rhetorical devices. The proper use of rhetorical devices could strengthen the expressive effort of language. Because a study of rhetorical device can bring great benefit to the advertising English and business activity, so the study of English advertising, especially a study of advertising translation has became hotspot. Based on large amounts of advertising, especially the relevant materials of advertising English, this paper explores the main features of advertising English, particularly focus on rhetorical device and exploration of translation methods. Understanding rhetoric advertisement translation and the use of method can achieve the ultimate purpose of advertising business—to gain maximum profits.
Key words：Advertising English; Rhetorical Device; Dynamic Equivalence; Translation method
摘 要：
广告是我们日常商业活动中的一种极为重要的市场策略。作为一种运用方式，广告英语具有其独特的语言特点，主要体现在词语的选用、句子的构造和修辞的手段方面。修辞作为人类交流中最不可或缺的一点，也是广告英语中常用的一种手段。广泛使用的修辞手段是广告英语的一个重要特征，能有效地使广告充满吸引力。广告人使用明喻、暗喻、排比、双关以及押韵或是其他一些修辞手法来加强语言的表现力。奈达的功能对等理论，英语论文，要求在翻译的文本和原文本上达到相同的效果。因为中英语言上的异同，我们需要注意广告英语的翻译技巧。基于这一点，直译、异译、创译和不译都是广告翻译中不错的选择。广告英语不同于其他领域的英语，要求在修辞的使用上正确使用修辞手法从而达到增强语言表达效果的影响。因为针对广告的修辞手法的探讨给广告英语及商业活动带来了很大的裨益。所以英语广告的探讨，特别是广告的翻译探讨已经成为了一个热点。依据大量的广告，特别是有关广告英语的材料，本文研讨了广告英语的主要特点，尤其侧重于对广告的修辞手法及其翻译措施的探究。了解广告修辞手法和翻译措施的使用能够达到广告的最终目的——获取最大商业利润。
关键词：广告英语；修辞手法；功能对等；翻译措施
，英语论文题目 |
