Abstract

With the development of global economy, the trend of international English advertisement becomes increasingly obvious. As Chinese market economic system gradually becomes mature and China has become a member of world trade organization, Chinese companies and enterprises must explore their international market accordingly. Advertisement is one kind of practical style of writing which contains much business value and whose final purpose and main function are to persuade the consumers to accept its goods and services. Therefore, it is very common to apply many rhetorical devices in business English advertisement so as to offer vividness, exquisiteness and attractiveness to consumers. At present, English advertisement gains its popularity and importance home and abroad owe to its succinctness and expressiveness as well as the profound application and the special linguistic fascination. This paper will have a comprehensively and appropriately analysis on rhetorical devices and translation methods of English advertisement under the guidance of the theory of functional equivalence so as to offer a chance for readers to understand English advertisement well. The appropriate application of the rhetorical devices and translation methods will make English advertisement more vivid and lively and impress readers a lot. On the basis of the previous studies, this paper will discuss different rhetorical devices and translation strategies in detail.

Key words: English advertisement; rhetorical characteristics; translation methods

Contents

Abstract

摘要

1Introduction-.1

2 Rhetorical Characteristics of English Advertisement-1

2.1 Frequent Use of Pun-1

2.2 Frequent Use of Rhyme.-3

2.3 Frequent Use of Metaphor-4

2.4Frequent Use of Personification-6

3 The Translation Theory of English Advertisement-5

3.1 The Definition of Functional Equivalence-5

3.2 The Classification of Functional Equivalence-6

3.2.1 The Semantic Equivalence-6

3.2.2 The Stylistic Equivalence-6

3.2.3 The Pragmatic Equivalence-7

4 Translation Methods and Criteria of English Advertisement-8

4.1. The Literal Translation-8

4.2 The liberal Translation-9

4.3 The Amplification Translation-11

4.4 The Omission Translation-12

5 Conclusion-13

References-15