英语广告文体中的押韵

On the Rhyme in the Style of Advertisement

押韵是英语广告中最重要和运用最多的修饰手段。押韵使得广告节奏鲜明、抑扬顿挫、格调优美、容易记忆,使消费者过目不忘,刺激其购买欲望,使广告达到形式与内涵、视觉美与听觉美的统一,增强了广告的感染力。头韵、元音韵和辅音韵是三种最基本的押韵修辞格。直译、意译和套译是主要的翻译方法。

Rhyming is the most important and widely used rhetorical device in English advertisement. It makes advertisement sound good and easy to remember. Consumers can remember it at a glance and might have the desire to purchase the goods. Rhyming makes advertisement perfect in form and connotation, achieving the unification of seeing and hearing. Alliteration, assonance and consonance are three main rhetorical devices, and literal translation, interpretation and naturalization are the main translation approach.