修辞特点与广告英语标题翻译

Rhetorical Figures and the Translation of Advertising Headline

在广告文本中,最为重要的是广告标题,其作用是唤起读者对整个文本的关注进而激起受众对商品的购买欲。广告英语标题中的修辞手法能否恰当使用对其能否成功达到宣传效果、促成广告产品的销售至关重要。功能翻译理论为英语广告标题中的修辞特点翻译提供了理论基础。

In advertising texts, the most important linguistic element is the headline. The function of the headline is to persuade readers to continue reading the remaining body text and, ideally, buy the advertised product. The proper using of the rhetorical figures in English advertising headlines is the most important element to make the successful propaganda and sale. The Functionalist Translation provide theoretical bases for the advertising translation,