中英文广告标题修辞的比较及互译

Rhetoric in Chinese and English Advertising Headlines and Translation

中英文广告标都运用修辞手法来增强广告语言的说服性,但文化背景不同,中英文广告标题在修辞上有许多不同点,互译时必须结合语言文化特征,以达到修辞效果。

The application of rhetoric in Chinese and English advertising headline improves the persuasion. This paper analyses the differences and similarities of rhetoric applied in Chinese and English advertising headline, and illustrates the translation methods with examples.