英文广告的修辞特点及其翻译方法

Rhetorical Devicesand Translation Techniques Used in English Advertisements

随着经济的发展和科技的进步,广告已经渗透到我们生活的各个领域中了。众所周知,在市场竞争日趋激烈的今天,想让自己的商品在众多同类竞争者中脱颖而出,吸引消费者,除了产品本身的质量外,广告必不可少,而在市场环境国际化的大背景下,恰当的广告语言的运用,贴切的宣传自己的商品,更是重中之重。结合具体广告实例对英文广告中的修辞特点及其翻译方法进行初步探讨,希望会对我们今后理解和翻译广告有所帮助。

With the development of economy and the progress of science and technology,advertising has penetrated into every aspect of our lives. As is known to all, the market competition is fiercer and fiercer day by day, if the enterprises want to let their goods attract consumers,in addition to the quality of the product itself,advertising is essential. In the market environment of the international background,the right use of the advertising language and the appropriate publici- ty of their own products are paramount. Combining with the specific advertising examples of English advertisements, we discuss the rhetorical devices and the translation techniques and hope to be helpful for us to understand and translate ad- vertisements in the future.