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1、Rhetoric in Advertising English and their Translating Strategies1. Introduction12. Rhetoric in advertising English and their translating strategies42.1 Rhetoric in advertising English42.1.1 Types of rhetoric in advertising English and their functions52.1.1.1 Phonetic rhetoric in advertising English5
2、2.1.1.2 Lexical rhetoric in advertising English72.1.1.3 Syntactical rhetoric in advertising English122.2 Translating strategies for rhetoric in advertising English132.2.1 Translating principles142.2.1.1 Dr. Eugene A. Nidas dynamic equivalence142.2.1.2 Peter Newmarks communicative translation142.2.2
3、Translating strategies152.2.2.1 Rhetorical translation162.2.2.1.1 Rhetorical transference162.2.2.1.2 Rhetorical replacement182.2.2.2 Non-rhetorical translation193. Conclusion23References251. IntroductionWith the development of the economic globalization, the trading activities of all kinds of commer
4、cials have boosted the economic and cultural development of various countries in the world. Advertising plays an important role in such activities. A successful advertisement can not only help to stimulate the consumption, but also to deliver information effectively.According to American Marketing A
5、ssociation (AMA), advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media(Wang Yanxi, 2004). From the definition of advertising, it can be learned that to be pers
6、uasive is the main function for advertising to play. Besides this function, advertising also possesses other functions, such as providing products information and establishing goodwill.From the above, a conclusion can be made that the purpose of advertising is to draw the attention of the consumers,
7、 to stimulate their interests, and to lure them into taking action to purchase the advertised products. In order to achieve this purpose, different kinds of devices have been used in advertising English. No matter how advanced the devices are, the basic one lies in using language. Thus the language
8、of the advertising English inclines to be highly artistic. The employment of rhetoric plays an important role in making the advertising language artistic, hence attracting consumersattention. Rhetoric is effective in creating charming images and fascinating scenes. The proper use of different kinds
9、of rhetoric can help to increase the appeal of the advertising language. Through producing such appealing effect, the products sale is pushed and finally the advertisings main purpose is achieved.In English, rhetoric consists of three types, phonetic rhetoric, lexical rhetoric and syntactical rhetor
10、ic. In advertising English, the most frequently-used English rhetoric are onomatopoeia, alliteration, simile, metaphor, metonymy, personification, hyperbole, pun, parody, parallelism, contrast and repetition. The employment of these rhetorical devices makes the advertising English more attractive an
11、d memorable. For the target consumers, in order to obtain the same effect as the source language does, it is necessary for consumers to know and appreciate these devices in advertising English. The apt translation can only be made on the basis of appreciating these rhetorical devices in the source l
12、anguage. However, because of the cultural and social differences between English countries and China, it is somewhat difficult for translators to translate such appealing English rhetoric into Chinese.Some scholars have committed themselves to working on the translation of rhetoric in adverting Engl
13、ish into Chinese. According to different translating principles, different scholars have different translating strategies on translating rhetoric. Some scholar thinks that Dr. Eugene A. Nidas dynamic equivalence can be applied to rhetorical translation from English to Chinese. Nida emphasizes that “
14、The readers of a translated text should be able to understand and appreciate it in essentially the same manner as the original readers did.” His equivalence is between the two impacts and he focuses on the target readers. He stresses that the same impact of the translated text should be produced as
15、the original text(Nida, Eugene A, 2001:148). Another scholar considers that English rhetoric in advertising should be translated from the angle of aesthetics, that is to say, it should be translated to reflect the same aesthetic effect as the original one. Based on these different principles, they p
16、ut forward some useful and proper strategies on translating the rhetoric, such as literal translation, free translation and flexible translation which are presented by Tan Weiguo.2. Rhetoric in advertising English and their translating strategiesAs is shown in the introduction, because of the unique object of advertising English, to attract consumers attention and encourage them to buy, the language used in adverti
