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1、On Rhetoric and Translation Skills of AdvertisingChapter One Introduction In the economic globalization and the commodity market internationalization, advertisements are everywhere, has become the sources of information that businessmen, enterprises and consumers obtain contractor product informatio
2、n, decide the important strategy of investment and consumption. The word “advertisement” comes from the Latin word “advertere”, meaning of “to arouse public attention to certain things, and lure in a certain direction as a means used.” In the background of internationalization, advertising has devel
3、oped a kind of propaganda way that have close relationship with marketing, communication, linguistics, sociology, psychology, aesthetics. The ultimate goal of advertising is to sell goods. To achieve this goal, we must stress the use of auditory, visual effects, adapt various means of communication
4、to expand the outreach to enhance the image of the goods. Writing advertising generally consists of five parts, which is the title, text, slogans, trademarks and illustrations. The first three belong to verbal part and the latter two belong to non-verbal part. The article mainly discuss the use of r
5、hetoric characteristic and translation skills in English advertisements.Chapter Two Rhetorical Functions and Methods of TranslationRhetoric origin from 2000 years ago in ancient Greece, is a kind of science study the language of art. Rhetoric is the art of using language, it should be based on commu
6、nication content, language environment to choose language and expression pattern appropriately. Rhetorical device is part of the rhetoric studies, including negative rhetoric and active rhetoric. The former term refers to sentences comply with the general rules of grammar and logic, “Take the clearn
7、ess, smoothness, flat uniform, steady as the standard” to avoid adverse effects. The latter refers to “use a variety of performance techniques according to the situation. The possibility of his best all languages, so that the image of said written shows, the specific nature and experience,” meaning
8、that use appropriate rhetorical methods to enhance language effect. English figures of speech and Chinese figures of speech are both “the formats of positive rhetoric, such as metaphor, metonymy, etc.”Language is the tool that spread information, exchange ideas and coordinated action between human.
9、English speaking and Chinese nation are both continuously research and improve the national language art, gradually formed a set of rhetoric has their own features. English and Chinese figures of speech have similarities at the same time they have differences too. In most English speech can be found
10、 in Chinese corresponding or similar rhetoric. Such as “as light as a feather (轻如鸿毛)” “as hard as a rock(坚如磐石)”etc. However, due to the difference of the two countries history, geography, traditional customs, living environment, aesthetic temperament and interest, thought and culture consciousness,
11、in describing or express the same concept usually according to the national language habits to choose the figure of speech. And because of the difference of English and Chinese in word form, morphological change, syntax structure and the sequence of words and language, tie-in range of different phon
12、etic rhythm, even the properties of similar figures in structure and using range are different, the difference make the English-Chinese translation more difficult. From the perspective of the translation can divide the figure of speech into three categories: can be translated, hard to translate and
13、can not be translated. Point out the method that the most appropriate and close to the original text for these three categories. Make the original tenor, form and meaning of rhetoric effect can convey to the translation perfectly. Rhetoric is literal translation, free translation, Offset method the
14、three methods of translation.2.1 Methods for Translation of Figures of Speech2.1.1 Literal TranslationThe speech that can be translated should use literal translation as far as possible. Namely keep the original sentence structure and rhetoric. Efforts to reproduce its form, content and style. The s
15、peech that usually frequent use, pay much attention on semantics, have corresponding figure of speech in English and Chinese all belong to this type. Such as simile, metaphor, personification, hyperbole, metonymy, irony, rhetorical question and parallelism.2.1.2 Free TranslationA free translation is
16、 a maximum processing for the untranslatable figures of speech which generally uses some respective language features, such as dual, onomatopoeia, rhyme, pun, repetition and so on. Because there are the differences between English and Chinese in the respect of grammar, voice, linguistic form and cultural background, some untranslatable figures of speech will become elusive if they are met phrased. In order to convey the meaning of the transla
