广告修辞英语论文

AbstractAdvertising English is a kind of high commercial value of practical style. Advertising aims to lead the public attention to a publicity campaign of something. It is commodity developed and the inevitable product of the information flooded society;It expands people’s imagine living space, stimulate people’s desire, promote people’s consumption ability, create a higher standard of living.Every corner of the society are filled with ads., ads abounds everywhere. To make a comprehensive survey in the history of business, in the fierce competition of the commodity markets, successful high-quality brand-name products are always corresponding with the appropriate ads as a lead, and successful advertisements are always with a clever use of rhetorical devices, novel and unique vocabulary, concise statement to gain the trust and love of the goods from the consumers. The use of rhetorical devices often determines the creativity and the effect of advertising. This paper illustrate the use of the advertising slogan by way of examples in a variety of rhetorical devices such as puns personification, metaphor, rhyme, contrast, repetition, etc.. And proposed three methods of rhetoric and translation of English advertising from the view of main rhetorical and its function: literal translation, liberal translation and offset method. Put forward the viewpoint that advertising translation is to be based on highlighting the function of advertising , processing and transformation of the original advertising text, sentence and originality, so that the translation of advertising in line with the viewpoint of the public’s cultural habits and consumer attitudes.Key words: advertising English; rhetoric features; translation skills摘要广告英语是一种商业价值很高的实用文体。

广告，就是将公众注意力引向某事物的一种宣传活动。

它是商品发达，信息充斥社会的必然产物；它扩大人们想象生活的空间，刺激人们的欲望，促进人们的消费能力，创造更高水准的生活。

社会的每个角落都充斥着广告，广告宣传随处可见。

纵观商业史，在激烈的商品市场竞争中，成功的优质名牌产品总是以与之相应的广告作为先导，而成功的广告则总是巧妙地运用了修辞手法，以新颖独特的词汇，简练的语句博取消费者对商品的信赖和喜爱。

修辞手段的使用往往决定着广告的创意与效果。

本文以实例说明了广告语中运用的多种修辞手法如双关拟人、比喻、压韵、对比、重复等。

并从主要修辞手法及其功能角度提出了英语广告修辞翻译的三种方法:直译法，意译法和弥补法。

提出广告翻译就是要立足于突出广告的功能，对原广告的文字、语句和创意进行加工改造，使所译广告符合大众的文化习惯和消费观念这一观点。

关键词：广告英语；修辞；翻译CONTENTSIntroduction (1)Chapter one Advertising English (2)I. Definition of advertising (3)II. Principles of advertising English translation (4)Chapter Two Common Rhetorical Devices in Advertising English (9)I. Metaphor (3)II. Personification (4)III. Rhyme (4)Chapter Three Basic Methods for Translating Advertising English.. (15)I. L iteral translation method (10)II. Liberal translation (11)IntroductionAdvertising is a kind of strong communication activities.Advertisement is omnipresent in our modern society. It seems wherever we go, such small ads will greet our eyes: the supermarket, the subways, the stop sighs, the walls of public buildings, the garbage cans, and whatsoever.We live in a world full of advertising. As potential consumers, we are endlessly bombarded with all kinds of products or service information from various media including newspapers, magazines, television, radio, posters and internet, etc. Advertising tells the consumer what a specific product, brand or service should do when it is used and thus helps him or her to understand and evaluate experience with the products and services that he or she uses. On the other hand, advertising promotes sales and profits by making people aware of products, service and ideas. Nowadays, advertisements appear everywhere in the modern world. Naturally, advertisements in English have become an important means of communicating ideas, demonstrating a variety of linguistic features of its own.“Advertising ”comes from the Latin word “adverto”meaning “turn attention to catch your eyes”.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.The world's first ad is conducted by voice, called oral advertising, also known as selling advertising, which is the most primitive, the simplest form of advertising. With the growing influence of mass media,many different advertising invades every aspect of our lives. Such as newspaper,magazine,TV,radio,internet and so on.A simple advertisement, may use a variety of rhetoric to strengthen its effect, make people feel beautiful and moving, after watching. When translating English advertising, therefore, was adopted by the need to try to pass the advertisement rhetoric method, make the target language advertising readers can understand the appeal of advertising to the source language and target language advertising also canproduce advertisement the effect of source language. Commonly used rhetorical devices in advertisements are pun, personification, metaphor, rhyme, comparison, repeat, etc. Extensive use of rhetorical devices in advertising, caused the difficulties of translation. Because of the difference of English and Chinese language and cultural background is different, the task of objectifying the subtleties of English used in it’s sometimes difficult to reproduce in Chinese. Translators should analyze the similarities and differences, in translation, as far as possible use the same or similar rhetoric, and express according to Chinese custom and Chinese readers’aesthetic temperament and interest for the same.This thesis will be present in three chapters. The first chapter is an introduction t o the whole thesis. The cores part of this thesis is definition of advertising English and principles of advertising English translation .In the second chapter ,the author will discuss common rhetorical devices in advertising English.It contains three parts, including metaphor,personification and rhyme. And In the third chapter, the author analyzes basic methods for translating advertising English.Chapter oneAdvertising EnglishI. Definition of advertisingThe Oxford Advanced Learner’s English-Chinese Dictionary (Extended fourth edition) defines it as “public notice offering or asking for goods, services, et c.” According to the definition Committee of American Marketing Association (AMA),advertising defines as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified spons ors through the various media.” Today, with the development of the technology and the diversity of the mass media,advertising has influenced us pervasively in our daily life. However, whatever the promotive strategies advertising takes, language is the main carrier of message all along, as The Language of Advertising, by Vestergaard & Schroder, says, “Advertising takes many forms, but in most of them language is of crucial importance.” Advertising language is a style of immediate impact and rapid persuasion. The point of an advertisement is to persuade you of the merits of a particular product or service, in order that you will take out some of your money.II. Principles of advertising English translationOne of the main functions of advertising is to provide product information, including information about the brand name, price, size, performance, characteristics of the product and so on. Therefore, it becomes extremely important for consumers to be able to understand all the information. When there is a divergence between the advertised product and its counterparts, how to transform its unique features into the selling point becomes a vital issue. In particular, those advertisements containing a large amount of information require clear and relative explanation. From a dialectical perspective, an international advertisement can be viewed as an entity, which is composed of form and content.Chapter TwoCommon Rhetorical Devices in Advertising EnglishI. MetaphorMetaphor can make language vivid, image, it can be used to express the similar relationship between two different things, rendering concreteness and iconicity of language, enhance the aesthetic feeling of language, so as to arouse the consumers’own mental associations with associations of product. Unlike a simile, this comparison is implied, not expressed with the word "as" or "like". But figurative similes and metaphors are also common in some aspects.II. PersonificationPersonification refers to describing objects or creatures as people, give people’s words and deeds or feelings, makes these items or biological image more bright and the outstanding, give the reader left a deeper impression, and stimulate their purchasing desire. Here is an AD about repair bag service. Wherever it hurts, we 'll at heal it.In advertising, the author compared the bag to have things of life, it means that “no matter where it was injured, we will make it heal”. The AD, the authors compared the bad leather case to the injured person, doing repair is cured, at this time of personification not only vivid, but also makes the advertisement vivid and interesting.In other words, it is used for people of all kinds of words used to describe things, give “thing” with human words and deeds or thoughts and feelings, to enhance the appeal and vitality. Such as: She has her own spirit and it graces everyone she comes near. She has her own spirit, makes her everywhere, everyone is so more beautiful.The anthropomorphic she will perfume advertising is not only refers to the advertisement have a passion for raglan perfume beauty, and refers to the perfume itself, and a natural site, this perfume is specially designed for the female.It ’s for your lifetime.This AD, watch, the watch to a person, and accompany with you daily, arising if is your lover. Both illustrates the important of commodities, and emphasize the quality of the watch is durable.III. RhymeThe rhetorical device most often appeared in poems rhyme, it is made up of thesame or similar rhyme. It makes the AD rich rhythm, reads punchy, catchy. Below is a“My goodness! My Guinnness!”Including My goodness for spoken English, said. Guinnness is beer brand, with a goodness of alliteration, rhyme, same facilitate catchy, easy to remember. At the same time two exclamatory sentence perfectly the outline of people drinking beer Guinnness praise.Chapter ThreeBasic Methods for Translating Advertising English The introduction of English ads with its unique based on language and language art, using the language persuasion function to draw the reader’s attention to a commodity and interests, and arouse their purchase desire. Left behind by a successful advertisement is not only a striking visual and sound effects, there should be refined, vivid advertisement, let more people happy to aftertaste and universal appeal. Therefore, advertising language must be wash practice, vivid, image, strong leap, emotional color and appealing, and rhetorical devices is the medium of English advertising to achieve more than the best. In this paper, the figures of speech in English advertising language to carry on the analysis, in order to show its endless charm in the advertising. Second, the advertising language and advertising language rhetoric is one of the usability is very strong in the commodity society unique language, it is not just a simple business language, but a collection of literature, aesthetics, psychology, advertising, marketing and consumer behavior such as discipline as one of the motivational art language (1 oaded artistic language). It reflects the customer’s needs, motivation, choice, fully expresses the product information again at the same time, set up the product image. So outstanding advertising language value usually (attention value) attention value, memory value (value) memory, expression (expressive function), lead (directive function) (aesthetic function) and aesthetic function. From the pragmatics point of view, advertising is akind of pragmatic actions. Its purpose is to convince the communicative object (consumers) accept the product, service, etc., is a kind of persuasive speech act (Wang, 2007). Use of rhetorical devices in advertising, can use its refined, accurate, vivid language, give readers with rich imagination, thus stimulate the buying desire, at the same time, can make the advertising adds many literary, improve grade and attractive advertising and products. Chen thinks, “rhetoric is the use of language, according to the specific purpose, carefully chosen language process, make the article be more correct, more understanding, more vivid, more wonderful.”Aesthetic effect and persuasion of the force is one of the main targets of advertising English rhetoric and standard, this requires that the Chinese translation of the basic principles should be followed: natural, accurate and simple. In order to make advertising translation in line with the target language habits, easy to readers to accept, need to pay attention to the rhetorical translation skills and methods. There are three kinds of common figures of speech translation methods.I. literal translation methodLiteral translation means change the grammar structure of the original language into the most similar structure of another language, context is ignored but the glossaries are still quits.this method mainly used to deal with these advertisements which have clear meanings and simple and integral syntactical structures that the useful information people can get. This is to say,in this way,both the outside and inside meanings that the translation is send are very clear. Literal translation law belongs to the scope of translation of figures of speech such as metaphor, personification, hyperbole, etc is the most frequently used in English advertisements, in English and Chinese two languages have the corresponding figures of speech. In order to retain the original rhetoric features, we have this kind of figures of speech should adopt literal translation as soon as possible. the original literal translation is to express the surface meaning and deep meaning of original text translated into target language, retain the original content, form and technique of expression, such as sentence rhetoric. From the semantics to the literary style in reproducing in thereceptor language the closest and most natural equivalent of the source language information. Belong to this kind of is a frequently used at ordinary times, such as metaphor, personification, hyperbole, inquiry and parallelism, etc. The device “in English and Chinese language has a corresponding”.II. Liberal translaLiberal translation is a way opposites to “literal translation”,generally,it is the way that we just get the content of it and ignore its form,it is also the translators to have their creation to the advertisements as long as the primary information is included.Liberal translation is liberal and flexible, in its procedure;we usually consider that the audience from different cultures will have troubles in reading and understanding. So,the translations will be more readable if we in the position of consumers.Advertisement rhetoric of free translation translation can correctly express the content of the original text rhetoric, speech as far as possible by the hard processing, such as pun, repetition, rhyme, etc. Due to form or English and Chinese cultural background is different, if such speech hard translation, can make the translation difficult to understand. In order to make the translation natural, appropriate message, so we have to play the advantages of Chinese rhetoric, adopting liberal translation, using different types of speech in translation. The so-called free translation, is to keep the original content, don’t keep the original form of translation methods or text .。