On Rhetoric And Its Translation In English And Chinese Advertising

My purpose in this thesis is to state the basic advertising knowledge (especially print advertising), to explain advertising language features by mainly analyzing rhetorical devices in English and Chinese advertising and to put forward several specific techniques on how to deal with rhetorical devices in advertising translation.With the deepening of economic internationalization, advertising, as sales stimulus, plays a crucial role in delivering information. Therefore it appears to be more important to understand, appreciate and translate adverting language properly.The grasp of basic advertising knowledge can fuel the understanding, the appreciating and the translating of advertising.Because of its special effectiveness, advertising language, a peculiar kind of applied language, has gradually separated from ordinary language and developed to be a non-standardized language. It is largely different from ordinary language in diction and syntax. Furthermore, to make the adverts more distinctive and eye-catching, advertising copywriters usually employ different rhetorical devices to add attractiveness.Rhetoric is a derivation from the plain and ordinary use of words with a view to increasing or specializing the effect. The creative use of rhetorical devices in advertising may result in advertisements which are emotionally alive, intellectually appealing and memorable. In translation, no matter what technique is employed, a translator should first of all keep in mind its special linguistic style as well as objectives of advertising. Above all, the readership is the core of advertising translation. Any translation without consideration of the readership will be all in vainin practice.