| It is of greater significance to well translate the rhetorical devices in English cosmetic advertisements under the background of globalization. There are many figures of speech such as pun, rhyme, and personification in English cosmetic advertisements. However, Chinese and English belong to two different language systems, with distinctive pronunciations, forms and meanings as well as cultures and histories. The problem is how to translate rhetorical devices appropriately while retaining aesthetic sense and language effect to realize the charm of the advertisements, urging target readers to purchase cosmetics. Actually, it is hard for translators to find perfect equivalents in the target language.The Reception Aesthetics which is represented by Jauss and Iser breaks the bondage of traditional translation theories and provides a new angle which is reader-centered. In English cosmetic advertisements, there are some common rhetorical devices such as rhetorical question, pun, hyperbole, metaphor, simile, parallelism, personification, ellipsis, imitation and phonetic rhetoric. By illustration analysis, comparative analysis and generalization method, through the analysis of examples of some well-known cosmetic brands such as Estee Lauder, Chanel, Lancome, Maybelline and Dior, we conclude that translation of rhetorical devices in English cosmetic advertisements can adopt two major methods:non-rhetorical translation and rhetorical translation. Rhetorical translation can further adopt rhetorical transference and rhetorical replacement. The two translation methods can make readers better understand beauty of rhetorical devices. This thesis considers that in translating the rhetorical devices in English cosmetic advertisements, ellipsis, imitation and phonetic rhetoric can mainly adopt the non-rhetorical translation. Rhetorical question, hyperbole, metaphor, simile and parallelism can mainly adopt rhetorical transference; pun and personification mainly adopt rhetorical replacement. |
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