Functions Of Metaphor In The English Fashion Advertisement And Its E-C Translation Strategies

The major function of advertisement is to attract consumers and arouse their desire to purchase. The well-designed ads can catch the consumers’ attention and contributes to the goods’ market promotion.Considering its special commercial function, ads translation will affect consumers’ psychology directly.So in the process of English-Chinese translation, translators need to give more consideration to the acceptance of the target consumers (audience),trying to make their translation more attractive.This paper explores the characteristics, functions and cultural factors of metaphors in the English ads of fashion by applying the modern cognitive metaphor theory to analyze the metaphor data that I collected from the English ads of fashion. On this basis, it further explores the applications of metaphorical language in English fashion advertising and its English-Chinese translation strategies.This study reveals that:1) study of metaphorical language of fashion advertising can produce a good ad effect;2) principles of creativity and Skopostheorie are of great use in the translation of metaphorical language in the fashion advertising;3) in the fashion ad translation, a better revelation of the cross-cultural differences and commonness of the metaphorical expressions in the fashion ad in English and Chinese would contribute greatly to a good Chinese fashion ad with a more powerful advertising effect than its English original.