广告英语的修辞手法及翻译-商务英语.docxVIP

天津大学仁爱学院2019届本科生毕业论文 Abstract With the increasing trend of economic globalization, the circulation of goods between countries is becoming more and more frequent. In the competitive international market, advertising, as an important means of marketing, plays an important role in the establishment of a good image of enterprises and commodities and the embodiment of brand value. So as to advertise the service industry and production to the multinational market, we must pay attention to advertisement’s language. In order to make promoting language more characteristic, people frequently consume various kinds of rhetorical gadgets in advertising. Compared with ordinary English, Advertising English, as an applied language, can not only help consumers to recognize goods, cause purchase desire, promote consumer behavior, but also have strong persuasive, informational and imperative functions. It can even influence people’s values thus it reflects the unique language characteristics. An excellent English advertisement fails if it is not properly translated into Chinese. Therefore, it is particularly important to be familiar with the rhetorical devices and translation strategies of English advertisements. Key words: Advertising English; Rhetoric Devices; Translation Outline Thesis Statement：This paper focuses on the rhetorical devices and translation used in advertising English for the purpose of promoting consumption. I. Introduction Research Background Significance of the Research Methodology of the Study Framework of the Thesis II. Literature Review A. Previous Studies on Advertising Translation Abroad B. Previous Studies on Advertising Translation in China III. Rhetorical Devices of Advertising English A. Lexical Figures of Speech 1.Simile Metaphor 2. Personification 3. Contrast and Antithesis 4. Pun 5. Hyperbole Syntactical Figures of Speech 1. Parallelism 2. Rhetorical Questions 3. Repetition Phonetic Figures of Speech Rhyme Onomatopoeia IV. Translation