RhetoricinAdvertisingEnglishandtheirTranslatingStrategies

毕业论文（设计）media(Wang Yanxi,2004).From the definition of advertising,it can be learned that tobe persuasive is the main function for advertising to play.Besides this function,advertising also possesses other functions,such as providing products'informationand establishing goodwill.From the above,a conclusion can be made that the purpose of advertising is todraw the attention of the consumers,to stimulate their interests,and to lure them intotaking action to purchase the advertised products.In order to achieve this purpose,different kinds of devices have been used in advertising English.No matter howadvanced the devices are,the basic one lies in using language.Thus the language ofthe advertising English inclines to be highly artistic.The employment of rhetoricplays an important role in making the advertising language artistic,hence attractingconsumers'attention.Rhetoric is effective in creating charming images andfascinating scenes.The proper use of different kinds of rhetoric can help to increasethe appeal of the advertising language.Through producing such appealing effect,theproducts'sale is pushed and finally the advertising's main purpose is achieved.In English,rhetoric consists of three types,phonetic rhetoric,lexical rhetoric andsyntactical rhetoric.In advertising English,the most frequently-used English rhetoricareonomatopoeia,alliteration,simile,metaphor,metonymy,personification,hyperbole,pun,parody,parallelism,contrast and repetition.The employment of theserhetorical devices makes the advertising English more attractive and memorable.Forthe target consumers,in order to obtain the same effect as the source language does,itis necessary for consumers to know and appreciate these devices in advertising2