摘  要

广告是无处不在的，已经成为人们生活中不可缺少的一部分。广告的最终目的是宣传商品，并且引导顾客购买商品。广告撰写人为了使广告语言更加生动而采用了各种各样的修辞。英语广告中常见的修辞手法有比喻、押韵、双关、拟人等等。而由于英汉语言和文化上面的异同，英语广告的翻译的方法有三种，即直译法，意译法和弥补法。本文主要通过一些例子来研究广告语中出现的常见的修辞手法及其翻译的方法，从而更好地帮助人们精确地理解广告所要表达的意思。

关键词：广告；修辞；修辞的翻译

Abstract

Advertising is widely used and has become an indispensable part of people’s daily life. The ultimate goal of advertising is to propagandize commodities and guide consumers to buy them. In order to make the advertising language vivid, impressive and attractive, advertisement producers use various kinds of rhetoric, such as simile, metaphor, rhyme, pun, personification and so on. Due to the linguistic and cultural similarities and differences between Chinese and English, there are three methods of translation, namely literal translation, liberal translation and compensation. This article will do research on the rhetoric in advertisements and their translations through some common advertising examples to help people understand the advertisements accurately.

Key words：Advertisement、rhetoric、translation of rhetoric.

1.    Introduction
Advertising has spilled its influence into every corner of the world and become an indispensable part of people’s daily life. The word "advertise" stems from Latin word "advertere"，meaning "to attract one’s attention"．During the years from 1,300 to 1,475，"advertise" emerged with the meaning of "to attract somebody’s attention to something" and afterwards the meaning changed into "to inform somebody of something and draw his attention"．It was not until the end of the 17th century that the word "advertising" became popular and obtained the meaning of "to spread commercial information"．It is not only a kind of economic activity but also a kind of cultural activity whose main purpose is to guide consumers to buy the commodities which are introduced in the advertisements by making up a wonderful commodity world. Therefore, advertising language should be altitudinal artistic and inspiring. Language is the vehicle of human thought while rhetoric is an art of language expression.