Abstract:

With the rapid development of economic globalization and cross-cultural communication, thousands of English advertisements have been flooding into the Chinese market and affecting our daily lives. As a consequence, the translation of English advertisement is becoming more and more important. This study makes an analysis of the application of Chinese rhetoric in the translation of English advertisement. In this thesis, the author firstly introduces the background and some basic concepts of advertising, aesthetics, and Chinese rhetoric. Secondly, the author specifically describes the three aesthetic characteristics of the advertisement. Thirdly, the author respectively analyzes the use of six Chinese rhetoric devices in translating English advertisement. At last, the author concludes the whole thesis and presents the significance and limitations of the thesis, and suggestions for further studies.

Key words: advertising, the translation of English advertisement, Chinese rhetorics, aesthetics,

摘要：

随着世界经济的快速发展和跨文化交际，成千上万的英语广告正涌入中国市场，影响着人们的日常生活。因此，英语广告的汉译变得越来越重要。本文主要分析了汉语修辞在英语广告汉译中的运用。本文第一部分介绍了背景和一些基本的概念：广告，美学， 和汉语修辞。第二部分详细介绍了广告的三个美学特征。第三部分分别分析了在翻译英语广告时用的六种汉语修辞。最后，作者对整篇文章做了总结，总结了文章的意义，缺陷以及对今后研究的建议。

关键词：广告，英语广告汉译，汉语修辞，美学

1. Introduction
According to Wikipedia, advertising in business is a form of marketing communication used to encourage, persuade or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. It also says that ad is a way of marketing.
In Oxford Advanced Learner’s English –Chinese Dictionary, ad is defined as a notice, picture, or film telling people about a product, job or service.
In the early 1980s, Gillian Dyer（1982） argued that ads exist everywhere in his book Advertising as Communication.