摘要

广告不仅是向消费者提供产品和服务信息、鼓励消费者购买商品的工具，也是日常生活中十分常见的文化现象。修辞是语言的有机组成部分，它是一门充满想象的艺术，有助于更好地传播思想与情绪。修辞的效果有助于实现广告的宣传目的，已日渐成为广告不可或缺的一部分，成功的广告少不了修辞。
该论文选取了四种于英文广告中最为常见的修辞手法，研究了广告与修辞的一些基本原理，集结了现代英语广告中常见的实例，介绍了修辞在广告中扮演的重要角色以及广告修辞的翻译技巧，以求在这四种修辞手法方面取得完整全面的作用分析和翻译建议，减少中译英文广告的错误，促进广告的发展，同时增进人们对英文广告技巧的理解。

关键词：英语，广告，修辞，翻译，效果

Abstract

Advertisement, functioning as a tool of providing information about products and services to stimulate the purchasing power, is also a popular cultural phenomenon in people’s daily life. Figures of speech are one kind of important expressive device in communication. With them, we can interpret abstract and complex ideas in fewer words more vividly. As different figures of speech can produce various effects that advertisements are aimed to produce to promote the transmission and communication of emotions and ideas, they are frequently employed in advertising. Figure of speech plays a very important role in English advertisement.
The paper selects four commonest figures of speech, namely metaphor& simile, hyperbole, pun, and rhyme, employed in English advertisement. On the basis of some separate studies of English advertisement and rhetoric devices, this paper makes a careful analysis of the use and translation of them, targeting at providing an integrated and comprehensive understanding of the effects of the four rhetoric devices with vivid examples so as to improve the understanding of English advertising techniques and promote the accurate translation of English advertisement.

Key words: English, advertisements, rhetoric, translation, effect

1. Introduction
Advertising is one technique a company employs to encourage people to purchase their products, services or ideas. An advertisement is the medium that draws good attention towards the advertised targets. There are commercial advertisements and public service advertisements.
The advertisements this paper discusses are mainly the former ones. They appear on television, radio, newspapers, magazines and billboards in streets and usually have a short, attention-grabbing phrase as the slogan. A good slogan can get the aimed message across quickly and help viewers better remember the piece of advertisement, so as to better remember the product or idea the ad wants to promote. So advertisers place quite a lot importance on slogan-comprising. To create a successful advertisement, one should first create a good slogan. That’s where all kinds of figures of speech are employed.