摘  要

随着经济全球化的发展，中外文化交流日益频繁，广告在不同国家之间的交流作用也越来越突出。为了更好地翻译和诠释广告本身的意义，要将中西方文化结合起来，尽可能多地让群众享受到本土语言带来的愉悦心情。因此，提高翻译水平必须重视培养对文化的敏感性，从文化角度看待广告的翻译，才能实现不同文化间真正的交流。广告作为一种特别的反映社会文化的方式，具有浓厚的文化色彩，其产生和发展无不受着文化的影响和制约，因此我们在翻译的过程中都不可避免地带上了本民族的文化特征.同时，通过对商务英语广告语言修辞的探析有助于我们对英语国家商务广告文化特色的了解，促进文化交流，达到思维共识，和谐发展。

关键词：文化角度;语言修辞;商业英语广告;文化交流

Abstract

With the development of economic globalization, the cultural exchanges between China and West become more frequent. The roles of advertising in the communication among different countries are becoming more and more prominent. In order to have a better translation and interpretation of the significance of advertising itself, we have to combine the culture between China and West and make people enjoy the spiritual pleasure from a native reader. Also to experience the deep emotions of native readers’ experience. Therefore, to improve the level of translation, we must pay attention to the training of the cultural sensitivity. Only to view the advertisement translation from a perspective of culture will we achieve the real communication between different cultures. As a special way, advertising reflects on the social culture with a strong cultural color, and its emergence and development are all being affected and restricted by the culture.At the same time, the analysis of commercial advertising English language rhetoric can help us to understand the English national business advertising culture, promote cultural exchanges, reach consensus in thinking and realize harmonious development.

Key words: cultural perspective; language rhetoric; commercial advertising;
cultural exchanges