Brief Analysis of Rhetoric Features and Translation Methods in English Advertising

摘要

As an important part and necessary link of modern urban life and the market economy, advertising has gradually pene?trated into people's daily life. The most basic function of Advertising is to disseminate commodity information, to meet the psy?chological demands of consumers, so as to achieve the most direct economic function — to promote sales. And the expression of various rhetorical features commonly used in English advertisements, given the advertisement vivid expression and communica?tion effect. This essay introduces five kinds of rhetoric figures in English Advertisement: analogy, personification, puns, repetition and rhyme, and from the audience's psychological, it analyzes three translation methods of English Advertisement: literal transla?tion, free translation and transliteration. This essay points out that the translation of English advertisement should not only consid?er the style of the original text, but also to consider the audience psychology, consumer habits, and different cultural background of semantic expression. It explores and analyses rhetoric features and translation methods of English advertisement.