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1、OnRhetoricandTranslationSkillsofAdvertisingChapterOneIntroductionIntheeconomicglobalizationandthecommoditymarketinternationalization,advertisementsareeverywhere,hasbecomethesourcesofinformationthatbusinessmen,enterprisesandconsumersobtaincontractorproductinformation,decidetheimportantstrate
2、gyofinvestmentandconsumption.Theword“advertisement”comesfromtheLatinword“advertere”,meaningof“toarousepublicattentiontocertainthings,andlureinacertaindirectionasameansused.”Inthebackgroundofinternationalization,advertisinghasdevelopedakindofpropagandawaythathavecloserelationshipwithmarketin
3、g,communication,linguistics,sociology,psychology,aesthetics.Theultimategoalofadvertisingistosellgoods.Toachievethisgoal,wemuststresstheuseofauditory,visualeffects,adaptvariousmeansofcommunicationtoexpandtheoutreachtoenhancetheimageofthegoods.Writingadvertisinggenerallyconsistsoffiveparts,wh
4、ichisthetitle,text,slogans,trademarksandillustrations.Thefirstthreebelongtoverbalpartandthelattertwobelongtonon-verbalpart.ThearticlemainlydiscusstheuseofrhetoriccharacteristicandtranslationskillsinEnglishadvertisements.17ChapterTwoRhetoricalFunctionsandMethodsofTranslationRhetoricoriginfro
5、m2000yearsagoinancientGreece,isakindofsciencestudythelanguageofart.Rhetoricistheartofusinglanguage,itshouldbebasedoncommunicationcontent,languageenvironmenttochooselanguageandexpressionpatternappropriately.Rhetoricaldeviceispartoftherhetoricstudies,includingnegativerhetoricandactiverhetoric
6、.Theformertermreferstosentencescomplywiththegeneralrulesofgrammarandlogic,“Taketheclearness,smoothness,flatuniform,steadyasthestandard”toavoidadverseeffects.Thelatterrefersto“useavarietyofperformancetechniquesaccordingtothesituation.Thepossibilityofhisbestalllanguages,sothattheimageofsaidwr
7、ittenshows,thespecificnatureandexperience,”meaningthatuseappropriaterhetoricalmethodstoenhancelanguageeffect.EnglishfiguresofspeechandChinesefiguresofspeechareboth“theformatsofpositiverhetoric,suchasmetaphor,metonymy,etc.”Languageisthetoolthatspreadinfor
