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1、OnRhetoricandTranslationSkillsofAdvertisingChapterOneIntroductionIntheeconomicglobalizationandthecommoditymarketinternationalization,advertisementsareeverywhere,hasbecomethesourcesofinformationthatbusinessmen,enterprisesandconsumersobtaincontractorproductinformati
2、on,decidetheimportantstrategyofinvestmentandconsumption.Theword“advertisement”comesfromtheLatinword“advertere”,meaningof“toarousepublicattentiontocertainthings,andlureinacertaindirectionasameansused.”Inthebackgroundofinternationalization,advertisinghasdevelopedaki
3、ndofpropagandawaythathavecloserelationshipwithmarketing,communication,linguistics,sociology,psychology,aesthetics.Theultimategoalofadvertisingistosellgoods.Toachievethisgoal,wemuststresstheuseofauditory,visualeffects,adaptvariousmeansofcommunicationtoexpandtheoutr
4、eachtoenhancetheimageofthegoods.Writingadvertisinggenerallyconsistsoffiveparts,whichisthetitle,text,slogans,trademarksandillustrations.Thefirstthreebelongtoverbalpartandthelattertwobelongtonon-verbalpart.Thearticlemainlydiscusstheuseofrhetoriccharacteristicandtran
5、slationskillsinEnglishadvertisements.18ChapterTwoRhetoricalFunctionsandMethodsofTranslationRhetoricoriginfrom2000yearsagoinancientGreece,isakindofsciencestudythelanguageofart.Rhetoricistheartofusinglanguage,itshouldbebasedoncommunicationcontent,languageenvironment
6、tochooselanguageandexpressionpatternappropriately.Rhetoricaldeviceispartoftherhetoricstudies,includingnegativerhetoricandactiverhetoric.Theformertermreferstosentencescomplywiththegeneralrulesofgrammarandlogic,“Taketheclearness,smoothness,flatuniform,steadyasthesta
7、ndard”toavoidadverseeffects.Thelatterrefersto“useavarietyofperformancetechniquesaccordingtothesituation.Thepossibilityofhisbestalllanguages,sothattheimageofsaidwrittenshows,thespecificnatureandexperience,”meaningthatuseappropriaterhetoricalmethodstoenhancelanguage
8、effect.EnglishfiguresofspeechandChinesefiguresofspeechareboth“theformatsofpositiverhetoric,suchasmetaphor,metonymy,etc.”Languageisthetoolthatspreadinfor