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1、OnRhetoricandTranslationSkillsofAdvertisingChapterOneIntroductionIntheeconomicglobalizationandthecommoditymarketinternationalization,advertisementsareeverywhere,hasbecomethesourcesofinformationthatbusinessmen,enterprisesandconsumersobtaincontractorproductinformation,decidetheimportantstrategyofinve
2、stmentandconsumption.Theword“advertisement”comesfromtheLatinword“advertere”,meaningof“toarousepublicattentiontocertainthings,andlureinacertaindirectionasameansused.”Inthebackgroundofinternationalization,advertisinghasdevelopedakindofpropagandawaythathavecloserelationshipwithmarketing,communication,
3、linguistics,sociology,psychology,aesthetics.Theultimategoalofadvertisingistosellgoods.Toachievethisgoal,wemuststresstheuseofauditory,visualeffects,adaptvariousmeansofcommunicationtoexpandtheoutreachtoenhancetheimageofthegoods.Writingadvertisinggenerallyconsistsoffiveparts,whichisthetitle,text,sloga
4、ns,trademarksandillustrations.Thefirstthreebelongtoverbalpartandthelattertwobelongtonon-verbalpart.ThearticlemainlydiscusstheuseofrhetoriccharacteristicandtranslationskillsinEnglishadvertisements.17ChapterTwoRhetoricalFunctionsandMethodsofTranslationRhetoricoriginfrom2000yearsagoinancientGreece,isa
5、kindofsciencestudythelanguageofart.Rhetoricistheartofusinglanguage,itshouldbebasedoncommunicationcontent,languageenvironmenttochooselanguageandexpressionpatternappropriately.Rhetoricaldeviceispartoftherhetoricstudies,includingnegativerhetoricandactiverhetoric.Theformertermreferstosentencescomplywit
6、hthegeneralrulesofgrammarandlogic,“Taketheclearness,smoothness,flatuniform,steadyasthestandard”toavoidadverseeffects.Thelatterrefersto“useavarietyofperformancetechniquesaccordingtothesituation.Thepossibilityofhisbestalllanguages,sothattheimageofsaidwrittenshows,thespecificnatureandexperience,”meani
7、ngthatuseappropriaterhetoricalmethodstoenhancelanguageeffect.EnglishfiguresofspeechandChinesefiguresofspeechareboth“theformatsofpositiverhetoric,suchasmetaphor,metonymy,etc.”Languageisthetoolthatspreadinfor
