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《on rhetoric and translation skills of advertising 淺論廣告語的修辭與翻譯技巧》由會員上傳分享，免費在線閱讀，更多相關內(nèi)容在學術論文-天天文庫。
1、OnRhetoricandTranslationSkillsofAdvertisingChapterOneIntroductionIntheeconomicglobalizationandthecommoditymarketinternationalization,advertisementsareeverywhere,hasbecomethesourcesofinformationthatbusinessmen,enterprisesandconsumersobtaincontractorproductinformation,decidetheimportantstrateg
2、yofinvestmentandconsumption.Theword“advertisement”comesfromtheLatinword“advertere”,meaningof“toarousepublicattentiontocertainthings,andlureinacertaindirectionasameansused.”Inthebackgroundofinternationalization,advertisinghasdevelopedakindofpropagandawaythathavecloserelationshipwithmarketing,
3、communication,linguistics,sociology,psychology,aesthetics.Theultimategoalofadvertisingistosellgoods.Toachievethisgoal,wemuststresstheuseofauditory,visualeffects,adaptvariousmeansofcommunicationtoexpandtheoutreachtoenhancetheimageofthegoods.Writingadvertisinggenerallyconsistsoffiveparts,which
4、isthetitle,text,slogans,trademarksandillustrations.Thefirstthreebelongtoverbalpartandthelattertwobelongtonon-verbalpart.ThearticlemainlydiscusstheuseofrhetoriccharacteristicandtranslationskillsinEnglishadvertisements.17ChapterTwoRhetoricalFunctionsandMethodsofTranslationRhetoricoriginfrom200
5、0yearsagoinancientGreece,isakindofsciencestudythelanguageofart.Rhetoricistheartofusinglanguage,itshouldbebasedoncommunicationcontent,languageenvironmenttochooselanguageandexpressionpatternappropriately.Rhetoricaldeviceispartoftherhetoricstudies,includingnegativerhetoricandactiverhetoric.Thef
6、ormertermreferstosentencescomplywiththegeneralrulesofgrammarandlogic,“Taketheclearness,smoothness,flatuniform,steadyasthestandard”toavoidadverseeffects.Thelatterrefersto“useavarietyofperformancetechniquesaccordingtothesituation.Thepossibilityofhisbestalllanguages,sothattheimageofsaidwrittens
7、hows,thespecificnatureandexperience,”meaningthatuseappropriaterhetoricalmethodstoenhancelanguageeffect.EnglishfiguresofspeechandChinesefiguresofspeechareboth“theformatsofpositiverhetoric,suchasmetaphor,metonymy,etc.”Languageisthetoolthatspreadinfor
