Rhetorical Devices in English Advertisement and Their Translation

Due to the differences between English and Chinese language and culture, the rhetorical devices used in English advertisement have brought difficulties to our understanding and translation. By taking the examples from the latest English magazines, the writer does an elementary research on the use and translation of six categories of frequently used rhetorical devices in English advertisement. In writer's opinion, the translation of the rhetorical devices in English advertisement should follow such a principle: if there are equivalences between English and Chinese rhetorical devices, it will be better to use literal translation; otherwise, it will be better to do some compensations in the translation so that the translated version can be accepted by Chinese readers and at the same time maintains the original rhetorical effect as much as possible.