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2005•Journal of Central-south Institute of TechnologyRequires access

On Rhetoric and Its Translation in English and Chinese Advertising

Jia De-jiang

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Abstract

With the deepening of economic internationalization,advertising as sales stimulus,plays a crucial role in delivering information.Therefore it appears to be more important to understand、appreciate and translate advertising language properly.The purpose of this paper is to explore the basic advertising knowledge,to explain features of advertising language by mainly analyzing rhetorical devices in English and Chinese advertising and to put forward several specific techniques on how to deal with rhetorical devices in advertising translation.

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What this paper is about

With the deepening of economic internationalization,advertising as sales stimulus,plays a crucial role in delivering information.Therefore it appears to be more important to understand、appreciate and translate advertising language properly.The purpose of this paper is to explore the basic advertising knowledge,to explain features of advertising language by mainly analyzing rhetorical devices in English and Chinese advertising and to put forward several specific techniques on how to deal with rhetorical devices in advertising translation.

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Available abstract

With the deepening of economic internationalization,advertising as sales stimulus,plays a crucial role in delivering information.Therefore it appears to be more important to understand、appreciate and translate advertising language properly.The purpose of this paper is to explore the basic advertising knowledge,to explain features of advertising language by mainly analyzing rhetorical devices in English and Chinese advertising and to put forward several specific techniques on how to deal with rhetorical devices in advertising translation.

Key concepts: Rhetoric, Advertising, Rhetorical question, Internationalization, Native advertising, Rhetorical device, Advertising research, Advertising campaign

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