Translation Strategies of Rhetorical Devices in Chinese Advertisements

The use of rhetorical devices is the key to success of advertisement. Rhetorical devices make advertisement beautiful,interesting,impressive and humorous to consumers. Therefore,the study of rhetorical devices translation cannot be ignored. The translation of them is different from that of other styles because of their linguistic and cultural features as well as the particular purpose of promoting sales. The present paper explores effective strategies of translating rhetorical devices by discussing the functions and meaning of rhetorical devices of advertisement from the cultural aspect related to Skopos,based on the theory of semiotics for further study of translation practice.