英语广告中修辞手法的应用及翻译技巧分析(2)
Rhetoric is an important expressive device in English advertisement. The commonly-used rhetoric devices in advertising are: simile, pun, personification, hyperbole, parody, etc. Using rhetoric can not only make the advertisement lively, visualized, fascinate and lifelike, but also show the beauty of rhythm of English language. However, the widely-used rhetoric in English advertisement has caused difficulties of translation. Due to the differences of language and cultural background in English and Chinese, intricacies of using in English are sometimes hard to reproduce in Chinese. A variety of rhetorical devices used by the source language of advertising is not all translatable, or does not have completely the translatability or the degree of translatability. The translator should analyze the same points and different points, and as far as possible use the same or similar rhetoric devices and make some changes according to Chinese expressions and Chinese readers’ aesthetic taste.