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Translation of advertising techniques and rhetorical devices-论文一稿

Translation of advertising techniques and rhetorical devices The ultimate goal of advertising is to sell goods. To achieve this goal, advertising copywriters often use metaphor, personification, pun, rhyme and other figures of speech to enhance the expression of the language effect. Because the differences between English and Chinese, the rhetoric can be used literal translation, free translation, intended to make law for flexible processing. At the same time stressed that this involves not only the English translation of advertising rhetoric linguistics, sociology of knowledge, the translator should also be familiar with the product knowledge, understand the business psychology and marketing strategy, with a rich imagination and artistic inspiration, can make the translation words beautiful, vivid, catchy, to achieve the purpose of selling goods.

Key words English ads Rhetoric Translation

1、Introduction：

Economic globalization and international commodity markets today, advertising has become the business, enterprise and consumers access to product information, investment and consumption decisions important sources of information strategy. We're in an era of popular ads. Advertising flurry, as the world is full of a camel, take people’s vision, and the response in people's ears.

Advertise from the Latin adverfure, meaning the initial attention and induced, attractive. Later evolved into get attention”, “let people know something.

In the international background, the ads have been simple from the past advertised develop into a marketing, communications, linguistics, sociology, psychology, aesthetics and other disciplines closely with the publicity.

The ultimate goal of advertising is to sell goods. To achieve this goal, we must increase the use of auditory, visual effects face a variety of means of communication to expand information to enhance the product image. Ads typically written by the title, the text, slogan, trademark, Illustration of five parts, of which three belong to the former language (verbal) part of the last two

non-Language (non-verbal) section.

Ads typically can be divided into three categories commercial, social class, public class. In China, “Advertising Law”mentioned in the ads, is the product operators or service providers bear the costs, and through certain media, directly or indirectly to introduce himself to sell products or services provided by commercial advertising.

Enjoy the father of modern advertising, the Albert Lasker ads concentrated to salesmanship in print. AMA (American Marketing Association) for the advertisement is defined as Advertising is the nonpersonal communication of

information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

This article focuses on the function of advertising in English and Chinese language features some of the common rhetoric and translation.

2、Advertising features：

1. Differentiate Products From Other

Understand the premise of goods is to buy the product that only deepened the understanding of the product, be possible to arouse the customer's purchase interest and desire to buy.

2. Communicate information

Business advertising is intended to promote their products or services. It is bound to focus on advertising their products or services distinguishes expand or implied in the high-Tec components, or the operating performance of its security and stability, or the exquisite and meticulous process, or ornate style is unique, or Is the enhanced level of service, too numerous to mention. At the same time, businesses will be through advertising, so that consumers know where to purchase this product or to enjoy this service.

3. Induce new customers

Businesses with the most exciting consumer advertising to the hearts of the collision, their products or services to consumers fascinated, it seems that once purchased, the body and mind can suddenly relaxed times, which is advertising the charm.

4. Gain Repeated Customers

Businessmen through advertising, to refresh the memory of customers, constant innovation, and they frequently carry out the most intimate contact. 5. Build Brand Preference and Loyalty

Advertising, as always, honest and credible in the minds of customers leaving the brand. Continue to be emphasized that contrast the advantages of the product or service, deeply attracted consumers and win their love, and with the product or service from the unbreakable bonds of friendship forged. This is the dream of every business, it is also another big advertising reflects the charm.

3、The function of Rhetoric and Translation：

Rhetoric from the two thousand years ago in ancient Greece，is the study of language arts and a science. Rhetoric is the art of using language, it should be based on communication content, language environment, proper selection of linguistic means and forms of expression and so on. Rhetoric is one of Rhetoric, including the negative rhetoric and positive rhetoric. The former

refers to the word sentence line with the general rules of grammar and logic, in order to clear, smooth, flat uniform, steady close to standard”and avoid adverse effects. The latter refers to active use of the occasion with a variety of conditions of expression, doing all the languages of all the possibilities, so that said image showing a written, specific and experiential, that is trying to strengthen the use of appropriate rhetorical devices Language effect. English Speech (figures of speech) and Chinese rhetoric are both “positive rhetoric of a variety of formats, such as metaphor, metonymy, etc.

Language is the dissemination of information, exchange ideas, coordinate actions tool. English and Chinese peoples are constantly researching and improving the art of using language of this nation, each gradually formed a set of specific rhetorical devices. Speech in English and Chinese rhetoric has both similarities and differences. Most of Speech in English can be found in the Chinese rhetorical corresponding or similar means, like light as a feather ——轻如鸿毛；as hard as a rock ——坚如磐石，etc. However, the English and Chinese history, geography, traditions and customs, living environment, aesthetics, ways of thinking and cultural awareness of the differences in the description of the same object, to express the same concept, often based on the language habits of the nation choose to use different speech. Because the word form in English and Chinese, inflection, sentence structure and word order and other aspects of differences and collocation range of different dialects and rhythms, even the nature of speech similar to the structure and

scope there are also differences, such differences As rhetorical devices to create difficulties in Translation. Mr. FengQinghua from the perspective of translation to be translated into figures of speech, difficult translation, not translated into three categories, that these three types of Figures of Speech”should take appropriate and closest to the original approach to the original tenor, form, Rhetorical effect defined as in the seamlessly communicated to the President to go. Mr. FengQinghua pointed out the rhetoric of the three translation methods, that is, literal translation, free translation, offset law.

1、 Literal translation：

Of speech that could be translated, as literally, that retains the original sentence structure and rhetorical efforts to reproduce the form, content and style, from the semantic to the style used in the target language the closest and most natural reproduction of the source of such language information. Frequently fall into this category is usually used, make an issue of semantics, the English language has a corresponding figure of speech, such as simile, metaphor, personification, hyperbole, metonymy, irony, rhetorical questions asked, parallelism and so on.

2、 Free translation：

If there are difficult to translate the rhetoric, as much as possible processing. Such a case the general features of the use of their language of speech, such

as dual, onomatopoeia, feet rhyme, pun, repeated and so on. Because English grammar, speech, language or cultural differences, such rhetoric makes literal translation, if blunt obscure. To make the message translation natural, appropriate, readable, and sometimes had to abandon the original form of speech, to paraphrase, to convey its exact meaning. Even if the find similar rhetoric, but also carefully processed to enhance the translation effect of expression.

3、 Offset law：

For the translation of speech cannot be as much as possible remedies. This range is generally in the text, pronunciation, vocabulary, word structure, word of the reduction, meaning replacement, word order, etc. fuss of speech, such as alliteration, the United side, palindromes, inserts the word, parody And so on. Cannot be communicated to the original text in translation can be used to the different characteristics of such rhetorical strategies the contents of important non-translated for those that cannot be changed through the grid, with emphasis, with footnotes and other help for it; of those efforts and circumstances of the original thought No significant relationship between the development of speech, simply don’t translated, only a brief description, so that people do not understand the original insight to the beauty of the original rhetoric.

Mr. Tan Weiguo also made English and Chinese translation of advertising rhetoric of the three methods, namely, translation, free translation, live translation; also proposed three principles of translation, that is “true, concise, expressive.

3、the English case of advertising rhetoric

English ad, ad writer to advertise their products to interesting features, vivid description of the feelings after the consumer products, often using a variety of rhetorical devices to enhance the expression of the language effect, strengthening the impression of consumer products And ultimately achieve product promotion, marketing purposes. The following describes the major English figure of speech commonly used in advertising and translation.

1、Simile

Simile and Metaphor body said two different things similar relation between the English, or as generally like to connect to, commonly use in Chinese, like , like”and other words. If a business is one of Japan's Sakura Bank advertisements in the body of Today, it is like a thriving sakura. to promote and introduce the more boring become interesting, can be literally translated as 今天，这家银行就如一棵繁茂的樱花树。so naturally to appropriate the image of the tree and the combined bank's business development, authentic to preserve the”exotic, so that advertising language fresh image.

Again, the U.S. Consulate production of a cigarette ad Cool as a mountain stream ... Cool as fresh Consulate. mint agent added to the cigarettes, after smoking is cool and refreshing, can be literally translated as 凉如高山溪流, 爽似Consulate 香烟will certainly make chain smokers suddenly felt relaxed and happy, to make consumer sense of dry mouth. The ad successfully achieved the purpose of promotional products and persuasive. For example, beverage advertising Moms depend on Kool-Aid like kids depend on moms. (妈咪依赖果乐Kool-Aid，就像孩子依赖妈咪); Glasses ad Feather water.Light as a feather. (Feather water 眼镜, 轻如鸿毛); Shoes ad As soft as Mother’s hands. (像母亲的手一样柔软)

2、Metaphor

Vehicle body and the metaphor that the consistency between the relations.，Instead of a thing will have some common features or some other thing internal relations, but the latter usually do not appear, also known as the metaphor no like or as. Implying that many of the verb to be to connect body and Metaphor.

In the English ads，the ads writer often develop Imagination to implying the good by a pretty thing to enhance the beauty of the language. Such as the Swiss EBEL watch ads，“EBEL, the architects of time（EBEL手表，时间的缔造者）。Only a few words to reflect the perfect quality of the watch. Selling alcohol advertising，“Sophisticated, sweet-to-drink Pink Lady.”（高级、可口的

粉红佳人），This ads uses metaphorical rhetoric, coupled with the effects of their product labeling to enhance the beauty of language, stimulate the consumer's shopping desires. Like the anther ad of insure company “You’re better off under the Umbrella”，the umbrella to metaphor the insure company，Better off with more comfortable, more happiness, meaning，To enable consumers to understand that Consumers realize that buy the insurance, travel freely and safely. This ad to a good product publicity.

3、Personification

Or biological materials intended for human use to describe as a person, giving the person's feelings or behavior, so the image is more vivid, sharp prominent. Personification approach used in advertisements of product to give life, so that consumers feel at home in order to stimulate their desire to buy. If a bag repair services are provided in an ad Wherever it hurts, we'll heal it. （不管它哪里疼痛，我们都会使它愈合），The use of personification approach, There is a wine advertisement "We are proud of the birthplaces of our children, the grapes of Almaden." （我们为孩子们的成长、地人情味、亲切感油然而生。）Another example is a flower company's advertising "Flowers by Interflora speak from the heart." Personification of the flower, expressing best wishes to each other, very human touch. The ads can be literally translated as "英特拂劳拉的鲜花倾诉衷肠"。Can also be translated as “Interflora 鲜花是发自内心的表达”。Similar

examples are “The world smiles with Reader’s Digest.”（《读者文摘》为世人带来欢笑）and so on.

4、 Pun

English pun and Chinese pun, is the use of certain terms of semantic or voice to make it in a particular environment has a dual meaning. English pun into homophonic pun (谐音双关) and homographic pun (语义双关), The former use of homograph words, the pronunciation, same spelling but different in meaning, or pronounced the same but the spelling, meaning a different word; the latter is used to achievePolysemy pun effect. English advertisements use subtle pun funny, interesting, can stimulate readers to think, to deepen the impression products, very promotional role

Such as "She's the nimblest girl around. Nimble is the way she goes. Nimble is the bread she eats. Light, Delicious, Nimble", this is a bread ad, bread brand Nimble. Nimble word appears four times, impressive, sometimes referred to as "smart, agile, " sometimes referred to as the bread brand, interesting, priming people to think of eating Nimble bread, it has become nimble and wisdom. 翻译时应灵活处理，可译为“她是周围最轻捷聪慧的女子。轻捷是她的举止特点。Nimble 是她食用的面包。松软味美，Nimble。

United States, "Moore “brand cigarette advertising "I'm More satisfied", which More pun, not only promote the product brand, but also play a persuasive role.

Commonly translated as "I am more satisfied, " although I believe that this translation is simple and only half the translated meaning of advertising, loss pun intended. Differences between the English and Chinese, are often not translated pun literally meaning, can only paraphrase。I believe that the translation of puns, the translator should be flexible, keeping wit pun, it is not a reservation, do let go, so patients can be translated as "‘摩尔’令我更满意。" Another example of public service ads promote safe driving "Better late than the late." （迟到总比丧命好），Parody of English Idioms "Better late than never." (Better late than never) the structure, while late ingenious pun on the word meaning: late means "late ", the late refers to the dead.

5、 Rhetorical question

There are three cases, the question and answer, ask yourself did not answer and negative questions. Advertisements in English, asked the question whether the general body in the title or first sentence. Such as: "The Economist?"

“Isn’t that a peculiar name for a journal that also discusses America, Britain, Europe, science &technology, world politics, books plus arts, current affairs…along with business, finance and economics?”

“《经济学家》？”

“这不是一家杂志的专用名称吗？它讨论美国、英国、欧洲、科学技术、世界政治、书籍、艺术、时事……还有商业、财政和经济。”

Ad use of questions, a question and answer, spoken language is very strong, very lively, and clever to convey the broad content of the magazine. Another example is black hair shampoo ad "Are you going gray too early?" (您的乌发过早变白了吗？)。The tone of concern to consumers willing to accept, thus triggering interest in the product.

Car ads "Wouldn't you really rather have a Buick?" （难道您不愿拥有一辆Buick 车吗？），General series produced by high-end Buick sedan, not everyone can interested, for the wealth of the customer, the use of rhetorical question, to remind them to stimulate their desire to buy.

6、 Rhyme

Rhetorical devices used rhyme in poetry, rhyme by the same or similar composition。English rhyming ads often used alliteration and rhyme two, to read this ad catchy, very rhythmic, and impressive to impress consumers, the desire to stimulate their shopping.

Such as drinks advertising "Flash.Dash.Classic splash." （闪光、炫耀、经典的飞溅）This ad is the rhyme, the three words are in (F) sound at the end, full of flavor, and three words from the static to dynamic pole Rich poetic. Although not directly convey the Chinese translation in English that rhyme, but“闪”、“炫”、

“溅”three characters rhyme, the compensation can be described as ingenious deal done. Pepsodent toothpaste ad slogan is "Wonder where the yellow went." (黄斑牙到哪里去了？), this effect is to eliminate tooth macula, the focus of this ad. There are three words five words in wonder, where, went alliteration, to read catchy, impressive. Cleverly used to ask for translation of speech, cited the reader to find out. Another example is beer advertising "My goodness! My Guinness!" 我的天啊！Guinness 啤酒！), Which is spoken My goodness, that amazing. Guinness is the beer brand, and the goodness alliteration; rhyme the same, easy to catchy, easy to remember. At the same time the two exclamation vivid sketch of praise when people drink Guinness beer scene.

In addition to figures of speech discussed above, commonly used in English Rhetoric of advertising there is hyperbole , such as Bank of America Citibank ads: A word to rich. (一言致富);parallelism, such as the Marlboro cigarette advertisements: come to Marlboro country world, came to the location of the special flavor。(来到Marlboro 的乡村世界，来到特殊风味的所在地); Repetition, such as cosmetics ads: Make up your mind before you make up your face. (化妆前慎用化妆品);Antithesis, such as the Center for Budget Taxi Advertising: Big thrills. Small bills. (大刺激，小花费); irony, such as: If people keep telling you to quit smoking cigarettes, don't listen ... they're probably trying to trick you into living. (如果有人一直在劝你戒烟，不要理他……他们大概是想骗你活得久一点)。

IV Conclusion

English advertising language dignified, concise, vivid, lively, vivid, moving, rallied the country's history, tradition, culture, social customs and the public demands of the essence. The quality of each ad are embodied the wisdom of many masters, creativity and hard work, behind, there are many funny stories. Thought that after repeated, as appropriate, polish, polish, and tempered advertising banners or slogans, with their product or service depicted in the object together and become the eternal memory of people

The ultimate goal of English advertising promotion and marketing of commodities. Copywriter in order to achieve this goal, often with simile, metaphor, personification, pun, asked the question, rhyme, and other rhetorical devices to enhance the expression of the language effect. Rhetoric is the art of using language. English and Chinese nation in the history, geography, culture, psychology and other aspects of thinking, there are different ways, while English and Chinese languages in phonetics, morphology and syntax, and so also different, making use of Chinese and English language arts means - - there are also the same rhetoric and differences, which gave the figure of speech between English and Chinese difficult.

English translation, advertising, on which the figure of speech, such as to make the translation and the original form, semantic, stylistic, Absolute and literal translation is as far as possible, so that the reader can not only enjoy the

"original", but also enrich translation language. But some differences between English and Chinese rhetoric, such as puns, obscure literal translation, readability is poor, or no pun wit translated, the translation had to abandon the original form of speech, to paraphrase, flexibility. Untranslatable in English advertisements of Speech, such as alliteration, palindromes, etc., should be used as replacement cells to remedy such a positive way, so that the reader comprehend the beauty of the original rhetoric.

In short, the English translation of advertising rhetoric, not only rhetoric and translation studies, but also linguistics, sociology, psychology and aesthetics, and other disciplines of knowledge, while the translator also familiar with the product knowledge, understand the business psychology and marketing strategy, also need to have a rich imagination and artistic inspiration, can the ad asked catchy, vivid, easy to remember, in order to achieve product awareness and purpose to persuade consumers to purchase goods.

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