【正文】 es are different in different countries. These differences between China and the western countries with English would be reflected in their languages. For one thing, English and Chinese are from different language families. This brings forth the differences in rhetoric. For another thing, English and Chinese are languages of nations with different cultures, social systems and traditions, which would have reflection in rhetoric.Though English and Chinese are both rich in rhetoric, they are different in the concrete ways of description. As for translation, it should convey the meaning of the original exactly to the point in a beautiful way. That is to say, translators should fully understand the meaning of the original text. Based on this understanding, they should translate the original text into the source text by the suitable way of description. Rhetoric in advertising English should be translated in a creative rhetoric way. According to the differences between Chinese and English rhetoric, the translating strategies contain rhetorical translation, which includes rhetorical transference and rhetorical replacement, and nonrhetorical translation. Rhetorical translationThere are two kinds of rhetorical translation, one is rhetorical transference and the other one is rhetorical replacement. Rhetorical transferenceIn Peter Newmark’s remarks, “Transference is the process of transferring a Source Language word to a Target Language text as a translation procedure”(Newmark, Peter, 1982: 56). In advertising English, rhetorical transference means that the rhetoric of the original advertising is transferred to the same one of the target advertising(Liu Miao, Jia Dejiang, 2005). In this aspect, the rhetoric should be understood by the target consumers. That is to say, these kinds of rhetorical expressions both exist in English and Chinese. Rhetorical transference is applicable for English rhetoric which has its correspondence in Chinese. Most of simile, metaphor, personification, hyperbole, parallelism, contrast and repetition fall within this scope. For examples:(1) Light as a breeze, soft as a cloud(Zhu Shanjun, 2007). (Simile) 輕似微風，柔如微云。(5) Whenever it hurts, we’ll heal it(He En, 2006). (Personification) 不管它哪里疼痛，我們都會使它愈合。(8) It provides you with beauty. It provides you with joy. It provides you with love. It provides you with fun(Tan Weiguo, 2003). (Parallelism) 為你提供美，為你提供樂，為你提供愛，為你提供趣。(12) Give a Timex to all, to all a good time(Long Gangyao, Sheng Fan, 2005). (Repetition) 天美時送萬家，萬家好時光。The original advertisement is employed with personification, while the translated version uses parody of the Chinese expression “不同凡響” into “不同凡想”, which has a special effect on the target consumers.(4)Melt in your mouth, not in your hand(Liu Miao, Jia Dejiang, 2005). 只溶于口，不溶于手。Hifi, Hifun, Hifashion, only for Sony(Ding Hengqi, 2004). 索尼音響——高保真，高享受，高時尚。 Happiness…Gifts we’d love to give(Zhu Shanjun, 2007). 除了健康，幽默，快樂，我們別無所求。It is obvious to see that alliteration is employed in the original advertisement. Alliteration is a peculiar rhetorical means in English. By the application of alliteration, the original advertisement not only illustrates the important position of CPU, but also strengthens the consumers’ impression of the brand name “Intel”. But if it is translated literally as “內裝英特爾(中央處理器) ”, it may be difficult to attract the attention of Chinese consumers. In order to stimulate Chinese consumers’ interest and desire to buy the product, the translator adopts the strategy of rhetorical replacement, and aptly employs a metaphor and pun in his or her translation. “一顆心” (a heart) is used to metaphorize the important position of CPU, while “奔騰” has double meanings here, in which one indicates the major product of Intel Co., Ltd., “Pentium”, and the other one reveals the speedy calculating capability of Intel’s product. Once Chinese consumers find the implicit meanings of the advertisement, they will be interested in Intel’s product and keep the brand name “Pentium” in mind. (2)Blessed by year round good weather, Spain is a magnet for sun worshippers and holiday makers. (Travel)(Tan Weiguo, 2003) 西班牙蒙上帝保佑，一年四季，天氣很好，宛如一塊磁鐵，吸引酷愛陽光，愛好度假的人們。(10) Powerful but pact(Li Huifen, 2006). (Contrast) 強而有力，短小精悍。就在餡餅里。(3) EBEL the architects of time(Li Yuxiang, 2006). (Metaphor) EBEL手表，時間的締造者。 Happiness…Gifts we’d love to give”(Zhu Shanjun, 2007), the functions of alliteration are easily shown. These three words, health, humor and happiness are initially with “H”, which have strong rhythm. When hearing such an advertisement, people will easily imitate. At the same time, the advertisement shows the core of this newspaper, to provide health, humor and happiness. Lexical rhetoric in advertising EnglishLexical rhetoric in advertising English mainly consists of simile, metaphor, metonymy, personification, hyperbole, pun and parody. They are effectively used in advertising English.(1) Simile A simile makes a direct parison between two or more unlike things and its normal signalers are the particles “l(fā)ike” and “as”(Chen Shuhua, 1990: 113). The two or more unlike elements in parison must have at least one quality or characteristic in mon and the parison made is purely imaginative. Thus one thing is likened to another in such an imaginative way as to clarify and enhance an image.Similes are widely used in advertising English. They are effective devices for making the advertising language more attractive. On one hand, they enable the consumers to be familiar with the advertised products。 esp, in oratory. As for Aristotle, the originator of rhetoric, it is the art of discovering all the available means of persuasion in any given case. He focuses his discussion on the devices that an orator uses in order to achieve the intellectual and emotional effects on an audience that will persuade them to accede to his point or view(Chen Shuhua, 1990).Judging from the definition of rhetoric, it can