【正文】 be concluded that the most important role for English rhetoric to play is that it aims at persuasion. This meets equally the goals that advertising English intends to achieve. From this point of view, it is no doubt that different kinds of rhetoric have been greatly used in advertising English. Types of rhetoric in advertising English and their functionsThere are three types of rhetoric in English, which are phonetic rhetoric, lexical rhetoric and syntactical rhetoric. In advertising English, these three types of rhetoric are employed effectively. Phonetic rhetoric in advertising EnglishAs Chen Shuhua(1990: 91) points out, phonological sounds in diction is much more appealed to in description. They are to produce a musical effect or to give vivid expression and they are either rhythmic or true to life in reading. In advertising English, the sound merits are fully made use of in order to please the audience’s ears, thus to attract their attention. Phonetic rhetoric in advertising English mainly contains onomatopoeia and alliteration.(1) Onomatopoeia In oratory and rhetoric, onomatopoeia is the formation of names or words from sounds resembling those associated with the object or action to be named or seemingly and naturally suggestive of its quality(Chen Shuhua, 1990: 96). As a rule, it is deliberately used to achieve a special effect, especially in auditory description.Onomatopoeia is one of the mon phonetic rhetorical devices used in advertising English. It is often employed in TV advertisements. Because of their particular pronunciation, onomatopoeia words sound vivid, subtle and true to life. The employment of this device enables the product image to deeply impress the audience. The advertisement for advertising pricecutting by Service Federal Credit Union, “Zoom! Let Service Federal Credit Union show you the fastest way to save a new car or truck”(Liu Miao, Jia Dejiang, 2005), is a good example for the employment of onomatopoeia. As can be seen, “zoom” is a typical onomatopoeia word. Through the employment of this word, it describes the low, deep and humming sound made by a speeding car. At the same time, it shows that it is the fastest way to buy a car with a low price. In this way, the target audience can connect the sound with the advertised products and be impressive.(2) Alliteration In alliteration, the initial sound, not necessarily letter normally consonants, especially at the beginning of words, or stressed syllables, are repeated(Chen Shuhua, 1990: 91). Alliteration is good for sound rhyme, for musical effect and for significant emphasis, even for twisted expression. In advertising English, there are many slogans employed by alliteration. In this way, the language is cadence and easy for being intonating and memorable. It produces good musical effect and seems seductive, making people imitate.From this newspaper advertisement, “Health, Humor amp。(2) Breakfast without orange juice is like a day without sunshine(Tan Weiguo, 2003). (Simile) 沒有桔汁的早餐猶如沒有陽光的日子。(6) We’ve hidden a garden full of vegetable where you’d never expect. In a pie(Liu Miao, Jia Dejiang, 2005). (Hyperbole) 我們在你想不到的地方藏著整個菜園。(9) Do more, work less(Li Huifen, 2006). (Contrast) 做得更多，工作更少。Example One which employs simile is directly translated into “輕似微風(fēng)，柔如微云”, which is with the same Chinese rhetoric. In Example Two, breakfast without juice is taken as a day without sunshine. This advertisement is very impressive and makes people consider the juice to be important. Both the two Chinese translation with the same rhetoric can be understood easily by the target consumers. So do the translation of the rest examples, all with rhetorical transference.All the above examples are vivid and memorable advertising slogans. They are all translated literally into the correspondent target language. The translation all retain the basic structure and rhetorical devices of the English advertising and also have the same effect as the original ones, which can leave a deep impression on the target consumers. Rhetorical replacementRhetorical replacement is to replace one type of rhetoric in advertising English by another rhetoric in the target advertisement(Liu Miao, Jia Dejiang, 2005). It is applicable in translating some of the English rhetoric into Chinese. For examples:(1)Intel Inside (Intel ad.)(He En, 2006) 一顆奔騰的心。The employment of contrast in the original advertising is replaced by rhyme and antithesis in the Chinese version. Nonrhetorical translationAs some rhetorical ways differ in English and Chinese, some figures of speech may not exist in the original language or the target language. Therefore, it is necessary to translate the rhetoric of the source language into nonrhetorical expressions of the target language. It is applicable to translate some kinds of rhetoric of advertising English into Chinese. There are certain types of rhetoric especially suitable for nonrhetorical translation.(1) Phonetic rhetoricPhonological rhetoric exists in English and Chinese as well, yet the figures adopted are not the same in formation and arrangements because of the differences between the two languages in this field. Due to the differences, it is impossible to translate the phonetic rhetoric retaining the same rhetoric of the original text, for the target consumers couldn’t understand such kind of rhetoric. Consequently, nonrhetorical translation should be applied in advertising English to make target consumers understand hence take action to buy the products. For examples:Health, Humor amp。All the above examples are employed in alliteration. Alliteration has no correspondence in Chinese. Therefore, the advertising text should be translated from the rhetorical one into the nonrhetorical one.(2) Lexical rhetoricIn lexical rhetoric, metonymy, pun and parody are translated in the nonrhetorical way. The English metonymy is according to English custom and habit which, within ex