【正文】 oducts. In order to achieve this purpose, different kinds of devices have been used in advertising English. No matter how advanced the devices are, the basic one lies in using language. Thus the language of the advertising English inclines to be highly artistic. The employment of rhetoric plays an important role in making the advertising language artistic, hence attracting consumers’attention. Rhetoric is effective in creating charming images and fascinating scenes. The proper use of different kinds of rhetoric can help to increase the appeal of the advertising language. Through producing such appealing effect, the products’ sale is pushed and finally the advertising’s main purpose is achieved.In English, rhetoric consists of three types, phonetic rhetoric, lexical rhetoric and syntactical rhetoric. In advertising English, the most frequentlyused English rhetoric are onomatopoeia, alliteration, simile, metaphor, metonymy, personification, hyperbole, pun, parody, parallelism, contrast and repetition. The employment of these rhetorical devices makes the advertising English more attractive and memorable. For the target consumers, in order to obtain the same effect as the source language does, it is necessary for consumers to know and appreciate these devices in advertising English. The apt translation can only be made on the basis of appreciating these rhetorical devices in the source language. However, because of the cultural and social differences between English countries and China, it is somewhat difficult for translators to translate such appealing English rhetoric into Chinese.Some scholars have mitted themselves to working on the translation of rhetoric in adverting English into Chinese. According to different translating principles, different scholars have different translating strategies on translating rhetoric. Some scholar thinks that Dr. Eugene A. Nida’s dynamic equivalence can be applied to rhetorical translation from English to Chinese. Nida emphasizes that “The readers of a translated text should be able to understand and appreciate it in essentially the same manner as the original readers did.” His equivalence is between the two impacts and he focuses on the target readers. He stresses that the same impact of the translated text should be produced as the original text(Nida, Eugene A, 2001:148). Another scholar considers that English rhetoric in advertising should be translated from the angle of aesthetics, that is to say, it should be translated to reflect the same aesthetic effect as the original one. Based on these different principles, they put forward some useful and proper strategies on translating the rhetoric, such as literal translation, free translation and flexible translation which are presented by Tan Weiguo.2. Rhetoric in advertising English and their translating strategiesAs is shown in the introduction, because of the unique object of advertising English, to attract consumers’ attention and encourage them to buy, the language used in advertising English should be vivid, attractive and impressive. Rhetoric plays an important role in making the language vivid, attractive and impressive. Consequently, it is widely and aptly used in advertising English. Rhetoric in advertising EnglishJ. A. Cuddon considers that rhetoric is the art of using language for persuasion, in speaking or writing。(4) Flowers by Interflora speak from the heart(Li Yuxiang, 2006). (Personification) 英特拂勞拉的鮮花傾訴衷腸。(11) Extraordinary Cola, Extraordinary Choice(Tan Weiguo, 2003). (Repetition) 非?？蓸?，非常選擇。Sea, sun, sand, seclusion—and Spain(Liu Miao, Jia Dejiang, 2005). 海水，陽光，沙灘，幽僻之鄉(xiāng)——西班牙情調(diào)！Sensuously Smooth Mysteriously Mellow Gloriously Golden(Liu Miao, Jia Dejiang, 2005). 爽口順喉，和醇耐味，名貴高尚。In the Chinese translation, a simile is used instead of the metaphor of the English advertisement. (3)Apple thinks different(Liu Miao, Jia Dejiang, 2005). 蘋果電腦，不同凡“想”。(7) Take Toshiba, take the world(Li Huifen, 2006). (Hyperbole) 東芝在手，世界在握。 on the other hand, they reflect the products in a more specific way. Consequently, the products are easier to be accepted by the target consumers because of the intimacy between the consumers and the advertised products. The advertisement on clothing, “Light as a breeze, soft as a cloud”(Zhu Shanjun, 2007), can be a good example to prove the above functions that simile possesses. As can be seen in the advertisement, the clothing is taken as a breeze and a cloud in these two similes. From this imaginative description, people can feel as if the clothing is soft and fortable on them. At the same time, by using a breeze to show its weight and a cloud to show its softness, the clothing’s high quality is revealed to all. This leaves a deep impression on people who have seen or heard such an advertisement. In this way, people cannot resist the temptation to purchasing these clothes.(2) Metaphor Metaphor uses words to indicate something different from their literal meaning, that is, one thing is described in terms of another so as to suggest a likeness or analogy between them(Chen Shuhua, 1990: 117118). It serves as a means by which the reader is led to bring his old knowledge to bear upon the prehension of a new idea(Walter D. Scott, 2000). Metaphors are one of the frequentlyused rhetoric in advertising English. In a metaphor, a fine object is usually used instead of the advertised thing, which is not familiar with people. By skillfully associating the thing with glorious images, the advertisements not only strengthen the aesthetic perception of the advertising English, but also produce a good effect of the product publicity.“EBEL the architects of time”(Li Yuxiang, 2006) for advertising a type of watch can be served as a good example for the employment of metaphor. “Time is money” is a famous saying that people are familiar with. Especially for business people, time is considered as money. Only watches with excellent quality can attract their att