【正文】 ords with aesthetic standards of Chinese consumers.Linguist Geoffrey N. Leech, a famous British, once said that slogan must be vivid, pelling, readable, memorable and has promotional effects. To create this kind of slogan, the choice of words and rhetoric are of essence. Translation of advertising, like creation of advertising, should, on the basis of original contents and features, flexibly use various rhetorical devices and translation skills so as to make the translation reproduce the original information, forms and styles as much as possible. Making the translation retain the charm and appeal of the original is to attract more consumers and stimulate their desire to purchase, thus achieving the purpose and effect of advertising translation. This paper introduces four practical translating ways of English advertisement, that is literal translation, free translation, supplementary translation and sets of translation. Literal translation should preserve not only original contents, but also original form, especially the parison, image and local color in the original text. Free translation can make up vocabulary vacancy or structural difference. In many cases, translators need to abandon or change original form or some rhetorical devices in order to make translations, with readability, conform to language specification and idiomatic expression. Sometimes, it is hard to translate a few figures of speech such as rhyme, repetition and palindrome. Under these circumstances, strategies of transforming form, supplementation and emphasizing on tone can be adopted to maximize the original rhetorical effect. And sets of translation refers to selecting the same figure of speech from Chinese to express the original meaning.XXXX大學本科生畢業(yè)論文（設計）評議書姓 名XXX學院XXX學院專業(yè)機器翻譯年級（班）XXX機器翻譯班論 文 題 目 廣告英語中修辭格的翻譯策略完成時間2013/5/6論文內(nèi)容摘要 廣告是向人們傳遞信息，以語言為載體的一門綜合藝術。 論文（設計）的基礎條件及研究路線 本論文的基礎條件是不同的修辭方法在廣告英語中的應用，研究路線是從心理學角度分析廣告英語中修辭格的翻譯策略。 主要參考文獻John Locke. 2008. John Locke and The Rhetoric of Modernity. Beijing: Lexington Books. Linda Hutcheon. 1985. A Theory of Parody: The Teaching of Twentiescentry Art Forms. London: Routledge.馮翠華. 1995. 英語修辭大全[M]. 上海：外語教學與研究出版社. 計劃進度階段起止日期1確定論文題目3月9日前2與導師見面，確定論文的大致范圍，填開題報告和任務書，導師簽字 3月9日3月16日3提交論文提綱3月16日3月27日4交初稿和文獻綜述3月27日4月20日5交終稿和評議書5月8日前指 導 教師： 年 月 日教研室主任： 年 月 日注：一式三份，學院（系）、指導教師、學生各一份XXXX大學本科生畢業(yè)論文（設計）開題報告書 XXX 學院 機器翻譯 專業(yè) XXX 屆學生姓名XXX論文（設計）題目廣告英語中修辭格的翻譯策略指導教師 XXX 專業(yè)職稱 講師所屬教研室翻譯教研室研究方向 英漢漢英翻譯 理論與實踐課題論證：從心理學角度分析廣告英語中修辭格的翻譯策略方案設計：第一章介紹廣告的起源和發(fā)展； 第二章介紹廣告英語中修辭格的應用； 第三章介紹成功的廣告和失敗的廣告分別會對消費者產(chǎn)生什么影響； 第四章介紹四種實用的翻譯方法； 第五章總結全文，指出翻譯方法的重要性。廣告英語作為一種應用語言，已逐漸從普通英語中獨立出來，成為一門獨具特色的專用語言。廣告英語作為一種應用語言，已逐漸從普通英語中獨立出來，成為一門獨具特色的專用語言。 psychology 16 Pursuit of fashion, novelty and beauty 16 Pursuit of material benefit 17 Pursuit of health, safety and fort 18 Pursuit of pleasure and happiness 18 Unsuccesful advertising language and consumers39。 Schorder, says,Advertising takes many forms, but in most of them language is of crucial importance(Vestergaard amp。 In this Swiss advertisement of watch, the designer skillfully highlights the ability of striking the hours accurately through metaphor. The advertisement and its translation appear to be attractive. (2)You’d better off under umbrella. insurance 購買本保險，永遠自在又安全。The metaphor used in this advertisement and the trademark itself greatly strengthen the aesthetic sensibility, taking people39。s both material and spiritual need. Advertisers, in virtue of advertising, propagate information of products or service and foster a good pany image to stimulate consumption. As a result, advertising language often possesses attention and memory value, as well as expressive, directive and aesthetic function. To achieve these goals, rhetoric is absolutely necessary. It is an art of properly choosing language means and expressive ways to convey emotional feelings in accordance with figures of speech in advertising, using vigorous language, can deliver information and create ideal image in all directions to induce readers and consumers to buy. Therefore, advertisers realize the importance of good translation of figures of speech. Only in this way can Chinese people have a better understanding of foreign habits, culture, values, and way of thinking, which benefits further exchange among countries against the backdrop of globalization. This thesis, through listing abundant examples, will put emphasis on the analysis of translation strategies of figures of speech in English advertisement from psychological perspectives.II. Figures of speech in English advertisements Aristotle was one of the most famous thinkers and orators in ancient Greek. In his famous book, Rhetoric, rhetoric was defined as the art of persuasion(Aristotle, 1981:56). Whereas, John Locke, a noted English philosopher of the late17th century, said that rhetoric was the science of oratory, the art of speaking with elegance, and force(John Locke, 2008:28). At present, the meaning of rhetoric has been extended. Rhetoric can be explained as the art of using language effectively and persuasively. Rhetorical devices are variations of literal or ordinary forms of expressions. Their function is to make the idea more striking and effective. A fresh and suitable rhetorical device appeals to the imagination, creates pictures in one39。s attention, or brought their products to exchanging places to display. Along with the increasingly expanded production scale and more and more frequent exchange of goods, primitive advertisements，oral advertisements and displaying advertisements came into being. This viewpoint sets the time of appearance