【正文】 n fall within this scope. For examples:(1) Light as a breeze, soft as a cloud(Zhu Shanjun, 2007). (Simile) 輕似微風(fēng)，柔如微云。(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。(3) EBEL the architects of time(Li Yuxiang, 2006). (Metaphor) EBEL手表，時間的締造者。(4) Flowers by Interflora speak from the heart(Li Yuxiang, 2006). (Personification) 英特拂勞拉的鮮花傾訴衷腸。(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。(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。就在餡餅里。(7) Take Toshiba, take the world(Li Huifen, 2006). (Hyperbole) 東芝在手，世界在握。(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。(9) Do more, work less(Li Huifen, 2006). (Contrast) 做得更多，工作更少。(10) Powerful but pact(Li Huifen, 2006). (Contrast) 強(qiáng)而有力，短小精悍。(11) Extraordinary Cola, Extraordinary Choice(Tan Weiguo, 2003). (Repetition) 非常可樂，非常選擇。(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。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。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(nèi)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。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”。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。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。 Happiness…Gifts we’d love to give(Zhu Shanjun, 2007). 除了健康，幽默，快樂，我們別無所求。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。Hifi, Hifun, Hifashion, only for Sony(Ding Hengqi, 2004). 索尼音響——高保真，高享受，高時尚。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