【導(dǎo)讀】隨著社會(huì)的發(fā)展，廣告已經(jīng)滲透到我們生活的每一個(gè)角落。具并影響著社會(huì)經(jīng)濟(jì)的發(fā)展。中國加入WTO后，越來越多的廣告出現(xiàn)。動(dòng)、新穎和有節(jié)奏，充分展示了廣告語言的魅力。徹底學(xué)習(xí)，能夠幫助我們提高對(duì)廣告的理解和設(shè)計(jì)能力。助讀者更好地理解、欣賞和翻譯廣告英語。

　　

【正文】 we use it. The translated names above give consumers relaxed feelings and they also can be remembered easily. Inductive effect of brand name translation The final goal of the brand name is bringing consumer39。s attention, taking consumer39。s demand, stimulating consumer39。s purchase desire, and finally serving withthe purchase behavior. Inductive principle of brand name should regard as the soul of brand name translation. The Chineseforeign joint venture washing product “飄柔 ” is one of the classics of brand name translation about inductive principle work. The translator did not transliterate the “Rejoice” or translate it literally into “歡樂 ”or “歡歡 ”, but adopt free translation boldly. He used “飄柔 ”to show the brilliance of it. when translate brand name, we must study consumer39。s psychology carefully, consider repeatedly, translate exquisitely, lofty,brief, easy to record, can arouse the customer interest, let persons have the happy feelings, makes a deep impression on the customers. Giving the consumer a good association The translated brand name cannot let the consumers have the bad association, otherwise the good product also cannot sell out. This requests the translator considering the culture and the historical perspective fully. For example, “金利來 ” is a lucky name. It has already been familiar and loved by consumers. Japanese car manufacturer “Toyota” presents a kind of luxurious car whose brand name is “Lexus”. When the car begins to sell in China, the administrant of Toyota pany decided to translate “Lexus” into Chinese “凌志 ”. To the mainland Chinese, the name may recall their memory about Chairman Mao’s majestic poem “久有凌云志，重上井岡山 ”. So when we translate brand names, we have to avoid the words which are tabooed by consumers carefully, and choose propitious names meticulously. Observing our country39。s relevant laws The People39。s Republic of China Brand Name Law stipulated that we can not use the word which is similar with the name of People39。s Republic of China, also can not use the word which has the national prejudice. Black39。s teeth appear very white, therefore some one used 黑人 as the brand name of the toothpaste. But its English name Darkie is one kind of derogatory names to black39。s, so this brand name which has used several dozens years in mainland China cannot continue to register and be avoided to use just because of including the racial discrimination ingredient. Revised in February, 1993, The People39。s Republic of China Brand Name Law didn’t limit the kind of language of brand name。 we might use the Chinese word, Chinese Pinyin. In fact, modity packing design should take into consideration the internationalization and the modern market, if it is, we can use the foreign language as the modity brand name. There are many Chinese products only thought the local role during the development period, and till the scales are big enough to march to the international scene, they just then discovered the images fall behind America, Japan and some other countries obviously. 3 Conclusion English advertisements can encourage petition, guide consumption, promote sales, and transmit information. Rhetoric can make language vivid andhumorous. Simile, metaphor, pun, personification, parallelism, rhyme are the most frequently used rhetorical devices in English advertisements,which can be achieved desired effects of English advertisements. For the use of rhetoric in English advertisements, English advertisement posers can use the simplest language to express the most plex meaning, which makes the rhetoric fullyexpress its charm. From the analysis and study above, it can be found that the use of rhetorical devices contributes a lot to successful advertisements. Rhetorical devices are the determinative factors in English advertisement. For this reason, advertisers often make use of rhetorical devices to increase the readability and attraction of advertisements and to arouse consumers’ interest of buying products. Generally speaking, by analyzing and studying the use of rhetoric in advertisement, more wonderful advertisements can be appreciated and the quintessence of rhetoric can be grasped. Undoubtedly, the use of rhetoric in advertisement gives an advertisement another new birth, makes the advertisement lively and impresses the customers greatly. Bibliography [1]. 紐馬克 《 翻譯問題探討 》 ,上海外教出版社 , 2021. [2]. 奈達(dá) 《 語言、文化與翻譯 》 ,上海外語教育出版社 1993. [3]. 郭貴龍，張宏博 《 廣告英語文體與翻譯 》 , 華東師大出版社 .2021. [4]. 陳定安 《 英漢修辭與翻譯 》 ,中國青年出版社， 2021. [5]. 梁曉東 《 民族心理差異與商標(biāo)翻譯 》 , 上?？萍挤g , 1997. 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