【正文】 s greatly enhanced by the unity and balance of these parallel structures. By using parallelism, the advertisement poser can add clarity and coherence to the advertisement. Parallelism helps the advertisement poser better municate with the customers The approach of brand name translation The importance of brand name translation With the rapid development of China39。s relevant laws…………………… 12 3 Conclusion……………………………………...…………………… 13 Bibliography… …………………………...……………………………… ...… 15 On the Skills of Rhetoric and Translation Approaches in Advertising English 1 Introduction Along with the rapid development of social economy, China and foreign countries’ trade is expanding gradually, numerous colorful and fantastic English advertisements appear in Chinese market. The role of advertisement bees more and more important in everyday life. Advertising English has bee an important means of municating ideas and an indispensable part, lots of advertisements use various rhetoric to add to its originality and charm, therefore it appears to be more important for us to understand, appreciate and translate advertisement language properly. Advertisement translation is a lively and distinctive field. The whole paper is divided into two chapters about how to appreciate advertising rhetorical skills and translate them well into Chinese. All this is given a careful discussion and a detailed study in this paper. 2 Theoretical Foundations The function and skill of rhetoric Rhetorical devices are variations of literal or ordinary forms of expressions. Their function is to make the thought more striking and effective. A fresh and suitable rhetorical device appeals to the imagination, creates mental pictures and makes the speech or writing vivid, impressive and interesting. Rhetorical devices can make language more vivid by using the simple words to express plex meanings. By the use of rhetoric, even abstract ideas can bee concrete. Rhetoric can make the modified subjects more prominent, distinctive, and specific, and the language can give people more space to imagine. Whereas, without the use of rhetoric, the language is boring and there is no vigor in the language. Next we will study several kinds of rhetorical devices which are frequently used in advertisement, and it is necessary to study them one by one by giving definitions and making illustrations. All of the examples studied below are constrained within English advertisements. Simile Simile is a way of paring one thing with another of explaining what one thing is like by showing how it is similar to another thing and it signals itself in a text, with the words “as or like.”In metaphor, one thing is directly pared to another thing, without the marker—“l(fā)ike ” or “as”. the use of metaphor makes the language more vivid and attractive. Metaphor is a kind of rhetoric devices which is favored by most advertisement posers. The following is a good example: “You’d better off under umbrella”. This is an advertisement for a travel insurance agency. In this advertisement, “umbrella” refers to the travel insurance agency. In the advertisement, “the vehicle” is not stated. In fact, “the vehicle” is the staff of the “Umbrella” agency. No matter it is raining or shining, if the customers carry an umbrella with them, the umbrella will be very useful to them, for it protects them from being influenced by the bad weather. In most people’s minds, the word “umbrella” is always linked with safety and protection. While the customers are traveling, there are some unpredictable factors existing during their journey. Just imagine that no matter what happens, there are always someone waiting for customers, listening to customers and forting customers. They are not anyone else and they are the staff of “Umbrella”. By using metaphor, the pany’s image is more vivid. The advertisement would leave a deep impression on the customers. There is another an example: “Breakfast without orange juice is like a day without sunshine” This is an advertisement for “orange juice”. It can be found that in this advertisement, “orange juice” is “the tenor” and “sunshine” is “the vehicle”. The word “l(fā)ike” signals that the advertisement makes use of the rhetoric device—simile. Thus by using simile, the advertisement makes the product’s characteristic more vivid and lively. If the “orange juice” really has such an effect, the customers are eager to drink this kind of juice at breakfast. Precisely, this advertisement is a good example in simile craftsmanship. It can not be imagined what the world will be look like without sunshine. The importance of “orange juice” is no less than “sunshine”. Since the significance of this kind of “orange juice” is so great, nobody would refuse to drink it. Thus this advertisement touches the customers’ heart and greatly promotes the sale of this kind of “orange juice”. There is another example: “Today, it is like a thriving sakura”. This is an advertising for a bank. It makes the dull