【正文】 sements. After an introduction of the origin, development and characteristics of rhetoric of advertisements in English, six mon rhetorical devices are discussed. And then psychology used in advertising is analyzed. At last, four practical translating methods are summarized with the purpose of preserving the original flavor and catering to the psychology of Chinese consumers.Key words Advertising English Rhetoric Psychology of advertising Translating strategiesiii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(shù)。為了使其語言更具趣味性、生動(dòng)性和說服力，廣告制作人常借用一些修辭手段增強(qiáng)語言的魅力，達(dá)到更好的宣傳效果。但由于英漢兩種語言在語音、語法、修辭及文化背景等方面存在著差異，所以，對不同的廣告英語修辭格應(yīng)采用不同的翻譯方法，使廣告譯文既能保留廣告原文的精神及風(fēng)格，又能富含風(fēng)趣和幽默。這篇論文是對英語廣告修辭的翻譯策略的淺析。關(guān)鍵字 英語廣告 修辭 廣告心理學(xué) 翻譯技巧ivTable of ContentsI. Introduction 1 The Origin of Advertisements 1 Modern Advertisements 2 The Characteristics and Rhetoric of Advertisements 4II. Figures of speech in English advertisements 6 Simile 6 Metaphor 7 Parody 8 Pun 9 Personification 11 Parallelism 12III. The application of psychology to advertising 15 The development of psychology in advertising 15 Successful advertising language and consumers39。 psychology 20 Breaking away from traditionally cultural background of the Chinese nation. 20 Treating all the recipient as the same. 21 Distorting original meaning of language. 21IV. Four practical translating methods of English advertisements 23 Literal translation 23 Free translation 24 Supplementary translation 25 Sets of Translation 27V. Conclusion 29Bibliography 31vI. Introduction The Origin of Advertisements To present, there are two representative views about the origin of advertisement in the advertising industry. The first basic view holds that the advertisement is a result of modity economy whose appearance acpanied the production and exchange of goods. With the development of the productive forces and social division of labor in the late phrase of the primitive society and in the early stage of the slave society, the exchange of surplus products in borderlands between tribes emerged. In order to exchange their products, exchangers either cried out to cause people39。s newsweeklies. These advertisements featured simple descriptions of products and their prices. Illustrations and color appeared in advertisements in the late 19th century. The second basic standpoint regards advertisements as an inevitable result of human information exchange. Even if in the initial stage of human society with extremely low level of productive power, rudiments of advertisements in social life appeared. As a result, social advertisements rose in response to the proper time and conditions. Up until the late stage of primitive society, modity production and modity advertisements turned up. To convey the information of goods, modity advertisements emerged as the times required. This viewpoint expresses that advertisement is a means of information transmission. It puts forward the concept of social advertisements which obviously refers to other forms of advertisements except modity advertisements. This kind of advertisements appeared earlier than modity advertisements. For example, the first advertisement in the world is the one looking for an escaped slave in ancient Egypt more than five thousand years ago。 Decreeappeared in the Warring States Period(.) and imperil edictin the Han Dynasty (.). Modern AdvertisementsAdvertising dates back to the Christian Era. One of the best known methods of advertising was outdoor signs which were painted on the wall of buildings and were usually very eyecatching. Archaeologists have found signs in the ruins of ancient Rome and Pompeii. Modern advertising really began in the 1880s when new methods of manufacturing led to significantly increased output and decreased costs of the producers of consumer goods. Progress in packaging technology meant that products could be packaged at factories rather than shipped to wholesalers who traditionally broke bulk and put their own name on them. Besides, the telegraph network was at the right moment and the continent was crisscrossed by a network of railroads, bringing its farthest reaches within the purview of the culture of incipient consumers. In the new epoch of the 1880s, the importance of the packaged goods significantly increased. What manufacturers could package at their own factory, they could brand. What they could brand, they could advertise. What they could distribute nationally, they could advertise nationally. Daniel A. Pope has written, necessitated the growth of advertising agencies and dictated their activities and also tipped the balance in advertising from information (however specious much of it had been) to persuasion( Daniel A. Pope, 1983:106 ). Therefore, national advertisers provided the media and advertising agencies with a new group of clients whose standards of conduct were far higher than those preceding them. With both the new mix of advertising clients and the new conception of advertising came a host of changes in trade that sharply differentiated twentiethcentury practice from the previous age. Among the most important changes were those in the fields of copywriting, research, and source of pensation. The most notable change in advertising in the past hundred years resulted from the new technology of broadcasting. At the very beginning, many thought that advertising over the ether would never be accepted by the public because it would constitute an obnoxious intrusion into the home of the owner of a radio set. Even if it did not prove unacceptable on grounds of taste, many felt that radio advertising should be forbidden as a matter of public policy. When being the secretary of merce, Herbert Hoover said on radio at a conference in 1922 that it was inconceivable that we should allow so great a possibility for service to