【正文】 ng the effect of advertisements. “More satisfied” means that this kind of cigarette can give customers more pleasure and happiness than the other kinds of cigarette. Thus this advertisement makes a sharp parison between its products and the other products. By this kind of parison, the customer will choose this kind of cigarette undoubtedly. It goes without saying that this advertisement sets a good example of using pun in English advertisement. The next ing advertisement is also an excellent advertisement in the fields of using pun in English advertisement. For example: “From sharp minds, e sharp products”. This is an advertisement for “Sharp” typewriter. It means that owing to “sharp minds”, “sharp products” e into being. In the sentence, the word “sharp” has two levels of meaning. The superficial meaning refers to “sharp” typewriter。 本文意在幫助讀者更好地理解、欣賞和翻譯廣告英語。中國(guó)加入 WTO 后，越來越多的廣告出現(xiàn)在市場(chǎng)上并且它們還運(yùn)用各種修辭手法，使廣告的語言變得更加生動(dòng)、新穎和有節(jié)奏，充分展示了廣告語言的魅力。 淺析廣告英語的修辭技巧和翻譯方法 摘要 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。作為一種宣傳和傳遞信息的方式，它的作用是不能低估的，因?yàn)樗粌H僅是在用巧妙的方法說服人們購買商品，而且也逐漸成為社會(huì)的溝通工具并影響著社會(huì)經(jīng)濟(jì)的發(fā)展。自然而然，廣告英語的翻譯也就變得更加重要了，因此，通過對(duì)修辭技巧和翻譯方法的徹底學(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。 關(guān)鍵詞： 修辭 技巧， 英語 廣告，翻譯 方法 On the Skills of Rhetoric and Translation Approaches in Advertising English Abstract With the devolopment of society, advertising has perated into every corner of our life. As a way of propagating and transmitting information, its role connot be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has bee a must for social munication which in turn influences the development of society and China entering WTO, more and more advertisements appear in the markets and use various skills of rhetoric in advertising which make its language precise, humorous, vivid, novel and rhythmic, fully displaying the particular charming characteristic in advertising English language. Naturally, the translation of brand names also bee more and more , through thorough and theoretical studies on the skills of rhetoric and translation approaches of English advertising will help improve both the understanding and designing of successful advertisements. This paper is intended to help reader better understand， appreciate and translate English advertisements . Key words: Skills of rhetoric， Advertising English， Translating approaches Contents Abstract in English……… ...……………………………………………… I Abstract in Chinese………………………………… …………………… II 1 Introduction…………………………………………………………… 1 2 Theoretical Foundations … ……………………………… .………..… 1 The function and skill of rhetoric ………………………… .…… . 1 Simile………… …………………………………………… 2 Personification…………………………………………… . 4 ……………………………………………………… 4 Pun………………………………………………………… 6 Parallelism………………………………………………… 8 The approach of brand name translation………………………… 8 The importance of brand name translation………………… 8 The advertising nature of brand name translation………… 11 Inductive effect of brand name translation……… .. ……… 11 Giving the consumer a good association………………… ..12 Observing our country39。 the deep meaning refers to those persons who design this kind of typewriter and those who use this kind of typewriter. By using pun, this advertisement effectively shortens the distance between the advertisement poser and the customers. Under such kind of occasion, the customers can not help buying this kind of product—the “Sharp” typewriter. They can not resist the charm of “Sharp” typewriter since it exaggerates its product appropriately. The advertisement makes the customers’ attention shift from other objects to Sharp typewriter in a short time. This advertisement motivates the customers to buy “Sharp” typewriter. What a magic power pun has! Parallelism “In parallel construction it is necessary to balance word for word (noun with noun, verb with verb, adjective with adjective, etc) phrase with phrase, clause with clause, sentence with sentence.” Traditionally, to work out a good advertisement, this kind of rhetoric device— parallelism will not be neglected by advertisement posers. It is reported that parallelism is one of the most frequently used of all English rhetorical device. For example:“For dreamers it’s paradise. For romantics it’s true bliss. For $199 a night it’s absolutely irresistible”. This is an advertisement for a travel agency—Monaco。s economy, more and more foreign modities will enter Chinese market. If one wants to stand out in this big market, he faces one of the big challenge problems ? the translation of trademark, because brand name reprensents enterprise39。 maybe they are same with the brand names which have been registered abroad. For example, there is a “浪潮計(jì)算機(jī)集團(tuán)公司 ”in China, and there is also a famous “Fiae” （ 浪潮 ） pany in America which produces detergent specia