The use of rhetoric in English advertisement in cars
Abstract This paper provides a short summary and commentary for the study of rhetoric in the automotive application of English advertisement both at home and abroad in recent years I will focus on the analysis of today＇s use of rhetoric in English advertisement in car problems and solutions in the development according to the contents of English advertisements the effects of automotive features in English advertisements and the problems we currently face the threepronged For example feasibility and effect of application of rhetoric rhetorical issues such as how to use properly in the car ads At the same time I also raise some of my own ideas and insights for future indepth study of rhetoric in English advertisement and for reference to the car use
Key words English advertisements in cars rhetoric function
摘：文国外年修辞汽车英语广告中运研究做简总结评述英语广告容修辞汽车英语广告中起功效果目前面问题三方面入手展开着重分析修辞汽车英语广告中运发展面问题解决办法：修辞运行性效果修辞汽车广告中运体等问题时针问题提出想法见解便修辞汽车英语广告中运深入研究提供鉴
关键词 英语汽车广告 修辞 功
Introduction：
The word advertisement in English gains popularity in the middle of the 17th century when United Kingdom began a largescale commodity activity at the time It was intended to provide commercial notice But now the development of advertising changes so fast and the means of publicity and media also increase more As we use newspaper broadcast TV these mass media or use signs window neon to spread information or use performance practices such as music and art However regardless how the development of advertising changes the most expressive means is language Because when people produce a favor to species merchandise or they are ready to purchase something and people recommend products to others the method of their communication more is with language expression And we usually call that by saying of setting reputation for the products A successful advertisement is not only shocking people＇s Visual and auditory sense it should also let people be willing to read owing to its refined and tasteful features
Literary Review
Rhetoric is using a text manipulation language expression to make words accurate and vivid And it is also an effective means to let the content impressive for people It is always saying that it can have a multiplier effect if you are good at rhetoric To some extent through rhetoric and advertising influence we can achieve the aim to impress consumers So the application of rhetoric in advertising English has become particularly important I will make a rough discussion on the rhetorical characteristics of advertising English in cars
Research status of this topic at domestic and abroad
1 The Research Status Abroad
The success of an advertising can use AIDMA psychological effect (Attention Interest Desire Memory Action) (Feng Cuihua 2005100) as the basis of judgment It focuses on whether the advertising successfully catches the eye stimulates interest arouse consumers’ desire to buy the products and whether it is easy to be remembered and to inspire consumers’ behavior It also determines the basic language features of English advertisements In vocabulary in English advertising designers like using positive adjectives verbs with short or using the tactics of compound words It is obvious that a lot of advertisings have a strong targeted personal pronouns refinement and it often can seize the attention of consumers While in the sentence designers are more inclined to use short words or phrases instead of sentences even if the use of long sentences are mainly in imperative sentences Overall the advertisement is a kind of practical style in particular No matter it is in its wording grammar or rhetoric methods it has its innovative unique (Zhang Jian 19957576) rhetoric is commonly in advertising English The author consulted Rhetoric in the Oxford English Dictionary (OED) in the records rhetorical techniques are pioneered by John Dryden and as early as 2000 years ago Aristotle in the rhetoric also showed rhetoric
Various word games involving different types of Modification methods are collectively referred to as Rhetoric (a dictionary of Western Stylistics 2004265) For Pun as an example Belgium scholar Delabastita put the Pun into four types respectively is the homonym homophony homography and paronymy and then each type is divided into vertical pun namely the two meanings appear at the same time and the level of puns that is the two meanings do not appear at the same time Delabastita＇s pun translation theory provides a convenience to translation of puns It is helpful to the study of a translator or a cultural view on translation and literature view The classification of Delabastita has no special strong language which means that the translation of this theory is not only suitable for translations between English and the languages of Europe What is more it is also suitable for translation between (Delabastita 1987145146) Chinese and English America scholar Archibald A Hill put forward three conditions of puns namely Double context Hinge and Trigger (Li Xinhua 2000195) Rhetoric is the first book which shows rhetoric completely to people in Europe The statements of Aristotle about the audience conception argumentation textual classical categories are preserved in the classical period As Lane Cooper said not only is the rhetoric of Cicero and Quintilian and even the rhetoric in the times of medieval and Renaissance the essence of them is still Aristotle things (Hu Shuzhong 1999460) Today all the textbooks of rhetorical communications are all adopted from rhetoric theories (McCroskey 2006 9) Therefore rhetoric studies of Aristotle are the foundation in the rhetoric And the status of it is nothing comparable Aristotle has laid a solid theoretical foundation of Western classical rhetoric
2 Research status of domestic
Professor of Tsinghua University doctoral tutor Professor Cui Gang director of Academic Committee of the National Center for research in basic education foreign language education research center of Academic Committee of professional committee of foreign language teaching Chinese mentioned in his book Advertising English he has put forward the meaning of Rhetoric Rhetoric is the modification of the original meaning of words that is by use of language in the process and the use of multiple languages to receive the best possible means to express the effect of a language activity (Cui Gang 199346) According to the data I collected Lin Hua in the English advertising puns comprehension and translation skills has put forward four methods namely the method of translation flexible translation annotation and translation method(Lin Hua 200380) I believe that Chen Chunhua Pan Lifeng in the skills on the translation of Pun in advertisements put translation into fit translation semantic difference method sets translation focusing on translation and compensation translation is relatively complete detailed (Pan Lifeng 200330)
One of the most important problems in the study of rhetoric is the relationship between content and form as Chen Wangdao said the rhetoric research put Content determines form as the research agenda At the same time Mr Chen made a profound analysis on the theory of definition object and the interpretation of rhetoric The book of Thinking of the relationship between content and form seizes the thought of Chen Wangdao’s rhetoric and it focuses on the content determines form’ it also stresses that the importance of Form serves for content The view is unique and it puts forward a series of innovative views (Cao Dehe 2003)
二 Development Trend
With the globalization of economy more and more enterprises are beginning to face the world and face to the world Its translation of advertising words and the translation of Rhetoric in advertising language has been the subject of attention A cognitive perspective of relevance provides theory translation of Rhetoric in advertising English When translators are in the translation of Rhetoric in English advertising they should be as far as possible to communicate between different languages to show consumers the same effective advertising intention And at the same time they should not be more difficult to the target language caused by the inference This is relevance theory of the translation under the guidance of the target Therefore under the guidance of relevance theory of Rhetoric translation is the research direction of the advertising language
China advertising is now in the transition period The basic condition is worth to concern is with the growth of China business advertisers are moving higher and obtaining more longterm goal The most outstanding enterprises in China are becoming stronger bigger and more internationalized Advertisers are pursuing higher and longer development The third generation of groups Chinese consumers is rising Characteristics of the new consumer groups are emotional consumption trend intentional and individual They try to pay more attention to the value of the products than to the price of The effect of the brand is becoming more and more remarkable So the advertising activities should pay more attention to these new consumers and which is more important that designers should be more special in designing advertisements And of course the use of Rhetoric is becoming more and more important
三 Existing Problems
Many domestic scholars are on the Translation Theory of Rhetoric and they finally train their skills to do research and discussion So they also put forward a number of related skills However according to the characteristics of advertisement content when we select appropriate expression not only should we take more care of the original style but also we should convey the information of the original text However too much information has been lost when we are in the translation of Rhetoric Scholars previous although studied on the formation of Rhetoric translation strategy and did research and so analyzed but they did not do the translation strategies under the guidance of a certain translation theory analysis
四 Solving Methods
To solve the problems above I will analyze on the cases of rhetoric in English advertisements I aim to the implementation that the rhetorical means are closing the most similar meaning or the translations are in accordance with the evaluation of the best close to the standard I will also analyze the use of the methods of the rhetoric in advertising English Finally I want to fully display the charm of rhetoric in advertising English
五 Reference：
[1] Chen Chunhua Pan Lifeng [J] 2007 Chinese translation of Pun in advertisements Journal of Hunan Institute of Engineering 1 6668
[2] Cui just 1993 advertising English [M] Beijing University of science and Technology Press
[3] Chen Xiaojing Wu Xiaolong Zhao Geping Journal of 2008 English advertising translation and relevance of [J] Chongqing University of Science and Technology 3159
[4] Lin Hua 2004 of Puns in English advertisements understanding and translation techniques [J] Journal of Jianghan University 2949
[5] Liu Miqing The 2003 contemporary translation theory [M] Beijing China translation and publishing company
[6] Li Tian 2009 counterpart correspondence and pun [J] foreign language study 320
[7] Li Xinhua The 2000 English rhetorical devices on [M] Shanghai Shanghai foreign language education press 195 2010
[8] Ma Li from the perspective of Relevance Theory in English advertisement rhetoric [J] social science 4174
[9] Peng Jiayu in Sau pin A comparative study on 2001 English Chinese double figures [J] Shandong foreign language teaching 12829
[10] Ran Yongping where natural 1998 relevance theory of cognitive pragmatics based [J] modern foreign languages 95
[11] Iraqi poetry The 2010 problem from the characteristic of advertisement business advertising translation [J] Journal of Chifeng University 2129
[12] Zhang Jian 1995 stylistic characteristics of advertising English [J] Journal of Shanghai International Studies University 2 7576
[13] Zhang Nanfeng 2003 Delabastita using the [J] theory of pun translation in English Chinese translation Chinese translation 13234
[14] Zhao Zhenhua Comparison of the 2006 English and Chinese and their motivations of pun [J] language and foreign teaching 849
参考文献
[1] 陈春华潘利锋 2007 广告中双关修辞翻译[J] 湖南工程学院学报 1 6668
[2] 崔刚 1993 广告英语[M] 北京：理工学出版社
[3] 陈孝静吴龙赵戈屏 2008 英文广告双关翻译佳关联[J] 重庆科技学院学报 3159
[4] 林华 2004 英语广告双关语理解翻译技巧[J] 江汉学学报 2949
[5] 刘宓庆 2003 代翻译理[M] 北京：中国外翻译出版公司
[6] 李恬 2009 仿体应双关[J] 外语研究320
[7] 李鑫华 2000 英语修辞格详[M] 海：海外语教育出版社 195
[8] 马丽 2010 关联理广告英语中修辞手法[J] 社科横 4174
[9] 彭家玉少萍 2001英汉双辞格较研究[J] 山东外语教学 12829
[10] 冉永然 1998 关联理—认知语学基础[J] 现代外语 95
[11] 伊诗文 2010 商业广告问题特点商务广告翻译[J] 赤峰学院学报 2129
[12] 张建 1995 广告英语文体特点初探[J] 海外国语学学报 27576
[13] 张南峰2003 Delabastita双关语翻译理英汉翻译中应[J] 中国翻译 1：3234
[14] 赵真华 2006 双关英汉理[J] 外语外国教学 8：49
1 The Definition of Rhetoric and Research on its Effects
The socalled good expression includes its accuracy comprehensibility and infection and of course it is consistent with the expression of someone’s own idea And it should also be decent and moderate for the expression of objects and situations The use of Rhetoric Language (including written form in the text) characteristics is also restricted by the features of language
Rhetoric the narrow sense means the language text rhetoric generalized including the layout the whole process of words but also contains the Chinese character rhetoric
To Rhetoric there are three meanings from the concept of speaking
（1）Ways or methods or techniques rules of using language ( ie rhetoric)
（2） Activities of actively adjusting the writing languages ( ie rhetoric)
（3） Referring to the rhetoric or rhetoric works
In English advertising of cars there is some rhetoric being mainly used
11 The Use of Metaphor
Metaphor is the most common rhetoric of commercial advertising English including simile metaphor and metonymy The use of the metaphor can help describe something vividly so that things are easy for people to accept
111 Simile
Simile generally refers to depicting a thing distinctively and vividly People often will contrast two different things by analyzing their common characteristics And people usually explain the thing with another thing this contrast in rhetoric we call it simile In simile the basic format is A like B between tenor and vehicle as like as if as though to connect People use this technique in Advertisement English to make readers more specific and familiar with the brand and image understanding of commodity
For example：You will be always with sunshine when you have the car （Sunshine Car Advertisement）
Who does not want to have accompanied with the warm sunny day This advertisement is showing its ingenuity
112 Metaphor
Metaphor is meaning a spice of things instead of another thing Or it was used to identify two things from different categories It is a kind of implicit Metaphor indeed has important value in advertising language It really helps establish a proper extent relationship between products and consumers
For example The most sensational place to wear satin on your lips
This is an advertisement for selling lipstick It sees lipstick as satin Rubbing lipstick on the lips as if wearing a bright and smooth transparent thin silk
113 Metonymy
Metonymy originally means that saying things indirectly Instead it replaces the name by using another name or another argument
For example
Quirky Elves as POLO—POLO Cars Advertisements
Here uses Metonymy
12 The Use of Parody
Parody is based on people＇s communication requirements It copies things with familiar words poems songs proverbs and idioms in order to promote the brand and increase the brand visibility This kind of rhetoric method helps to enhance the language persuasion and get rid of the shackles of hackneyed It makes stereotyped expressions become more alive vivid humorous and satirical It reflects the ironic color to a certain extent With advertising in people＇s lives more and more widely parody is widely used in advertising So it has aroused great interest of consumers and shorten the distance between the production side and consumption side
For example
The Advertisement of BMW――Even if you break it to pieces it is still a bit of beauty
And the advertisement of British MINI——Is she cute
The ad makes the feeling a strong resonance and wonderful association inspire in the minds of consumers and arouse their desire to buy through the clever parody of the poem
13 The Use of Pun
We call it Pun when we use a word to suggest more than two layers of meaning or different associations Or it means the use of more than two homophones with nearing sound antonym words to express different meanings This is a phrase with a double meaning of traditional rhetorical features of English advertisements It leaves a deep impression on the reader through using humorous and wise style Also the use of pun can increase aftertaste of the language and enlighten the reader or listener on advertising language thinking
For example Every Adult Should Have a Sunshine Car after
It may probably enhance the force of infection and strengthen the impression and the purpose of memory Pun is divided into homophonic pun meaning pun grammar idioms or slang pun
14 The Use of Contrast
Contrast is the use of two opposite or contradictory words phrases or two concepts appearing at the same time It forms a sharp contrast with the ideas which aims to strengthen the advertising text to explain and strengthen the whole writing style The use of contrast is often leaving a deep impression on the reader
For example
You keep your body fresh But your breath a little stale
In this toothpaste ad the designer is in the use of the fresh (clean vibrant) and stale (stale stale) the opposites the two contrasts
The Advertisement of Elektra cars――Give me a good name I will send you a BEAUTIFUL
The Advertisement of Fit cars――External moving intrinsic moves
Through the use of contrast consumers can compare the functions of the cars clearly which may add the desire of the consumers to buy the cars And also contrast can emphasize the advantages of the products from time to time and it may acquire unexpected harvest
15 The Use of Repetition
Repetition refers to using the same structure the same meaning words overlapping and the content of stressed statement to highlight in the specific syntactic environment
For example Finish the job in less time with less fuel and less noise A Car Advertisement
Advertising often uses repetition method to emphasize in order to highlight the product information It is easy for people to memorize by using a key word or the same sentence structure and strong semantics
16 The Use of Hyperbole
Hyperbole deliberately exaggerates to better reflect the nature of things on the basis of reality Through the rich imagination exaggerated propaganda products will be perfectly logical and reasonable or narrow with prominent features of commodity So it often can establish image in the minds of consumers
For example Where there is a way there is a ToyotaToyota Advertisement
Here we can give a person a drum power and appeal by using the appropriate rhetorical exaggeration
We have hidden a garden full of vegetables where you had never expected in a pie
17 The Use of Repetition
Repeated refers to the repeated and repeated same words and repeated structure for emphasis and outstanding information and link
We are not in the computer business We are in the results business
This advertisement uses language repetition highlighting the company＇s philosophy pay attention to product quality pay more attention to customer service And it indeed reaches out of the ordinary propaganda effect
18 The Use of Imperative
As we all know there are usually no subject in imperative sentences which are seen as unmarked But in fact the imperative sentence has its logical sense subject In English advertising advertisers often use different logical subject to promote their products to consumers
The following example to illustrate
(You) Stop in at any Ford or LincolnMercury dealer（Ford Cars）
(You) Put it all behind you ――Honda Civic Wagon (Honda Cars)
Here the advertising business makes recommendations to the consumers in second person You
（We）Send today for free sample and (you) try the new flavor
Here the advertising business uses first person to provide product information to consumersSometimes advertisers are using let led to the third person to introduce their products
2 The lexical features of English advertising
The basic characteristic of advertisement is to make the limited space express as much information as possible Advertising should be brief and it should accurately reflect the contents of advertisements for people to understand Therefore one of the features of advertising English words is short and it has the advantages of simple structure Of course it is easy to understand and it is concise and to the point
21 Concise
（1）Simple words common words
The function of advertising is to provide information to attract consumers to develop the market and to assure the quality Therefore advertisers are always in the extensive use of some simple words common words in advertising And the fact is that it is a reliable way to use this method We can see the following advertisement as examples：
Jeep──The rise of pride
Tangling──There is no hard way in the world where there is Tangling
Pajero──True SUV and Boned SUV
There is no doubt SUV models are in the pursuit of the slogan domineering appearance and powerful performance The Tangling automobile there is no hard road as long as the Tingling exists The slogan highlighted its lofty sentiments and aspirations as hard really SUV＇s As a world class SUV expert Tingling Motor is one of the world＇s three largest professional and crosscountry car manufacturers in addition to JEEP and Land Rover It has been the weapon of Tingling with Motor third generation diesel engine technology super electronic matrix chassis professional high strength and 4WD The slogan of There is no hard road as long as the Tingling exists is saying that there is no hardship in front of Tingling And also the dangers of the road will not hinder the formation of product strength It completely shows the spirit of SUV of one kind of refuse to be cowed or submit beyond the self self challenge
22 With Rich Attractiveness
The advertisement is a failed product if it is with no attraction The most immediate purpose of behavioral advertising is to attract the audience＇s attention but what to do to attract people＇s attention Advertisers should take the following factors into account which can persuade consumers to buy the product in order to finally gain benefits
For example With Santana there is no fear to go anywhere it should be so far the easiest advertisement for people to remember in the ads of the domestic car And it was once hailed as the century masterpiece advertising This is because it relatively accurate sings out of Santana localization and highlight the brand confidence and courage It also tells the good performance of the vehicle and shows its outstanding reliability And at the same time it let Shanghai Volkswagen after sale service network throughout the country With not afraid the two words the car’s brand image will be set up
23 Emphasize the Main Features of Advertising
The ultimate goal of commercial advertising is to promote viewers to buy products which are advertising so it is very important to give the accurate expression characteristics of advertising subjects
3Conclusion
With the rapid development of commodity and consumer economy advertising has penetrated into every aspect of our lives and it has influenced a lot about our thinking and behavior On the above I analyze some lexical features of advertising English and of course there are many characteristics I do not list one by one Without doubt a high quality and wonderful advertisement plays an important role in the open market and it wins the competition We study the vocabulary features of advertising English not only can we learn the meaning of advertising expression but also it enables us to increase one’s country＇s language and culture knowledge and also enrich one’s knowledge of English To some extent advertising can also provide a solid reference to make the correct decision for us At the same time it also can coexist with the trend of economic globalization and harmonious
Advertising is an art and English advertising language is the core part of this art English in advertising language created a kind of artistic conception and aesthetic feeling on lexical syntactic and rhetorical features with its unique English advertising is rich and colorful lively and innovative it is with a strong flavor of life and a strong force of infection as well With the progress of the times English advertising has been updating day by day and the new words emerge in an endless stream So only if we keep up with the pace of development of the language the language features and translation skills of serious study and mastery of English advertisements we can achieve the best effect of commercial publicity eventually Therefore the translation of English advertisement must firstly understand the characteristics of advertising itself The translation is achieved with the same publicity effect as the standard and notes the differences in cultural background select the appropriate translation techniques which aims to achieve accurate concise and natural language As a result it is easy to understand and cater to the psychology of different audiences and then to achieve the purpose of advertising
4 References
1 Wang pioneer Parody rhetoric in advertising style
2 Meng Lin Zhan Jinghui Skills and translation of Puns in English Advertisements
3 Lei Xiaoling The difference between English and Chinese language rhetoric advertising language
4 Li Xianjin Analysis and research of the linguistic features of advertising English
5 Chen Wangdao An introduction to rhetoric [M] Shanghai Shanghai foreign language education press 1979
6 More than 6 Fulin University English translation [M] Beijing Beihang University press 2000
7 Soviet wave Practical English writing [M] Xinjiang Xinjiang Juvenile Publishing House 1998
8 Chen Sudong [M] Business English translation Beijing Higher Education Press 2004
9 Zhou Xiao modern English advertising in Shanghai foreign language education press 1998Application of the English Chinese translation
10 Li Jianjun [M] Shanghai Jiao Tong University press 2008 [6] Jiang Lei cultural differences and the pragmatic translation of advertising [J] Chinese translation 2002
参考文献
1汪先锋广告语体中仿拟修辞赏析
2孟琳詹晶辉英语广告中双关语运技巧翻译
3雷晓玲英汉语言广告语修辞差异
4李先进广告英语语言特色分析研究
5陈道修辞学发[M]海海外语教育出版社1979
6余富林学英语外贸翻译教程[M]北京北京航空航天学出版社2000
7苏联波实英语应文写作[M]新疆新疆少年出版社1998
8陈苏东商务英语翻译[M]北京高等教育出版社2004
9周晓 现代英语广告 海外语教育出版社 1998
10李建军 英汉应文互译 [M] 海交通学出版社 2008 [6]蒋磊 英汉文化差异广告语翻译 [J] 中国翻译 2002
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Abstract This paper provides a short summary and commentary for the study of rhetoric in the automotive application of English advertisement both at home and abroad in recent years I will focus on the analysis of today＇s use of rhetoric in English advertisement in car problems and solutions in the development according to the contents of English advertisements the effects of automotive features in English advertisements and the problems we currently face the threepronged For example feasibility and effect of application of rhetoric rhetorical issues such as how to use properly in the car ads At the same time I also raise some of my own ideas and insights for future indepth study of rhetoric in English advertisement and for reference to the car use
Key words English advertisements in cars rhetoric function
摘：文国外年修辞汽车英语广告中运研究做简总结评述英语广告容修辞汽车英语广告中起功效果目前面问题三方面入手展开着重分析修辞汽车英语广告中运发展面问题解决办法：修辞运行性效果修辞汽车广告中运体等问题时针问题提出想法见解便修辞汽车英语广告中运深入研究提供鉴
关键词 英语汽车广告 修辞 功
Introduction：
The word advertisement in English gains popularity in the middle of the 17th century when United Kingdom began a largescale commodity activity at the time It was intended to provide commercial notice But now the development of advertising changes so fast and the means of publicity and media also increase more As we use newspaper broadcast TV these mass media or use signs window neon to spread information or use performance practices such as music and art However regardless how the development of advertising changes the most expressive means is language Because when people produce a favor to species merchandise or they are ready to purchase something and people recommend products to others the method of their communication more is with language expression And we usually call that by saying of setting reputation for the products A successful advertisement is not only shocking people＇s Visual and auditory sense it should also let people be willing to read owing to its refined and tasteful features
Literary Review
Rhetoric is using a text manipulation language expression to make words accurate and vivid And it is also an effective means to let the content impressive for people It is always saying that it can have a multiplier effect if you are good at rhetoric To some extent through rhetoric and advertising influence we can achieve the aim to impress consumers So the application of rhetoric in advertising English has become particularly important I will make a rough discussion on the rhetorical characteristics of advertising English in cars
Research status of this topic at domestic and abroad
1 The Research Status Abroad
The success of an advertising can use AIDMA psychological effect (Attention Interest Desire Memory Action) (Feng Cuihua 2005100) as the basis of judgment It focuses on whether the advertising successfully catches the eye stimulates interest arouse consumers’ desire to buy the products and whether it is easy to be remembered and to inspire consumers’ behavior It also determines the basic language features of English advertisements In vocabulary in English advertising designers like using positive adjectives verbs with short or using the tactics of compound words It is obvious that a lot of advertisings have a strong targeted personal pronouns refinement and it often can seize the attention of consumers While in the sentence designers are more inclined to use short words or phrases instead of sentences even if the use of long sentences are mainly in imperative sentences Overall the advertisement is a kind of practical style in particular No matter it is in its wording grammar or rhetoric methods it has its innovative unique (Zhang Jian 19957576) rhetoric is commonly in advertising English The author consulted Rhetoric in the Oxford English Dictionary (OED) in the records rhetorical techniques are pioneered by John Dryden and as early as 2000 years ago Aristotle in the rhetoric also showed rhetoric
Various word games involving different types of Modification methods are collectively referred to as Rhetoric (a dictionary of Western Stylistics 2004265) For Pun as an example Belgium scholar Delabastita put the Pun into four types respectively is the homonym homophony homography and paronymy and then each type is divided into vertical pun namely the two meanings appear at the same time and the level of puns that is the two meanings do not appear at the same time Delabastita＇s pun translation theory provides a convenience to translation of puns It is helpful to the study of a translator or a cultural view on translation and literature view The classification of Delabastita has no special strong language which means that the translation of this theory is not only suitable for translations between English and the languages of Europe What is more it is also suitable for translation between (Delabastita 1987145146) Chinese and English America scholar Archibald A Hill put forward three conditions of puns namely Double context Hinge and Trigger (Li Xinhua 2000195) Rhetoric is the first book which shows rhetoric completely to people in Europe The statements of Aristotle about the audience conception argumentation textual classical categories are preserved in the classical period As Lane Cooper said not only is the rhetoric of Cicero and Quintilian and even the rhetoric in the times of medieval and Renaissance the essence of them is still Aristotle things (Hu Shuzhong 1999460) Today all the textbooks of rhetorical communications are all adopted from rhetoric theories (McCroskey 2006 9) Therefore rhetoric studies of Aristotle are the foundation in the rhetoric And the status of it is nothing comparable Aristotle has laid a solid theoretical foundation of Western classical rhetoric
2 Research status of domestic
Professor of Tsinghua University doctoral tutor Professor Cui Gang director of Academic Committee of the National Center for research in basic education foreign language education research center of Academic Committee of professional committee of foreign language teaching Chinese mentioned in his book Advertising English he has put forward the meaning of Rhetoric Rhetoric is the modification of the original meaning of words that is by use of language in the process and the use of multiple languages to receive the best possible means to express the effect of a language activity (Cui Gang 199346) According to the data I collected Lin Hua in the English advertising puns comprehension and translation skills has put forward four methods namely the method of translation flexible translation annotation and translation method(Lin Hua 200380) I believe that Chen Chunhua Pan Lifeng in the skills on the translation of Pun in advertisements put translation into fit translation semantic difference method sets translation focusing on translation and compensation translation is relatively complete detailed (Pan Lifeng 200330)
One of the most important problems in the study of rhetoric is the relationship between content and form as Chen Wangdao said the rhetoric research put Content determines form as the research agenda At the same time Mr Chen made a profound analysis on the theory of definition object and the interpretation of rhetoric The book of Thinking of the relationship between content and form seizes the thought of Chen Wangdao’s rhetoric and it focuses on the content determines form’ it also stresses that the importance of Form serves for content The view is unique and it puts forward a series of innovative views (Cao Dehe 2003)
二 Development Trend
With the globalization of economy more and more enterprises are beginning to face the world and face to the world Its translation of advertising words and the translation of Rhetoric in advertising language has been the subject of attention A cognitive perspective of relevance provides theory translation of Rhetoric in advertising English When translators are in the translation of Rhetoric in English advertising they should be as far as possible to communicate between different languages to show consumers the same effective advertising intention And at the same time they should not be more difficult to the target language caused by the inference This is relevance theory of the translation under the guidance of the target Therefore under the guidance of relevance theory of Rhetoric translation is the research direction of the advertising language
China advertising is now in the transition period The basic condition is worth to concern is with the growth of China business advertisers are moving higher and obtaining more longterm goal The most outstanding enterprises in China are becoming stronger bigger and more internationalized Advertisers are pursuing higher and longer development The third generation of groups Chinese consumers is rising Characteristics of the new consumer groups are emotional consumption trend intentional and individual They try to pay more attention to the value of the products than to the price of The effect of the brand is becoming more and more remarkable So the advertising activities should pay more attention to these new consumers and which is more important that designers should be more special in designing advertisements And of course the use of Rhetoric is becoming more and more important
三 Existing Problems
Many domestic scholars are on the Translation Theory of Rhetoric and they finally train their skills to do research and discussion So they also put forward a number of related skills However according to the characteristics of advertisement content when we select appropriate expression not only should we take more care of the original style but also we should convey the information of the original text However too much information has been lost when we are in the translation of Rhetoric Scholars previous although studied on the formation of Rhetoric translation strategy and did research and so analyzed but they did not do the translation strategies under the guidance of a certain translation theory analysis
四 Solving Methods
To solve the problems above I will analyze on the cases of rhetoric in English advertisements I aim to the implementation that the rhetorical means are closing the most similar meaning or the translations are in accordance with the evaluation of the best close to the standard I will also analyze the use of the methods of the rhetoric in advertising English Finally I want to fully display the charm of rhetoric in advertising English
五 Reference：
[1] Chen Chunhua Pan Lifeng [J] 2007 Chinese translation of Pun in advertisements Journal of Hunan Institute of Engineering 1 6668
[2] Cui just 1993 advertising English [M] Beijing University of science and Technology Press
[3] Chen Xiaojing Wu Xiaolong Zhao Geping Journal of 2008 English advertising translation and relevance of [J] Chongqing University of Science and Technology 3159
[4] Lin Hua 2004 of Puns in English advertisements understanding and translation techniques [J] Journal of Jianghan University 2949
[5] Liu Miqing The 2003 contemporary translation theory [M] Beijing China translation and publishing company
[6] Li Tian 2009 counterpart correspondence and pun [J] foreign language study 320
[7] Li Xinhua The 2000 English rhetorical devices on [M] Shanghai Shanghai foreign language education press 195 2010
[8] Ma Li from the perspective of Relevance Theory in English advertisement rhetoric [J] social science 4174
[9] Peng Jiayu in Sau pin A comparative study on 2001 English Chinese double figures [J] Shandong foreign language teaching 12829
[10] Ran Yongping where natural 1998 relevance theory of cognitive pragmatics based [J] modern foreign languages 95
[11] Iraqi poetry The 2010 problem from the characteristic of advertisement business advertising translation [J] Journal of Chifeng University 2129
[12] Zhang Jian 1995 stylistic characteristics of advertising English [J] Journal of Shanghai International Studies University 2 7576
[13] Zhang Nanfeng 2003 Delabastita using the [J] theory of pun translation in English Chinese translation Chinese translation 13234
[14] Zhao Zhenhua Comparison of the 2006 English and Chinese and their motivations of pun [J] language and foreign teaching 849
参考文献
[1] 陈春华潘利锋 2007 广告中双关修辞翻译[J] 湖南工程学院学报 1 6668
[2] 崔刚 1993 广告英语[M] 北京：理工学出版社
[3] 陈孝静吴龙赵戈屏 2008 英文广告双关翻译佳关联[J] 重庆科技学院学报 3159
[4] 林华 2004 英语广告双关语理解翻译技巧[J] 江汉学学报 2949
[5] 刘宓庆 2003 代翻译理[M] 北京：中国外翻译出版公司
[6] 李恬 2009 仿体应双关[J] 外语研究320
[7] 李鑫华 2000 英语修辞格详[M] 海：海外语教育出版社 195
[8] 马丽 2010 关联理广告英语中修辞手法[J] 社科横 4174
[9] 彭家玉少萍 2001英汉双辞格较研究[J] 山东外语教学 12829
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[14] 赵真华 2006 双关英汉理[J] 外语外国教学 8：49
1 The Definition of Rhetoric and Research on its Effects
The socalled good expression includes its accuracy comprehensibility and infection and of course it is consistent with the expression of someone’s own idea And it should also be decent and moderate for the expression of objects and situations The use of Rhetoric Language (including written form in the text) characteristics is also restricted by the features of language
Rhetoric the narrow sense means the language text rhetoric generalized including the layout the whole process of words but also contains the Chinese character rhetoric
To Rhetoric there are three meanings from the concept of speaking
（1）Ways or methods or techniques rules of using language ( ie rhetoric)
（2） Activities of actively adjusting the writing languages ( ie rhetoric)
（3） Referring to the rhetoric or rhetoric works
In English advertising of cars there is some rhetoric being mainly used
11 The Use of Metaphor
Metaphor is the most common rhetoric of commercial advertising English including simile metaphor and metonymy The use of the metaphor can help describe something vividly so that things are easy for people to accept
111 Simile
Simile generally refers to depicting a thing distinctively and vividly People often will contrast two different things by analyzing their common characteristics And people usually explain the thing with another thing this contrast in rhetoric we call it simile In simile the basic format is A like B between tenor and vehicle as like as if as though to connect People use this technique in Advertisement English to make readers more specific and familiar with the brand and image understanding of commodity
For example：You will be always with sunshine when you have the car （Sunshine Car Advertisement）
Who does not want to have accompanied with the warm sunny day This advertisement is showing its ingenuity
112 Metaphor
Metaphor is meaning a spice of things instead of another thing Or it was used to identify two things from different categories It is a kind of implicit Metaphor indeed has important value in advertising language It really helps establish a proper extent relationship between products and consumers
For example The most sensational place to wear satin on your lips
This is an advertisement for selling lipstick It sees lipstick as satin Rubbing lipstick on the lips as if wearing a bright and smooth transparent thin silk
113 Metonymy
Metonymy originally means that saying things indirectly Instead it replaces the name by using another name or another argument
For example
Quirky Elves as POLO—POLO Cars Advertisements
Here uses Metonymy
12 The Use of Parody
Parody is based on people＇s communication requirements It copies things with familiar words poems songs proverbs and idioms in order to promote the brand and increase the brand visibility This kind of rhetoric method helps to enhance the language persuasion and get rid of the shackles of hackneyed It makes stereotyped expressions become more alive vivid humorous and satirical It reflects the ironic color to a certain extent With advertising in people＇s lives more and more widely parody is widely used in advertising So it has aroused great interest of consumers and shorten the distance between the production side and consumption side
For example
The Advertisement of BMW――Even if you break it to pieces it is still a bit of beauty
And the advertisement of British MINI——Is she cute
The ad makes the feeling a strong resonance and wonderful association inspire in the minds of consumers and arouse their desire to buy through the clever parody of the poem
13 The Use of Pun
We call it Pun when we use a word to suggest more than two layers of meaning or different associations Or it means the use of more than two homophones with nearing sound antonym words to express different meanings This is a phrase with a double meaning of traditional rhetorical features of English advertisements It leaves a deep impression on the reader through using humorous and wise style Also the use of pun can increase aftertaste of the language and enlighten the reader or listener on advertising language thinking
For example Every Adult Should Have a Sunshine Car after
It may probably enhance the force of infection and strengthen the impression and the purpose of memory Pun is divided into homophonic pun meaning pun grammar idioms or slang pun
14 The Use of Contrast
Contrast is the use of two opposite or contradictory words phrases or two concepts appearing at the same time It forms a sharp contrast with the ideas which aims to strengthen the advertising text to explain and strengthen the whole writing style The use of contrast is often leaving a deep impression on the reader
For example
You keep your body fresh But your breath a little stale
In this toothpaste ad the designer is in the use of the fresh (clean vibrant) and stale (stale stale) the opposites the two contrasts
The Advertisement of Elektra cars――Give me a good name I will send you a BEAUTIFUL
The Advertisement of Fit cars――External moving intrinsic moves
Through the use of contrast consumers can compare the functions of the cars clearly which may add the desire of the consumers to buy the cars And also contrast can emphasize the advantages of the products from time to time and it may acquire unexpected harvest
15 The Use of Repetition
Repetition refers to using the same structure the same meaning words overlapping and the content of stressed statement to highlight in the specific syntactic environment
For example Finish the job in less time with less fuel and less noise A Car Advertisement
Advertising often uses repetition method to emphasize in order to highlight the product information It is easy for people to memorize by using a key word or the same sentence structure and strong semantics
16 The Use of Hyperbole
Hyperbole deliberately exaggerates to better reflect the nature of things on the basis of reality Through the rich imagination exaggerated propaganda products will be perfectly logical and reasonable or narrow with prominent features of commodity So it often can establish image in the minds of consumers
For example Where there is a way there is a ToyotaToyota Advertisement
Here we can give a person a drum power and appeal by using the appropriate rhetorical exaggeration
We have hidden a garden full of vegetables where you had never expected in a pie
17 The Use of Repetition
Repeated refers to the repeated and repeated same words and repeated structure for emphasis and outstanding information and link
We are not in the computer business We are in the results business
This advertisement uses language repetition highlighting the company＇s philosophy pay attention to product quality pay more attention to customer service And it indeed reaches out of the ordinary propaganda effect
18 The Use of Imperative
As we all know there are usually no subject in imperative sentences which are seen as unmarked But in fact the imperative sentence has its logical sense subject In English advertising advertisers often use different logical subject to promote their products to consumers
The following example to illustrate
(You) Stop in at any Ford or LincolnMercury dealer（Ford Cars）
(You) Put it all behind you ――Honda Civic Wagon (Honda Cars)
Here the advertising business makes recommendations to the consumers in second person You
（We）Send today for free sample and (you) try the new flavor
Here the advertising business uses first person to provide product information to consumersSometimes advertisers are using let led to the third person to introduce their products
2 The lexical features of English advertising
The basic characteristic of advertisement is to make the limited space express as much information as possible Advertising should be brief and it should accurately reflect the contents of advertisements for people to understand Therefore one of the features of advertising English words is short and it has the advantages of simple structure Of course it is easy to understand and it is concise and to the point
21 Concise
（1）Simple words common words
The function of advertising is to provide information to attract consumers to develop the market and to assure the quality Therefore advertisers are always in the extensive use of some simple words common words in advertising And the fact is that it is a reliable way to use this method We can see the following advertisement as examples：
Jeep──The rise of pride
Tangling──There is no hard way in the world where there is Tangling
Pajero──True SUV and Boned SUV
There is no doubt SUV models are in the pursuit of the slogan domineering appearance and powerful performance The Tangling automobile there is no hard road as long as the Tingling exists The slogan highlighted its lofty sentiments and aspirations as hard really SUV＇s As a world class SUV expert Tingling Motor is one of the world＇s three largest professional and crosscountry car manufacturers in addition to JEEP and Land Rover It has been the weapon of Tingling with Motor third generation diesel engine technology super electronic matrix chassis professional high strength and 4WD The slogan of There is no hard road as long as the Tingling exists is saying that there is no hardship in front of Tingling And also the dangers of the road will not hinder the formation of product strength It completely shows the spirit of SUV of one kind of refuse to be cowed or submit beyond the self self challenge
22 With Rich Attractiveness
The advertisement is a failed product if it is with no attraction The most immediate purpose of behavioral advertising is to attract the audience＇s attention but what to do to attract people＇s attention Advertisers should take the following factors into account which can persuade consumers to buy the product in order to finally gain benefits
For example With Santana there is no fear to go anywhere it should be so far the easiest advertisement for people to remember in the ads of the domestic car And it was once hailed as the century masterpiece advertising This is because it relatively accurate sings out of Santana localization and highlight the brand confidence and courage It also tells the good performance of the vehicle and shows its outstanding reliability And at the same time it let Shanghai Volkswagen after sale service network throughout the country With not afraid the two words the car’s brand image will be set up
23 Emphasize the Main Features of Advertising
The ultimate goal of commercial advertising is to promote viewers to buy products which are advertising so it is very important to give the accurate expression characteristics of advertising subjects
3Conclusion
With the rapid development of commodity and consumer economy advertising has penetrated into every aspect of our lives and it has influenced a lot about our thinking and behavior On the above I analyze some lexical features of advertising English and of course there are many characteristics I do not list one by one Without doubt a high quality and wonderful advertisement plays an important role in the open market and it wins the competition We study the vocabulary features of advertising English not only can we learn the meaning of advertising expression but also it enables us to increase one’s country＇s language and culture knowledge and also enrich one’s knowledge of English To some extent advertising can also provide a solid reference to make the correct decision for us At the same time it also can coexist with the trend of economic globalization and harmonious
Advertising is an art and English advertising language is the core part of this art English in advertising language created a kind of artistic conception and aesthetic feeling on lexical syntactic and rhetorical features with its unique English advertising is rich and colorful lively and innovative it is with a strong flavor of life and a strong force of infection as well With the progress of the times English advertising has been updating day by day and the new words emerge in an endless stream So only if we keep up with the pace of development of the language the language features and translation skills of serious study and mastery of English advertisements we can achieve the best effect of commercial publicity eventually Therefore the translation of English advertisement must firstly understand the characteristics of advertising itself The translation is achieved with the same publicity effect as the standard and notes the differences in cultural background select the appropriate translation techniques which aims to achieve accurate concise and natural language As a result it is easy to understand and cater to the psychology of different audiences and then to achieve the purpose of advertising
4 References
1 Wang pioneer Parody rhetoric in advertising style
2 Meng Lin Zhan Jinghui Skills and translation of Puns in English Advertisements
3 Lei Xiaoling The difference between English and Chinese language rhetoric advertising language
4 Li Xianjin Analysis and research of the linguistic features of advertising English
5 Chen Wangdao An introduction to rhetoric [M] Shanghai Shanghai foreign language education press 1979
6 More than 6 Fulin University English translation [M] Beijing Beihang University press 2000
7 Soviet wave Practical English writing [M] Xinjiang Xinjiang Juvenile Publishing House 1998
8 Chen Sudong [M] Business English translation Beijing Higher Education Press 2004
9 Zhou Xiao modern English advertising in Shanghai foreign language education press 1998Application of the English Chinese translation
10 Li Jianjun [M] Shanghai Jiao Tong University press 2008 [6] Jiang Lei cultural differences and the pragmatic translation of advertising [J] Chinese translation 2002
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