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Web of Proceedings - Francis Academic Press

Rhetoric Art of English Advertising Words and Its Translation Analysis

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DOI: 10.25236/ecomhs.2019.168


Zheng Li

Corresponding Author

Zheng Li


The ultimate goal of advertising language is to improve product visibility and stand out in the fiercely competitive market. By influencing consumers' attitudes and preferences, they are encouraged to buy products or services. Starting from the rhetoric art of English advertising words, this paper focuses on the analysis of several commonly used advertising rhetoric and its effects through examples, so that we can understand the linguistic features of advertising rhetoric. English advertisements often use various rhetorical devices to enhance the artistry and appeal of the language. The basic principles of Chinese translation of English are proposed: natural, accurate and easy to understand. The key means to achieve these principles is flexibility. Studies have shown that in order to ensure the reproduction of advertising language art and text style, translators must thoroughly understand the content of advertising products and advertising texts and their rhetorical art, and select the most appropriate translation.


English, Advertising Words, Rhetoric, Translation