Rhetorical Devices in English Advertisements and Their Translation开题报告

1. 研究目的与意义

Advertisements play an essential role in economic globalization. In order to achieve persuasive and convincing effects, rhetorical devices are frequently applied in English advertisements. As China is a significant participant in the international market, Chinese customers should be provided with accurately and beautifully translated version of English advertisements. Analyzing rhetorical devices and their translation is a good way to help us understand English advertisements and interpret them more accurately.

2. 研究内容和预期目标

My paper will give a brief introduction of the definition and function of commonly used rhetorical devices in English advertisements, and try to offer some methods of translating these rhetorical devices. The first part will give a general review of advertisement. Then, the paper will focus on the frequently used rhetorical devices in English advertisements such as repetition, hyperbole and metaphor. Finally, the common methods of translating rhetorical devices in English advertisements will be explored.

3. 国内外研究现状

There have been many researches on rhetorical devices in English advertisements their translation made by scholars both at home and abroad, for example, in 1996, McQuarrie, E. F. and Mick, D. G. offered their opinions in Figures of Rhetoric in Advertising Language.Because of the frequent use of rhetorical devices in English advertisements, we should pay more attention to the techniques while translating them. That is why I attempt to make a research on this topic.

4. 计划与进度安排

abstract1. introduction

2. general review of advertisements

2.1 definition of advertisements2.2 classification of advertisements

5. 参考文献

[1]Bolen, William H. Advertising. New York: John Wiley, 1984.[2]Kaufman. L. Essentials of Advertising. New York: Harcourt, Brace. 1980[3]Ogilvy David. Confession of an Advertising Man. New York: Atheneum, 1963[4]Robert. G. American English Rhetoric New York: Holt, Rinehart and Winston. 1978[5]Venuti, L. Strategies of Translation A Rout Ledge Encyclopedia of Translation Studies. New York: Routledge, 2001.[6]Vestergaard, T. and K. Schroder. The Language of Advertising. Oxford: Basil Blackwell Ltd. 1985.[7]崔刚. 广告英语[M]. 北京：北京理工大学出版社，1993.[8]范家材. 英语修辞赏析[M]. 上海： 上海交通大学出版社，1998.[9]华先发. 新实用英汉教程[M]. 武汉：湖北教育出版社，2000. [10]华英，马永堂. 英文广告阅读[M]. 北京：经济管理出版社，2005.[11]戚云芳. 广告与广告英语[M]. 杭州：浙江大学出版社，2002.[12]王燕希. 广告英语一本通[M]. 北京：对外经贸大学出版，2004[13]赵静. 广告英语[M]. 北京：外语教学与研究出版社，1992.[14]周晓，周怡. 现代广告英语[M]. 上海：上海外语教育出版社，1997.