Abstract

Whether in Western society or in China, the role of advertising in social life is increasingly significant, a large number of rhetoric language is applied to the advertising language to enhance the advertising pragmatic effects, and metaphor rhetoric is the most common. It is related to the notion that rhetoric (including metaphor) is regarded as a cognitive phenomenon in modern cognitive linguistics. As the Chinese and English language and cultural backgrounds are different, when the consumers see and understand the metaphor in English, they cannot fully understand the meaning of the English metaphor. From the perspective of metaphor, this paper explores how is metaphor translated in English advertisements by combining the characteristics of English advertisements in words, sentences and rhetoric.

Keywords: metaphor; English advertising; translation

Contents

Abstract

中文摘要

1 Introduction.1

2 Literature review2

   2.1 Generalization on advertisement.2

   2.2 Previous advertisements translating studies3

   2.3 Previous surveys of metaphor3

3 Principles and methods in translating metaphor6

    3.1 Principles of metaphor translation6

    3.2 General translation methods of metaphor.7

    3.2.1 Literal translation.7

    3.2.2 Free translation.8

    3.2.3 Creative translation.8

    3.2.4 Amplification and supplementation8

    3.2.5 Parody.9

4 Strategies of metaphor translation in advertisements: case studies.10 

    4.1 Strategies established.10

    4.2 Case study.10

    4.2.1Metaphor to metaphor10

    4.2.2 Metaphor to other rhetorical replacements11

    4.2.3 Metaphor to non-rhetorical versions.12

    4.2.4 Non-metaphor to metaphor.13

5 Conclusion.14

References.15