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1、The Application of Aesthetic Rhetoric to Chinese-English Advertisement TranslationContentsIntroduction11. A General Review of Advertisement21.1 Definition of Advertisement21.2 Functions and Requirements of Advertisement31.3 Features of Advertising English31.4 Transcultural Advertisement42. An Introd
2、uction to Aesthetic Rhetoric52.1 Concept of Rhetoric and Aesthetic Rhetoric52.2 Significance and Requirements of Aesthetic Rhetoric62.2.1 Significance of Studying Aesthetic Rhetoric62.2.2 Requirements of Rhetoric72.3 The Relationship between Aesthetic Rhetoric and Advertisement73. The Art of Aesthet
3、ic Rhetoric in English Advertisement83.1 The Phonetic Rhetorical Devices83.1.1 Alliteration83.1.2 Rhyme93.2 The Lexical Rhetorical Devices93.2.1 Metaphor93.2.2 Personification103.2.3 Pun103.2.4 Parody113.3 The Syntactical Rhetorical Devices113.3.1 Repetition113.3.2 Parallelism124. The Application of
4、 Aesthetic Rhetoric to Chinese-English Advertisement Translation124.1 Difficulties in C-E Advertisement translation124.1.1 Differences in Characters and Words124.1.2 Differences in Rhetoric124.2 Principles of C-E Advertisement Translation134.2.1 Familiarity with the Product134.2.2 Flexibility in Sty
5、le134.2.3 Naturalness in Translation144.3 Practice of Aesthetic Rhetorical Devices in C-E Advertisement Translation144.3.1 Practice of Alliteration in Translation144.3.2 Practice of Metaphor in Translation154.3.3 Practice of Personification in Translation164.3.4 Practice of Pun in Translation164.3.5
6、 Practice of Parody in Translation174.3.6 Practice of Parallelism in Translation17Conclusion18Bibliography20Acknowledgement21Introduction In the modern commercialized society, the efficiency of production has made advertisement, which is a demand stimulation tool, essential. Urbanization, transporta
7、tion expansion and communication advancements have all facilitated the use and growth of advertisement. We are surrounded by advertisements, whenever we open a newspaper or magazine, turn on the TV or radio, surf on the Internet, or look at the billboards on the streets. Advertisement has become an
8、integral part of our daily life. Rhetorical devices play a significant role in writing a successful advertisement. Rhetoric is an art of using language effectively. It has aroused general concern for a long time. Between communicative rhetoric and aesthetic rhetoric, the two main divisions of rhetor
9、ic, the aesthetic rhetoric is the most common and effective and it is also generally known as figures of speech. Aesthetic rhetorical devices are broadly used in advertisements and make advertising language more vivid and attractive. With the policy of reform and opening up and the entrance into WTO
10、, China has made rapid progress in economy, which has attracted more and more foreign investment in China. Foreign products, together with their advertisements, join the keen competition in domestic market. And meanwhile, there has been more and more opportunities for Chinas commodities, services an
11、d brands going into international markets as well. Advertisement, as the most potent way to advertise the products and images of enterprises in order to intrigue customers, is playing a crucial role in Chinas global economic ambition. However, the Chinese enterprises fail to coin creative, appealing
12、 and effective English advertisements to absorb foreign capital and promote sales in foreign markets due to translation difficulties and shortage of creativity and imagination. Consequently, How to make an advertisement successful and how to translate a Chinese advertisement perfectly into English h
13、ave become the issues of practical significance. The translation of aesthetic rhetoric in advertisements is yet a field to be explored and researched for its theoretical, practical and economic significance. The translation principles and approaches of aesthetic rhetoric in advertisements contribute
14、 to the development of translation theories. An appropriate translation makes the consumers understand the information the advertisement conveys and stimulates their desire for consumption. Successfully written and translated advertisements will bring more benefits to the growth of Chinas multinatio
15、nal enterprises and national economy in the long run. This study concentrates on aesthetic rhetoric and its application to Chinese-English advertisement translation. Part One serves as an introduction to the features, functions and requirements of advertisement. Furthermore, problems arising from tr
16、anscultural advertising are demonstrated. Part Two is devoted to the study of aesthetic rhetoric in general and its relationship with English advertisement. In Part Three, the author explores the characteristics and aesthetic effects of the aesthetic rhetorical devices in advertisement at phonetic,
17、lexical and syntactical levels. In Part Four, the author introduces the requirements, principles and practical difficulties of Chinese-English advertisement translation, and then offers a discussion of the application of aesthetic rhetorical devices to Chinese-English advertisement translation based
18、 on abundant examples of translation practices.1. A General Review of Advertisement1.1 Definition of Advertisement The term Advertisement and Advertising have, at their root, a Latin word advertere meaning turn towards(Duanmu Yiwan, 2001). So advertisement is born to be a communication tool with the
19、 aim of reaching its intended audience. In the New Oxford Dictionary of English, the definition for advertisement is a notice or announcement in a public medium promoting a product, service or event or publicizing a job vacancy, while it is termed as a form of commercial mass communication designed
20、to promote the sale of a product or service, or a message on behalf of an institution, organization, or candidate for political office in Microsoft Encarta Reference Library 2004. Both of the two definitions of advertisement mention a public medium or mass communication. Strictly speaking, advertise
21、ment is not a mass medium, but it relies on media to communicate its messages. Both definitions emphasize promoting a product, service, etc, but advertisement nowadays has already passed the frontier of the selling of goods and services and has become involved with the reaching of social and persona
22、l values. Advertisement takes various forms, i.e. it communicates through mass medium such as television, radio, newspapers, magazines, direct mail, outdoor displays, mass transit vehicles or Internet. Since advertisements are a complex, all encompassing art form, textual, audio, visual materials ar
23、e invariably used. Although advertisements originally were dominated by textual materials, written advertisements increasingly have to compete with each other and with all sorts of other materials including picture, sound, and video in our richly civilized culture. And in this study we merely look a
24、t advertisements from the textual point of view. 1.2 Functions and Requirements of Advertisement Advertisement is, by nature, a persuasion which is directed at large groups of people by means of media. The aim of advertisement is to capture the attention of the mass audience by means of a short mess
25、age and to persuade them to buy the products(ODonnell, etal., 1980). On one hand, as a marketing tool, advertisement is one of the vehicles employed by businesses to convey its sales intent and consumption concept to consumers. On the other hand, advertisement may help the business to know competito
26、rs products, thus enabling companies to, as the Chinese proverb goes, know themselves and their enemies, and then fight a hundred battles without defeat. Therefore, a successful advertisement must obey the rules of the AIDMA which is Attention, Interest, Desire, Memory, and Action. Attention: This i
27、s the easiest step. Through repetition and other advertising techniques, consumers can be made aware that a product exists. Interest: The second step is indeed an increase in consumers desire to learn about some of the features of the product. The advertisement may easily lose potential consumers if
28、 it fails to keep their attention, for peoples attention is continually shifting. Desire: A successful advertisement should convince the consumer of some important attributes of the products and the advantages of making a purchase. In this way, the desire to obtain the products may well up in his mi
29、nd. Memory: After stimulating consumers desire, an advertisement should serve to be kept in mind and appreciated as a piece of art. This step finally results in consumers unhesitating purchasing action. Action: All the preceding four steps pave the way for the last step, which is the sole and final
30、purpose of any commercial advertisement. In general, the customer may accept such product through a favorable experience of the first trial(Tanahashi, 2007).1.3 Features of Advertising English There has been a growing interest in the language of advertisement. The aim of advertisement is to draw att
31、ention of the consumers to a product or service in order to promote sales. However, the advertiser has only limited amount of space or time. On the one hand, this limitation in time and space is a consequence of the fact that advertising is expensive. On the other hand, since people are exposed to a
32、n enormous amount of commercial messages, an advertiser must try to have his advertisement noticed among numerous other advertisements and create a maximally effective impact during the brief time span. Advertisers begin to pay attention to the effective and strategic use of language. In adverting l
33、anguage, both elements, psychological and linguistic, are essential: they are combined to produce a single brand image of a product. Of course, in order to make the advertisement work, they must use our commonly shared resources of language in the ways that affect us and mean something to us. The fe
34、atures of the advertising language have already caught the attention of the linguists and advertisement copywriters. Generally speaking, the language is laudatory, positive, unreserved and emphasizing the uniqueness of a product. The vocabulary tends to be vivid and concrete. It is not uncommon for
35、copywriters to resort to different rhetorical devices and so on. Thus we can know that language plays a very important role in advertisement. The language of advertising (of course, here it refers to advertising English) has become a very distinctive register. There has been a growing interest in th
36、is specific register or variety of English lately. On the one hand, advertisement writers want to fully know the potential power of language in order to achieve their advertising purposes. On the other hand, linguists expect to learn more about the English language, especially the changes and develo
37、pment of it by investigating advertising English in that advertising has developed over time to use language in a most creative, and some may argue, unethical way. 1.4 Transcultural Advertisement With globalization of the world economy, the evolution of advertising from the home country to a foreign
38、 country, to regional blocs or to a worldwide audience, the first problem a producer will encounter when introducing his products to overseas markets might be culture shock. In this case, the local residents are likely to misunderstand the content of advertisement and the promotion purpose of produc
39、ers, because consumers of different nations and regions may have different responses to the same advertisement due to discrepancies in custom, religion and national characteristic. An advertisement may be welcomed by consumers in one area, but rejected in another. A well-known example of the problem
40、 is the name of the Chevrolet Nova automobile. In English Nova is a star of sudden brightness, but in Spanish means It doesnt go. No wonder the car did not sell well in Spanish-speaking countries. Similarly, Ford Automobile Company once tried to promote its Comet Caliente Model to the Mexican market
41、, only to find a poor sale in Mexico. The problem lies in that Caliente in Mexican slang refers to streetwalkers(Antonio, 2001). Advertisements in any language often involve play on words, slang and themes that are relevant to one country. Unintentional meanings, slang and national style must be del
42、eted from the advertisement unless the meaning or intent can be recreated in other languages. In sum, cultures are dissimilar, but they are not superior or inferior than one another. Cultural characteristics of a people should be taken into account in relative terms and in comparison with others. So
43、, the study of advertisement must be greatly associated with the study of culture, and transcultural advertising copywriters are supposed to respect the language of target consumers and the culture it carries and reflects. 2. An Introduction to Aesthetic Rhetoric2.1 Concept of Rhetoric and Aesthetic
44、 Rhetoric What is rhetoric is a controversial issue that provokes various answers. According to Aristotle, Rhetoric may then be defined as the faculty of discovering all the possible means of persuasion in reference to any subject whatsoever.(Winterowd, 1965). Another interpretation comes from John
45、Locke, English philosopher of the late 17th century. He considered rhetoric as the science of oratory, or the art of speaking with propriety, elegance, and force(Huang Ren, 1999). In The Merriam-Webster Dictionary, rhetoric is defined as the art of speaking or writing effectively From the above revi
46、ew of various concepts of rhetoric, we may carry the definition of rhetoric one step further on the basis of the one by Aristotle: rhetoric, in nature, is the art of discovering all the available means of enabling people to understand and agree both intellectually and emotionally. By this definition
47、, advertisement is largely rhetorical for its purpose to convey particular information of subject. English rhetoric can be subdivided into two basic categories: communicative rhetoric and aesthetic rhetoric. Chen Wangdao, a well- known Chinese rhetorician, regards the former as negative rhetoric, an
48、d the latter positive rhetoric(Chen Wangdao, 1979). Communicative rhetoric coincides with all linguistic devices such as the choice of words, sentence patterns, paragraph organization and whole pieces of writing so that thoughts or ideas can be expressed in the most accurate and appropriate way. In advertising language, the most typical features such as frequent use of adjectives and adverbs, neologisms, long noun phrases, imperative sentences and present tense fall into this category. On the other hand, aesthetic rhetoric lays special stress on artistic approaches, seeking ways of achieving
