Abstract: With the frequent communication between China and foreign countries, the English and Chinese advertisement translation is becoming more and more important. Advertisement translation is not only connected with the product reputation, sales and economic efficiency, but also reflects the cultural qualification of a country to some degree. Differences between English and Chinese, in terms of language and culture, usually lead to the difficulties in English Chinese advertisement translation, especially untranslatability in advertisement translation. This paper analyzes the untranslatability in advertisement translation from the perspective of rhetoric and tries to find some practicable compensation measures to enable the target language readers to better understand the original advertisement features so as to realize the original promotion purpose. 

Key words: English advertisement; rhetoric; untranslatability; 

CONTENTS

Abstract

中文摘要

1.Introduction1

2.Untranslatability.2

3.The Untranslatability of Rhetoric in English and Chinese Advertisement and its Causes.3

3.1 Pun4

3.2Parody5

3.3Rhyme6

3.4Antithesis.9

4Strategies in Overcoming the Untranslatability in Advertisement Translation11

5Conclusion12

Bibliography.14

Acknowledgements15