摘要：广告作为宣传和推销产品的一种工具，对人们的消费心理和消费行为产生的影响十分巨大。一个品牌要想走出国门，就必须运用良好的广告翻译来加以宣传。而作为一种特殊的交际方式，广告与西方修辞中的某些核心理论不谋而合，本文从西方修辞视角通过对比分析苹果公司产品不同版本的广告译文案例，探索其成功的原因。在分析中，本文发现，成功的译文版本不仅达到了原语与译语的平衡，也无不体现着对西方修辞学中的受众中心理论和亚里士多德三诉诸理论的巧妙运用。文章最后总结了苹果广告翻译带给如华为，小米等本土品牌的启示，为这些品牌日后更好进入国际市场和全球视野提供有益借鉴。另外本文也希望为日后广告翻译研究提供一个新的视角。

关键词:商业广告 翻译 西方修辞

Contents

ABSTRACT

摘要

1 Introduction.2

1.1 Background of the Study..2

1.2 The Purpose, Significance and Method of the Study and the Framework of the Paper...2

1.2.1 The Purpose, Significance and Method of the Study2

1.2.2 The Framework of the Paper.3

2 Literature Review4

2.1 Recent Study on Western Rhetoric...4

  2.2 Study on Advertising Translation.5

2.2.1Study on Advertising Translation Abroad .6 

2.2.2Study on Advertising Translation at Home7

3 Main Ideas of Western Rhetoric Theory.9

4 Western Rhetorical Theory and Apple Advertising Translation10

4.1 Three Appeals and Apple Advertising Translation.10

      4.1.1 Logos and Apple Advertising Translation...10

      4.1.2 Pathos and Apple Advertising Translation..12

      4.1.3 Ethos and Apple Advertising Translation14

5 Conclusion.16

  5.1 Summary of the Study16

  5.2 Limitations and Suggestions for Future Study...17

Bibliography.19

Acknowledgments20