Ying Cui
Shandong University, China
[ 1 ] - Translation of Rhetorical Figures in the Advertising Discourse: A Case Study
Rhetorical figures, which are frequently applied in advertisements, can add literary flavor to the texts, gratify audiences’ aesthetic needs, and deepen their impression. In advertisement translation, it is very common that the rhetorical figures applied in the original text are replaced with new ones in the translation. This research focuses on rhetorical figures’ function of enhancing audienc...
[ 2 ] - The Use of Second-Person Reference in Advertisement Translation with Reference to Translation between Chinese and English
This research aimed to review the use of second-person reference in advertisement translation, work out the general rules, and provide guidance to translators. Using second-person reference is common in the advertising discourse. Addressing audiences directly involves their attention and in this way enhances their memorization of the advertised message. Second-person reference can be realized v...
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