1. Translation of Rhetorical Figures in the Advertising Discourse: A Case Study

Ying Cui; Yanli Zhao

Volume 2, Issue 2 (Special Issue on Translation, Society & Culture) , Summer and Autumn 2014, , Pages 57-67

Abstract
  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 ...  Read More

2. The Use of Second-Person Reference in Advertisement Translation with Reference to Translation between Chinese and English

Ying Cui; Yanli Zhao

Volume 2, Issue 1 , Winter and Spring 2014, , Pages 25-36

Abstract
  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 ...  Read More