李琛莎

In this modern society， the role of advertisement becomes increasingly important in the economic and social development. Through television， newspaper and magazines， thousands of products or services， different or similar， are introduced to the public with various advertisements. It seems reasonable to say that we live in the world of advertisements as we live in the air. In an age of mass production， only by winning great popularity can a product dominate the market， but great popularity results from successful publicity. As a vital tool， advertisement can finish the task. For enterprises， advertisements are designed to attract consumers attention， attract their interests， stimulate their desires and finally keep them as permanent buyers. For consumers， advertisements assist them in identifying and choosing commodities consciously according to their own purchasing power. Besides， the increasing development of advertisement industry， to some extent， enriches peoples spiritual lives， which is proper to be treated as a new social culture.

The expansion of international trade between China and many other countries makes it increasingly significant for us to understand and translate English and Chinese adverts. Advertising is referred to the non-personal communication of information about products or commodities， service or ideas through various media. Advertisements must attract the eyes of the consumers and leave a lasting favorable impression. Rhetoric is a deviation from the plain and ordinary use of words with a view to increasing or strengthening some effect. Various rhetorical devices used in advertising are proved to work much effectively. In fact， it is the target language readers that advertising translation is orientated towards. Any specific technique or strategy applied to advertising translation would be all in vain without consideration of the readership.

Sports advertise is a kind of information dissemination activity and a distinctive cultural phenomenon. It can effectively publicize the product information. In the highly developed information era， the global strategy can be said to be one of the business strategies of every well-known enterprise. The global characteristic of sports advertising is favored by many enterprises， because they can fully use sports activities to show their brands and achieve the purpose to sell their products.

（作者單位：廣東科技學(xué)院）