Exploring Rhetorical Figures in Advertising Headlines. Translation Studies and Critical Discourse Analysis

      Аннотация: Various researches have more than a half century centered upon analyzing advertising discourse from different perspectives but little seems to have been done in the area of Translation Studies. The primary aim of this book is to serve as a guide for students of Marketing and Translation Studies in their struggle to find proper strategies in using rhetorical figures in advertising headline and their corresponding translation. The authors of this book made an attempt to investigate the rhetorical operations used in English print advertising headlines to discover what happens to them while translating into Persian. Attempts were also made in particular to see whether there is any ideological consideration in using each category of figures operations (Tropes/ Schemes).

Ключевые слова: Critical Discourse Analysis, ideology, Systemic Functional Grammar, Print advertisements, Advertising headline, rhetorical figures, Advertising translation