Alliteration and Its Translation in Advertising

Alliteration is widely applied to literature and advertisements for its musical and impressive effect. This paper, by quoting and analyzing English advertisements created in China as well as in the U.S., points out that in E-C translation, the rhythmic beauty in the English language can be recreated by the structure of the Chinese language so as to maximize the equivalence between the SL and the TL, while at the same time distinguish brands and finally leads to action of branding.