广告英语的语言特点和翻译技巧
Introduction With the wave of globalization approaching, advertisements have brought us great benefits from every aspect, which add more vigor to our life and work. Especially, English advertisements have outstood from the common ones, and they are possessed of their own features.
It is very obvious that English advertisements have influenced us so much that we are eager to study more about them. They give the advertisement producers much benefit, and render customers pleasant and willing to enjoy them, which is the charm of advertisements. In order to find the essence of them, people have to learn more about English advertisements. After all, we have entered a new globalizing century, and nobody hopes to be sifted out from the new trend because of the blank knowledge of English advertisements.
Then, what are the exact features and how should we have a perfect translation of them? In this thesis, English advertisements have been distinguished from the aspects of language characteristics, and we should translate them in a special way to make them more attractive and persuasive. As for the translation, people should not be confined to the so-called equivalence of language forms, but take more profound factors into consideration, such as cultural difference, individual habit, and specific occasion and so on.
There is no denying that English advertisements have been playing more significant role in peoples’ life and work, so it is full of great importance for us to know more about advertisements with our mind and heart. If so, I believe there will be a more harmonious and brilliant tomorrow.
CONTENTS无耻悲鄙下流的网"学.网总是抄优,文^论,文.网http://www.youerw.com
ABSTRACT Ⅰ
摘要 Ⅱ
1. Introduction Ⅳ
2. Language Characteristics of English Advertisements 1
2.1 What are English Advertisements 1
2.2 Language Characteristics of English Advertisements 1
2.2.1 The Aspect of Word. 2
2.2.2 The Aspect of Syntax 3
2.2.3 The Aspect of Rhetoric 6
2.2.3.1 Personification 6
2.2.3.2 Simile and Metaphor 7
2.2.3.3 Pun 8
3. Translation Strategies of English Advertisements 11
3.1 Literal Translation 11
3.2 Free Translation 12
3.3 Transliteration 14
3.3.1 Pure Transliteration 14
3.3.2 Semantic Transliteration 14
3.3.3 Semantic Half Transliteration 14
3.4 Transformation 15
3.4.1 Different Viewpoints 15
3.4.2 Virtual and Non-virtual Translation 15
3.4.3 Substitution for Image 16
4. Conclusion 16
Bibliography 17
Acknowledgements 18
广告英语的语言特点和翻译策略 摘 要
在全球化浪潮的推动下，广告无处不在，无时不有。真可谓是广告生活化，生活广告化。而广告英语正从普通英语中凸显自己的个性，它不仅具有很高的商业价值，更具有一定的语言研究价值。本文主要从广告英语的词汇、句法、修辞三个方面的语言特点,并结合实例分析广告英语的翻译策略。
关键词: 广告英语 语言特点 翻译策略
The Language Characteristics and Translation Strategy of English Advertisements
ABSTRACT With the influence of globalization, it seems that advertisements have touched us at any corner and on any occasion, which really reveal the integration between advertisements and life. Certainly, English advertisements have been showing their charm to us and we nearly cannot deny them, because they are not only possessed of considerable commercial value, but also much language study value. In view of three aspects, that is, word, syntax and rhetoric, this essay will give details about the translation strategy by vivid examples.
Keywords: English Advertisements, Language Characteristics, Translation Strategies 1617