摘要在经济全球化的今天，广告宣传的国际化趋势越来越明显，各国企业都存在着广告国际化、全球化问题----即广告翻译问题。广告翻译必须充分考虑产品销售对象的语言习惯、文化背景，熟知英语广告的语言特征及翻译技巧就显得尤为重要。本文从词汇、句法、修辞、三方面介绍了英语广告的语言特征，并通过实例分析介绍了英语广告的翻译方法及原则。本文探讨了广告设计者如何利用广告英语的语言特点进行翻译，来达到吸引目标读者的目的。24855
毕业论文关键词：英语广告；语言特征；翻译技巧
Abstract
Nowadays, there is a problem about advertisement internationalization and globalization in all enterprises with the economic globalization and the international advertising trends are becoming evident, it is advertisement translation. In English advertising translation, it must take full account of the product sales target language habits, cultural background, language features and translation skills. This paper introduces the language features of English advertisement from three aspects, including the vocabulary, syntax, rhetoric, and introduces the translation methods of English advertisements and principles through the analysis of examples. This paper discusses the advertising designers how to use the language features of advertising English to translate English advertisement to attract the target readers.
Key words: English advertising; Linguistic features; Translation skills
On Language Characteristics and Translation Skills of English Advertisements
Contents
摘 要 i
Abstract ii
. Introduction 1
II. Advertising English 1
2.2 Classification of Advertising English 3
2.2.1 Commercial Advertisement 3
2.2.2 Cultural Advertising 3
Ⅲ. The Features of Advertising English 3
3.1 The Characteristics of Advertising English 4
3.2 The Language Feature of Advertising English 4
3.2.1 Rhetorical Feature 4
3.2.2 Syntactic Feature 6
3.2.3 Lexical Feature 7
IV. The Translation Strategies of Advertising English 8
4.1 Literal Translation 8
4.2 Liberal Translation 9
4.3 The Set of Translation 9
4.4 Creative Translation 9
V. The Strategy to Avoid the Mistake in Translation 10
5.1 From the Viewpoint of the Different Advertising Function 10
5.2 From the Viewpoint of Different Cultural Background 10
Ⅵ. Conclusion 11
Bibliography 13
Acknowledgements 14
. Introduction
At present, the translation of English advertisement has already been widely studied by domestic and foreign scholars, “Literature and Language Life” magazine published articles about advertising translation strategy by many Chinese scholars several times, and described some specific English advertisement translation methods through a lot of examples. But some businessmen are eager to profit and many advertising translators only crudely made in the domestic market, making a number of advertising translation of brand is not accurate enough, it is not conducive to the development of business and advertising translation. Therefore, it is imminent to understand the characteristics of advertising English, and put forward and develop the strategies of English advertisement translation.
The translation of English advertisement is important in translation field, the priority in translation field to solve is that the translation strategies of English advertisements. This paper puts forward different English advertising translation strategies from the features of advertising English to seek the best translation strategies. To translate different types of advertisement with a different translation method, makes the English advertising translation receive good publicity effect with the original advertisements. With the development of economic globalization, and international economic cooperation, the role of advertising is more and more important in the international market, corresponding to the requirements of advertising translation each passing day. The level of English advertisement translation affects directly the image of goods in the consumers’ heart, and then to directly curb the flow of goods and international economic exchanges and cooperation, so it is necessary to understand the language features of English advertising and to master English advertisement translation strategies. 浅析广告英语语言特点及其翻译策略:http://www.youerw.com/yingyu/lunwen_18483.html