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摘 要在商品经济高度发达的今天，广告已经渗透到生活的各个领域,成为生活中不可取代的一部分。广告英语已经发展成为一种重要的实用文体,有自己独特的语言特点，并由此产生了与之相对应的翻译策略。本篇论文首先会介绍广告的定义和功能作用，然后介绍广告英语产生的背景。接着会分别介绍和分析广告英语的语音特点, 词汇特点，修辞特点和句法特点。除此以外，还要介绍广告英语的翻译策略，包括直译法，意译法，换译法，和音译法。最后，本篇论文将会阐述研究广告英语的语言特色及翻译策略的意义。9967
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关键词:广告英语;语言特色;翻译策略
AbstractWith the commodity economy highly developed in our modern society, advertising, penetrated into every field of our daily life, has become an indispensable part of our life. Advertising English has developed into an important practical style. It has its own distinctive language features and under that situation, the corresponding translation strategies come into being. First of all, this paper introduces the definition of the advertisement and its function and then introduces the background of advertising English. Next, this paper will respectively introduce and analyze phonological, lexical, rhetorical and syntactic features of advertising English. Besides, it will also introduce translation strategies of advertising English, including literal translation, free translation, adaptive translation and associative transliteration. Last, this paper will clarify the meanings of the research on language characteristics and translation strategies of advertising English.
Keywords: advertising English; language feature; translation strategy
Contents
摘 要...i
Abstract...ii
Ⅰ. Introduction..1
Ⅱ. Definition of Advertisement and Its Function.2
Ⅲ. Language Characteristics of Advertising English.3
3.1. Phonological Features of Advertising...3
3.2. Lexical Features.....4
3.3. Rhetorical Features...5
3.4. Syntactic Features.6
Ⅳ. Translation Strategies of Advertising English.8
4.1. Literal Translation.....8
4.2. Free Translation.8
4.3. Adaptive Translation..10
4.4. Associative Transliteration11
V. Conclusion..12
Bibliography...........14
Acknowledgement...15 Language Characteristics and Translation Strategies of Advertising English
Ⅰ. Introduction
The so-called advertisement is by all means a medium to convey certain commodity information to the public and media. With the development of global economy, not only domestic but international advertisements surged in recent years. The main function is to draw the readers’ attention to stimulate their desire for consumption. Without advertisements, our life may lose its vigor. As we all know, there are two categories of advertisements, including commercial advertisements and public service advertisements. These advertisements are involved in many aspects of our life, such as household electric gadgets, cosmetics, commodities, nourishment, etc. We can not deny that advertisements play an indispensable role in contributing to economy growth and they in turn, push the long-term development of advertising business. For consumers, the commercial advertisements appeal to them very much due to the colorful scenes, wonderful music and attractive lines which always leave a deep impression on them. So language of advertisements can not be negligible because of its conveying critical function. Under global background, advertising English appears more and more frequently on TV. And it has started to influence the spoken language as well as the written one. As one of the important components of the advertisement language, the advertising English is a newly-born kid in the English family and has aroused extensive attention. In this paper, language features including phonological, lexical, rhetoric and syntactic features of advertising English will be displayed. The effects of advertising English translation emphasize that the translation not only should provide sufficient instant commodity information to readers, but also give the reader a feeling just as they were experiencing that event. Therefore, translation strategies of advertising English are of great significance to keep the English advertisements harmonious. Besides, they can help consumers at home comprehend the information of commodities so that they can build a bridge between them and markets. Appropriate translation can bring about beautiful effects on consumers, otherwise, the side effect. Bad translation, to a large degree, fails to show the real glamour of commercial products and makes consumers feel dull and lose interests in the products they originally want to buy. In this paper, many translation strategies are mentioned.