广告英语语言的特点及翻译
摘要：随着经济全球化的发展，广告随处可见，已经成为人们生活不可分割的一部分。广告产品越来越国际化，竞争也越来越激烈。国内外企业都面临着广告全球化的问题。商品广告的英语翻译问题也应引起各企业的重视。因此，分析广告英语语言的特点及翻译尤为重要。本文主要研究广告英语语言的特点及翻译。首先先简单介绍广告英语的概念，其次通过举例大家所熟知的经典广告语阐释广告英语的语言特点，会从词汇、句子结构以及修辞手法来分析，接着论述广告翻译的要点及方法，最后简单阐述常见的五种翻译方法—直译、意译、增译、创译、音译。文章的最后倡导更多的人投入到广告英语语言研究和翻译方法探讨的学习中来。
关键词：广告英语；广告语言；翻译特点；翻译方法
The features and translation of advertisement English language
Abstract: With the development of economic globalization, advertising can be seen everywhere and has become an integral part of people's lives. Advertising products are becoming more and more internationalized, and the competition is becoming more and more fierce. Domestic and foreign enterprises are facing the problem of advertising globalization. The English translation of commodity advertisements should also attract the attention of enterprises. Therefore, it is particularly important to analyze the characteristics of advertisement English and its translation. This paper mainly studies the characteristics of advertisement English and its translation. Firstly, it briefly introduces the concept of advertising English. Secondly, it explains the linguistic features of advertising English by giving examples of well-known classical advertising language. It will be analyzed from the aspects of vocabulary, sentence structure and rhetoric. Then it discusses the main points and methods of advertising translation. Finally, five common translation methods - literal translation, free translation, additional translation，creative translation and transliteration are briefly expounded. At the end of the article, more people are encouraged to devote themselves to the study of advertising English language and translation methods.
Keywords：advertising English ; advertising language ; translation characteristics ; translation methods
1.Introduction
The word “advertisement” originated in Latin, meaning attention, induction and communication. The Middle English era gradually evolved meaning: to make someone notice something or to inform someone of something to attract the attention of others. It was not until the end of the 17th century that the United Kingdom used this word on a large scale. In modern times, advertisement is considered to be a form of information exchange using media rather than verbal promotion. The development of advertising also represents the development of human civilization, as a cultural carrier, it reflects the orientation and trends of people's social and cultural values. The function of advertising English is to persuade commodity information through certain forms of media channels to remind people to remember and purchase goods. China has joined the WTO and their communications among countries have become more and more frequent. The translation of advertising English is particularly important at this time, in order to help companies better promote products, advertising designers must come up with great slogans to persuade and remind people to buy goods.
In the case of application-oriented advertising applications, as long as we give full consideration to all respects involved in cultural transformation and communication, we should grasp the translation from the perspectives of functional positioning, language aesthetics and cultural differences, and grasp the characteristics of advertising English translation. It cannot only make full use of advertising communication and promotion functions, but also achieve certain aesthetic effects. By understanding the features and translation methods of advertising English, multinational companies can open markets, expand their businesses and expand their strength on a global scale. However, the method of translating advertisements is flexible and editable, and there is no law to follow. Therefore, we must carefully study and learn the English translation strategy of advertising, so that the translated advertisements are novel and concise, and achieve the purpose of accurately conveying the information of the goods.
This paper will start with the analysis of the language features of advertising English, such as vocabulary, rhetorical devices, sentence structure in advertising English. As advertisements slowly enter our lives, advertising translation must consider the basic characteristics of the customs, cultural background, and language expression characteristics of the objects purchased by the goods. The translation method of advertising English cannot be ignored. Literal translation, free translation, additional translation, recreation and transliteration are well-known.
Contents
1. Introduction 1
2. The Features of Advertising English language 3
2.1 Vocabulary 3
2.2 Sentence structure 4
2.3 Rhetorical devices 5
3. Advertising English translation 7
3.1 Consider fully from the customer 7
3.2 Respect different culture 8
3.3 Advertising English translation methods 9
4. Conclusion 13
5. Bibliography 14
5.Bibliography
[1]周晓，现代英语广告[M].南京：东南大学出版社，2008.
[2]丁数德，翻译技法详论[M].天津：天津大学出版社，2005.
[3]郭著章，英汉互译实用教程[M].武汉：武汉大学出版社，2003
[4]Eugen A. Nida, 翻译理论与实践[M].1969
[5]王冬梅，商业广告翻译漫谈[J].江苏技术师范学院学报，2005.
