Advertising English Language Features And Translation Skills
Abstract: Advertising is an art with many unique features. In the rapid economic development today, how to understand and use English advertisements to open up markets and promote enterprise sales is a very realistic problem. Advertisement is to persuade customers to consume the product or the service, and in this process, gradually formed its unique language features and translation skills. Advertising English is a kind of Special English, a special English in language use, has its distinctive features in language use. In today, advertising English must fully consider the product sales target language habits, cultural background, be familiar with advertising English language features and translation skills are particularly important. This article introduces the language features of English advertising from three aspects: vocabulary, syntax and rhetoric, and analyzes the translation skills of advertising English from three aspects: literal translation, free translation, modeling application.
Key words: Advertising English, language features, translation skills
Authenticity is the basic characteristics of advertising language, not the authenticity of advertisement will lose credibility and thus lose value. Advertising language, as a basic means of communication, as a basic element of advertising creative, it is the key conditions that decide the success of the advertisement.
English comes from Latin, advertisements from the word in Latin is “advertere”, meaning for public attention to some kind of thing, and induce a certain direction in the use of it. In today's society, advertising is everywhere, which advertising English has gradually showing itself, forming a unique characteristics of language advertising. And advertising for businesses and consumers is particularly important, by mastering the language features of advertising English and translation techniques, in order to maximize the convey advertising intention, to achieve the purpose of selling products. If no advertisement on the world, even you buy a drink , you will lost in many brands and taste, In the select and hesitant condition, want to buy their favorite drink must purchase taste them one by one. Thus, advertising is closely related to life. Not advertising in the broad dissemination of information, They also introduce advantage of commodity.
Globalization, globalization is inseparable from the advertising globalize. Advertising is enterprise publicity, promotional products, is the most common and effective method, also is a popular understanding of new products, decided to choose the consumption of the main channel, in the face of increasing competition in the international business, how to improve product awareness, advertising efficiency should not be underestimated. Therefore, advertisement translation in advertising plays a more and more important role. us that which the product is great.
Authenticity is the basic characteristics of advertising language, not the authenticity of advertisement will lose credibility and thus lose value. Advertising language, as a basic means of communication, as a basic element of advertising creative , it is the key conditions that decide the success of the advertisement.
2 Language Features of Advertising English
2.1 Vocabulary of Advertising English
2.1.1 Using The Comparative And The Most Adjectives
2.1.2 The Words Are Simple And The Pertinence is Strong
2.1.3 Repeated Use of Words
2.1.4 Creative Spelling, Using New Words
2.1.5 Less Verb, More Affective Adjective
2.2 Syntax of Advertising English
2.2.1 Simple Sentence, Easy to Understand
2.2.2 The Phrase Structure is More And More Appealing
2.2.3 More Imperative Sentence, With A Strong agitation colors
2.2.4 Interval Sentence
2.2.5 More Interrogative Sentence And Imperatives Sentence
2.3 Rhetoric of Advertising English
3 Translation Skills of Advertising English
3.1 Literal Translation
3.2 Free Translation
3.3 Modeling Application
3.4 Combination of Literal Translation And Free Translation
3.5 Combination of Transliteration And Free Translation
3.6 Attach Importance to Language And Cultural Differences
In the rapid economic development today, advertising English as a language of business, with its refined language, rich connotation, appropriate rhetoric for a variety of products publicity, has successfully attracted consumers to promote the production. In the process of development, it gradually formed its unique language features and translation skills of English advertisements.
The significance of Advertising English is to persuade customers to consume their products or services, it delivers the latest news goods and services, and promote the sale of goods.
This paper mainly discussed the syntactic aspect, vocabulary, rhetoric aspects of language features of advertising English, and at the same time through literal translation, sets translation skills on different aspects of advertising English.
Advertising English has many noteworthy features, regardless of the advertising English vocabulary, syntax, and its own characteristics. With the business competition intensifies, businesses use English to compete, the creator of advertising English must understand the characteristics of advertising English language to make their advertising products stand out, so paying attention to the study of advertising English, can not only enrich the theory of English but also has certain practical significance. Translation of advertising English is an art in the creation. Due to the differences in culture, advertising English translation is a complex problem, need to continue to explore.
Go to the library and read books on the Internet;
Often communicate with the teacher;
1. Thesis report Deadline: 7th--17th March.
2. Data collection and the first draft Deadline: 18th --31st March.
3. First draft modification Deadline: 1st --12th April.
4. Second draft modification Deadline: 13th--24th April.
5. Third draft modification and the final version Deadline: 25h April--4th May
 丁树德.翻译技法论.天津：天津大学出版社. 2005.