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
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
CONTENTS
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
