试论广告英语的语言特色及翻译策略

Abstract

People in today's world are living in the sea of advertisements. Many people may get sick of seeing or hearing them, but no one will deny the fact that advertisements provide us with information about the fast-changing world as much as we need. As English learner, the writer focuses on the use of its language more. This paper analyzes the linguistic features and translation strategies of advertising English. At the beginning of this paper, the importance of advertising English is stated. In the second chapter, the writer attempts to approach the linguistic features of advertising English. Firstly, it discusses the monosyllabic verbs, adjectives and new words of English morphology in advertisements. Secondly, it discusses the English syntax in advertising, including simple sentences, imperative sentences and interrogative sentences. Thirdly, some rhetorical devices in English advertising are introduced. In the third chapter, the writer attempts to research the translation strategies of advertising English. Meanwhile, three basic methods of advertising translation are included. Additionally, with some specific advertisements, some translation skills of Chinese advertisements are mentioned. And at the end of this paper, the effect and influence of advertising English is indicated.

Keywords: advertising English; linguistic features; translation strategies

Contents

Abstract I

Contents I

Introduction 1

1. Linguistic Features of Advertising English 2

1.1 English morphology in advertisements………………………………………2

1.1.1 Use of monosyllabic verbs 2

1.1.2 Use of adjectives 3

1.1.3 Use of new words 4

1.2 English syntax in advertising………………………………………………...5

1.2.1 Use of simple sentence. 5

1.2.2 Use of imperative sentence ………………………………………………6

1.2.3 Use of interrogative sentence …………………………………….………7

2 Translation Strategies of Advertising. 8

2.1 Basic methods in advertising translation between Chinese and English advertising……………………………………………………………………..…9

2.1.1 Literal translation 9

2.1.2 Free translation ………………………………………………………….10

2.1.3 Creative translation …………………………………………………..…10

2.2 Translation skills of Chinese-English advertisements 11

3 .Conclusion .13

References 14