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• 本文标题：广告英语语言特点及其翻译策略（英文）.doc
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• 内容摘要：TheLanguageCharacteristicsandTralationStrategyofEnglishAdvertisements 学院， 外国语学院 专业， 姓名， 指导老师， 商务英语 李洽 学号， 职称， 161005103829 刘思佳 讲师 中国珠海 二二年五月  毕业论文诚信承诺书 本人郑重承诺，我所呈交的毕业论文TheLanguageCharacteristicsandTralationStrategyofEnglishAdvertisements是在指导教师的指导下，独立开展研究或调查所取得的成果，文中引用他人的观点和材料，均在文后按顺序列出其参考文献，文中所使用的数据真实可靠。 承诺人签名， 日期，年月日 TheLanguageCharacteristicsandTralationStrategyofEnglishAdvertisements Abstract Thedevelopmentofglobalizationhascreatedaneweraofadvertising。DuetoculturaldifferencesandidiomsdistinctionstillwearerequiredtochooseappropriatetralationtacticstoachievethepurposeofEnglishadvertisements。 ThispaperisanattempttostudythewordingandtralationtacticsforEnglishadvertisementsbysummarizingthefundamentalcomponentsofEnglishadvertisingintroducingthelanguagecharacteristicsofEnglishadvertisingintermsofvocabularysyntaxrhetoricdevicesetc。andselectsseveralsuccessfulcasestosupplement。Throughexteivereadingandresearchingvarioustralationtacticsliketraliterationcondeationetc。fordifferenttexturearealsowritteninthisthesis。Nowadaysadvertisinghasemergedasapowerfulweaponinthequestforprofitthecorrecttralationofadvertisementsformsthecentrepieceofanysuccessfulmarketingstrategy。 Keywords:languagecharacteristicsadvertisementtralationtactics 广告英语语言特点及其翻译策略 摘要 全球化的发展开创了广告的新时代。由于文化差异和语言习惯的不同我们仍然需要选择适当的翻译策略来实现英语广告的目的。 本文总结了英语广告的基本组成部分并从词汇句法修辞手段等方面介绍英语广告的语言特征研究英语广告的措辞和翻译策略选择一些成功的广告案例来进行补充说明。通过广泛的阅读和研究针对不同的质地提出了音译缩音译法等翻译策略。如今广告已成为销售的最佳手段正确翻译广告是任何成功营销策略的核心。 关键词，语言特点，广告翻译策略 Contents Abstract Ⅰ 摘要 Ⅱ Introduction 1 1ADefinitionofAdvertising 2 1。1TheCharacteristicsofAdvertisements 2 1。1。1AdvancewithTimes 2 1。1。2BasedonRealLife 2 1。1。3MeetingtheMarketDemands 3 1。1。4CleverandEntertaining 3 1。2SignificanceoftheStudy 3 2LinguisticFeaturesinAdvertisements 5 2。1LexicalFeatures 5 2。1。1UseofCoinagesforNovelty 5 2。1。2FlexibleMeaningsofWords 5 2。2SyntacticFeatures 6 2。2。1Parallelism 6 2。2。2WrittenintheFitorSecondPeon 6 2。2。3ProverbsinAdvertisements 7 2。3PunctuationMarks 7 2。4RhetoricalDevices 7 3TralationTacticsofEnglishAdvertisements 8 3。1Traliteration 8 3。2Conveion 9 3。3Condeation 9 3。4Addition 10 3。5Recreation 11 3。6Repetition 12 3。7Displacement 12 Conclusion 13 References 14 Acknowledgments 15 Introduction Nowadaysadvertisementshavebecomeanessentialpartofourdailylife。Globalizationhasagreatimpactinthedevelopmentsofadvertisementswhichbroughtgreatbenefitsintoourlife。WhatsmoreEnglishadvertisementsiswaymoredifferentthatwhattheyusedtobeandforthatpeoplearestartingtotakethemmoreseriouslybecauseofitslanguagevalue。Goodadsareusuallyshortandcatchyeasytoremember。Advertisementproducehaveauniquewayofmakingacommercialadsovividandcharmingthatconvincecustomeallovertheworldtopurchasetheirproductandconnectthewholeworldinitsownway。 ThetralationofEnglishadvertisementsisessentiallyanothermodificationoflanguageart。Ifanadistralatedproperlytheeffectformarketingwillbethebest。TheroleofthetralationworkofadvertisingEnglishinsociallifehasemergedgreatly。Tralationisauniquelanguageusagenotonlytoexpresstheoriginalmeaningbutalsotosurpasstheoriginalexpressioneffectandgivepeopleastrongerseeofbeautybychoosingthecorrectandexactwords。 Tralationistheconveionoftwolanguagessotherewillinevitablybedifferencesintralationsuchasculturaldifferencesandidiomaticexpressio。Thereforeintralationweshouldfollowtheprinciplesoftralationandtrytomodifyitwithoutchangingtheoriginalmeaningoftheadvertisement。ThereisnodenyingthatEnglishadvertisementshavebeenplayingmoresignificantroleinpeopleslifeandworksoitisfullofgreatimportanceforustoknowmoreaboutadvertisementswithourmindandheart。IfsoIbelievetherewillbeamoreharmoniousandbrillianttomorrow。 1AdefinitionofAdvertising Advertisementasthemostrepresentativesignofcontemporarysocietyhasbeenbecomingthemajorpartofourlife。AccordingtotheAmericanMarketingAssociationadvertisementisdefinedasThenonpeonalcommunicationofinformationusuallypaidforandusuallypeuasiveinnatureaboutproductsservicesorideasbyidentifiedspoothroughthevariousmedia。(ZhaoJin1992:1)Advertisementitselfhasdevelopedintovariousformswhichwecouldencounteralmosteveryday。Theyareondifferentkindsofmassmedia。Evenonthesideofbuseswecanseeit。IndeedasQianYuansummarizestheadvertisementhasbecomeahighlypowerfulititution。Ithelpsmanufacturesandcorporationtoincreaseprofitsmanipulatessocialvaluesandattitudesandshapespeopleslifestyle。(QianYuan，1991，17) TheCharacteristicsofAdvertisements Advertisingisanelementofthepromotionmixofanorganization。Itisaonewaycommunicationwherebrandscommunicatetothecustomethroughdifferentmediums。AdvertisingcanbenonpeonalasinthecaseofTVradiooewspaperadvertisementsorhighlypeonalasinthecaseofsocialmediaandothercookiebasedadvertisements。 1。1。1AdvancewithTimes Theworldtodayisdevelopingatahighspeedeveryday。Coumeperceptioandattitudestowardscommoditiesarealsochanging。Arigidadvertisingstrategywillnotwork。ForexampleinChinaoldergeneratiotendtosavemoneyratherthanspendtheirsavingsandnowyoungpeoplehavetheconceptofearlycoumptionwhichmakestheirvaluesverydifferent。 TaketheadvertisementforCocaColaasanexample:Since1996ithaschangedmorethan100timesintextsfourofwhichherearelisted: Cokefollowsthiteverywhere Waveafterwavedrinkafterdrink CocaColaItstherealthing OlympicForeverForeverCocaCola CocaColarealizethatadvertisementsneedtoadvancewithtimesratherthanholdingontotheoutdatedstrategythatworkedlongtimeago。 1。1。2BaseonRealLife CustomeareinclinedtopresentthemselvesAmericainparticularwiththepurposeofdrawingotheattention。Advertisementsarealwaysdesignedtobespecialandoutoftheordinary: Weknoweggsactlyhowtoselleggs。 Thewordeggsactlyiswronglyspeltonpurposeforexactlymakingcoumelookatitagain。Someadvertisementsalwayssaysomethingconfusingtoarousecuriosity。 Whichwayhelpsyousleepbetterunderyourheadoroverthei ThisistheheadlineofanAdfortreatingsleepdisorder。Butafterreadingitthereademayhavepuzzlesontheirmind:WhatisunderyourheadorovertheiReadehavetocontinuereadingthebody。Thatiseffectoftheoriginalbeginning。 1。1。3MeetingtheMarketDemands Obesityisoneofthebiggesthealthproblemsinmanycountries。Sopeoplenationwidearealwaysdieting。Inthisrespecttheadvertiselayemphasisonlighttomeetnatiodemand。Herelightrefetothelosingweightoraddinglittleweightwhileusingtheproductadvertisedandthisisespeciallyattractivetowomenandwecanevenfindthewordinsometrademarkforbeer。 1。1。4CleverandEntertaining Whenitcomestoadvertisingabrandcanattempttoconnectwithaudiencesthroughavarietyofcreativestrategiessomeofwhichincludestirringemotioofferinganaspirationalmodelorpresentingasliceofreality。Howeveritsoftenthehumorousadsthecleverlaughoutloudrollingontheflooradsthatwillnotonlyconnectwithaudiencesbutalsogetthemtalkingsharingandthinkingpositivelyaboutabrand。Humorisaprevailingdignifiedfactorforpopularity。Topeoplearoundtheworldhumorrepresentswisdomopennessresour...
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