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1、Advertising English language characteristics and translation methods广告英语的语言特点及翻译方法ContentsAbstract in Chinese .1Abstract in English .21.Introduction of translation standards in Advertisement.32.Advertising English characteristics.42.1.Vocabulary characteristics.52.2.Grammar characteristics.62.3.Rhet
2、oric characteristics73.Translation methods For English Advertisements83.1. Literal translation.93.2.Free translation104.Conclusion.115. Acknowledgement12.摘要在商品经济高度发达的今天, 广告作为信息载体,已经渗透到生活的各个领域,成为现代生活不可缺少的一部分。广告英语已经发展成为一种重要的实用文体,有自己独特的语言风格,在翻译时应坚持正确的翻译标准,充分考虑广告英语的语言特色,采取恰当的翻译策略,以展示广告英语所特有的语言魅力。 关键词:广告
3、英语;翻译标准;语言特色;翻译策略AbstractAs the commodity economy highly developed in the modern society, advertising, as the carrier of information has penetrated into every field of life, become an indispensable part of the modern life. Advertising English has developed into an important practical style, have the
4、ir own unique language style, when translation should adhere to the correct translation standards, full consideration advertising English language characteristic, take appropriate translation strategies in display advertising, peculiar charm of the English language.Keywords: advertising English; Tra
5、nslation standards; Language characteristics; Translation strategy1. Introduction of Advertising translation standardsThe so-called advertisement is by all means of media to convey certain commodity information to the public and media. The main function is to draw the readers attention to stimulate
6、their desire for consumption. The effect of advertisement translation emphasize that the translation not only should provide sufficient instant commodity information to readers, but also give the reader a feeling just as they were experiencing that event . Therefore, advertising translation standard
7、s are of great significance to keep the English advertisements harmony. Besides, the standards also play the role to evaluate the quality of the translation.2. Advertising English characteristics With the intisifing competition in the commodity market competitio, in order to keep the competition adv
8、antage and attract readers attention to the most extent, advertisement designers always choose novel and fashinable vocabulariy, concise statement and vivid rhetoric for the purpose to win the favor of consumers. In the following, there are some features of the Advertising English:2.1.vocabulary cha
9、racteristicsAdvertising English is different from that in books. The vocabulary should not only be concise but also be chic and innovative. The translators should try to use the most concise and accurate words which can provide abundant information for the commodity. Meanwhile, the readers can be cl
10、ear at a the first glance when reading the advertisements.Born To Shine.我本闪耀!(LG 手机)This is one of the ads for the LG mobile classic. Whether the English advertisements or advertisements for Chinese famous-brand products are rather perfect and are able to attract peoples attention depends much on th
11、e advertisements. Whats more, the ads emphasize great importance on the sentence concerning whether it is concise, atmospheric, or apllies rhyme into the sencente. The advertisement can be a good explaination for the the LG mobile classic with rich meaning and obvious innovation. The advertisements
12、are good at on the words games. If the ads begin with wrong spelling, there will be new meaning while not losing the original style. This is the great attractiveness of the ads.2.2.Grammar characteristic 2.2.1.prefering the simple sentencesThe advertising language has distinctive characteristics in
13、form. Or it tries keep balance in the form of neatly rhyme. These kinds of advertisents are attractive, refresh in style and can give the unforgettable memory. This is the so-called excellent commodities advertising in brief refining known all.For example;Cocacola 可口可乐 “SONY-take the world with you.
14、”让世界陪伴你。(索尼) Make dreams come true.让梦想成真。(迪斯尼乐园)Commodities trademarks just like human beings name, have become the intangible asset and great wealth for an enterprise. The Chinese translation for Cocacola is Coca-Cola,which keeps the original words syllable, makes the person recongize this beverage
15、 trademark. Those sentences with fewer words can not only save the space but also be accepted by most of the readers because of the features such as being easily read, written and understood. Even if the ads readers are of different English levels and there will be a different requirement for their language, there is a common ground that the ads a
