广告英语语言特点及其翻译策略.docVIP

PAGE PAGE 15 The Language Characteristics and Translation Strategy of English Advertisements Abstract The development of globalization has created a new era of advertising. Due to cultural differences and idioms distinction, still we are required to choose appropriate translation tactics to achieve the purpose of English advertisements. This paper is an attempt to study the wording and translation tactics for English advertisements by summarizing the fundamental components of English advertising, introducing the language characteristics of English advertising in terms of vocabulary, syntax, rhetoric devices, etc., and selects several successful cases to supplement. Through extensive reading and researching, various translation tactics like transliteration, condensation etc. for different texture are also written in this thesis. Nowadays, advertising has emerged as a powerful weapon in the quest for profit, the correct translation of advertisements forms the centrepiece of any successful marketing strategy. Keywords: language characteristics, advertisement, translation tactics 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 TOC \o 1-2 \h \z \u TOC \o 1-2 \h \z \u Abstract Ⅰ 摘 要 Ⅱ Introduction 1 14394 1 A Definition of Advertising 2 24628 1.1 The Characteristics of Advertisements 2 44 1.1.1 Advance with Times 2 20800 1.1.2 Based on Real Life 2 20800 1.1.3 Meeting the Market Demands 3 8446 1.1.4 Clever and Entertaining 3 9991 1.2 Significance of the Study 3 14996 2 Linguistic Features in Advertisements 5 16036 2.1 Lexical Features 5 10044 2.1.1 Use of Coinages for Novelty 5 15433 2.1.2 Flexible Meanings of Words 5 18712 2.2 Syntactic Features 6 2.2.1 Parallelism 6 21880 2.2.2 Written in the First or Second Pers