广告英语中的语言艺术及其翻译技巧
在商品经济迅速发展的今天，英语广告作为一种信息传递的手段，已经渗透到生活中的各个领域，也越来越受到企业、中间商和广大消费者的重视和青睐。广告英语本身是一种应用性极强的语言，经过长期的发展已形成一种独立的、重要的实用文体，有自己独特的语言风格。了解广告英语中的语言艺术能帮助我们更好地理解广告英语中的语言内涵与文化内涵，展示广告英语特有的语言魅力，提高我们对英语语言的应用能力。
本文第一部分通过对广告英语中的词汇特色进行详细的介绍，说明在广告英语中词汇所起到的作用及其所体现的艺术特征。第二部分阐述了句法特征在广告英语中的使用是如何达到商家想要达到的理想效果的。第三部分主要介绍了广告英语中的修辞手法和夸张词句的表现手法。第四部分是通过对两个典型广告种类的分析，进一步阐述了广告英语中的语言艺术。
笔者希望经过深入的分析和细致的举例来证明广告英语作为一种应用语言，有着自己独特的语言艺术。而对广告英语的正确理解能帮助读者更好地体会广告意图，也有助于进一步认识英语语言在广告这种特殊文体中的应用技巧。另一方面本文还以此为基础对英语广告的翻译技巧进行了相应的分析，以期更好地使读者理解广告英语在广告中所起到的具体作用并提高读者的应用能力
关键词：广告英语；语言艺术；修辞手法
The Linguistic Art of Advertising English and the Corresponding Translation Skills
Abstract
In today’s rapid development of commodity economy, English advertisements as important means of information dissemination, have penetrated into almost every field in our life and are paid more and more attention by the enterprises, the brokers and the consumers. Advertising English itself is a very useful language. After a long period of development, advertising English has cultivated its independent and practical style with its own unique language features. Understanding the unique and charming linguistic art of advertising English can make us know more about the underlying meanings and culture in the advertisements and improve our ability of English language.
First part of this essay is talking about the introduction of advertising English and linguistic art. Second part of this essay focuses on the detailed analysis of advertising English’s lexical features，and the role English vocabulary plays in exhibiting the artistic features of the advertisement. Third part is an elaboration about the syntactic features of advertising English, and how to use them to achieve the desired results of various businesses. Part four mainly describes the rhetorical devices in advertising English performance and expresses the functions of extreme word in advertising English. Based on the above analysis, last part continues to discuss the linguistic art of advertising English with two specific and typical types of advertisements.
In this essay, the writer wants to prove that advertising English, as an applied language, has its own unique style. The correct understandings of advertising English can help the readers figure out the purpose of a certain advertisement and know about the application skills of English language in the advertisements.
Key words ：advertising English；language art features；rhetoric devices
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