论英语广告的语言特征及其翻译策略

近年来世界逐渐融合，跨国广告应运而生、不断深化。广告作为一门综合艺术，具有很多独特之处。广告英语在翻译的过程中和普通英语不同，它是力图用最精简的文字为商品提供丰富的信息，令消费者耳目一新，过目不忘。广告英语因其特殊的语言与功能常给翻译工作带来一定的难度，所以翻译广告英语时，在遵循“信”，“达”，“雅”的举出上，可适当的运用不同的修辞进行翻译以取得意想不到的美感功效。同上
本文首先简述研究背景、意义和方法。探究英语广告的特点预期翻译有助于我们欣赏英语广告，也助于为广告翻译者提供理论指导。其次，文章回顾了关于英语广告翻译的研究成果。再次，文章正文从词汇、句法和修辞层面，探讨了英语广告的主要语言特点。接着，提出了翻译过程中需要考虑的因素。然后，论证了英语广告的几种翻译策略，并举例说明这些策略用于英语广告翻译的可行性。
论文结尾强调深入了解英语广告特点的重要性，突出掌握英语广告翻译原则和翻译策略的必要性。真诚希望本研究对英语广告撰稿人和英语广告翻译者提供有用参考和重要指导。

关键词：广告英语的特点；广告英语的翻译要求；广告英语的翻译
On Linguistic Features of English Advertisements and Translation Strategies

Abstract: In recent years, the world's economy is integrating as a whole, which brings about the emergence and development of multinational advertising. Advertising, as the comprehensive art, has many unique characteristics. The translation of advertising English differs from common English. It offers consumers the richest information about products with the least words while remaining fresh and unforgettable. Due to its special expression and purpose, it is rather difficult to translate advertising English. Thus, during its translation, proper application of different rhetoric is suggested in order to achieve unexpected beauty and effects while sticking to the principle of faithfulness, expressiveness and elegance. Firstly, this thesis discusses the research background, significance and methodology of this research. A good study of the main characteristics and translation of English advertising texts(EAT)will help us appreciate and create EAT and provide theoretical guidance for translators. Secondly, the thesis reviews previous researches on EAT. Thirdly, it probes into the major characteristics of EAT at lexical, syntactical and rhetorical levels respectively. Next, the author tentatively raises and discusses the factors worth consideration in the translation. Then, the author expounds and proves the four main strategies for translation of EAT transliteration, literal translation, liberal translation and flexible translation. Finally, the author emphasizes the importance of a thorough understanding of the main characteristics of EAT and the necessity of a good grasp of the principles and strategies for translation of EAT. It is sincerely hoped that this study will provide useful reference and significant guidance for writers and translators of EAT.

Keywords: the characteristics of advertising English, the translation requirements of advertising English, the translation of advertising English.

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