广告英语的语言特点和翻译技巧

in English Advertisements
Abstract: With the development of global economy, the advertisement has penetrated every corner of the world and has become the indispensable part of people’s life. The English advertisement gradually becomes outstanding and becomes the unique implicational language. Only mastering the language characteristics and translation skills of English advertisements, can advertisers get the aim of delivering original meanings of English ads and promoting products. The paper mainly elaborates the English ad’s language characteristics and translation skills objectively, and it falls into three parts: First, the basic knowledge of English advertisements; second, the language characteristics of English advertisements; third, translation skills of English advertisements. In the first part, the thesis mainly introduces the function and structure of English advertisements. In the second part, it mainly deals with vocabulary feature, grammatical feature          and rhetoric feature of English advertisements. The third part tells people how to translate advertisements from Chinese into English or vice versa properly from the angle of cultural differences, literal translation and free translation. At last, the thesis discusses the prospect of English advertisements, and offers some suggestions for making good English advertisements.
Key words: English advertisements  language characteristics  translation skills

广告英语的语言特点和翻译技巧
摘要: 在全球经济繁荣的今天,广告已经渗透到生活的每一个角落,成为人们生活中不可缺少的组成部分。广告英语也逐渐脱颖而出,形成一种独具特色的应用性语言。只有掌握广告英语的语言特点和翻译技巧，才能最大限度的传达广告原意，达到推销产品的目的。本文客观地讲述了广告英语的语言特点和写作技巧。本文分三大部分，第一部分为英语广告的基本知识，第二部分讲述广告英语的语言特点，第三部分讲述英语广告翻译技巧。在第一部分中,文章介绍了英语广告的特点和结构。第二部分主要讲述英语广告的词汇，语法和修辞特点，第三部分讲述直译和意译的用法。最后讲述了广告英语的发展前景。
关键字: 广告英语 语言特点 翻译技巧

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