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1、存档编号 赣 南 师 范 学 院 学 士 学 位 论 文The Language Features and Translation Skills of English Advertising 英语广告语言特征及其翻译技巧教学学院 外国语学院 届 别 2014 专 业 英语 学 号 100402141 姓 名 指导教师 完成日期 2014年5月 作者声明本毕业论文（设计）是在导师的指导下由本人独立撰写完成的，没有剽窃、抄袭、造假等违反道德、学术规范和其他侵权行为。对本论文（设计）的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。因本毕业论文（设计）引起的法律结果完全由本人承担。毕业论文（
2、设计）成果归赣南师范学院所有。特此声明。作者专业：英语作者学号：100402141作者签名： 年 月 日The Language Features and Translation Skills of English Advertising Yin Xiong英语广告的语言特征及其翻译特征殷雄2014年5月5日AbstractThe globalization of world economy makes English advertising and its translation more significant. English advertising play a important r
3、ole in every aspect of our life. However, its very different from common English in the use of words or sentences making. Advertisements are of a very practical type of writing with high commercial value. In translation, no matter what kind of technique is employed, a translator should make sure tha
4、t the source audience can understand it on the source language and cultural background. Advertising translation not only deals with language，but also the vocabulary, syntax and rhetoric. In this thesis, firstly, a discussion of the major linguistic features of English advertising is conducted from t
5、hree perspectives：lexical, syntactic and rhetorical aspects. Then talk about the principles and skills of the English advertising translation. This thesis is intended to explore the major characteristics and skills of English advertising texts to benefit the foundation of the advertising translation
6、 theory and be helpful to guide the advertising translation practice.Key words: English advertising; linguistic features; translation skillsI摘 要经济的全球化使得英语广告及其翻译变得越来越重要。英语广告在我们日常生活中的方方面面都扮演着一个非常重要的角色，广告以其独特的魅力影响着社会生活的方方面面。然而，广告英语的用词造句又与普通英语有许多差异。因此，本文试图对英语广告的语言特征及其翻译技巧作一研究。广告文体是一种具有极高商业价值的实用文体，其最终目的和
7、主要功能就是要使消费者接受并购买它所宣传的商品和服务，因而在其翻译中，无论采用什么样的技术，翻译应确保源观众可以理解它的源代码语言和文化背景。本文首先从词法句法和修辞三个层面对英语广告的语言特色进行分析，其次论述英语广告翻译的技巧以及实践翻译策略，旨在通过对英语广告的翻译特征及其翻译技巧作一些探讨，从而在广告翻译实践和广告翻译理论之间建起一座沟通桥梁。 关键词：英语广告；语言特征；翻译技巧IIContentsAbstract.IKey Word.I摘 要.II关键词II1. Introduction.12. Linguistic Features of Advertising.32.1 Lex
8、ical Features of English Advertising32.1.1 Frequent Use of Colloquial and Common Words.42.1.2 Frequent Use of Monosyllable Verbs42.1.3 Frequent Use of Adjectives.52.1.4 Frequent Use of Abbreviations and Compounds.62.1.5 Abnormal Spelling.62.1.6 Borrowed Words.72.2 Syntactic Features in English adver
9、tising.72.2.1 Frequent Use of Simple Sentences.82.2.2 Frequent Use of Interrogative Sentences.82.2.3 Frequent Use of Imperative Sentences.92.3 Rhetorical Features in English Advertising.102.3.1 Simile.102.3.2 Metaphor.102.3.3 Personification.112.3.4 Pun.112.3.5 Contrast.122.3.6 Rhyme.123. Brief Disc
10、ussion of Translation Skills.143.1 Literal Translation.143.2 Free Translation.153.3 Combination of Literal Translation and Free Translation.153.4 Adapted by Audience.164. Practical Translation Strategies174.1 Focus on the Function of the Advertising.174.2 Focus on the Language Aesthetic.174.3 Focus
11、on the Cultural Gap.175. Conclusion.19Bibliography.201.IntroductionNowadays, the world economic has developed so fast and Chinese has benefited so many from the globalization, the Chinese businesses nowadays are increasingly looking abroad for potential client. Meanwhile, many foreign corporations b
12、egin to expanding their markets in China. The growth and expansion of multinationals have made it necessary for business people to publicize their goods and services, advertising English has become a house word, the advertising English has entered into every Chinese family. English advertising has a
13、 great influence on all the aspect of the life of the family and little by little. All these help to explain why advertising is becoming increasingly important. Advertising today is a large enterpriseIt is used by a wide range of peopleIt bridges the gap between producers and consumers, brings conve
14、nience to both sides and save their costs. From the day that Chinese entry into WTO, Chinese benefit greatly from the high quality products which imported from foreign countries. Advertising is an important way of good promotion. So more and more entrepreneurs have come to realize the significance o
15、f advertising, they want to promote their productsSo, with the further opening up of this world, more and more scholars begin to focus on the translation of English advertising. However, many translated adverts are still not satisfactory, some of them cant provide correct and full information of the
16、 advertised products, and some are puzzling to us because of the different cultural background. Under the traditional English advertising translation theory, scholars just focus on the meaning of every single word. They dont pay attention to the integrity of the advertising words. It is hard for con
17、sumers to understand the advertisement. Different from traditional theories, some scholars opened up a mew perspective to the study of advertisement translation called skopos theory. The theory emphasis the functionality of the target text, the theory concentrates on the goal of the text and thinks
18、that translation is a kind of purposeful act. This theory is a great breakthrough of English advertising translate. There is also another theory called functional equivalence theory. This theory is the development of skopos theory. It focus on the cultural gap between different languages. This thesi
19、s including five parts. With the beginning of a brief introduction to the whole content; provide the reasons for the thesis and points out the significance of this research, and then the thesis emphasis on the linguistic features of advertising English, exploring the linguistic features from lexical
20、, syntactic and rhetorical aspects respectively. The following chapter is giving a brief discussion of the translation principles and skills. The chapter four is about the examples of the practical translation and give a brief discuss of some applicable strategies about English advertising. In the l
21、ast chapter, we end with a conclusion.2.Linguistic Features of AdvertisingAs we all know, the purpose of the advertisements is to give the information of the product to the consumers and try they best to persuade the potential consumer to buy the commodities. Advertising language give a direct commu
22、nication between consumers and producers. And the meanings it conveys not only a simple describe of the commodities, but also be persuasive to persuade consumers buying the commodities. The advertisement tries to impress consumers and make them have a buying willing. In order to achieve this goal, a
23、dvertising agents have to use different lexical and rhetorical methods to attract consumers attention.徐小娟（2004:69） said that “advertising language is not only concerned with the language, but also a reflection of the culture. So it is necessary for us to know the cultural features of different langu
24、age, it is also necessary for us to figure out the different linguistic features of different language”. In our daily life, we can conclude that the advertising contain the some characteristics, such as , non-personal, sponsors, information of advertisement, medium, paid for by sponsors, persuasive
25、and choosing identified customer group.2.1 Lexical Features崔刚（2004:15）said that “A single word is worth a thousand piece of gold”. This sentence can best describe the general characteristic of advertising language. Advertising English pay a great attention to the appeal of language and they definite
26、ly want attract consumers eyeball. Usually it tends to be more popular among the consumers and more oral style and easy to be understand. Advertisings reading object is public, so as to avoid the advertising hard to understand, advertising agents shouldnt using complicated, uncommon words in the and
27、 try to using oral, common and the popularization of words. Therefore, words and phrases used in advertising are simple and easy to understand such as Nike, Adidas, and Apple. They use simple slogans to spread their product images. Advertising in English has a long history and has its own unique lex
28、ical characteristicsIts main lexical features may be summarized as follows.2.1.1 Frequent use of colloquial and commom wordsOne of the main lexical features in English advertising is that English advertising always adopt oral or colloquial words. In order to hold the audiences attention, the adverti
29、sement language should be easy to understand and to remember. In this way, it can shorten the distance between advertisers、manufacturer and readers of advertisement, for oral expressions are close to the audience and easier to be accepted. The following are some examples:1) Youll be amazed at what y
30、ou can do(Internet ad) In this advertisement, the oral phrase “you will” give the advertisement a strong sense of cordiality. It is like a old friend giving you a suggestion personally. You may feel it reliable and acceptable.2) Just do it (Nike) In this advertisement, it just uses three common word
31、s, greatly save the apace, make people easy to understand the meaning of this advertisement. Its aim to be outstanding from so many sports brand. It is obviously that Nike has achieved the goal and already been a word famous brand.3) Enjoy Coca-Cola (Coca-Cola) This is an advertising of Coca-Cola. T
32、he word “Enjoy” not only express the Coca-Colas confidence but also embodies the comfortable feeling and persuade consumers buy the goods. The simple words make the brand easy to remember.2.1.2 Frequent use of monosyllable verbsVerbs in advertising play an important role in attracting the audiences
33、attention. One typical character is that the monosyllable words are highly used. They are brief and make the advertisement simple, clear and concise. Although the meaning of the words are different, they are all used to indicate the relationship between the advertisers and the consumers. 刘明信（2006-20
34、07:12）states that according to some survey result, there are many commonly monosyllable verbs used in English advertising, such as :be, get, love，need, etc, and some adjectives more frequently used such as new，good, better, best, nice, fresh, rich, real, great, extra, delicious, etc.These monosyllab
35、le verbs with definite meaning are necessary in daily life. They vividly reveal the relationship between products and customers. Therefore, they can engender the effect of friendliness and evoke action from the target audience. The following are examples.1) Use it wherever you think best (IBM) This
36、is the advertisement of IBM. Its famous because it convey the meaning directly, and make people believe its productions and make sure that customers buy the productions. And the advertisement use the”Use”.2) You can feel the feature in Philips design. (Philips) Its also simple to customers. The verb
37、 “feel” wants to tell people that customer can use it and feel something that they cant feel in other place. Philips is so confident.2.1.3 Frequent use of AdjectivesIn order to sell productions, advertising agents intend to use many different adjectives to propangandize their goods. Such as: outstan
38、ding、unique、wonderful、admirable、classic、yum、fashionable、 fabulous、excellent、incredible. Therefore, advertisers often select the superlative or comparative adjectives, which give preferable descriptions of the product by stressing on its best side. But nowadays, people may doubt whether there is such
39、 a good product in the world if the advertisers use the superlative and comparative adjectives. But, we cant deny that the adjectives make advertisement suddenly become lively and natural and fascinating. To sell the goods, the advertisers have to use some beautiful adjectives. The following are exa
40、mples.1) Minolta, finest to put you finest.(Minolta) This advertisement give consumers such a feeling that as long as you own Minolta camera, you are the best man in this word. Even if it isnt true, but can let a person have a impulsion to buy it. Everything is taken for granted, and the purpose of
41、the advertisement has arriver.2) Lets make things better. (Phillips) As we all known that the Phillips is a world-famous brand of family electric equipment. This advertisement is of a promise to its products. They dont praise their own products, but as a friend gently said:” Let us do it better” and
42、 get closer to customers. We cant deny that the Phillips is so wise.2.1.4 Frequent use of Abbreviations and compoundsAbbreviation word, Sally Wehmeier （2004:3）defines the abbreviation as” to make a word, phrase or name shorter by leaving out letters or using only the first letter of each word”. A co
43、mpound is a whole formed by a union of two or more elements or parts in a fixed order. In English advertisement, abbreviations have the advantage of shortening the length of an advertisement and saving cost and space and giving a brief introduction to customers, make the advertising easy to read. Co
44、mpounds are more flexible than abbreviations; in fact they are all suitable for English advertising in the pursuit of innovation, make consumers be curious of the products. And as soon as the advertisement attract consumers curiosity, everything will be ok and consumer will buy the goods. Therefore
45、it is by reasonable for some advertising agents to use abbreviations and compounds frequently. 2.1.5 Abnormal spellingIn order to give embody the special language characteristics of English advertising, the advertisers have to wracking their brains, they spell wrong the word on purpose which people familiar, and to get into new words. Besides, base on the English word-formation advertisers are constantly creating new words, the new word doesnt lose the original intention, add new meaning. It makes advertising can be easy understood by customers. The purpose of abnormal