The Language Characteristics and Translation Strategy of English Advertisements 广告英语的语言特点和翻译策略25.doc
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1、The Language Characteristics and Translation Strategy of English AdvertisementsABSTRACTWith the influence of globalization, it seems that advertisements have touched us at any corner and on any occasion, which really reveal the integration between advertisements and life. Certainly, English advertis
2、ements have been showing their charm to us and we nearly cannot deny them, because they are not only possessed of considerable commercial value, but also much language study value. In view of three aspects, that is, word, syntax and rhetoric, this essay will give details about the translation strate
3、gy by vivid examples. Keywords: English Advertisements, Language Characteristics, Translation Strategies 广告英语的语言特点和翻译策略摘 要在全球化浪潮的推动下,广告无处不在,无时不有。真可谓是广告生活化,生活广告化。而广告英语正从普通英语中凸显自己的个性,它不仅具有很高的商业价值,更具有一定的语言研究价值。本文主要从广告英语的词汇、句法、修辞三个方面的语言特点,并结合实例分析广告英语的翻译策略。关键词: 广告英语 语言特点 翻译策略 CONTENTSABSTRACT摘要1. Introdu
4、ction2. Language Characteristics of English Advertisements12.1 What are English Advertisements12.2 Language Characteristics of English Advertisements12.2.1 The Aspect of Word.22.2.2 The Aspect of Syntax32.2.3 The Aspect of Rhetoric62.2.3.1 Personification62.2.3.2 Simile and Metaphor72.2.3.3 Pun83. T
5、ranslation Strategies of English Advertisements113.1 Literal Translation113.2 Free Translation123.3 Transliteration143.3.1 Pure Transliteration143.3.2 Semantic Transliteration143.3.3 Semantic Half Transliteration143.4 Transformation153.4.1 Different Viewpoints153.4.2 Virtual and Non-virtual Translat
6、ion153.4.3 Substitution for Image164. Conclusion16Bibliography17Acknowledgements18 IntroductionWith the wave of globalization approaching, advertisements have brought us great benefits from every aspect, which add more vigor to our life and work. Especially, English advertisements have outstood from
7、 the common ones, and they are possessed of their own features. It is very obvious that English advertisements have influenced us so much that we are eager to study more about them. They give the advertisement producers much benefit, and render customers pleasant and willing to enjoy them, which is
8、the charm of advertisements. In order to find the essence of them, people have to learn more about English advertisements. After all, we have entered a new globalizing century, and nobody hopes to be sifted out from the new trend because of the blank knowledge of English advertisements.Then, what ar
9、e the exact features and how should we have a perfect translation of them? In this thesis, English advertisements have been distinguished from the aspects of language characteristics, and we should translate them in a special way to make them more attractive and persuasive. As for the translation, p
10、eople should not be confined to the so-called equivalence of language forms, but take more profound factors into consideration, such as cultural difference, individual habit, and specific occasion and so on. There is no denying that English advertisements have been playing more significant role in p
11、eoples life and work, so it is full of great importance for us to know more about advertisements with our mind and heart. If so, I believe there will be a more harmonious and brilliant tomorrow. 1 Language characteristics of English advertisements1.1 What are English AdvertisementsEnglish advertisem
12、ents are distilled from the common advertisements, which can be seen as a kind of art. They always vary from time to time, from space to space. Exactly speaking, English advertisements are means to introduce goods and service to consumers by means of a variety of methods and tools (Qi Yunfang, 2003:
13、1).1.2 Language characteristics of English advertisementsSince English advertisements are different from the common advertisements, they have their own characteristics. English advertisements are a developing language, and tend to be more mature with the trend of globalization. Certainly, its own la
14、nguage system will also be further polished. Then, this thesis gives details from three aspects: word, syntax and rhetoric. In fact, language learning has played an important role in this point, and especially pragmatics is a very necessary branch, which can help to master the essence of English adv
15、ertisements (Xia Qing, 2003:98).1.2.1 The aspect of wordAs the tool of transforming information, English advertisements are brief, vivid, and flexible. Therefore, some verbs and adjectives are used to convey effective and brief information, and also strengthen the expressiveness of language. Such as
16、, get, buy, use, new, big, bright and so on (Zhao Jing, 1997:264-268). For example:Getting places in the business world is easier if your banker is there to meet you. (Bank advertisement) We buy just a boat, when you could buy a CHRISCRAFT. (Yacht advertisement)From the two examples, we strongly sen
17、se that brevity in English advertisements is a kind of beauty, which captures eyes and hearts of consumers in the shortest seconds. In order to strengthen sense of participation of consumers, English advertisements often adopt personal pronouns, such as: the first personal pronoun usually refers to
18、the advertiser, the second personal pronoun refers to the consumer, and the third one refers to people who are familiar or understood by readers. For example:We made this watch for you to be part of your life-simply because this is the way. We always make watches. And if we may draw a conclusion, it
19、 would be this: Choose once and choose well(Guo Guilong, 2008:5).She usually complains about my anniversary gifts, but this year she is going to smile. (Perfume advertisement)The above examples explain advantages of personal pronouns to us, and there is a very short distance between consumers and ad
20、vertisements makers. Thus, people have stronger desire to buy those products. 1.2.2 The aspect of syntax Syntax, put simply, is the grammatical arrangement of each element of a sentence. Its main concern is to ensure the coherence of your subject, verb and object, as well as the relationships that t
21、ie them together. Involving a logical sequence, its the framework from which you build sentences correctly.1.2.2.1 Simple sentencesMost of the time, English advertisements tend to use simple sentences to get high readability from readers. Because of the brevity of words used in advertisements, sente
22、nces are not too complex. For example:Got milk? This is an advertisement of brand milk. Cock adds life. This is the advertisement of Coca-cola. From the above examples, we can see that it is very easy to have a good impression on the brief English advertisements. It seems that they are incomplete in
23、 form, but in fact they are enriched in essence.Meanwhile, imperative sentences can be always adopted to promote the products, because they can increase persuasive or seductive function, and customers can be easily advised or even persuaded. For example:Buy one pair. Get one free. This is an adverti
24、sement of sunglasses. In this advertisement, there are two imperative sentences. If we use the following expression, we will find that there are totally different effects. If you buy one, you can get one more free of charge. There is no doubt that this sentence is less attractive and persuasive than
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