Abstract： Advertising, an integrated art, has its uniqueness of language with concision, vividness and appeal.
In the modern time, in the context of globalization of economy, advertising tends to develop internationally that enterprises face challenges of advertisements into the international market. Translation is an advertising media of marketing and interacting with consumers so, the problems of advertisement translation have aroused translators ‘attention. The advertising translation is an interdisciplinary branch that is involved in linguistics, psychology, and marketing knowledge. The translator should be familiar with not only language characteristics but also background of histories and cultures when making language conversion between English and Chinese. This paper explores the translation standards and methods about English advertisements translated into Chinese based on analysis of stylistic characteristics of ads on the three levels: lexical level, syntactical level and rhetorical devices. It aims to generalize the regularities and discover the disparities brought about by the advertisement translation. We hope what we have discussed in it will benefit the ones who takes interest in this point.
Key words: English advertisements; language features; translation techniques
CONTENTS
摘要
Abstract
1. Introduction-7
2. The language features of English advertise-7
2.1Vocabulary characteristics of English advertisement-8
2.1.1 The comparison and the most advanced degree used in translation of advertisements-8
2.1.2The use of simple verbal and oral vocabulary-8
2.1.3 Typos and coined new words-8
2.2 Syntactic features of English-9
2.2.1 Words or phrases instead of sentence-9
2.2.2Simple sentences, incomplete sentences and elliptical sentences-9
2.2.3 Imperatives-10
2.2.4 First and second person pronoun-10
2.3 Rhetorical features of English advertisements-11
2.3.1 Metaphor-11
2.3.2Repetition-11
2.3.3 Personification -12
2.3.4 Pun-12
2.3.5 Parody-13
3.The translation skills of English advertisements-14
3.1Translation methods of English Advertisements-14
3.1.1Literal translation-14
3.1.2Free translation-14
3.1.3Set of translation-14
3.1.4Create type chinese translation-d15
3.2 Translation principles of English advertisements-15
3.2.1Translation from the perspective of function-15
3.2.2 Translation from the perspective of Language Aesthetics-16
3.2.3Translation from the perspective of cultural correction -16
4. Conclusion-17
References-17
Acknowledgements-18
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