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Outline

Thesisstatement:

EversinceChina'sopeninguptotheworldin1979,theadvertisingindustryhasbeendevelopingatanincrediblespeed.Sinceithasagreateffectonhumanlife,itisveryimportantforustoknowlanguageCharacteristicofEnglishAdvertisementandTranslationskills.

I.Helpyoutoknowthefunctionsandclassificationsofadvertisement

II.Teachyoutolearnthelanguagecharacteristicsofadvertisement

　　A.Learnlexicalcharacteristics

　　B.Knowsyntacticalcharacteristics

C.Learnrhetoriccharacteristic

III.Tellyoutohandlethetranslationskillsofadvertisement

　　A.Knowtheprinciplesofadvertisement

　　B.Learnthestrategiesofadvertisementtranslation

　　a.Knowtheliteraltranslation

b.Usefreetranslation

c.Borrowthemodelofidiomsfortranslation

VI.Conclusion:

Sinceinmodernsocietyadvertisementhasbecomemoreandmoreimportant，itisnecessaryforustoknowthebasicknowledgeaboutit.Fromthispaper,wecanlearnthelanguageCharacteristicofEnglishadvertisementandtranslationskills.Ifyouwanttobeagoodtranslatorinthefuture,Ihopethiscanbehelpfultoyou.

Introduction

　　Intheinformationage,wecanseeadvertisementseverywhere,anditinfluencespeople'slifeinsomecertainaspects.Inthe21century,theEconomicglobalizationage,withmoreandmoreseriouscompetition,theadvertisementplaysaveryimportantroleinpublicizing.Afterall,whohasingeniousmethod,whocangainconsumer,meanwhiletheycanincreaseprofitswhichareabletoexpandtheawarenessoftheirownbrands.Inrecentyears,advertisementnotonlyhasrepresentedtheapproachesofpropagandausedbycorporations,butalsohasgraduallybecameoneofnecessaryandimportantwaysinsocialcommunication.therefore,withthefollowingpassage,theadvertisingEnglishisappearedwithagiventime.

I.FunctionsandClassificationsofAdvertisement

Ingeneral,thepurposeofadvertisementistopublicizemerchandisetopeople,topersuadethemtobuytheirgoods.Thefunctionsofadvertisementaresupplyinginformation,inducingconsumption,givingasenseofbeauty.

　Accordingtodifferentfunctions,contentsandpurposesofadvertisement,wecanclassifyitintodifferentcategories.Accordingtoit'scontentsthereareadvertisementaboutFood,Sports,Medicine,Transportation,recruitmentandsoon.（HallidayMAK,1976:

34-35）Inthelightofit'spurpose,itcanbeclassifiedintoCommercialadvertisementandwelfareadvertisement.inlinewithit'sPublicitymedia,itcanbeclassifiedintoPrinting（newspaper,magazineandbooklet）,andelectronics（televisionprograms,video,broadcast）.

II.LanguageCharacteristicsofAdvertisement

Becauseofthespecialpurposeofadvertisement,ithassomedifferentcharacteristics:

gorgeousandelegant,Vivid,exaggeratedtone,andfascinated.EnglishadvertisementcanbeclassifiedintowrittenformsandSpokenforms,nowwemainlytalkaboutthespokenforms.

2.1.LexicalCharacteristics

2.1.1.Concise,PopularandEasytoRemember

TheConciseadjectivesandverbsarealwaysusedinEnglishadvertisement.Theadjectivesaremainlyabout"evaluative"andCommendatoryterms,itmakesadvertisementmorewonderfulandeffective.Verbsandnounsarebasedonsomesimpleandmonosyllabicwords.Theymakethesentencesmoreclear.Thoseadjectivesandverbsareverycommontopeople,anditisConcise,popularandeasytoremember.Forexample:

（1）Forthefirsttime,thereisaremarkablegelthatcangiveyourhairanylookthatyouwant-sleeker,fuller,straight,curlier,morenatural,evenwet-withoutadropofalcoholoroil.

ItisanadvertisementaboutShampoo.sixsimpleadjectivesareusedinit,sleeker,fuller,straight,curlier,morenaturalandwet.Mostofthemarecomparativeformstodescribetheproduct,publicizeit'sbestquality.

2.1.2UnconventionalandAttractAttention

Becauseofthelanguageadvantageandfeatures,englishadvertisementalwayscreatesomenewandunconventionalwordstodrawpeople'sattention.Sotheycanmakeabigprofit.Forexample:

1.）GiveaTimextoall,toallagoodtime.

2.）DrinkaPintaMilkaDay.

Thefirstoneistheadvertisementofthewatch"TianMeiShi".Timexisanewlycreativewordformedbytimeandexcellent.Itstressestheconciseandgoodquality.Thesecondexampleisthatofmilk.Italladds"a"toDrink,PintandMilksothatitmakesdifferencetoattractmorecustomers.

2.1.3UsingAbbreviationstoLowerCosts

AbbreviationsarealsousedinEnglishadvertisement,inordertoreducethelengthofthesentenceandlowerthecost,andalsoreducetheburdenofreaders.Sotheabbreviationsarecommontosee.Forexample:

Hi-Fi,Hi-Fun,Hi-Fashion,onlyfromSony.

Itisanadvertisementofelectricequipment,andthe"Hi"and"Fi"areshortforhighandfidelity.

2.2.SyntacticalCharacteristics

2.2.1UsingSimpleandEllipticalSentences

Thesimpleandellipticalsentencesmakepeoplemoreclearaboutwhattheadvertisementtrytoconvey.Thepassagelengthislimitedsotheprofitisadded.Howeverthesimpleandellipticalsentencesaremorecommonused.Forexample:

1.）thingsgobetterwithCoca-cola.

2.）Can'tbeattherealthing!

ThefirstoneistheadvertisementofCoca-cola,anditisasimplesentence.ThesecondoneisalsoadvertisementofCoca-cola,butthesubjectisomitted.

2.2.2.TheUseofImperativeSentences,QuestionSentencesandStatementsSentences

Inadvertisement,theimperativesentencesareusedtopersuadecustomerstobuytheirproducts.Thequestionsentenceseemstoaskyouaquestion,butinfactitjustwanttostimulatethebuyerstomakeaquickactionfortheirproduct.Last,thestatementsentencestatesthefactandtheirstatement.soitgivethebuyersnotafeelingofselling,however,itmakethemfeelcomfortableandeasytoaccept.Forexample:

1.）GetMet（MetropolitanLifeInsurance）.ItPays.

2.）Q:

Whocantellwhichisthebestfamilywagon?

A:

Putthemtotest.

3.）WithNuprin,Icanplaywithoutarthritis.

Thefirstoneisaimperativesentenceanditisanadvertisementofaninsurancecompany;thesecondoneisaquestionsentenceanditisanadvertisementofacar;thethirdoneusesastatementssentenceanditisanadvertisementofamedicine.Theyallusedifferentkindofsentencestoreachtheirpurposes.

2.2.3.TheUseofPhrase.

IntheEnglishadvertisement,wealwaysusesomeshortnounphrases,prepositionalphrasesandparticipialphrases.Theygivereadersmoretimetounderstandwhattheimpliedmeaningoftheadvertisement.Forexample:

1.）Bigthrills;Smallbills.

2.）Raisedinthehighlands,FamousGrouse,finestScotchWhiskey,qualityinanageofchange.

3.）Featherwater-lightasafeather.

Thefirstexampleusesnounphrase,thesecondoneadjectivephrase,thethirdoneprepositionalphrasesandnounphrase.theyallmakeadvertisementeasiertounderstandandremember,andalsotheyimpressedreadersalot.

2.3.RhetoricCharacteristics

Inordertopublicizetheirproducts,topromoteit'sbrandawareness,businessesalwaystryeverymeanstofurnishthelanguageofadvertisement.sorhetoriciansincludingsimile,metaphor,metonymy,hypobole,personification,punandsoonarealwaysusedinadvertisement.Forexample:

1.）Today,SakuraBankislikeathrivingsakura.

2.）Unlikeme,myRolexneverneedsarest.

3.）IamMoresatisfied!

4.）Moresunandairforyoursonandheir.

Thefirstoneisanadvertisementofabank,anditusessimile（like）.Tocomparebankaslushassakura.Thesecondoneusepersonificationtoshowthatthewatchjustlikeapersonthatneverstopdoingwork.thethirdandfourthoneallusepun,Moreisalsothenameofakindofcigaretteandalsoitmodifiessatisfied;sunandson,airandheirarehomonymies.theyarepun.

III.TranslationofAdvertisement

InexceptionofmasteringrequirementsinthetranslationwiththeadvertisingEnglish,inaddition,weshouldalsopayattentiontotheprinciplesofadvertisementtranslation,techniquesandmeansoftranslationtoexpressthecharacteristicsoftheadvertisementwords,allowingthetextoftranslationtoachievevividform.（GuoFuqiang，2000:

54-67）

3.1.ThePrinciplesofAdvertisementTranslation

Advertisingtranslation,asatypeofinterculturalcommunicationandanewfieldofstudy,isreceivingmoreandmoreattentionthaneverbefore.However,thetheoreticalstudyonthisnewfieldoftranslationisstillfarfromsatisfactory.AccordingtothepurposeandcharacteristicsoftheEnglishadvertisement,thetranslationshouldbebasedontheprinciplesprecise,vivid,newandbeautiful.（FangMengzhi,2004:

235-236）

3.2TheStrategiesofAdvertisementTranslation

3.2.1.LiteralTranslation

Literaltranslationreferstotheoriginalgrammaticalstructureoflanguageturnedintotargetlanguagesintheclosetcorrespondingstructure,butthevocabularyisstillwithonebyone,withouttakingintoaccountthecontext.

Forexample:

Thelabelofachievements.

Blacklabelcommandsmorerespects.

Translation:

Thelabelofachievements,Blacklabelcommandsmorerespects.

ThisisanadvertisementofWhiskey,Labelhasadualmeanings:

oneisthat“label”;theother“thebrandofwine”—BlackLabel.Thisadvertisementstressestheimageofassociationbetweenwineandsuccess,aswellascanbeeasilyrememberedbypeople.

Withfinishingthetranslationwiththestrategyofliteraltranslation,themessageisveryclear.Whenliteraltranslation,wemustpayattentiontosomeEnglishidiomsandphrasesappearedonthesurfaceandChinesecustom,butwhichisactuallynottrue.Whiletranslatingtheadvertisement,weshouldcarefullycomparesemanticcharacteristicsofcorrespondingEnglishandChinesewordswithidentifyingtheirexactmeaning.

3.2.2.FreeTranslation

Freetranslationgenerallytakestheoriginalcontexttoinsteadofitsform,whichi