Advertising English language characteristics and translation methods广告英语的语言特点及翻译方法

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1、Advertising English language characteristics and translation methods广告英语的语言特点及翻译方法ContentsAbstract in Chinese .1Abstract in English .21.Introduction of translation standards in Advertisement.32.Advertising English characteristics.42.1.Vocabulary characteristics.52.2.Grammar characteristics.62.3.Rhet

2、oric characteristics73.Translation methods For English Advertisements83.1. Literal translation.93.2.Free translation104.Conclusion.115. Acknowledgement12.摘要在商品经济高度发达的今天, 广告作为信息载体,已经渗透到生活的各个领域,成为现代生活不可缺少的一部分。广告英语已经发展成为一种重要的实用文体,有自己独特的语言风格,在翻译时应坚持正确的翻译标准,充分考虑广告英语的语言特色,采取恰当的翻译策略,以展示广告英语所特有的语言魅力。 关键词:广告

3、英语;翻译标准;语言特色;翻译策略AbstractAs the commodity economy highly developed in the modern society, advertising, as the carrier of information has penetrated into every field of life, become an indispensable part of the modern life. Advertising English has developed into an important practical style, have the

4、ir own unique language style, when translation should adhere to the correct translation standards, full consideration advertising English language characteristic, take appropriate translation strategies in display advertising, peculiar charm of the English language.Keywords: advertising English; Tra

5、nslation standards; Language characteristics; Translation strategy1. Introduction of Advertising translation standardsThe so-called advertisement is by all means of media to convey certain commodity information to the public and media. The main function is to draw the readers attention to stimulate

6、their desire for consumption. The effect of advertisement translation emphasize that the translation not only should provide sufficient instant commodity information to readers, but also give the reader a feeling just as they were experiencing that event . Therefore, advertising translation standard

7、s are of great significance to keep the English advertisements harmony. Besides, the standards also play the role to evaluate the quality of the translation.2. Advertising English characteristics With the intisifing competition in the commodity market competitio, in order to keep the competition adv

8、antage and attract readers attention to the most extent, advertisement designers always choose novel and fashinable vocabulariy, concise statement and vivid rhetoric for the purpose to win the favor of consumers. In the following, there are some features of the Advertising English:2.1.vocabulary cha

9、racteristicsAdvertising English is different from that in books. The vocabulary should not only be concise but also be chic and innovative. The translators should try to use the most concise and accurate words which can provide abundant information for the commodity. Meanwhile, the readers can be cl

10、ear at a the first glance when reading the advertisements.Born To Shine.我本闪耀!(LG 手机)This is one of the ads for the LG mobile classic. Whether the English advertisements or advertisements for Chinese famous-brand products are rather perfect and are able to attract peoples attention depends much on th

11、e advertisements. Whats more, the ads emphasize great importance on the sentence concerning whether it is concise, atmospheric, or apllies rhyme into the sencente. The advertisement can be a good explaination for the the LG mobile classic with rich meaning and obvious innovation. The advertisements

12、are good at on the words games. If the ads begin with wrong spelling, there will be new meaning while not losing the original style. This is the great attractiveness of the ads.2.2.Grammar characteristic 2.2.1.prefering the simple sentencesThe advertising language has distinctive characteristics in

13、form. Or it tries keep balance in the form of neatly rhyme. These kinds of advertisents are attractive, refresh in style and can give the unforgettable memory. This is the so-called excellent commodities advertising in brief refining known all.For example;Cocacola 可口可乐 “SONY-take the world with you.

14、”让世界陪伴你。(索尼) Make dreams come true.让梦想成真。(迪斯尼乐园)Commodities trademarks just like human beings name, have become the intangible asset and great wealth for an enterprise. The Chinese translation for Cocacola is Coca-Cola,which keeps the original words syllable, makes the person recongize this beverage

15、 trademark. Those sentences with fewer words can not only save the space but also be accepted by most of the readers because of the features such as being easily read, written and understood. Even if the ads readers are of different English levels and there will be a different requirement for their

16、language, there is a common ground that the ads all prefer the short words with rich meaning and fewer syllables.2.2.2.Multi-purpose imperativeAdvertising language has strong attractiveness, which are usually of great popularity and follow the colloquial tendency. In order to give the customers deep

17、 impression with their commodities, while reducing the advertising expenses, the designer for the advertiseents should always make innovation to keep the form concise with great attractiveness. That is to say, the author should strive to make the words achieve the best advertising products effect. A

18、s than inspired language, advertising English, in order to achieve multi-purpose imperative style, terse impressed purpose. With inspired languages, the advertisement english takes advantage of all kinds of means give the readers an deep impression.For example:Turn it on! 穿上它! (彪马) Just do it. 只管去做。

19、(耐克) Obey your thirst.服从你的渴望。(雪碧) 转贴2.2.3.Used elliptical sentenceIn order to save the space and highlight the core content, the ads always ake use of the following forms of sentences: elliptical sentence, phrase, which have the image of being tense and brief in content. The ads always omit some emp

20、ty words such as articles, conjunction, preposition, auxiliary Verb, pronouns. It is obvious that omitting the empty word will not cause difficulty in understanding the meaning of the ads for the readers. In contrast, it will be convenient for the readers to grasp the ads main meaning. For example,

21、We lead.Others copy.我们领先,他人仿效。(理光复印机) Intelligence everywhere.智慧演绎,无处不在。(摩托罗拉手机)We lead, others follow. Although the ads only has two simple verbs:lead and copy, it can briefly explain the function of their products in the leading position among this industry. In chinese, there is a famous sentence

22、that kill two birds with one stone which can give a good explaination of the creativeness of the ads.2.3.Rhetoric characteristicAs for the rhetoric, the advertisement english usually uses metaphor, alliteration, consonance, allusion, idiom and so on. By adopting this means, the ads can not only expr

23、ess some hidden information, but also make the readers enjoy the beauty such as meaning, sounds and forms. 2.3.1.PunPun is rhetorical ethod which is the most widely used in advertisements. Pun refers to use some words of particular sounds and meanings to make some sentences in the context with a par

24、ticular surface but having double meanings. This can not only make the advertisement attract consumers attention, but also can make the advertising language be concise, funny. In a word, this can plat a role to achieve an excellent effect in expression. For example;there is an ads The offspring of S

25、pring (皮瑞尔矿泉水广告). The word spring has the meaning about the season, hence there is a pun meaning which can creat good artistic conception. And offspring means generations. The sentence can be translated as tenderness ChunQuan because it can remind human beings of the mineral waters pure quality with

26、 rich feeling about spring.2.3.2.ParableMetaphor is a kind of rhetoric means commonly used in commercial advertising English. It will abstract boring things and vivid specific things by analogy. The ads can greatly reflect the vivid characteristics of the language. Besides it can not only present a

27、vivid image of the products for the consumers, but also arouse the psychological association as well as the bright emotional resonance. For example: A computer is that the mother you have lost. This is like a metaphor ads. This advertisement has great effect on the the humans understanding of comput

28、ers just like childrens understanding for mother. This makes the ads appear rather vivid in image.2.3.3.Exaggeration Exaggeration refers to describe things with high-sounding words. In English advertisements, it usually deliberately uses the exaggerated meanswhich plays the role to increase the repu

29、tation of the products. In addition, it makes the advertisement more prominent in image and give the public a deep impression.TOSHIBA, the world will have the world with TOSHIBA, j. (Toshiba electronic). As for the advertising product, in the consumers mind to establish its image, the exaggeration i

30、s the common tool in advertisement. In fact, in advertising language, the exxaggeration is widely used, which can not only satisfy human beings demand, but also give a deep psychological impression for the public. In the above, two ads have make full use of the exaggerated rhetoric skills, and can r

31、eflect extraordinary quality of the commodity.2.3.4.RhymeRhyming can also be applied into the english advertisments although originally it is used in poetry. By using rhyme,it makes ads catchy, smooth just like in loopback singing, and is a wonderful combination with visual and auditory effects.3.Ad

32、vertising English translation methods3.1.Literal translationIf the meaning of the ads is direct and can be easily understood, the translation of the english advertisements will also be easily understood and accepted by the Chinese readers. In this circumstances, the literal translation can be taken

33、into consideration. This can keep the original style to a great extent. Letsmake things better.让我们做得更好。(飞利浦电子) Were Siemens. We can do that.我们是西门子,我们能办到。(西门子)Though the literal translation may not be as creative as mother tongue, its smooth text message is very clear.3.2.free translationBecause of t

34、he difference existing in different culture backgrounds, such as the ideas between the west and China, there are differences in expression when translating the english advertisements. Hence, if adopting the literal translation, the Chinese readers will not understand fully or this kind of translatio

35、n does not adapt to the expression and reading psychology of the Chinese readers. In this circustance, it is necessary to adopt the free translation. There are many kinds of the free translation. The translation mainly adds the words with introduction or explanation features. Besides, the translatio

36、n can adopt the some known sentences that the readers are familiar with. Or the translator can understand the meaning of the original article fully and then tries his best to present the original rhetorical style of the article.For example: Every time, a good time.秒秒钟钟欢聚欢笑(麦当劳) UPS.On time, every ti

37、me.UPS-准时的典范(UPS快递)To some extent, although free translation abandons the original sentence structure,and there is some discrepancy with the original sentence just with the original meaning of some key words, the words adopted can still keep the original meaning.4.ConlusionAdvertisement is a kind of

38、 art,in which the English advertising language is the core part. English advertisements with its unique advertising language features such as being lexical, syntactic, and rhetorical created a kind of artistic conception and aesthetic feeling. The English advertising is rich and colorful in meaning,

39、 novel and lively in form. In addition, it has strong artistic attractiveness. With the development of the modern society, English advertisements are also following the pace to keep reformation. For example, there are more and more novel vocabulary emerging in ads. Only by carefully studying and mas

40、tering English advertising language features and translation skills, can the translators achieve the desired effect of the advertising products. Therefore, the translators of the English advertisement should firstly understand the characteristics of the advertisement languages. Then, they should con

41、sider to adopting appropriate translation skills to make the ads seem nature, accurate, concise and easy not only in the form but also in meaning. Besides, it can play the role to cater to different audiences demands, and achieve the aim of advertisement.Bibliography:1.包惠南。 文化语境与语言翻译【M】。 北京： 中国 对外翻译

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