Linguistic Features of English Commercial Advertising and Its Translation Strategies_英语论文

摘要

随着经济全球化浪潮的不断加强，各种产品在市场上的竞争愈演愈烈，因而广告翻译的地位也随之显得越来越重要。广告的目的就是要使消费者接受并购买它所宣传的商品或服务。在广告翻译中,如果译文无法被目的语读者接受并产生购买欲望就不能算是成功的翻译。但是广告翻译除了具有其他翻译研究的共性外，还因考虑其本身语言、风格等特点。本文从浩瀚如烟的商务英语广告中精选优秀的广告范例，从商务广告英语的词汇、句法和修辞等特点进行阐释，着重突出了广告英语简练、通俗、流畅和传神的专业语言特色，帮助大家了解商务广告翻译的特点，并掌握一些翻译策略。

关键词：英语商业广告；语言特征；翻译策略

Contents

摘  要 I

Abstract II

1 Introduction 4

1.1 History and Development of Advertising 4

1.2 History and Development of Advertising Translation Studies 4

1.3 Significance of English Commercial Advertising 5

2 Linguistic Features of English Commercial Advertising 5

2.1 Lexical Features of English Commercial Advertising 5

2.1.1 Use of Spoken English 5

2.1.2 Use of Monosyllabic Verb 6

2.1.3 Use of Adjective 6

2.2 Syntactic Features of English Commercial Advertising 7

2.2.1 Use of Simple Sentence and Elliptical Sentence 7

2.2.2 Use of Imperative Sentence 7

2.2.3 Use of Personal Pronoun 7

2.2.4 Use of Interrogative 8

2.3 Rhetorical Features of English Commercial Advertising 8

2.3.1 Metaphor 8

2.3.2 Personification 8

2.3.3 Parody 8

3 Existing Problems of English Commercial Adverting Study 9

3.1 Immature Translation Market 9

3.2 Lack of Professional Translation Group 10

3.3 Lack of Translation Teaching 11

3.4 Rudimentary Translation Situation in China 11

4 Translation Strategies of English Commercial Advertising 12

4.1 Literal Translation 13

4.2 Free Translation 13

4.3 Creative Translation 14

4.4 Amplification Translation 14

5 Conclusion 14

References 16