Language Features and Translation Skills of Business Advertisement from the Cognitive Linguistics_英语论文

摘要

近年来，随着中国市场的不断完善，外国商品大量引入中国，市场竞争也日渐激烈，商务广告在促进产品销售方面的功能也愈发显著，因此，商务广告翻译的作用也凸显出来。通过文献研究和对比研究，以商务广告为研究对象，从认知语言学的角度分析其语言特点和翻译技巧。结果表明，商家利用商务广告在认知语境下的语言特点，彰显出语言的魅力，使广告达到宣传的效果，商务广告的翻译在体验与认知的基础上再将一种语言转换成另一种语言，在能够正确翻译商务广告的同时，也能成功引起消费者注意，宣传产品并完成商品的销售。

关键词：认知语言学；商务广告；语言特点；翻译技巧；认知语境

Contents

1. Introduction 1

2. Basic Conception 3

2.1 Cognitive Linguistics 3

2.1.1 The Definition of Cognition Linguistics 3

2.1.2 The Development of Cognitive Linguistics and its Major Representatives 3

2.2 Business Advertisement 4

2.2.1 The Definition and Functions of Business Advertisement 4

2.2.2 The Principles of Business Advertisement 4

3. The Language Features of Business Advertisement from the Perspective of Cognitive Linguistics 4

3.1 Cognitive Linguistics 4

3.1.1 The Definition of Cognitive Linguistics 5

3.1.2 The Composition of Cognitive Context 5

3.1.3 The Basis Features of Cognitive Context 5

3.2 The language Features of Business Advertisement in Cognitive Context 6

3.2.1 Lexical Features 6

3.2.2 Rhetorical Features 8

3.2.3 Syntactic Features 10

4. The business advertisement translation Skills from the aspect of cognitive linguistics 13

4.1 Literal Translation 14

4.2 Free Translation 15

4.3 Creative Translation 16

5. Conclusion 17

References 18