摘  要

广告，顾名思义就是广而告之。它是向人们传递信息，以语言为载体的一门综合艺术。广告已渗透到社会生活的各个领域, 成为与现代营销和现代传媒紧密结合的宣传方式。广告英语作为广告信息编码的一种应用语言，已逐渐从普通英语中独立出来，成为一门独具特色的专用语言。翻译策略是增强语言表达效果的有力武器。为了使其语言更具趣味性、形象性和说服力，广告制作人常借用一些翻译手段增强语言的魅力，达到更好的宣传效果。本文主要是在借鉴前人作家学者的基础上，针对广告英语中的翻译方法、广告英语中修辞翻译的分析、广告英语中翻译技巧的特征、广告英语中翻译策略的研究目标这几个方面进行具体的分析。

关键词：广告英语；翻译策略；效用研究

Abstract

Advertising, by definition is broad and advertised. It is a comprehensive art to pass information to the people and use the carrier of language. Advertising has penetrated into all fields of social life, becoming closely integrated with modern marketing and modern media publicity. As an application language of the advertising information code, advertising English has been gradually independent from the ordinary English, becoming a unique private language. English advertisement is a variation of the language under certain social conditions. Its expression is different from other languages. A large number of applications make the advertising English great, unique, colorful imprint, greatly enrich the language, and increase the tension of language, so as to better serve the needs of business. In order to make the language more interesting, concrete and persuasive, advertising producers often borrow some translation devices to enhance the charm of the language and achieve better publicity. The use of translation strategies makes the purpose of advertising English clear, so readers never forget and so do the listeners. On the basis of  previous writers and scholars, this paper analyzes the specific aspects such as translation methods used in advertising English, analysis of rhetorical translations in advertising English, characteristics of translation skills in advertising English, and research aims of translation strategies in advertising English.

Key Word: advertising English; translation strategies; utility study

1 Introduction
Advertising, by definition is broad and advertised. In contemporary society, advertising plays an important role in shaping our social life to some extent. Advertising has penetrated into all fields of social life, becoming closely integrated with modern marketing and modern media publicity. Advertising is a comprehensive art to pass information to the people and use the carrier of language. In highly developed commodity economy, advertising has penetrated deeply into all areas of society and become indispensable part of people’s daily lives. Advertising language is a particular and practical language in social life. It epitomizes the customers’ needs, motives and choices, in the meanwhile fully expresses product information, and establishes the product image.