Abstract and Key Words

Abstract: This thesis mainly discusses the translation of business English advertisements. It falls into four parts in which many methods of translation of business English advertisements are introduced. And it also deals with the principles of translation, the structure as well as the characteristics of translation of buniness English advertisements, which is of great help and significance in the translation of business English advertisements.

Key words: advertisement; characteristics; translation; method

摘要：本文旨在探讨商务英语广告的翻译，全文共由四个部分组成。首先，文章介绍了多种商务英语广告的翻译方法，然后进一步阐述了商务英语广告的翻译原则，翻译结构和翻译特点，对商务英语广告的翻译有重大的帮助。

关键词：广告；特点；翻译；方法；原则
 
1. Introduction to the Principles of the Translation of Business English Advertisements
We see ads here and there, especially in this commercial world, when we walk in the street, do some shopping, watch TV or something else. Ads are filling in the blanks of our daily life. Ad is short for advertisement, which originates from “advertere”, a Spanish word. It means a kind of method that is used for drawing people’s attention to something, which entices them to some orientations. The following is the definition of advertising from Wikipedia. Advertising is a form of communication which intends to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. The Translation of Commercial English Advertising Language is a kind of art. It is also a kind of creation of advertisement, which has the same aim as creating and designing an advertisement. In order to achieve the goal which was mentioned above, some principles must be pointed out.
1.1 AIDMA
AIDMA evolves from AIDA, which was considered as the psychological process of the acceptance of consumers. AIDA is an acronym which was consisted of attention, interest, desire and action. Firstly advertisements draw consumers’ attention; secondly, consumers become interested in a product; soon, they found that they have the strong desire to own it and lastly, they buy it. Based on AIDA, people add “memory” in the original process. That is E. S. Lewis’s AIDMA principle in 1898.