Abstract:

As the rapid development of China’s reform and opening, there has been a dramatic increase in the number of Chinese enterprises and products flowing into the international market, and at the same time more and more foreign enterprises and goods have swarmed into China’s market. Advertising plays a crucial role in this competitive commodity society. On the part of the purpose of advertising, it aims to spread messages, lead and impel people to take action. In order to realize this purpose better, advertising English is special in vocabulary, syntax and rhetorical devices. In the process of advertising translation, those features need to be given necessary attention to and the idea, image and style of the original text need to be reappeared. So that after reading the advertisement, readers could understand the related information of the goods and get the desire and impulse to buy the product, realizing the function of advertising.
   As a practical language, advertising English has derived from general English language and gradually developed into a language with a special style due to its particular social role. In this aspect, the paper will state the definition and functions of the advertising English. That is followed by an analysis on linguistic features in vocabulary, syntax and rhetorical devices, which are “conciseness, understandability, novelty, liveliness and attractiveness”. And at last, based on the functional equivalence principle and with the correct translation tactics, this paper attempts to find the joint reflecting the similar functions of both English and Chinese.

Keywords: advertising English; linguistic features; translation principles; translation strategies

摘  要：

随着中国对外开放的迅速发展，越来越多的中国企业及其产品有机会进入国际市场，同时也有越来越多的外国企业及其商品不断涌入中国市场。在这样日益竞争的商品社会中,广告发挥着至关重要的作用。广告就其制作目的而言，主要是传播信息，引导和感召人们去采取某种行动。为较好达到这一目的，广告英语在词法、句法、修辞上都颇费思量，有许多独特之处。因此，在广告英语的翻译过程中，这些语言特征应当被关注，力求再现原文的意、形、风格，使读者在欣赏广告之后，知晓商品的相关信息，产生购买商品的欲望和冲动，从而最终实现广告的功能。
广告英语作为一种应用语言，因其所具有的特殊效用，已逐渐从普通英语中独立出来。据此，本文详细地阐述了广告英语的定义及功能，然后从“简洁明了，通俗易懂；求新求异，不落俗套；生动活泼，引人注目”等方面论述广告英语在词汇、句法及修辞上的语言特点，并在“功能对等性原则”理论基础上以及运用恰当的翻译方法，找到中英文在广告语言和功能运用上的最佳契合点。

关键词：广告英语；语言特点；翻译原则；翻译策略