Abstract:

With the development of society, the increase of productivity and the advancement of science and technology，the advertisement came into existence and developed rapidly. The advertisement is a tool to stimulate new demands and it can teach people how to be a consumer, changes people’s values and guides people to pursue plenty of food and clothing. Since our country joined WTO, a flood of imported goods has come into our market, and the English advertisements have been penetrating into our daily life and thus we can see them everywhere. As the English advertisement influences many other subjects，it has unique language styles and forms  their own language features In the fierce competition of commodity market, the writers of ads always use some novel words，simple sentences and skillful rhetorical devices to attract audience’ attentions. This essay mainly talks about the linguistic features and translation of English advertising slogans. This essay will analyze and comment on linguistic features and translation methods. In this paper, the writer uses many methods to look into them. It mainly uses the method of the documentation. From the angle of analysis techniques, it mainly uses the method of induction and comparison analysis. This paper brings some more examples to analysis. Accordingly, it reveals that knowing the common techniques in advertisements can help us to read the advertisements and translate them. We think the English advertising slogan translation can go further.  

Key words: English advertisement; slogan; rhetorical devices; translation

摘要：

随着社会的发展、生产力的提高以及科学技术的进步，广告应运而生，迅速发展。广告是“刺激新需要的一种工具，它教会人们如何作为一个消费者，改变人的价值，并诱导他们去求得丰足”。随着我国进入世界贸易组织，大量的进口商品开始涌进我国市场，英语广告已经渗透到我们日常生活中的各个方面，我们随时随地都可以看到英语广告的存在。由于英语广告受到其他多种科目的影响，因此它拥有独特的语言风格并且形成了与其他应用文体不同的语言特点。在竞争激烈的商品市场中，撰写者总是用新颖的词、简单的语句以及巧妙的修辞手法来吸引读者的注意。本篇论文主要讨论英语广告标题的语言特点和翻译方法。作者运用了多种方法研究这篇文章。从取材方面看，主要采用了文献归纳法。从分析手法看，作者主要运用了归纳法和对比分析法。此外，这篇文章采用了多个案例来进行分析。得出我们熟悉了英语广告中常用的修辞手法可以帮助我们阅读以及翻译他们。我们相信英语广告的翻译可以走的更远。

关键词：英语广告；标题；修辞手法；翻译