摘要

    在全球经济飞速发展的今天，广告在国际市场竞争中十分重要，广告英语起着举足轻重的作用。广告翻译也成为外贸活动中的重要内容。广告翻译是一种跨文化交际活动，是融语言翻译和文本翻译为一体的一种翻译形式。在广告翻译的过程中，我们要了解和把握好广告自身及其语言特征，注意文化背景的差异，掌握译入语的语言文化，心理文化，文化观念以及文化审美，采取适当的翻译技巧，才能达到目的语的自然准确和简洁易懂，从而迎合不同受众的心理，并符合目的语读者的审美需求和习惯，最终达到与原广告语言相同的宣传效果，实现广告的目的。为此，本文结合广告英语的部分实例分析其基本语言特征进一步论述广告英语的翻译技巧。

关键词：广告英语；广告翻译；文化；语言特征；翻译技巧

Abstract

With the rapid economic development in today's world, advertising is becoming more and more important in the international market. Advertising English is playing a decisive role in the advertising area. Advertisement translation has become an essential content in the foreign trade activities. It is a cross-cultural communicative activity and integrates the language translation and text translation. In the translation process, we should understand and grasp the advertisement itself and its linguistic features, note the differences in cultural background, master the language culture, mental culture, cultural ideas and aesthetic culture of the target language. We need to take appropriate translation techniques to achieve the accuracy and conciseness of the objective language, to make it natural and easy to understand, which, as a result, cater to different audience's psychological needs, and satisfy the target language readers' aesthetic needs and habits, finally get the same propaganda effect, and thus achieve the purpose of advertising. Therefore, this paper takes the practical examples of the advertising English, analyzing the basic language features of advertising English and its translation techniques for further discussion.

Key words: Advertising English; advertisement translation; culture; language features; translation techniques

1．Introduction
1.1 The definition of advertising English
Advertising is the non-personal information exchange, advertisers usually aims to persuade people to recognize products (goods or services) or ideas by identified sponsors through different media. It is an art which is concentrated, integrated as well as commercial. Advertising English is independent of conventional English, and is completely different from common English in the use of words or sentences or figures of speech. By using advertising English, we realize our purpose to attract more customers of different nations, to tell them more about the products. Along with the expansion of the mass media and the needs of the flow of goods, advertising is closely related to people's lives. Whether the advertisement can attract readers and impress readers lie in whether it is lively and interesting, and whether the text is beautiful.
Analysis of advertising in English has not only linguistic significance, but also social and cultural value. If a person can understand the charm of advertising English, his English must be excellent.