ABSTRACT:With the rapid development of global economy, numerous colorful and fantastic English advertisements appear in current markets. Advertising embodies human spirit, being different from music and dance or other art forms, as a tool bearing art and humanity elements. In a highly developed society, consumers’ consciousness is well-developed and what they pursue is a kind of perceptual consumption accordant with their inmost feelings and emotions rather than the only attention to the appearance and performance of products. Consequently, if some affective elements are injected into advertisements, they will make some influence on the consumer and produce resonance among buyers. Through careful analysis, it can be found that English advertisements have formed their own language features, and advertisement designers usually employ special lexical, syntactic and rhetorical devices to make their advertisements as concise, lively and appealing as possible. This paper analyzes the linguistic features of English advertisements by providing good examples in such industries as brand names and cosmetic product names so as to form an overall picture of translating advertisements.
Key words: English advertisements; language features; translation strategies
摘要:随着全球化经济的快速发展，出现了大量丰富多彩的广告英语。广告凝聚了人类的精神和思维。广告是不同于音乐舞蹈的另一种艺术形式，是商品艺术和人性化的承载工具。在一个高度成熟的社会里，消费者的消费意识日益成熟，他们追求的是一种与自己内心深处的情绪和情感相一致的“感性消费”，而不仅仅注重于广告商品的性能和特点，因此若能在广告创意中注入浓浓的情感因素，便可以打动人，感动人，从而影响人，让消费者在感情上产生共鸣，从而在产品与消费者之间建起一种好感，使消费者乐于接受该产品。我们从分析中能看到广告英语已经形成了自己独有的语言特色。广告设计师多用一下特殊的词汇，语法与句法上的不同特色，使得广告更精准，更生动，更富有吸引力。本论文从英译中的翻译过程中，总结出广告英语的语言特点。而且，本论文还描绘了不同产业的特点，比如品牌及商标，化妆品等。
关键词：广告英语；语言特色；汉译
With the rapid development of the world economy, it can be seen, heard or even touched by the existence of English advertisements. In order to achieve the best advertising effectiveness, the advertiser precisely targets the audience by their social status, roles, income, educational background and gender. Therefore advertising language adjusts itself to get close to target audience. In summary, no matter what kind of structure, or content, or words are used in an advertisement, all of them serve the purpose of attracting ads readers, conveying information to them, and urging them to purchase products or to use services. That is what an ad for, and that is also the function advertising language performs. In advertising, there appear several features both in lexical, syntactic and rhetoric fields. In different industries, there are different linguistic characteristics and different structures.
After analyzing language features of ads at three levels, including lexical characteristics, rhetoric characteristics and syntactic features, therefore, toward different kinds of advertisement, it’s not difficult to draw a conclusion that different methods should be adopted, so as to achieve the best effect.
