Abstract：The global economy is more and more flourishing in the recent years, and various kinds of commodities have poured into the market. To make the product popular and win the strong and tense competition is the ambition of every entrepreneur, and advertising is the main means of product promotion. However, whatever promotion strategies advertiser takes, language is the main carrier of messages and information all long. Thus, language plays a significant role in advertising. With the wide use of advertising, the advertising language has formed its own features in several aspects, such as lexicon, syntax, and rhetoric. As a translator, to make a well-translated slogan or a brand name of a commodity, one has to be clear with the linguistic features of the advertisement language, and be familiar with some skills to deal with varied kinds of problems during translation. In this dissertation, some linguistic features and translation skills of advertising will be illustrated.
Key words: advertisement language; linguistic features; translation; translation skills
中文摘要：近年来随着国际经济变得越来越繁荣，各种各样的商品都涌现在市场上。要让产品取得欢迎并在激烈的市场竞争中获胜是每一个企业家的目标。而做广告就是商品促销中的重要手段。然而，无论广告商采取什么样的促销策略，语言始终是最主要的信息传播手段。可见，语言在广告中扮演着一个举足轻重的角色。随着广告的广泛应用，广告语在词汇，句型和修辞方面都形成了其特点。对于一个翻译者来说，要把广告中的口号或品牌名翻译得体恰当，就必需非常了解广告语的特点和懂得不同的翻译技巧以便解决在广告语翻译中出现的各种问题。本文就广告的语言特点和翻译技巧进行阐释。
关键词：广告语；语言特点；翻译；翻译技巧
