广告英语的语言特点及其翻译原则与方法

The Linguistic Features,Translation Principles and Translation Methods of Advertising English

随着经济全球化的发展,广告与日常生活息息相关。广告对企业而言是财源的保证,对于消费者来说,是获得产品信息和服务信息的主要途径。广告语言属于鼓动性语言,有着强烈的说服力,能影响人们的价值观念。经过长期的发展,广告英语在词汇和句法上都表现出一定的特点。译者可以使用直译、增译、意译及创译的方法翻译广告英语。要尽量忠实原文,使其自然生动,又要适当创新。同时广告翻译已经成为翻译实践中的一项重大课题,具有理论意义和现实意义。

With the development of economic globalization, advertisements are closely bound up with people＇s daily life. For enterprises, advertisements are the guarantees of financial success. For consumers, it is the main method to get information from goods or services. Advertising language is a kind of loaded language. It has persuasive power and it can influence people＇s values. By long-term development, advertising English has its unique points in the terms of lexical features and syntactic features. Translators can use the literal translation, amplification, free translation and recreation to grasp the origin idea and make it vivid and innovative. In the same time, advertising English, one of the most important projects in the translation practice, has theoretical significance and practical significance.