中英广告语言特征比较与翻译

A Comparative Analysis of English and Chinese Advertisements and Their Translation Strategies

语言是增强广告作品表现力的重要手段,在广告中具有极为重要的地位和作用。由于受本民族语言文化的制约与影响,中英广告语言又各有自己的表现手法,形成各自的风格特点,比较中英广告语言特征有助于译者的翻译实践操作。本文结合诸多中外广告实例分析中英广告语言特征的异同,并根据其特点提出中英广告语言翻译的几种策略,即直译、意译及套译等。

Language is significantly important for the expression of an advertisement. Both English and Chinese advertisements have their own way of expression, and therefore form their own style and characteristic due to their own language and culture of their own nation. It would be extremely helpful for translators to compare the language characteristics of English and Chinese advertisements. Thus, the similarities and differences of the language of English and Chinese advertisements are analyzed with the help of several English and Chinese advertisement samples. And some translation strategies of advertisements are put forward, such as literal translation, liberal translation and loan translation.