Advertisement English and Its Translation 英语论文.doc

PAGE  PAGE 16 Advertisement English and Its Translation Introduction As one of the important components of advertising language, that is the advertisement English, which is a newly-born kid in the English family, is a kind of effective means which use English as a transmission way, and use many English rhetorical techniques to sell products, develop labor service or arouse unexpected response and so on. Its unique features, simple language and immense attraction separate it from other kind of language. In the development of advertisement English, this kind of language has formed its own features in several aspects: simple and attractive are two general features. The linguistic features of advertisement English include: using the new form of the spelling of a word to attract consumers, attention; using of some verbs, adjectives frequently to express the information and enhance the effect of language expression; using the compounds in flexibility and so on. In any culture background, the ultimate goal of advertisement is to attract consumers and sell products to them. So is advertisement English. The quality of translation is closely related to the sales. Advertisement English is a practical style; its translation is provided with unique ways. Language features and culture determining the translation is far from being easy. Here we confine translation to the Chinese version. Chinese and English are two different languages, which have distinctive differences, especially in culture. For example, we all know “雪碧” in Chinese, which remind ourselves of cool and relaxed. However, its original meaning of “Sprite” is “精灵，妖精”，if use literal translation in Chinese market, it mustn’t get this effect. So we must pay much more attention to culture and language features in the process of translation. Language Features of Advertisement English Advertisement language must be brief, vivid, imaginative, affective and evocative. As a result of long-term development and evolutio