论商业广告中的英汉翻译技巧_英语论文

On E-C Translation Techniques in Business Advertisements

摘要

随着经济全球化的深入发展，特别是我国在2001年正式成为世界贸易组织的成员后，我国国内市场经济建设日益繁荣。广告是社会和经济发展的特殊产物。它作为信息载体，在我国社会和经济活动中发挥着不可替代的作用。广告在营销策略中占据着重要地位，因为它既是产品宣传的手段，又是企业形象的窗口。广告信息传递的成功意味着市场的前景良好，而广告信息传递的失败则意味着市场的销售停滞。所以，准确的广告翻译无疑是商业竞争中最有力的武器之一。本文首先介绍广告在国际商务活动中的重要性，然后总结其语言特征。最后，通过相关的例子归纳出一些英文广告的汉译技巧。本文结合了一些恰当的翻译实例，提出广告汉译的多个技巧，尝试着给相关的研究做出贡献。因此，希望借助本文可以总结一些英文广告的特点和翻译技巧，并为它的翻译提供一个有效的途径。

关键词：广告；语言特点；翻译技巧

Abstract

With the deepening development of economic globalization, China’s market economy construction is increasingly prosperous, especially after China formally entered the World Trade Organization in 2001. Advertising is a special product of social and economic development. As a carrier of information, advertising has been playing an irreplaceable role in social and economic activities in China. Advertising also occupies an important position in the marketing strategy because it is not only a means of product promotion, but also a window to the corporate image. The successful transmission of advertising information means that the market prospects are bright, while the failure of it leads to the stagnation of market sales. Therefore, accurate advertising translation is undoubtedly one of the most powerful weapons to ensure success in keen business competition. This essay first introduces the importance of advertising in international business activities, then it summarizes the linguistic features. Finally, some practical translation techniques are presented through relevant examples, together with multiple E-C translation techniques. This paper is attempted to contribute considerably to the relevant researches. Therefore, it is hoped that some features and translation techniques of English advertisements can be summarized so as to provide an effective way for its translation.

Key words: advertising, linguistic features, translation technique

Contents

Acknowledgements i

Abstract & Key words in English ii

Abstract & Key words in Chinese iii

Introduction 1

1. Overview of advertisements 1

1.1Definition of advertisements 1

1.2 Composition of advertisements 2

1.3 Categories of advertisements 2

2. Linguistic features of advertising language 3

2.1 Lexical features 3

2.2 Syntactic features 4

2.2.1 Simple sentence 4

2.2.2 Imperative sentence 4

2.2.3 Elliptical sentence 5

2.2.4 Interrogative sentence 5

2.2.5 Conditional sentence 5

2.3 Rhetoric features 6

2.3.1 Rhyme 6

2.3.2 Figure of speech 6

2.3.3 Pun 7

2.3.4 Repetition 7

2.3.5 Hyperbole 7

2.3.6 Personification 8

2.3.7 Contrast 8

3. E-C translation techniques for business advertisements 8

3.1 Literal translation 9

3.2 Free translation 9

3.3 Corresponding translation 10

3.4 Amplification 11

3.5 Omission and Non-translation 12

4. Translation principles for business advertisements 12

Conclusion 14

References 15