商务英语广告的语言特点及翻译策略_英语论文

Linguistic Characteristics of Business English Advertisements and Their Translation

摘要

语言是文化传递的主要工具之一，对人们的日常交际行为有着非常重要的影响。在今天这样一个全球经济一体化不断深入的年代，中外贸易合作也日渐频繁。随着我国对外贸易的迅速发展, 广告在社会和经济发展中扮演着重要角色。作为一种宣传和传播信息模式，广告传递着商品及服务的最新信息，促进和推动了商品的销售. 它的目的就是说服目标客户去消费其产品或者其提供的服务。其中商务英语广告独特的语言特点使之成为商务交流中必不可少的媒介，主要体现在其用词优美独到，句法结构简洁凝练，修辞手法丰富生动等方面。本文旨在从语言技巧理论出发，对广告内容、结构、句法、修辞等方面通过研究具体案例，分析商务英语广告的语言特点以及翻译策略。通过运用文献研究法，案例研究法，对比分析法，归纳法,结合自己的思考，总结语言技巧分析对商务英语广告的意义和重要性。

关键词：语言特征； 具体案例； 翻译策略； 商务英语广告

Abstract

Language has great influence on human communication as a major tool of cultural transmission. Nowadays, with the constant deepening and integration of global economy, trade cooperation between China and other countries all over the world becomes more and more frequent. Advertisement plays an important role in the development of society and economy with the rapid development of external trade of our country. As a pattern of message promotion and spreading, advertisement transmits the latest information about products and services to the consumers, at the same time, it promotes the sales of goods. Advertisement’s intent is to persuade target customers to buy its products or services. The especial language feature of business English advertisement makes it as the essential medium. Specially, in special word characteristics, terse syntactic structure, vivid rhetoric devices, etc. This thesis aims to analysis language feature and translation strategy by studying special cases in content, structure, syntax and rhetoric. I used some research approaches to concluded the meaning and significance in analyzing language features of business English advertisement, such as literature survey, investigation, comparative analysis and induction.

Key words: language feature; special cases; translation strategy; business English advertisement

Contents

Acknowledgements.i

Abstract & Key Words in Englishii

Abstract & Key Words in Chinese.iii

Introduction1

1. Definition of business English advertisement2

2. Language features of business English advertisement.2

  2.1 Structure of business English advertisement3

  2.2 Syntactic features of Business English advertisement.4

  2.3 Vocabulary of business English advertisement4

  2.4 Rhetoric of business English advertisement5

3. Principles of business English advertisement.6

  3.1 Concision 7

  3.2 Faithfulness7

  3.3 Acculturation8

4. Translation strategies of business English advertisement.8

   4.1 Literal translation.8

   4.2 Free translation9

   4.3 Supplement translation.10

4.4 Equivalent translation.10

5. Significance of analysis of linguistic characteristics in business English advertisement11

Conclusion12

References.13