摘要

随着经济全球化的发展，各国之间经济交流的频繁，更多的国外产品和服务涌入我们的国家。作为宣传商品和服务起作用的手段，每个地方都可以看见英语广告。在理解和掌握英语广告的特点的依据上，我们应该注意文化背景的不同和采用合适的翻译技巧，达到和原文广告语言的一样的宣传作用，在广告翻译的过程中实现广告的用途。因此，本文讨论了广告英语的特点和它的翻译原则，以及讨论了它的翻译技巧。

关键词：广告英语；语言特征；翻译策略

Contents

Abstract I

摘要 II

Introduction 1

1. The concept of advertising English 2

2. The features of advertising English 2

2.1The use of vocabulary 2

2.1.1 Use catchy popular words that are easy to understand and remember 3

2.1.2 Create new words and strange words that are vivid and humorous to draw attention  3

2.1.3 Use adjectives, their comparatives and superlative grades frequently 4

2.2 The syntactic features of advertising English 5

2.2.1 Use simple sentences  5

2.2.2 Use imperative sentences  6

2.2.3 Use elliptical sentences  6

2.3The mainly rhetorical terms of adverting English 6

2.3.1 Metaphor 7

2.3.2 Pun 7

2.3.3 Exaggerate 7

2.3.4 Personification 8

2.3.5 Dual 8

3. The translation methods of advertising English 8

3.1 Literal translation 9

3.2 Free translation 9

3.3 Set of translation 10

3.4 Amplification and omission  10

4. The principles of the translations in the advertising English 11

4.1 Pay attention to cultural differences 12

4.2 Hold beauty and be faithful to the original novel 12

4.3 Understand the product concept and determine the target audience 13

Conclusion 15

Reference 16