英文食品广告的语言特色及翻译策略_英语论文

Language Features of English Food Advertisements and Translation Strategies

摘要

在加入世界贸易组织后，中国企业有了更多参与国际进出口贸易的机会。在全球化的背景下，世界各国的国际贸易活动正在迅速增加。

广告在开拓国际市场和创造财富方面发挥着极其重要的作用，特别是对于那些试图走出国门的企业。在这样的市场情况下，研究英文食品广告已成为必然，因为越来越多的进口食品已经进入了我国的市场。作为世界各地食品公司的一个关键市场，英文食品广告中译是外来产品本地化的重要策略之一。广告译文质量的重要性是毋庸置疑的，中外很多学者已经从英文食品广告的文化历史背景，语言特点如修辞手法等方面对食品广告进行了研究。

本文主要研究英语食品广告的语言特点和翻译策略。首先，作者介绍了广告的定义及发展历史，其次，作者将从词汇及句法两方面来研究英语食品广告的语言特征，词汇方面的特征主要涉及简单词，褒义形容词，外来词及仿造词的运用。句法方面主要涉及简单句，祈使句及疑问句的应用。最后，英语食品广告翻译策略的研究将以目的论为基础，结合一些常用翻译方法进行展开，同时在本部分也会提及一些在翻译过程中需要注意的文化社会背景。

关键词：食品广告；广告语言；翻译策略

Abstract

After China entered the WTO, there are more opportunities for Chinese companies to enter the import and export business. Under the background of globalization, international trade has increased around the world greatly. 

Advertisement plays an important role in expanding international market and prospering domestic economy. Under such circumstances, it is a necessity to study English food advertisement and its translation because more products are entering into our market. China is seen as a crucial market for food companies from all over the world and translating English food advertisement to Chinese is one of their localization strategies. It goes without saying that the quality of the translation is of vital importance. Researchers from home and abroad have studied English food advertisements from their cultural background and language features.

This paper focuses on the language features and translation strategies of English food advertisement. The first part of this paper introduces the definition of advertisement and its development. Then, the language features of English food advertisement will be analyzed from lexical and syntactic aspects. Lexical features include the use of simple words, commendatory words, exotic words, and coinage. Syntactic features involve the use of simple sentences, imperatives sentences, interrogative sentences and disjunctive sentences. Last, based on Skopos theory, the translation strategies will be analyzed with several translation methods. And different aspects about cultural differences will also be mentioned in this part.

Key words: food advertisement; advertisement language; translation strategies