Language Features and Translation Skills of commercial Advertisement Based on Reiss’s Operative Text_英语论文

摘要

随着多媒体、互联网的普及，国家间的经济交流与贸易急剧增加，越来越多的企业想在庞大的市场占有一席之地，商业广告成为打通企业跟市场的桥梁。商业广告的翻译，无论是品牌还是广告标语，都是至关重要的。要翻译好一个商业广告，需要通过文献研究，信息研究和个案研究的方法，以商业广告的翻译为实例，在赖斯操作文本的角度下，分析、总结商业广告的语言特点和翻译技巧，解决商业广告的翻译问题，从而达到商业广告的目的。

关键词：商业广告;语言特点;翻译技巧;赖斯文本;操作文本

Contents

1. Introduction 1

1.1 Background 1

1.2 the commercial Advertisement and Katharina Reiss’s Operative Text 2

1.2.1 the Function of the Commercial Advertisement 2

1.2.2 the Function of the Reiss’s Operative Text 2

1.3 the Significance and Purpose of the Study 3

1.4 the Structure of the Thesis 3

2. Analysis on Language Features of Commercial Advertisement based on Reiss’s Operative Text 4

2.1 Vocabulary 4

2.1.1 Verbs 4

2.1.2 Adjectives 5

2.2 Sentences 6

2.2.1 Colloquial Simple Sentences 6

2.2.2 Imperative Sentences 6

2.2.3 Interrogative Sentences 6

2.3 Rhetoric 7

2.3.1 Metaphor 7

2.3.2 Personification 8                   

2.3.3 Hyperbole 8

2.4 Rhyme 9

3. Analysis on Translation Skills of Commercial Advertisement based on Reiss’s Operative Text 9

3.1 Adaptive Effect based on Reiss’s Operative Text 10

3.1.1 Language Structure 10

3.1.2 Consumer Psychology 11

3.1.3 Cultural Background 11

3.2 Domesticating Method Based on Reiss’s Operative Text 11

3.3 Equivalent Effect Based on Reiss’s Operative Text. 12

4. Conclusion 13

5. References 14