英语广告的语言特点和翻译_英语论文

An Analysis of the Language Characteristics and Translation of English Advertisement

摘要

经济全球化进程的加快，催生了各种英语广告的诞生，这也佐证了政治、经济、文化和社会的飞速发展。英语广告翻译在促进不同国家的人民之间的交流过程中扮演了重要的角色。如何在广泛的商务中最佳应用翻译已经成为广告界人们新的关注点。坦率地说，许多知名学者在翻译指导上表现十分突出，但是在广告翻译中他们的表现乏善可陈。广告翻译仍然处于无章可循的情况中。在这种情况下，本文给出了翻译理论的一些建议，根据“忠实性、吸引性和接受性”三个原则的角度来探索了翻译的原则。

关键词：广告翻译；忠实性；吸引性；接受性

Abstract

With the process of economic globalization, all kinds of English advertising have been emerging, which attests to economic, ideological, cultural and social development. Translation of advertisements into English plays a significant role in improving the interaction among peoples from different nations. How to apply the best translating into the common business has become a new advertising issue of concern. Frankly speaking, some researches done by some well-known scholars in the field of translation are very useful in guiding translating advertising translation, but they are not doing very well in advertising translation. Advertising translation is still in unsystematic situation. In this case, the paper makes some suggestions on translation theories, and then explores translating principles from a perspective of “faithfulness, attractiveness and acceptability”.

Key words: advertising translation; faithfulness; attractiveness; acceptability