摘　 要

广告作为宣传产品和服务的理想媒介，具有吸引大众，促进消费的重要作用。随着全球经济和信息技术的飞速发展,广告在我们生活中的作用愈加凸显，从而成为人们生活中不可或缺的一部分。因此本文对广告英语的语言学特点进行深入分析是有必要的，对广告创作和翻译工作有着很大的影响。广告英语作为一种特殊用途的英语,与日常英语有着很大的区别。它主要体现在单词的选择,句子的结构和修辞手法上。然而,对我们来讲，怎样理解，获得和创作英文广告是一个巨大的挑战。本文通过大量的实例分析广告英语的词法，句法，修辞三个方面的语言特点，并且从广告学和语言学的的角度来研究广告英语的语言特点和翻译技巧原则，从而使人们更好地理解和翻译英文广告。

关键词：广告英语；语言特点；翻译；原则
 
Abstract

Advertising is the ideal medium to promote products and services. It has an important role in attracting people to promote consumption. With the rapid development of global economic and information technology, English advertising is playing more and more important role in our lives and becoming an indispensable part to people’s life. Thus an analysis on the linguistic features of advertising English in the linguistic field is worthwhile. Under such circumstances, the study on linguistic features of advertising English will have practical effects on the composing and translating work of the copywriters. But how to understand, assess and create English advertising is a challenge to most of us. Advertising English is a special style of English, so there has a bigger difference between ordinary English and Advertising English. It mainly reflects in the choice of words, the structure of the sentence and rhetorical means. Through a number of examples, this paper analyzes the language features in three aspects such as lexical features, syntactic features and rhetorical feature and makes an attempt to explore the language characteristics of English advertising and its principles and translation skills from the angles of advertising and linguistics, which can help people to understand and translate English advertisements.

Key words: English advertising; language features; translation；principles

1 Introduction
At present time of economic globalization, people in today’s life are living in the sea of advertisements. Advertising has penetrated into every corner of social life with unprecedented rapid speed. So the advertising has influenced individuals profoundly in the daily life which is a new and special way for human to know more about the different development outside the world. According to the survey, the word “advertise” derives from Latin word: advertere, which refers to a means of calling people’s attention to something and induce people to a certain directions.