摘　 要

广告英语作为一种商业语言，在生产服务中使用精炼的语言和丰富的内容以达到为人熟知和不断获利的目的。广告宣传的国际化趋势越来越明显，在全球化浪潮的推动下，广告无处不在，无时不有。真可谓是广告生活化，生活广告化。各国企业都存在着广告国际化，全球化问题—广告翻译问题，如何恰当地运用和理解英语广告语言以实现广告的目的。广告翻译须充分考虑产品销售对象的语言习惯，文化背景，熟知英语广告的语言特征及翻译技巧就显得尤为重要。如果只是简单的把国内成功的广告翻译成英文，往往不会成功。英语广告作为一种应用语言，因其所具有的特殊效用，已逐渐从普遍英语中独立出来而发展成专用语言，用词造句与普通英语有着许多差异。本文将结合大量实例主要从广告英语的词汇、句法、修辞三个方面的语言特点,并分析广告英语的翻译策略。

关键词：广告英语；语言特点；翻译策略

Abstract

Advertising English as a business language, use the refined language and rich content to be promoted as a product or service, in order to achieve the well-known and yield promotional purposes. The trend of internationalized advertising is becoming obviously. With the influence of globalization, it seems that advertisements have touched us at any corner and on any occasion, which really reveal the integration between advertisements and life. There is a problem that exists in international advertising in enterprises. How to use and understand English advertisements. We also should be familiar with the characteristics and translation skills of English advertisements. It is not successful to translate simply. As an application of English advertising language, because of its special effects, has gradually shifted from General English language. It is different from General English.  This paper will give a large number of examples of the features of advertising English : words, syntax, rhetoric and its translation strategy analysis.

Key words: English Beverage advertisements; language characteristics; translation strategies 

1 Introduction
1.1 General introduction
We should know what is advertising . Advertising is the non personal communication of information, usually paid for and  persuasive naturally. Its goal is to persuade members of a particular market to buy a particular product or service (Boveè and Arens, 1994: 6).
The key words in the above definition are ‘informing’ and ‘persuading’. In other words, the word advertising means ‘drawing attention to something’ and ‘informing somebody’ .What’s more , advertising is not directed to individuals, it is directed to groups of people and reaches them through media.