Abstract:

Advertising has come into being with the rapid development of commodity economy, and as a carrier of information transmission, it has penetrated into every corner of daily life and become an essential part of life. Advertising is a promotion mean which uses certain media to inform people of some information. As a medium to inform consumers of information, advertising English becomes more and more vital and has its own characteristics in terms of lexicon, syntax and rhetorical devices. Therefore, the characteristics of advertising English need to be put emphasis on in order to make people know the meaning of advertising precisely. Furthermore, it is required that advertising English be easy to understand and be concise and vivid.
Researching certain principles and methods is crucial in translation to ensure that advertising English translation can obtain the promotion goal. Only by doing this, the functions of English advertising may be achieved fully in its target market as those in its own linguistic environment after its Chinese translation.

Key words: Advertising; Advertising English; Translation; Target Market

摘要:

广告在商品经济的高速发展中产生，并且广告作为传播信息的载体，已经渗入到日常生活中的各个角落，成为人们生活必不可少的一部分。广告是通过使用一定的媒体使人们广泛了解信息的一种宣传手段。作为传播信息的手段，广告英语变得越来越至关重要。并且广告英语在词法、句法以及修辞上都有其独特的特点。因此需要加强对广告英语特点的了解，以达到更准确地理解广告含义的目的。不仅如此，广告英语要求通俗易懂，精炼简短生动形象。
   为了确保广告英语的翻译能够同样起到宣传的效果，需要研究特定的方法和原则。只有这样做才有可能使英语广告的功能在目标市场中发挥的淋漓尽致，并可能使英语广告在中译后达到在目标市场和自身语言环境中同样的效果。

关键词：广告;广告英语;翻译;目标市场

1 Introduction
Advertising, one of the most efficient ways to learn products, has witnessed great increase in recent years. Advertising has penetrated into every corner of daily life and has helped consumers to be acquainted with products in the current society. With more integration towards international economy, Chinese market is filled with foreign products. English advertising also plays important role in delivering information to consumers and helping consumers understand the foreign product’s property. As a medium of information, English advertising acts as a guide for consumers who want to know the commodity to get familiar with the exact information about its specifications and usage of the product and persuade consumers to purchase the product in the end. English advertising, as a kind of form of advertising, has its own linguistics characteristics. It is necessary to comprehend the characteristics of advertising English well and follow certain principles in its Chinese translation to reflect the functions in target market.