Abstract:

With people’s material and cultural demand rapidly increasing during the last several decades, the car has become one of the necessities for most families. In order to attract consumers, the suppliers of cars have come up with a variety of car advertising slogans, which are interesting, readable and eye-catching. The car advertising slogans are concise but they bear many rhetorical features, such as pun, parody, repetition, hyperbole and so on, which contribute to attracting customers’ attention and arouse their desire to buy the cars involved. Therefore, successful advertising slogans can promote the sale of cars. Based on the study of advertising slogans of 22 different brand cars and a great number of references, this article is intended to discuss stylistic features and translation strategies of such advertising slogans from lexicology, syntax and figures of speech, so as to help us appreciate, translate and even create such advertising slogans.

Keywords: car advertising slogans; stylistic features; translation strategies

摘  要：

近几十年来，随着人们物质和文化需求的飞速发展，车子成了大多数家庭的的必需品之一。汽车供应商为了吸引消费者，想出了各种各样，或有趣，或朗朗上口的引人注目的汽车广告标语。这些标语言简意赅，但其中灵活运用了各种修辞手法，比如说双关语，仿拟，重复，夸张，等等，这些都有助于吸引消费者的注意力，激发他们购买相关汽车的渴望。因此，成功的广告标语可以提高汽车的销量。在研究了二十二种品牌的汽车广告标语并查阅大量参考文献的基础上，本文拟从词汇，修辞，句法等角度探讨这些汽车广告标语的文体特征及其翻译策略，来帮助我们欣赏、翻译甚至是创作这些广告标语。

关键词：汽车广告标语；文体特征；翻译策略

1  Introduction
With the improvement of people’s living standards, the car has become one of the necessities of many families. Therefore, a growing number of car makers try to promote their sale by resorting to ads, especially advertising slogans. Car advertising slogans are a form of verbal logos. They are usually used to briefly introduce the quality of cars to customers in a very special way. In addition, it sums up what the car stands for: its marketing, position, specialty and commitment.
The car advertising slogan plays an important role in our daily life. Its main function is to inform. It transmits information of the relevant cars, services, ideas and so on to potential customers. Therefore, the advertising slogan contributes to the development of auto industry and promotes marketing. The car advertising slogan can guide consumers’ consumption and improve the corporate reputation. Also, car slogans can expand foreign trade and increase foreign exchange earnings. In addition, it can enrich people’s spiritual life. The car advertising slogan can meet the consumers’ needs and will improve consumers’ living conditions, enrich consumers’ material and cultural life, and raise consumers’ living standards.