Abstract:

Nowadays, under the situation of economic globalization, the internationalization of advertising is becoming more and more obvious. So the problems of advertisement translation are often discussed in some occasions. When dealing with the advertising translation, we should fully take language customs and cultural background into account. We also should be familiar with the language characteristics and translation skills of English advertisements. Because of the importance of English advertisements in our lives, I introduce some translation methods and principles of English advertisements from three aspects such as vocabulary, syntax and rhetorical devices in this paper.

Keywords: English advertisements; language characteristics; translation skills

摘  要：

在经济全球化的今天，广告宣传的国际化趋势越来越明显，各国企业都存在着广告国际化、全球化问题——即广告翻译问题。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。本文从词汇、句法、修辞三方面介绍了英语广告的语言特征，并通过实例分析介绍了英语广告的翻译方法及原则。

关键词：英语广告；语言特征；翻译技巧

1. The Definition of Advertisements
According to the American Marketing Association（AMA）,advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. In addition, Association of National Advertising（ACCA） says the goals of a success advertisement should be awareness, comprehension, conviction, and action. In Summary, advertising is a way to convince people have an agreement of one value or idea.