摘要

当今社会，商品经济迅速发展，广告作为广泛使用的交流媒介，已步入千家万户。在这种产品市场争夺战中，最有力的武器之一就是商业广告。不同与普通英语，广告英语具有独特的语言风格，主要包括三方面，即词汇，句法和修辞三方面。另外，广告的翻译也极其重要，翻译时必须要采用一定的的翻译技巧和策略，才能将广告的本意显现给大众，才能达到广告宣传和销售的目的。本文将通过列举和分析现实生活中的英语广告案例来分析广告英语的语言特点，并且根据其语言特点对其翻译策略进行浅显地探讨。

关键词：广告；广告英语；语言特点；目的论；翻译

Abstract
     In the modern society, commodity economy develops rapidly. Advertisement, as a wildly used communication medium, has been accepted by almost every household. As the most powerful weapon in this fierce competition, advertising language has its own unique characteristics different from that of the ordinary stylistic. The lexical, syntactic and rhetorical features are worthy of study, because it can help a copywriter design a good advertisement and help the translator to translate the original text in the target language. As it is important to translate the English advertisement, the translator has to use some skills and strategies to ensure the essence is expressed well in the target language. This paper will analyze the linguistic features and translation of English advertisement by some practical cases of English advertisements.

Key words: advertising; advertising English; linguistic features; skopos theory;
            translation

1. Introduction
1.1 Background
 “Advertisement” derived from Latin word “advertere” is a method used to draw the attention of the crowd and encourage people to do something. With the help of mass media, we can find advertisements everywhere. It can be wildly spread and become indispensable and inevitable of people’s daily life in the modern society. People are influenced by advertisements gradually. After China joined WTO, there are more and more export and import in our country. In order to take a share in the market, a lot of enterprises put energy on the advertisement. Advertisement has been extremely prevailing as the marketing communication tool. As a certain way to promote product, advertisement aims to draw its customers’ attention so that they can pick up its product among the full of beautiful things in eyes.