摘  要

  广告是一门浓缩的，综合的，商业性的艺术，广告英语作为一种应用语言，因其所具有的特别效能，已日趋从普通英语中突出而发展成为非刻板的专用语言，遣词用句与通常英语也有许多区别，并跟着广告的发展，年代的推进，高科技的迸发及社会的变动而变化。
  对于广告英语的翻译者，他们需要比较广告用语中中、英两种语言的不同用词习惯和语言功能。只有这样，他们才能不违背原创者的本意。
  结合过去对广告英语的研究，本文将继续深入讨论，从词汇、语法、修辞、翻译的要求和策略等方面进行探讨，并根据分析结果，提出一些建议，从而帮助广大读者朋友更好地了解广告英语。

关键词：广告英语；用词习惯；语言功能

Abstract

    Advertisement is a condensed, comprehensive and commercial art. As one of applied linguistics, advertising English has gradually stood alone, and become a non-standardized special-purpose language because of its special effects. The dictions of advertising English and general English also have many differences. With the progress of the era, the advancement of technology and the changes of society, advertising English has been changing.
    For translators of advertising English, they need compare word-using habits and language functions of Chinese with those of English. Only in this way, can they rebel against the original’s values.
Combined with the study of advertising English in the past, this dissertation will continue with the discussion from the perspectives of words and phrases, grammar, rhetoric, requirements and strategies of translation. After that, according to the findings, proposals are put forward to reach an overall realization of advertising English and most of all to enhance the ability of translating advertisement between English and Chinese.

Key words: advertising English; word-using habits; language functions

1 Introduction

   This paper mainly talks about the characteristics of advertising English from the point of language, such as aspects of vocabulary and grammar. The social appraisement of English in advertising is of every description, but English in advertising has already been a social phenomenon.
1.1 Background Information
The meaning of advertising is generally treated as the most exact one which is proposed by the American Marketing Association AMA). Advertising is an informational communication which is non-personal. Identified sponsors use different media to disseminate their suggestions, services and products.