英語廣告翻譯

1、精選優(yōu)質(zhì)文檔-傾情為你奉上語 言 學(xué) 論 文 On Characteristics of EnglishAdvertisements 英語廣告的特點Abstract: A good translated version of an advertisement will not only best convey the original information, but also reflect the characteristics of the product advertised, attract consumers and lead t hem to produce desire of

2、purchase as well. However, different features of languages, different cultures and consumer s' acceptance determine that the translation of advertisement is far from being easy. This paper studies the characteristics of English advertisements from two perspectives: lexical, syntactical.Key Words

3、: English advertisement; characteristics1. Definition of AdvertisingThe word “advertise” originates from the Latin word “advertere” meaning “to inform somebody of something,” and “to draw attention to something.”Albert Lasker, generally regarded as the father of modern advertising, defined advertisi

4、ng as“salesmanship in print, driven by a reason why.” But Lasker, the owner of Lord&Thomas, espoused that definition around the turn of the 20th, long before the advert of radio and television, when the nature and scope of advertising were pretty limited.Advertising is the non-personal communica

5、tion of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media.2. Lexical characteristics2.1Using Large Number of Positive Words British linguist G.H.Leech ranks the first twentieth used advertisement

6、positive words:(1)new (2) good/ better/ best (3) free (4) fresh (5) delicious (6) full (7)sure (8)wonderful (9) clean (10) special (11) crisp (12) fine (13) big (14) great (15) real (16) easy (17) bright (18) extra (19) safe (20) richFor examples,(1) Selected materials, fine workmanship, modern desi

7、gns, reasonable price, various specifications. Orders welcome. (“Aviation” ArtificialLeather Suitcases)用料上乘、做工精細(xì)、款式新穎、價格合理、規(guī)格齊全, 歡迎選購。(“航空牌”人造革皮箱)(2) Why our special teas make y our precious moments even more precious? (Lipton Tea) 非凡立頓,異樣人生。(立頓茶)2.2 The Use of Oral English“The only car in its class

8、” is the Villager autos advertisement in 1993. And the word "class" in this sentence is the oral speaking of the meaning of "same type".“It gives me clear, plain paper faxes at a price I can afford.” This is the message of Canon duplicate machine. And its structure is daily used,

9、 like "it give somebody something". All the advertisement above is in formal words but conveys the information exactly. And we can understand it from its surface.2.3 The Repetition of the Words Vocabulary of duplicate advertisements in English is a common technique, which is mainly used to

10、 stress the focus point, express strong feelings and increase the vitality of narration. It can leave the consumers deep impressions. For instance, the famous copier brand Xeroxs advertisement, “We cant Xerox a Xerox on a Xerox.” It is very outstanding for the three times repetition of the same word

11、. In this sentence, the first Xerox means the verb sense “copy”. The second one means the noun sense “hard copy”. And the last one means the brand name “Xerox”. This advertisement slogan protrudes the theme, leading to the success of the world-known brand. There are also many other examples, like “A

12、 new year, a new career.”(An invitation Ad); “Extra Taste. Not Extra Calories.” (A food Ad) The repetition of the words "new" and "extra" make the advertisement more outstanding. These words show the functions of them directly. 3. Syntactical Characteristics3.1 The use of simple

13、sentence. Advertisement must consist of the least of the layout, the most refined language, and the most expressing information, which is the most effective way to motivate readers to buy the goods. Therefore, English advertisement adopts simple sentences, and avoids using complex compound sentences

14、. For examples,Can't beat the real feeling!Coca- cola擋不住的誘惑!可口可樂Good to the last drop.Maxwell House Coffee滴滴香濃,意猶未盡.麥?zhǔn)峡Х華 diamond is forever.de Beers鉆石恒久遠(yuǎn),一顆永流傳.戴比爾斯鉆戒Stop in a store near you. Take a look.到你附近的商店停一停, 看一看。Go ahead compare.往前走,比一比。Visit an authorized IBM Personal Computer dealer.

15、(IBM Personal Computer)拜訪 IBM 家用電腦指定經(jīng)銷商。(IBM家用電腦)Arthritis?Don't suffer more than you have to. (Pfizer)關(guān)節(jié)炎嗎?別再忍受不必要的痛苦。(輝瑞制藥) 3.2 The Frequent Use of Imperative Sentence An Imperative Sentence contains a tone of requesting itself, calling on people to do something meaningful. Using it in the adv

16、ertisement can effectively cater to consumers psychology, to achieve the advertisements' purpose. Therefore, imperative sentences are widely used in the advertisement. For examples,Designed with a computer. Silenced by a laser. Built by a robot. (Volvo)電腦設(shè)計, 激光消音,機(jī)器人制造。(沃爾沃小汽車)We'll tell you

17、 the odds before they are out.我們要向您預(yù)示未來的結(jié)果。We'll publish w hat other publications dare not.我們要發(fā)表別人不敢發(fā)表的東西。We'll give you inside information you won't find else where. (Time Magazine)我們給您在別的地方找不到的內(nèi)部消息。(時代周刊)4. Conclusion Generally speaking, most advertisements have their singular qualities which can attract the attentions of the audiences, and set up their own brand-named. And also to attract the audiences' attention, the