淺論廣告語漢譯的美學(xué)效果-文學(xué)學(xué)士畢業(yè)論文

中文摘要廣告，不再是扎根于傳統(tǒng)觀念里的舊配角——信息傳遞的方式，在現(xiàn)代生活中，它扮演著一個(gè)舉足輕重的主角。除了信息傳遞的功能以外，更多的則是一種生活態(tài)度的展現(xiàn)，甚至是一門藝術(shù)。廣告在不知不覺中改變了當(dāng)代人的生活方式，同時(shí)基于藝術(shù)的角度，它不多不少地改變了人們的審美心理。隨著其重要性日趨明顯，廣告被用作宣傳產(chǎn)品的重要手段。在開拓海外市場(chǎng)的同時(shí)，許許多多的海外廣告不斷進(jìn)入中國市場(chǎng)。然而，怎樣更好地翻譯廣告中的英語，才能讓廣大群眾有效地理解、學(xué)會(huì)欣賞這門藝術(shù)？本文作者嘗試談?wù)剰V告語漢譯中的美學(xué)的運(yùn)用及體現(xiàn)和相關(guān)翻譯技巧。從修辭收發(fā)，語言風(fēng)格等方面來研究廣告語漢譯的美學(xué)效果。修辭手法主要闡述比喻，擬人，押韻，夸張這四種修辭的特色，效果；語言風(fēng)格則從詞匯，句型，內(nèi)涵等方面論述。通過舉例及分析來對(duì)美學(xué)效果作進(jìn)一步的了解。同時(shí)，就翻譯策略以及例子分析，圍繞主題，即怎樣通過提高廣告語漢譯中美學(xué)情趣，展開詳細(xì)的討論。關(guān)鍵詞：廣告英語；漢譯；美學(xué)效果；策略IntroductionAdvertisementisbecomingfarmoresignificantindailylife.Itisnotmerelyawayofpassingmessagetoacertainkindofpeople,butalsoshowingthelifestylesmostly.Ofcourse,itisnotoveratalltoregarditasArt(王燕希.2004).Sinceithassuchspreadinginfluenceonlife,somanycompaniesarewillingtopromotetheproductbyadvertising.Especially,commercialadvertisingEnglish,itisanimportantwaytodevelopthemarketoverseas(黎海斌.2003).Withmoreandmoreforeignadvertisementfloodedthedailylife,theadvertisingEnglishshouldbetranslatedproperlyintoeasierunderstoodChineseforlocalpeopletocatchupwithandappreciatetheideasoftheadvertising.Inthisthesis,theauthortalksabouttheunderstandingtothetopic,thatis,howtheaestheticeffectfunctionsandembodiesinChinesetranslationinadvertisingincludingrhetoric,linguisticstyles,what’smore,howtoimprovetheaestheticeffectinChinesetranslationaswellastherelatedtranslationstrategies.Firstandforemost,thedetailsoftherhetoricwillbebasicallypresentedwithcharacteristicsandfunctionwhicharefrequentlyusedinadvertisingwithlargenumbersofexamplesandstatements.Second,therelatedstrategiesofrhetoricintranslationwillbestated.Thenananalysisoflinguisticstyleswillbemade,thatmeanshowtheyexpresstheaestheticeffectthroughstructure,sentences,wordsandinnermeaninginadvertisement.Itisadiscussionofhowtobemoreaestheticthroughtheseaspects.Thethesisconsistsofthreeparts;thedetailedanalysiswillbedividedintothreechaptersrespectively.

2.DefinitionofAdvertising2.1ElementaryKnowledgeofAdvertisementTheword“advertisement”originatingfromLatin,itmeansthemethodtoarosetheattentiontosomethingandleadthemtoacertaindirection(王軍元.2005).TheAmericanMarketingAssociationgavesuchdefinition:Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.Evennow,itsdefinitiondoesnotchangetoomuch,thecomponentsoftheadvertisementcanbeeasilyfiguredout.Theyare,identifiedsponsors,advertisinginformation,media,fee,persuasivemethodandidentifiedcustomers.Personally,themediatakesprecedenceamongallofthem,foritactslikeabridge,notonlyconnectingthesponsorsandthecustomersbutalsopassingtheinformationtotheidentifiedcustomers.Withtheincreasingdevelopmentoftechnology,mediacoversalargerareanowadays,besidesthecommonformsintheolddays,therearesomenewmediaformsburgeoninginlives,suchasinternet,mobilephonesandthebusitself.Justbecauseoftherapidspreadingofthesevariedmediaforms,advertisementinfiltrateslargelyindailylife.Informationthemediatriestopassisthecontentwearegoingtostudy.Itconsistsofproduct,conceptandtheservice.Last,thepersuasivemethodishowtheypersuadetheconsumerstobuytheirproductnotmisleadingly.Thisisboththeaestheticeffectliesinandwhatthispaperisaimingat.2.2TheCharacteristicsofAdvertisementWhatmakeadvertisementdifferentfromotherliteraryformsarethestructureandthetechniqueofexpression.Comparedwithothers,itisterse,tocertainextent.Also,itistheuniquecharmliesinadvertising.Thecharacteristicsofadvertisingarestatedinlength.Creativitymakespeoplefeelfreshafterwatchinglotsofdullworks.Itmakesyouradvertisingoutstandingamongtheothers.Itisalsothewaytomakeitbetterimpressedandtostressthespecialtyoftheproduct.Popularitymeanstomakethepublicunderstand.Onlywhentheyunderstand,wouldtheylearntoappreciate,torememberandthentobeinterestedintheproduct.Asaresult,inordertomakethemthrough,somesloganscontainidioms,slangs,sayingsandsoon.Simplicityisobviouslyconvenientandeasytoberememberedpronounced.Maybetwoorthreelinesevenwords,butthatiswhatessenceliesin.Advertisementisofstronglycommercialmotivation,sothewordandmustbepolishedastobemuchmilder.Thatistheaesthetics.However,inmodernsociety,humoraddsmorefuntotheadvertisingwhiletheblackhumorusuallyreflectstheironicaleventsoflife.What’smore,advertisingisofsocialitygraduallyfortheideasofadvertisementsometimescanmakethepublictocomeintonoticeofthesocialaffairscurrently.2.3TheFunctionsofAdvertisementPublicityfunction:Anexcellentadvertisingalwaysbuildsagoodimageoftheproductsorenterprisessoastoimprovethereputationinthesociety.Second,thepromotinginformationoftheproductsorserviceswillbepresentedintheadvertising,letthepublicknowclearly.Psychologicalfunction:Afterthepeoplegettingtheinformationoftheproduct,theywillbeinterested,andthencausethedemandandpurchasingcravingsofthem.Advertisingisaservicetothemarketinordertomakethemknownthenmakethemsold.Mediafunction:Advertisingisakindofmedia,soithasthesimilarfunctionthatistoconnecttheproducersandsuppliers,thesuppliersandsellers,thesellersandconsumerssuchacomplicatedrelationship.Aestheticfunction:Withthedevelopmentofthesociety,itbecomesanartorevenakindofliterarystyle.Advertisingalsoneedstobebeautifiedsoastourgetheideallifeoffuture.Economicfunction:Advertisingpushesthedevelopmentoftheeconomy.Itactsasapowerfulweapontoacceleratethemarketbothdomesticandoverseas.Usually,therealadvertisingcanraisetheconfidenceofthebuyers.Peoplewillbereliableonthemarket.

3.DefinitionofAestheticEffectinAdvertising3.1TheBasicsofAestheticsAestheticsoriginatingfromtheGreek“aesthesis”,itmeansthefeelingsofsomething(徐丹暉.1999).Themodernphilosopherdefinesaestheticsasthetheoryandphilosophyofthesensetounderstandtheart,scienceanddesign.Itsmainresearchingitemisartusually,tostudythecategoryaboutbeautyandugliness,toresearchthestandard,tasteandexperienceofbeauty.Inthatresearchingprocess,itfinallybecomesoneoftheacademicsubjects.Amongallsubjects,psychologyaffectstheaestheticsmost.Differentpersonalitiesandlifeexperiencealsoinfluenttheaesthetictaste.Thus,theaestheticsisactuallysubjective,itdependssomuchontheperson’smood,hobby,interestandexperienceetc.Asfortheaestheticsinadvertising,itisastudywhichalsoisacombinationofaesthetictheoryandtheaestheticpsychology.Someexpertssaidthattheprocessofadvertisingisjusttheprocessofaestheticcreatingandpurchasing.3.2FeaturesofAestheticsinAdvertisingFirstly,mostliteratureexpressesaestheticsthroughrhetoric,sodoesadvertising.Apieceofadvertisementcansometimesassemblemetaphor,personification,hyperboleevenrhymingbutjustinfewlines.Thisisthemaincharacteristicofadvertising.Secondly,aestheticsembodiestheapproachesandthestylesoftheadvertising.Thestylesaresimilarwiththeliterature,butmoreflexibleandcreativeinadvertising.Occasionally,theadmakersarousetheinterestofconsumersbyborrowingandrewritingthefamousmasterpieces.Then,setuptypehelpstoaddaestheticvaluestotheadvertisingalsocancatchmuchattentionbydifferentvisualmethods,forexample,thecolorofthefont,abbreviations,overstrikingfontandtheunderlines.3.3FunctionsofAestheticsinAdvertisingThefunctionsareclassifiedasfollows:(ⅰ)tostimulatethepurchasingdesireinamuchwilingway.(ⅱ)topleasethebuyers.(ⅲ)tobeautifytheadvertisingsoastoavoidthecommercialintention.(ⅳ)toenrichthespiritofordinarycitizensandchangethestyleoflife.(ⅴ)toimprovethestandardofthetasteofaestheticsinadvertising.Ofcourse,thebeautifuleventscanalwaysmakepeoplefeelenjoyable.Theaestheticeffectinadvertisingcannotonlycausethedesireforshoppingbutalsomakepeoplefeeldelightedevenwhenpeoplearejustwatchingit.Tosatisfythespiritualdesiresofpeoplebyadvertisingissignificant.4.RhetoricalEffectandTranslationStrategiesinAdvertising4.1RhetoricalEffectinAdvertisingRhetoricinadvertisingisprettysignificant.Itisamodifiedmethodtostresstheexpressiveeffectandmakesitaesthetic.Advertisingrhetoricisnearlyalikeasliteratures’,butitisrestrictedwithinthecharactersoftheproduct.Beautifullyricsareusedforbeautifyadvertising.Iftheadvertisingjustdirectlyposestheproductinfrontofyouwithoutskills,thereceiversmustnotbeattractiveatall.Forexample:A.Ourtissueismostsoftandofhighquality;B.AssoftasMother’shands.Thenisitworthofadmiring?Theformerisstraightbutboringwhilethelaterismodifiedwithmetaphorwhichismuchelegant.Thereisjustanarrowlinebetweendullandaesthetic.Therhetoricactslikeafinishingtouchthatbringsthearttolife.Nextistheintroductionofsomerhetoricincommonuse,includingMetaphor,Personification,Rhyming,andHyperbole.Howtheyenrichtheaestheticmoodofadvertising.4.2RhetoricEffectandtheRelatedTranslationStrategiesMetaphorisanotherwaytomakeacomparisonwithAandB.Firstly,AandBmustnotbethesamethingbuthasthesimilarcharacteristics.Generallyspeaking,“l(fā)ikeoras”mustbeusedsoastoconnectAandB(鄭雅麗.2004).Forexample,whensayingthechildrenistheflowersofourcountryitisametaphor,andflowersareusedtodescribechildrenfortheyarebothfullofenergyandyouth.Metaphorcanmakethenoumenamuchlivelyandimpressive;alsocanraisetheassociationofthereaders.Second,simplifytheabstractobjectstoaneasierunderstandingandmorefamiliartoourdailylifebymetaphor.What’smore,maketheaverageobjectsmuchlovelysoastobeaesthetic.Herearesomeexamplesofmetaphorusedinadvertising.(1)Lightasbreeze,softascloud(clothes)輕飄飄如微風(fēng)，軟綿綿似彩云;輕如風(fēng)，柔如云Thispieceofadvertisingpresentsthefeaturesoftheclothes,lightandsoft.Thisisthesameasthevehiclebreezeandcloud.Itleavestheenjoyableimpressiononthecustomersabouttheclothesandurgesthemtobuyimmediately.ThistranslationnotonlyfollowsthemetaphorusedinEnglish,butalsokeepsthemeaningofthesentenceinChinese.Butpersonally,thisChinesetranslationisnotcleanenough.ItcanbetranslatedaccordingwithChinesepoemstyle:輕如微風(fēng)軟如云.(2)You’rebetteroffundertheumbrella(insurance)購買本保險(xiǎn)，自在又安全。Umbrellaisusedtocomparethesecurityofaninsurancecompany.Itcan’tberegardedasagoodmetaphor,fortheumbrellaisnotsecureenoughforsafetythoughitcanprotectyouintherain.Butthestrengthisnotsufficientlypowerfuliftherainturnstobeastorm.Besidestheshortageofmetaphor,theChinesetranslationisnotperfectenoughtocatchtheglance.Thattranslationisprofessionalbutstiffandcool,whichcannotbeinfectious.However,abettertranslationisfoundinotherreferencebook:置身保護(hù)傘下，何懼不測(cè)風(fēng)云。Personificationmakessomethinghumanized,includingananimal,objectorevenabstractconcept.Tomakethemashumanwiththehumanexpressions,actions,personalitiesandemotionscanenrichthetonesofthepassageaswellasrevealthewriter’semotiontowardstheobjectthatdescribed.Butmostimportantistostressthatcharacteristicwhichishumanized.Personificationislivelyandintimatewithus,aestheticallyexpressedwithoutsenseofcommerce(博仲選.1996).(3)FlowersbyInterfloraspeakfromtheheart.(Interfloraflowers)英特拂勞拉的鮮花傾訴衷腸;鮮花是發(fā)自內(nèi)心的表達(dá)。Flowershereareusuallyusedtoexpresslovetogirls.Inthispieceofadvertising,flowersaretheobjectswhichexpresswhatboysareafraidoftogirlsinstead.Girlsreceivetheflowersjustlikereceivethesweetwordsfromboys.Actually,theflowerscan’tspeak,butthewishestheybringcantell.Throughpersonification,theadvertisingbecomesmuchgraceful.AsfortheChinesetranslation,itisneithergoodnorbadbuttoodirected.Whentranslatingthepersonification,youmustnotonlystressthecharacteristicsofthehumanizedobjectbutalsoorganizethewordgracefullytomaintainthepersonificationeffect.Hereisanothertranslation:英特拂勞拉，為您盡訴心中情.Itismuchbetterintheexpressingtheserviceprovidedbytheflowers’.Rhymingmeanstherearetwoormorewordsinthelineswiththesamesyllables.Fundamentallyspeaking,itisdividedintoalliterationandrhythmandcommonlyusedinadvertising,inordertomakeitmuchharmonious,regular,andsonorousforbettermemorized.Ifthetranslationissuitable,theadvertisingwillbeasbeautifulasthepoemswithanenjoyableandartisticmood.(4)East,West,Hangtianisbest(Hangtianauto)城鄉(xiāng)路萬千，路路有航天。Andtheotherisrhyme,whichmeansthattherhythmliesinthelastword.Forexample,“west”and“best”aretherhythm,tomakethelyricscatchy.However,“west”and“best”canhardlyliterallytranslatedintorhythm,sototakethefreetranslationwillbebetter.ThistranslationfollowstherhythmandmeaningasEnglish,combinesthebackgroundandthebrandnametomakethelinesmuchreasonableandaestheticinChinese.JustlikeaChinesepoem.Hyperboleistoexaggeratethefeaturesofsomethingbyimaginationintentionally,inordertostrengthentheeffect.Italwaysemphasistheessenceoftheobject,forexample,Winston—thegreatestAmericancigarette;Discovertheworld’sfinesttasteincigarettes.Nevertheless,thestrengthofexaggerationmustbemodest,ifover-exaggeratewillmakepeoplefeeldisgustandevendragtheadvertisementdown.(5)Probablythebestbeerintheworld.(Carlsberg)

嘉士伯，可能是世界上最好的啤酒。Thisisoneofthesuccessfuladvertisements.Almosteveryoneknows.ItisexaggeratedbutmodestinEnglishorChinese.ItsaystheCarlsbergisthebestbeerintheworld,whichismagnified;butitalsosaysjustprobably,whichleavesahumblemargin.Don’tyouthinkitaperfecttranslation?Simplebuthitthenailonthehead,directbutfullofaesthetics.Notonlycangetaneffectivepromotionbutalsoenjoyagoodreputationinadvertising.(6)TakeToshiba,taketheworld.(Toshiba)東芝在手，世界在握。Thisslogancontainstwokindsofrhetoriceffect,hyperboleandrhyming.Theword“take”istherhythm.TheproductmustbeTV.YoucanknowwhatishappeningintheworldbywatchingToshibaTV.Maybeitisalittleexaggeratedbutitisquitetruetosomeextent.Theadvertisingissimpletoberemembered,soisthefeature,byhyperbole.TranslationstrategiesofHyperboleareliteraltranslation.ThemostdifficultinHyperboletranslatingisprobablyhowtopicktherightChinesetodescribe.WhileChinesetranslating,thetranslatormusttakeChinesecultureintoconsideration,sincethetranslationisforthelocalpeople.Iftheycan’tunderstand,howcantheybeinterested?Theadvertisingtranslationmethodsaremoreorlesssimilarwithotherstyles.Theyaredividedintoliteraltranslationandfreetranslationonthewhole.Theprinciplesofadvertisingtranslationshouldabbeyasfollow:fluency,accuracy,pithiness,easilypronouncedandmemorized(陳蘇東，陳建平.2003).Asregardstotheaestheticskillsintranslation,thereissomethingelsewemustnoticeaccordingtothebasicknowledgeandfeaturesmentionedbefore.Therefore,thetranslationskillscanbeconcludedcorrespondingly,wecanaimatthefeaturesofeachclassificationofrhetoric,combinetheconsumingbackgroundandaestheticpsychologytocarryoutthetranslationworkintentionally.Dealingwithsuchkindoftranslationincludesrhetoric,thefunctionandusageofthatrhetoricaswellaswhichisthebesttranslationmethodmustbecleared.Literaltranslationmustkeeptheoriginalstructureandrhetoricalcharacteristics.Butyoucanflexiblychangesomewordssoastomakeitmuchaesthetical.Then,freetranslationisthemethodtotranslateinourownwordsaccordingtotheoriginalmeaningbychangingthestructureorgrammar.Actually,mostrhetoricisnotsuitabletobeliterallytranslated,forthedifferentstructuresandculturesbetweentwolanguages.InChinesetranslation,wecanborrowfromsomebeautifulpoems,lyricsorwell-knownsayingsandslangsmuchcloserwithourcultureandmoreaestheticalinexpression.Furthermore,differenttranslationskillsdependondifferentrhetoric.Asaresult,alsooughttoknowclearlytherhetoric,themeaningandthewriter’sintentionofusingrhetoric.Followtherhetoricasmuchaspossible.Secondly,tobeclearabouttheproductyouaretryingtotranslate,forinstance,thefeatures,thetargetedcustomers,thefunctionsoftheproducts.Alwayskeeptheprinciplesinmindsoastotranslateproperly.Last,thecharmofrhetoricandhowitaffectstheaestheticsinadvertisinghavebeenclearedout.Next,thelinguisticaestheticswillbediscussed.5.LinguisticStylesandTranslationStrategies5.1LinguisticStylesinAdvertisingLanguageandwordsarethemostsignificantfactorsinhumanculturaldevelopment.Atthesametime,becauseofthelinguistics,thehistoryofadvertisingraisestoadeeperlevel.Linguisticsistheproductionofthought,notthematerialssuchasimagesorsoundscanbe.Itcanreachthedeepestofourheart(徐丹暉.1999).Comparedwithotherforms,thelinguisticsinadvertisingispaidmuchcareto.Thewordsandsentencesinadvertisingareusuallyabortivelychosenastobecleanbutmeaningful.Generally,advertisementisusedtopassthepositiveandhealthymessagestothecrowd,thus,soisthelinguistics.Asaresult,thewordhereisnoneedtobedecoratedbyrhetoric,justtoshowthetruemeaningitselfisadequate.Maybeplainbutalwaystouchyourheartbythepurestexpressions.Itistheaestheticsliesinlinguisticsthatdiffersfromrhetoric.ThevocabularyinadvertisingisdifferentfromwhatweuseincommonEnglish.Therearesomefeaturesinit.(ⅰ)CoinageTherearemanynewwordsmadebytheadvertisinginordertomakeitoutstanding,creativeandelegant.Theyusuallycontinuetouserootorpartoftheoriginalwords,sometimesmaybecompoundword.Forinstance,theword“airtropolis”inairportadvertising,itismadeupby“air”and“metropolis”,whichaimsatexpressingtheirairportisofmuchflightsandconvenientfacilitiesjustlikeametropolis.Thenthecompoundword“satinique”,abrandnameofshampoofromAmwaycorporation,thatuse“sanity”andthesuffix“-que”.Both“sanity”and“–que”standfortheelegantbeautyforwomen.(ⅱ)BorrowedwordsWiththeculturalglobalization,manyborrowedwordswillbeusedinordertoimprovethetasteofthebrand.Usually,theborrowedwordsaresofreshthatinterestthecustomers.HereisapieceofadvertisementforsoftdrinkfromFrance:“Orderitinbottlesorincannes.Perrier…withaddedjenesaisquoi.”,“jenesaisquoi”isFrench,means“Idon’tknowwhat”inEnglish.Itincreasesthepeople’scuriositytotheproduct.Moreover,Franceisfamousfordelicacyandwine;therefore,useFrenchinsuchadvertisingcannotonlyimprovethevalueandreputationtotheproductbutalsoaddtheaestheticeffect.(ⅲ)BasicvocabularyThebasicvocabularyusedinadvertisingcanmakethebrandimagemuchapproachable.Thefrequently-useofsinglesyllable,especiallyverbs,canmakethelinesterse,easyandfamiliarindailylife.Second,theusageofadjectivescandescribethecharacteristicsoftheproducts.Thenthecomparativedegreecanshowtheadvantagesoftheproductscomparedwithotherswhilethesuperlativestressthebestqualityoftheproduct.Sometimes,spokenlanguagesareusedinadvertising.Itisgoodformemorizingandprevailinginthepublicbutnotsuitableforallkindsofcommodity.Syntax,inordertoreachtheintentionofadvertising,thesentencesalsorequiressimplicity,popularityandcateringtheconsumingpsychologytothecustomers.Inthatcase,alongonethatcontainslotsofinformationcanbeshortensoastobeclear,attractive,encouragingandimpressive.Thus,sentencesinadvertisingareusuallyasthefollowing.(ⅰ)Simplesentence,plainandeasilyremembered,avoidfrombeingcomplicated.(ⅱ)Interrogativesentence,itcausethecuriosity,maketheconsumerstoreceiveeasily.(ⅲ)Ellipticalsentence,toshortentheunnecessarywordsbutemphasisthekeywords.(ⅳ)Imperativesentence,stressesthetoneofpersuasivetoleadthecustomerstobuy.(ⅴ)Disjunctivesentence,toenlargetheinformationinfewwordclearlybypunctuations.Sometimes,thebudgetofadvertisingislimited,thatis,howtouseleastwordsandsentencestodelivermostinformation?Condensationusuallyisessenceandthatiswhatthefascinationofthelinguisticsinadvertising.5.2TranslationStrategiesWhenwetrytotranslatesuchpiecesofadvertising,wenormallypicktheliteraltranslation.Becausethewordsandsentencesarealreadysimple,wecanmerelyfollowtheoriginalstructuresisalright.Butifnecessary,wecantranslateintowell-knownidioms,poemsorbeautifiedwordstostresstheeffectoflinguisticstylesfromwords,sentencesandinnermeaning.(7)Justdoit.(Nike)想做就做。Nike’sadvertisingiswellknownallaroundtheworld.ItstandsfortheideaofNikeandinfluencessomuch.“Justdoit”,justthreewords,isusedbysinglesyllable.Thoughtherearejustthreewords,itcoversameaningfulattitudetowardslife.Thatistochallenge,tofight.Ithasatoneofsubjectiveandarbitrarinessbutcourage.SodoetheChinese,“想做就做”,expressthecourageandimpulsethoroughly.(8)Let’smakethingsbetter.(Philips)讓我們做得更好。Itisanimperativesentencewithatoneofpersuadingandurgingabestwishtolife.WithsuchkindofsentenceinChineseisthesame,tofollowthepattern.Asaresult,itisnotonlytranslateexactlybutalsoexpressahopefulwishtothefuturelife.(9)Gotmilk?(MilkCompany)您今天喝牛奶了嗎？Thisisaelliptical,interrogativeandsimplesentence.Itistersebutfocusontheproducteasily.Justlikeyourmother’scareineverymorning.Thistranslationhasthesameeffecttomakeyouwarm.Atthebreakfast,youwillneverforgetthemilk.(10)Goodtothelastdrop.(Maxwell)滴滴香濃，意猶未盡。Itissuchadetailed-descriptionthatmakespeopletolickthelastdropofMaxwellunconsciously.Itcreatesaneverlastingmeaningofthelastdrop,whichurgestodrinkagain.AsfortheChinese,translatelivelywiththeinnermeaningofthegood-tastedlastdrop.Whentranslation,whatmustbenoticedisthecombinationofdescriptionandimagination.(11)Youreverydaylifeisbusy;ourLONGcardcanmakeiteasy.(ChinaConstructionBank)衣食住行，有龍則靈。Thispieceofadvertisingeffectivelyavoidsusingthewords“dragon”whichmeansthedemeanorofkingbutmonsterinwesterncountries.AndtheChinesetranslationimitatesthelyricsofLiuyuxi’sfamouspoem.It’sfelicitoustoourcultureandfullofChinesecharacteristics.Theskillstobenoticedintranslationistoenlargetheknowledgeofdifferentculturessothattoavoidindelicateambiguity.Thetranslationstrategiesoflinguisticstylesaremucheasierthanrhetoric.Totranslateliterallyproperly,justletthemstaypure.Sometimes,thesimplestwordscanpenetrateintotheheartsofreceivers.Butinsomecaseswordsmustbechosencarefully.Butterflies,forinstance,arethesymbolofthebeautyinourcountrywhilestandforthepartygirlshaveaffairswithmen.Consequently,wemustavoidthewordswhichhavenegativemeaninginothercountries.Peoplewillcreateanimageinmindaccordingtoinnermeaningtheygetafterwatchingit.Asitisknowntoall,advertisingisrelatedtothepsychology;therefore,innermeaningofadvertisingcaninfluenceourpsychologicalperception.Wordsandsentencesalwaysaimatpassingameaningtothereceivers.Theinnermeaningcansurelybringusintobeautifulperceptionandthusstimulatingthedesireofpurchasing.Tomakeaproperinnermeaningoftheadvertisingcanhelptocreatereputationofabrand.基于C8051F單片機(jī)直流電動(dòng)機(jī)反饋控制系統(tǒng)的設(shè)計(jì)與研究基于單片機(jī)的嵌入式Web服務(wù)器的研究MOTOROLA單片機(jī)MC68HC（8）05PV8/A內(nèi)嵌EEPROM的工藝和制程方法及對(duì)良率的影響研究基于模糊控制的電阻釬焊單片機(jī)溫度控制系統(tǒng)的研制基于MCS-51系列單片機(jī)的通用控制模塊的研究基于單片機(jī)實(shí)現(xiàn)的供暖系統(tǒng)最佳啟停自校正（STR）調(diào)節(jié)器單片機(jī)控制的二級(jí)倒立擺系統(tǒng)的研究基于增強(qiáng)型51系列單片機(jī)的TCP/IP協(xié)議棧的實(shí)現(xiàn)基于單片機(jī)的蓄電池自動(dòng)監(jiān)測(cè)系統(tǒng)基于32位嵌入式單片機(jī)系統(tǒng)的圖像采集與處理技術(shù)的研究基于單片機(jī)的作物營養(yǎng)診斷專家系統(tǒng)的研究基于單片機(jī)的交流伺服電機(jī)運(yùn)動(dòng)控制系統(tǒng)研究與開發(fā)基于單片機(jī)的泵管內(nèi)壁硬度測(cè)試儀的研制基于單片機(jī)的自動(dòng)找平控制系統(tǒng)研究基于C8051F040單片機(jī)的嵌入式系統(tǒng)開發(fā)基于單片機(jī)的液壓動(dòng)力系統(tǒng)狀態(tài)監(jiān)測(cè)儀開發(fā)模糊Smith智能控制方法的研究及其單片機(jī)實(shí)現(xiàn)一種基于單片機(jī)的軸快流CO〈,2〉激光器的手持控制面板的研制基于雙單片機(jī)沖床數(shù)控系統(tǒng)的研究基于CYGNAL單片機(jī)的在線間歇式濁度儀的研制基于單片機(jī)的噴油泵試驗(yàn)臺(tái)控制器的研制基于單片機(jī)的軟起動(dòng)器的研究和設(shè)計(jì)基于單片機(jī)控制的高速快走絲電火花線切割機(jī)床短循環(huán)走絲方式研究基于單片機(jī)的機(jī)電產(chǎn)品控制系統(tǒng)開發(fā)基于PIC單片機(jī)的智能手機(jī)充電器基于單片機(jī)的實(shí)時(shí)內(nèi)核設(shè)計(jì)及其應(yīng)用研究基于單片機(jī)的遠(yuǎn)程抄表系統(tǒng)的設(shè)計(jì)與研究基于單片機(jī)的煙氣二氧化硫濃度檢測(cè)儀的研制基于微型光譜儀的單片機(jī)系統(tǒng)單片機(jī)系統(tǒng)軟件構(gòu)件開發(fā)的技術(shù)研究基于單片機(jī)的液體點(diǎn)滴速度自動(dòng)檢測(cè)儀的研制基于單片機(jī)系統(tǒng)的多功能溫度測(cè)量儀的研制HYPERLIN