Abstract

With the process of economic globalization, all kinds of English advertising have been emerging, which attests to economic, ideological, cultural and social development. Translation of advertisements into English plays a significant role in improving the interaction among peoples from different nations. How to apply the best translating into the common business has become a new advertising issue of concern. Frankly speaking, some researches done by some well-known scholars in the field of translation are very useful in guiding translating advertising translation, but they are not doing very well in advertising translation. Advertising translation is still in unsystematic situation. In this case, the paper makes some suggestions on translation theories, and then explores translating principles from a perspective of “faithfulness, attractiveness and acceptability”.

Key words: advertising translation; faithfulness; attractiveness; acceptability

Contents

Abstract

摘要

1 Introduction-1

2 The Language Characteristics of the English Advertisement-2

2.1. Lexical Features in English Advertisement-2

2.1.1 Use of Adjectives-2

2.1.2 Use of Typical Verbs-3

2.1.3 Use of Compounds-4

2.1.4 Use of Coinage-4

2.2 Syntactic Features in English Advertisement-5

2.2.1 The Expression of Simple Sentences-5

2.2.2 The Expression of Imperative Sentences-6

2.2.3 The Expression of Elliptical Sentences-6

2.2.4 The Expression of Interrogative Sentences-7

2.3 Rhetoric Features in English Advertisement-7

2.3.1 Metaphor-8

2.3.2 Personification-8

2.3.3 Puns-8

2.3.4 Rhyme-9

3 The Translation Principles According to Language Characteristics of English Advertisement-9

3.1 Faithfulness-10

3.2 Attractiveness-11

3.3 Acceptability-13

4 The Suggested Translation Methods on English Advertisement-...14

4.1 Literal Translation-14

4.2 Free Translation-15

5 Conclusion-17

References-19