English Advertising Language Features and Translation

作     者：HUI Chun 

作者机构：Harbin Engineering University Harbin China 

出 版 物：《Sino-US English Teaching》 (中美英语教学（英文版）)

年 卷 期：2013年第10卷第5期

页      码：383-391页

摘      要：As a practical style, Advertising English has gradually derived from the English language due to its particular social role. In this respect, this paper will generalise the fundamental knowledge of the advertisement including its definition, objective, and writing principles. This is followed by an analysis on language features based on vocabulary, grammar, punctuation, and rhetorical devices. However, the main thrust of the thesis is not devoted to a purely linguistic study. Rather, building on the theoretical reflections of equivalent theory and cultural conversion, this paper attempts to find the joint reflecting the similar functions of both English and Chinese. Therefore, This thesis will not confine itself simply to a list of language features but rather go further and crack the ＂hard nut＂--how to tackle translation in advertisements. Little ink, as the case stands, has been spilled over this crux. Taking into consideration the distinctive functions and stylistic features of advertisement, general principles that highlight the qualities of awareness, understanding, conviction, and action will be offered. Based on these general principles, tactics both regular and strategic are tentatively offered. As is often the case, a translator walking on a tightrope plays dual roles： a submissive servant and a defiant master. In this sense, it is proposed that a blend of regular and strategic tactics should be employed in pursuit of an optimum transfer of information.

主 题 词：Advertising English language features translation 

学科分类：050302[050302] 1305[艺术学-设计学类] 0502[文学-外国语言文学类] 050201[050201] 13[艺术学] 05[文学] 0503[文学-新闻传播学类] 

馆 藏 号：203996418...