资源描述：
《The Principles and Skills in English Advertising Translation》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、ThePrinciplesandSkillsinEnglishAdvertisingTranslationIntroductionThiscenturyisaneraofglobalizationandInternationalization.Advertisementplaysaveryimportantroleinbusinesscompetition.Withtherapiddevelopmentofapromotionaltechniqueisbecomingmoreandmorepronounced.It
2、promotessalesandplaysavaluableroleineconomicprosperity.Aneffectiveadvertisementshouldbeattractive,attentiongrabbingandreadableaswellascontaininggreatpersuasiveorsellingpower,whichiscriticaltoappealtoone’sdesiretobuythetargetedgoods.Anintegratedadvertisementisu
3、suallymadeupofthebrandorcompanytrademark,title,body,slogan,andillustration,withthefirsttwoemphasizingaplayonwords.Allthesefeaturemaketheadvertisementlanguagealoadedlanguageonthewhole,whichismoreorlessdifferentfromothertypesoflanguageonthewhole,whichismoreorles
4、sdifferentfromothertypesoflanguageinstyleandeffect.Apersuasiveadvertisementcanbeacceptedbythepublicthroughvariousmedium.Thereisnoonecankeepawayfromadvertisement.Thecharmofadvertisingdependslargelyonthelanguageofadvertisement.ChinahasjoinedtheWTO;cross-cultural
5、ad-spreadingisInevitable.Howtograspthetranslationincross-culturaladvertisementisbecomemoreandmoreimportant.Inthisprocess,thecorrectuseoflanguage,livelyandaccuratelytoconveyinformation,isthecharmingofadvertising.121.HistoryofAdvertisingIntheancientandmedievalwo
6、rldsuchadvertisingasexistedwasconductedbywordofmouth.Thefirststeptowardmodernadvertisingcamewiththedevelopmentofprintinginthe15thand16thcenturies.Inthe17thcenturyweeklynewspapersinLondonbegantocarryadvertisement,andbythe18thcenturysuchadvertisingwasflourishing
7、.Thegreatexpansionofbusinessinthe19thcenturywasaccompaniedbythegrowthofanadvertisingagencies.Thefirstagenciesbecameinvolvedinproducingtheadvertisingmessageitself,includingcopyandartwork,andbythe1920sagencieshadcomeintobeingthatcouldplanandexecutecompleteadvert
8、isingcampaigns,frominitialresearchtocopypreparationtoplacementinvariousmedia.Inthe21stcentury,withanintenselycompetitiveconsumermarket,advertisersincreasinglyuseddigitaltechnologyt
