An Advertising-psychological Approach to The Stylistic Features of English Commercials and Their Translation Strategy20

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1、AnAdvertising-psychologicalApproachtoTheStylisticFeaturesofEnglishCommercialsandTheirTranslationStrategy摘要沃尔特·迪尔·斯科特的广告心理学为英语商业广告提供了一种可操作性强，实用性强的语篇分析理论。二十世纪八、九十年代开始，国内学术界运用这一理论操作的语篇分析涉及了经济学、社会学及心理学等领域。英语商业广告以其鲜明的文体特征及独特的翻译策略成为各个领域研究的焦点。本文从广告心理学角度出发，通过英语商业广告词汇、句法、修辞上所表现出的文体特征及其翻译策略

2、四个方面，分析英语商业广告在实际商业竞争中对于读者的吸引力。关键词：广告心理学；词汇；句法；修辞；翻译策略ABSTRACTWalterScottDeers’advertisingpsychologyprovidesafeasibleandpracticaldiscourseanalysistheoryfortheEnglishcommercials.Fromthebeginningofthe1980s,Chinesescholarsbegantousethetheoryinvolvingtheeconomics,sociologyandpsychology

3、,etc.Englishcommercialsbecomethefocusineveryfieldofresearchwithitsdistinctstylecharacteristicsanduniquetranslationstrategy.Thispaper,fromtheangleofadvertisingpsychology,analyzestheattractionoftheEnglishcommercialstothereadersinthecompetitivemarketthroughvocabulary,syntax,rhetorics

4、hownonthestylisticfeaturesofEnglishcommercialsanditstranslationstrategy.Keywords:advertisingpsychology,vocabulary,syntax,rhetoric,translationstrategy20CONTENTS0.Introduction……………………………………………………………………11.Advertisingpsychology…………………………………………………………12.ThestylisticfeaturesofEnglishcomm

5、ercials…………………………………32.1.Lexicalfeatures:usinghigh-frequency-usedwords……………………………32.1.1UsingoralEnglishvocabulary………………………………………………32.1.2Usingsimpleverbs…………………………………………………………42.1.3Usingadjectives……………………………………………………………42.2Usingcompounds…………………………………………………………………52.3UsingAcronyms……

6、……………………………………………………………52.4Creation……………………………………………………………………………63.Syntacticfeatures…………………………………………………………………63.1Usingthesimplesentence…………………………………………………………73.2UsingtheImperativesentence……………………………………………………73.3Usingtheinterrogativesentence…………………………………………………83.4Usingtheelliptical

7、sentence………………………………………………………84.Rhetoricalfeatures………………………………………………………………9204.1Personification……………………………………………………………………94.2Analogy……………………………………………………………………………94.3Repeat……………………………………………………………………………104.4Pun………………………………………………………………………………104.5Rhyme……………………………………………………………………………105.

8、Translationstrategy……………………………………