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学校代码：10036例矽}罗亏f节贸易声学同等学力人员硕士学位论文英语广告的文体特点及其翻译策略培养单位：英语学院专业名称：外国语言学及应用语言学研究方向：翻译学作者：张焊指导教师：杨伶俐论文日期：二。一三年十一月 MAThesisOnthestylisticfeaturesofEnglishAdvertisinganditstranslationstrategiesByZhangHanAdvisor：Prof．YangLingliSchoolofInternationalStudiesUniversityofInternationalBusinessandEconomicsNovember20132 学位论文原创性声明本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过的作品成果。对本文所涉及的研究工作做出重要贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到本声明的法律责任由本人承担。特此声明学位论文作者签名：沙I弓年(【月沙El≮鼠，) 学位论文版权使用授权书本人完全了解对外经济贸易大学关于收集、保存、使用学位论文的规定，同意如下各项内容：按照学校要求提交学位论文的印刷本和电子版本；学校有权保存学位论文的印刷本和电子版，并采用影印、缩印、扫描、数字化或其它手段保存论文；学校有权提供目录检索以及提供本学位论文全文或部分的阅览服务；学校有权按照有关规定向国家有关部门或者机构送交论文；学校可以采用影印、缩印或者其它方式合理使用学位论文，或将学位论文的内容编入相关数据库供检索；保密的学位论文在解密后遵守此规定。·．学位论文作者签名：汪-喀导师虢"一沩1)年I1月沙日加f岁年／／月劢El ACKNOWLEDGEMENTS1wouldliketotakethischancetOextendmysinceredeepestgratitudetomysupervisor,YangLingli，forhervaluableadviceandusefulsuggestionsduringthewholeprocessofmythesiswriting．Withoutherilluminatinginstructionandpatience，thisthesiscouldnothavereacheditspresentform．Shesetstrictdemandsonme，whichdrovemetoworkharderandstudymorerelevantmaterialsaboutmythesis．Herstandardsofacademicexcellencemademyrevisionofthispaperapleasantexperience．1amalsogreatlyindebtedtoallmyteachersintheSchoolofInternationalStudiesinUIBEfortheirdirectandindirecthelptometolearnEnglishlanguage．Theirenlighteninglectureshavehelpedmetodevelopthefundamentalandessentialacademiccompetence．Mysincereappreciationalsogoestoallmyclassmates，whoaretheprideofmylife．Inaddition，specialthanksshouldgotomy行iendswhohaveputconsiderabletimeandeffortintotheircommentsonthedraft．Finally，Iamindebtedtomyparentsfortheircontinuoussupportandencouragement．ZhangHanNovember2013 摘要广告作为宣传产品和服务的媒介工具，具有吸引大众、促进消费的重要作用。随着经济的不断发展，通过英语J’‘告米宣传产品的国际化趋势越来越明显，因而英语广告的翻译也成为了一项重大内容而越来越受到人们的重视。广告翻译须充分考虑产品销售对象的语言习惯、文化背景，熟知英语J“告的文体特征及翻译技巧就显得尤为重要。英语广告的翻译随处_日J’见，关于其翻译中出现的问题也常成为人们讨论的丰题。在双语翻译过程中，我们要考虑到语苦习惯和义化背景，同时我们也要熟悉语言特征和翻译技巧。事实上，无论是何种形式的广告，都是将关注焦点放存目标受众上的。建立在广告最基本原则上的广告中所采用各种方式方法造就了广告的独特文体。广告的基本原则简称为AIDMA原则，即吸引受众的注意(Attention)、引起其兴趣(Interest)、激起其愿望(Desire)、加深其记忆(Memory)、到最后鼓励其采取行动(Action)。本文即以英语广告的文体特征以及这些英语广告被引入中国时所涉及的特殊翻译策略作为研究主题。本文对英语广告及其翻译进行了相对广泛而又系统的研究，首先阐明了研究的必要性并介绍了有关现有研究方面文献综述。然后从词汇、句法、修辞和语篇等各方面分析了英语广告的文体特征。之后，通过列举大量的英语广告原文及其译文案例呈现和分析了最常用的英语广告的翻译策略。期望本研究对英语广告翻译者具有一定的借鉴意义。关键词：英语广告，文体特点，英汉翻译策略 ABSTRACTEnglishadvertisingisaneffectivevehicletopromoteproductsandservices；ithasanimportantfunctioninattractinggeneralpeopletoconsume．Nowadays，underthebackgroundofeconomicglobalization，Englishadvertisinghasbecomeamajormediumintheforeigntradeactivities．SoitisveryimportanttounderstandthecharacteristicsandtranslationmethodofEnglishadvertisinglanguage．WecanseeallkindsoftranslationaboutEnglishadvertising；andtheproblemsofEnglishadvertisingtranslationaleoftendiscussedonsomeoccasions．Whendealingwiththebilingualtranslation，weshouldcarefullytakelanguagecustomsandcuhuralbackgroundintoaccount，andweshouldbefamiliarwiththelanguagecharacteristicsandtranslationskillsaboutEnglishadvertising，too．Actually,nomatterwhatkindofadvertisingitis，itisalwaysfocusedonthetargetaudiencebymeansofvariousdevices．Allusefuldevicesadoptedinadvertisingtextscontributetoitsuniquestyle，ontheconditionofobeyingthebasicadvertisingprinciple，AIDMA，thatis，todrawtheaudience’Sattention，raisetheirinterest，arousetheirdesire，furtherstrengthentheirmemory,andfinallytakeactions．ThethesismerelyrevolvesaroundthestylisticfeaturesofEnglishadvertisingandthespecifictranslationstrategieswhentheyareintroducedintoChina．ThispapermakesacomparativelycomprehensiveandsystematicstudyofEnglishadvertisinganditstranslation，whichstartsfromtheneedforstudy,literaturereviewofpresentstudy．ThenanalysisisgiventothestylisticfeaturesofEnglishadvertisingfromlexis，syntax，rhetoricanddiscourse．Afterthat，themostfrequentlyusedtranslationstrategiesarepresented，supportedbyplentyofexamplesandcommentsonsomeoriginalsandtheirtranslationsofadvertising．ItishopedthatthisstudywillbeofreferencevaluetoEnglishadvertisingtranslators．KeyWords：EnglishAdvertising，StylisticFeatures，E-CTrarPslationStrategies7 CONTENTSChapterOneINTRODUCTION．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．1．1NeedfortheStudy．．．⋯．．．．．⋯．．．．．．⋯．．．．．⋯．．．．．．⋯．．．．．．．．．．．．1．2StructureofThesis⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．ChapterTwoLITERATUREREVIEW．．．．．．．．．．．．．⋯．．．．．⋯．．．．．．⋯．．．．．⋯．．．．．．⋯．．．．．⋯．．．．．．⋯．．．．．⋯．132．1BasicConceptsandTheories⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯”132．2Previousresearchaboutadvertisments．．．．．．．．．．．．．．⋯．．．．．⋯⋯．⋯．．．．．．．⋯．⋯⋯⋯⋯．⋯．．．⋯⋯⋯⋯⋯162．3PreviousstudiesonadvertisingtranslationabroadandinChina⋯．．．．．⋯．．．⋯⋯．．．．．⋯⋯．⋯．．．192．4Theoreticalframeworkforthisstudy⋯．．．．．．．．．．．．．．．．．．．．．．⋯．．．．．．⋯．．．．．⋯．．．．．．⋯．．．．．．⋯．．．．．⋯．．．．．⋯．20ChapterThreeRESEARCHMETHODOLOGY．．．．．．．．．．．⋯．．．．．⋯．．．．．．⋯．．．．．．⋯．．．．．⋯．．．．．⋯．223．IResearchQuestions⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯．223．2ResearchMethods．．．．⋯⋯．．．⋯．．．．．⋯．．．．．⋯．．．．．．⋯．．．．．⋯．．．．．．．．．．．．．．⋯．．．．．．⋯．．．．．⋯．．．．．．⋯．．．．．⋯．．．．．⋯．233．3DataCollection⋯．．．．．⋯．．．．．．⋯．．．．．⋯．．．．．⋯．．．．．．．．．．．．．．⋯．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．⋯．．．．．．．．．．．⋯．．．．．⋯．23ChapterFourSTYLISTICFEATURESOFENGLISHADVERTISING⋯⋯⋯⋯．244．1Languagefeatures⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯．⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．244．1．1LexicalFeature⋯⋯⋯⋯⋯⋯⋯．⋯．．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．244．1．2SyntacticFeatures⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯一284．1．3RhetoricalFeatures⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．374．2Discoursefeatures．，．．⋯．．．．．．⋯⋯．．⋯⋯．．⋯⋯．．．⋯．．．．．⋯．．．．．．．．．，．．．．⋯．．．．．．⋯．．．⋯．．．．．．．．⋯．．．．⋯．⋯⋯⋯444．2．1NarrativeStyle⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．444．2．2Straight．1ineStyle．．．⋯．．．．．⋯．．⋯．⋯⋯．．⋯．．．．．⋯．．．．．．⋯．．．⋯⋯．．．．．⋯．．．⋯．⋯⋯．⋯．．⋯⋯．．⋯⋯．244．2．3PoemStyle．．．．⋯．⋯⋯．⋯．．．⋯．．．．．．⋯．．．．．⋯．．．．．．⋯．．．．．．．．．．．．．⋯．．．．．⋯．．⋯⋯⋯．．．．⋯⋯．⋯⋯⋯．⋯454．2．4TestimonialStyle．．．．⋯．．．．．⋯．．．．．．⋯⋯⋯．⋯．．．⋯．⋯⋯．⋯．⋯⋯．．．．．⋯．．⋯⋯．．．．．．⋯．．⋯⋯．．．⋯⋯464．2．5ConversationStyle⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．474．3ChapterSummary．⋯⋯⋯⋯⋯．．．．．⋯．．．．．．⋯．⋯．⋯．．⋯．⋯．⋯⋯⋯．⋯⋯．⋯⋯．⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯47ChapterFiveTRANSUKTIONSTRATEGIESOFENGLISHADVERTISlNGBASEDONCASEANALYSlS⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯485．1PrinciplesforEnglishAdvertisingTranslation⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯”485．2TranslationStrategies⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯一，J5．2．1LiteralTranslation⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．5I5．2．2LiberalTranslation⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．⋯～535．2．3OmissionStrategy⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯一245．2．4AmplificationStrategy⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．555．2．5DivisionStrategy⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．568mm¨● 5．2．6Transliteration⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯一565．2．7ParodyStrategy．．．．．．⋯．．．．．．．．．．．．．．．．．．⋯⋯．．．．．．．．．．⋯．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．⋯．．．．．．．．．．．．．．．．．．．．．．．575．2．8LoanTranslation⋯⋯．⋯．⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯．．⋯．．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯．．⋯⋯585．2．9UsingFavoriteCharacters．．⋯⋯⋯⋯⋯⋯．⋯．．⋯⋯⋯．⋯⋯⋯⋯．．⋯．⋯．．．．．．．⋯⋯⋯．．．．．⋯⋯．．595．3ChapterSummary．．⋯．．．．．．．．．⋯⋯．⋯．．．．．．．．．⋯⋯．⋯⋯⋯．．．．．⋯．．．．．．．⋯．．⋯．．．．．⋯．．．．．．．．．．．⋯．．．．．．．．．．．⋯．59ChapterSixCONCLUSIONS．⋯．．．．．．．．．．．．．．．．⋯．．．．．．．．．．．．．．⋯．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．6．1ConclusionsoftheThesis⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯6．2LimitationsoftheThesis⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．REFERENCES⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯9⋯⋯⋯⋯⋯．61⋯⋯⋯⋯⋯．6l⋯⋯⋯⋯⋯．62．．．．．．．．．．．．．．．．63 1．1NeedfortheStudyChapterOneINTRODUCTIONInmodemsociety,withthefastdevelopmentofthemarketeconomyandtheadvancementofinformationtechnology,wecanseemoreandmoreEnglishadvertisinginourdailylife．Wheneverwereadanewspaperoramagazine，wemaycomeacrossadvertisements；wheneverweturnonaradiooraTV,wemayhearorseeadvertisements；whene、7erwewalkonthestreet，weareboundtobefacedwithadvertisementsonbillboardsorbuildings；、~’heneverwetakeabusorasubway,weareconfrontedwithadvertisements．SoEnglishadvertisingahnostexistseverywhereandplaysanimportantpartininformingandspreadingmessages．Correspondingly,ithasbecomeamajorsourceofeconomicinformationforbothbusinessesandconsumers．Therefore，theproblemofhowtomakeEnglishadvertisingworkeffectivelyandachievcthetranslationofithasbeenplacedinfrontofmajoritiesofadvertisersandadvertisingtranslationcompanies．Asatoolofbusinesstoassistinthepromotionofthegoodsandservices，thereareallkindsofEnglishadvertisingsurroundingUS．Asamatteroffact，ithasalteredourthoughtsandenrichedourculture．Englishadvertisingprovidesthelatestinformationaboutnewproductsandservices，whichisveryimportantininternationalbusiness．Sinceitsbirth，advertisinghasputtremendousinfluenceonhumanlife．Ithelpsconsumerstoknowbetteraboutthegoodsandtheservicesandstimulatestheirpurchasingdesire．Nowadays，Englishadvertinghasalread2|}becomeanindispensablemediumbetweenmerchantsandconsumers．Iftherewerenoadvertising，consumerscouldhardlyknowaboutthegoodsintheirlocalshops．Asmartpieceofadvertising0 canmakeafinebroadcastaboutproducts，andpromotethesmoothexchangeofproductsandservices．Withincreasingglobalization，moreandmoreinternationalcompaniesareviewingthewholeworldastheirtargetmarket．TheiradvertisementsareinmostcasesdevisedinEnglish．Whenthesecompaniescometoalocalmarket，theywillfacetheproblemofadvertisinglocalization．TranslatingtheirEnglishadvertisementsintothelocallanguageisoneoftheirlocalizationstrategies．Chinaisamarketfullofpotentialintheeyesoftheseglobalcompanies．UndoubtedlytranslatingtheirEnglishadvertisementsintoChineseisastepforthemtolettheChineseconsumersknowtheirproductsandserviceswell．Alotoftranslationexpertsarethusemployedtotakecareofthetranslation．However,duetOtheuniquestylisticfeaturesofEnglishadvertisementsandthedifferencesbetweenChineseandEnglishlanguageandtheircultures，amongothers，translationisneveraneasytask．Itisnotjustaword—for-wordconversionbetweenChineseandEnglish，butratherarecreationprocessofadvertising．Therefore，appropriatetranslationstrategiesarecriticalintheE—Ctranslationofadvertising．Inreality,alotofChinesetranslationversionsofEnglishadvertisementsarefarfromoursatisfaction；plentyofadvertisementsaretranslatedpoorly,eitherlosingitsoriginalflavororcausingsomemisunderstandingsofthelocalconsumers．Inordertomeetthechallengeofglobaleconomicintegration，adapttomorefrequentlyinternationalbusinessactivities，andpromotethecommercialexchangesbetweeninternationalcompaniesandChineseconsumers，itisnecessarytostudythestylisticfeaturesofEnglishadvertisementsandtheEnglish—Chinesetranslationstrategiesofinternationaladvertisements．Andthisisexactlythethemeofthisstudy．1．2StructureofThesisThisthesiswillbedividedintosixparts．Chapteroneintroducestheneedforstudy,andthegeneralstructureofthethesis．Chaptertwopresentstheliteraturereview,focusingontheconceptsandtheoriesrelatedtothisresearchandbrief introductiontoformerrelevantresearches．Chapterthreeistheresearchmethodology．ChapterfourdiscussesthestylisticfeaturesofEnglishadvertisingbasedoncaseanalysis．ChapterfiveintroducesthemaintranslationstrategiesofEnglishadvertisingaccompaniedwithdetailedexamples．Chaptersixgivesaconclusionofthisthesis，thelimitationofthisstudyaswellasthedirectionforfurtherstudy．2 ChapterTwoLITERATUREREVIEW2．1BasicConceptsandTheories2．1．1BasicconceptsofadvertisingAdvertisingisaloanword，whichderivesfromtheLatinword‘advertere’，meaningattention，guidanceanddissemination．Inthelatest17thcentury,alargescaleofcommerceactivitiestookplaceinEngland，SOtheword；Advertising’wasfrequentlyusedinthebusinessworld．Advertisingisawayofinformingpeopleofsomething．Thiscanrangefromtellingthemofaproductforsale，oraservice，orurgingthemtodosomething，orevenbringingone’Snamebeforethepublic．TherearevariousdefinitionsofadvertisingaccordingtOdifferentperspectivesorpurposes．AccordingtotheDefinitionsCommitteeoftheAmericanMarketingAssociation，advertisingis‘anypaidformofnon-personalpresentationandpromotionofideas，goods，orservicesbyanidentifiedsponson’Someotherexpertsdefineitasapaidformofpresentationofcertainsponsoroncertainnon-personalmediatoappealtoatargetaudience．IntheopinionoftheAssociationofNationalAdvertising，advertisingisanypaidformofmasscommunication，aimingtoofferinformation，alterothers’attitudestoadvertisedproducts，induceotherstogetactionandatlastmakeprofitsfortheadvertisers．(GuJiazu，2000：120)AlbertLasker,thefatherofmodemadvertisement，saidthatadvertisementwas“salesmanshipinprint．’’Thisstatementindicatesthattheultimatepurposeofadvertisementistosell，thoughitisalittlebitlimiteddefinitionduetothedevelopmentofmediaandtheexpansionofthenature． EncyclopediaBritannicadefinesadvertisementasfollows：“Advertisementisaformofcommunicationintendedtopromotethesaleofaproductorservice，toinfluencepublicopinion，togainpoliticalsupport，toadvanceaparticularcause，ortoelicitsomeotherresponsedesiredbytheadvertiser．．．．Advertisementisdistinguishedfromotherformsofcommunicationinthattheadvertiserpaysthemediatodeliverthemessage．"(EncyclopediaBritannica，VolumeI，1994)Thisdefinitionextendstheobjectiveofadvertisementtopersuadingpeopletomakeresponses．Inthemodemsociety,advertisingisawayofbringinginformationtothepublicforthepurposeofsellingaproduct，aservice，anidea，oranevent．Itisaprocessaimedatchangingaperson’S(oragroup’S)attitudesorbehaviorstowardssomeevents，ideas，objects，orotherperson(s)，bymakinguseofwrittenOFspokenwordstoconveyinformation，feelings，orreasoning，oracombinationofthem．2．1．2ClassificationofadvertisingTheultimategoalofEnglishadvertisingistopersuadeconsumerstobuyacertainproductorservice．ThusthebasicfunctionofEnglishadvertisingistointroducesomeinformationaboutgoods，servicesorsomeideastothepublic，andinfluenceandpersuadepeopletomakechoicesandatlasttakespecificactions．Generally，Englishadvertisingcanbedividedintodifferenttypesbydifferentcriteria．(1)Bythetargetaudience，itcanbegroupedintobusinessadvertisingandconsumeradvertising．(2)Bygeographicarea，itiscategorizedintolocaladvertising，regionaladvertising，nationaladvertisingandinternationaladvertising．(3)Bymediumjitcanbedividedintoprintadvertisements(suchas●Newspaper)，electronicadvertising(suchasInternet，Radio)，out-of-homeaavertisements(Outdooradvertising)，direct-mailadvertisementsandnetworkadvertisements．(4)Bypurpose，itcanbedividedintoproductadvertising，non—product advertising，commercialadvertising，non—commercialadvertising，actionadvertisingandawarenessadvertising(ArensandBovee，1994：28)．InTheEnglishAch,ertisementsandAppreciation，YangRongqiandChenTianhongclassifyadvertisingintothefollowingfifteentypes：advertisementsforproduct，enterprise，job，salesexhibition，medicine，bidding，realestate，rent，food，recruitment，subscription，entertainment，touristspot，andSOon(YangRongqi，1995)．Bythewritingmethod，advertisingcanbegroupedintohard—selladvertisingandsoft—selladvertising．Theformeronecanbecalledreasoningadvertisingwhichputsemphasisonthefunctionoftransmittinginformation．Itisusuallyadoptedtopresentthefeaturesoftheadvertisedproductorserviceinamatter-of-facttonetopersuadeconsumerstoacceptit．Thelatteroneisalsocalledempathicadvertisingwhichborrowsvariousrhetoricmeanstoevokeemotionalchangesinordertoappealtothetargetcustomersoftheconcernedgoodsorservices．DespitedifferentcriteriacanbeappliedtOcategorizetheadvertising，noneoftheabove-mentionedwaysofclassificationenablesUStodistinguishonetypeofadvertisingcompletelyfromanother．Relativelyspeaking，theauthorprefersBovee’Sclassification，whichismoreapplicableandcommonlyacceptedbythepublic．Inthisthesis，thesubjectoftheresearchwillbecenteredontheprintadvertisingbecauseoftheavailabilityofdatacollection．2．1．3FunctionsofadvertisingMostEnglishadvertisingisintendedtobepersuasive．Acompanyusuallysponsorsadvertisingtoconvincepeoplethatitsproductwillbenefitthem．Inadditiontopromotingtangiblegoods，italsohelpssellintangibleservices．ThefunctionsofEnglishadvertisingcanbegroupedandcategorizedintomarketingfunctions，communicationfunctions，educationfunctions，economicfunctionsandsocialfunctions．wecanreadEnglishadvertisingfromnewspapers，magazines，television，Internet，-andSOon．WhyisadvertisingSOclosetous?Everyday；wearebombardedwith advertisementsandinfluencedbythem．Becausetheyhavethefollowingfunctionstoperform：(1)Toprovideconsumersinformationaboutproductsandserviceswhichareavailabletothem，usuallyinformingthemofthecharacteristicsandadvantagesoftheproducts，SOastopersuadecustomersintomakingpurchases．(2)Tofostergrowthandunderstandingofimportantsocialcausesandtoreflectfashionanddesigntrendinacertainsociety．(3)Tobuildconsumer’Scontinuedpreferenceandloyaltytothepromotedproductsorservices．(4)Toimprovethelivingstandardsandgenerateincreasedproductivitythroughbothrelevantmanagementandlabor．(5)Tostimulatetheaggregatesocialdemand，increasethesalesorprofits，andhelpcompaniesdevelopmarketingstrategies．Withreferencetotheabovecategorization，thetwomostimportantfunctionsofadvertisingareinformingandpersuading．AccordingtotheAmericanAssociationofAdvertisingAgencies，theobjectivesofadvertisingaredefinedtobeAICDA(Attention，Interest，Credibility,DesireandAction)(Vestergaard，1985)．Inotherwords，itmeansattractingattention，arousinginterest，creatingconviction，stimulatingdesireandgettingaction，whichistheadvertisers’ultimategoal．Thus，wecandrawaconclusionthatadvertisingisavehicleofmessageloadedwithpersuasiveintentionstopromoteaproductoraservice，andthisnatureinturndeterminesthelinguisticfeaturesofadveaising．2．2PreviousresearchesaboutAdvertisementhasattractednumerousscholars’attentionsinceearlyyears．ThestudyofaflveIisinglanguagewaspioneeredbyThomasHine．Inhisbook‘‘TheEvolutionandSecretMeetingsofBoxes，Bottles,CarsandTubes”(1929)，hestatesthatadvertisersandreadersaretwoessentialpartsindeliveringandreceivingan advertisement．Inordertoconveyinformationclearlyandeffectively，advertisersmustdeterminethepropertypeoflanguagetobeusedondifferenttargetaudience；otherwise，theinformationprovidedintheadvertisementmayseemirrelevanttoitsreaders．MichaelSchudson(1984)alsocontributestothestudyofadvertisementfromthesociolinguisticperspective．AccordingtoMichael，thelanguageusedinadvertisementsshouldchangebysocialchanges．Andthereasonforsomechangesisrelativelyobvious．Forexample，therapiddevelopmentofscienceandtechnologyhasresultedinthecoinageofmanynewwords：bullettrain，Xerox，hovercraft，telecomandSOon．Ifadvertisersturnablindeyetothechangesinvocabulary，theadvertisingpurposemayturnouttobeacompletefailure．Inwesternacademicfield，forexample，Leech(1966)writesLanguageinAdvertising．Inhisbook，Leechexploresadvertisinglanguagecomprehensivelyfromthelevelsofgrammar，vocabularyandsemanticsrespectively．HeissaidtobethefirstlinguistwhoprovidesasystematicanalysisoflanguageinEnglishadvertising．TorbenVestergaardandKimSchroder(1985)analyzedtheconstructionsandfunctionsofadvertisementsfromtheperspectiveofsociolinguistics．Awiderangeofaspectsaretoucheduponintheirbook，fromwaysofcommunicationinadvertisementsandthe‘texture’concepttoconsumers’psychology．Later,GuyCook(1992)adoptstheRelevanceTheorytoconductresearches．Hegivesafullconsiderationofcontextinadvertisementsanddescribesindetailthelinguisticdevicesinspecificcontexts．KeikoTanaka(1994)maderesearchesonthelanguageofwrittenadvertisinginBritainandJapanfromtheperspectiveofpragmatics，especiallyfromthatofRelevanceTheory．Chinesescholars‘academicresearchesonadvertisingappearedlaterthanthoseinthewest，amongwhomthemostoutstandingoneisZhaoJing，whowritesthebookAdvertisingEnglishin1992，whichdiscussedaboutthefeaturesofadvertisementsfromtheaspectsoflexicon，syntaxandrhetoric．ManyotherscholarsalsotrytOprobeintothefunctionsofadvertisementsfromdifferentanglessuchasfunctionalgrammar， anddiscourse．Fromtheabovedescriptions，wecanseethatpreviousstudiesmostlyfocusontheexternalformsofadvertisements，namely，thelexicon，discoursegrammar．Butwiththecognitiveresearchesbecomingevermorepopular，moremorescholarshavebeguntocarryoutresearchesintermsofcognitiveangle，whichismeanttoexplorethementalactivitiesconnectionsbetweenthereceivedinformationprocessofadvertisementstheinterpretationofsymbolsrespectivelyinconsumers’mind．Preliminaryobservationsshowthatconceptualmetaphor，asaneffectiverhetoricdevice，hasbeenbroadlyemployedinadvertisinginordertocreatemoreinterestingcreativerelationshipbetweenproductseffects．Withmetaphorbeingbroadlyadoptedinadvertising，functionsqualityofmetaphorsarouseattentionamongmanyscholars．Twocommondefinitionsofmetaphorsarelistedasfollows；oneis。figureofspeechinwhichawordorexpressionnormallyusedofonekindofobject，action，etc．isextendedtoanother’fromtheperspectiveofrhetorictheotherisageneralpatterninwhichonedomainissystematicallyconceivedspokenofintermsofanotherfromtheperspectiveofcognition(OxfordConciseDictionaryofLinguistics，2007)．Asthedefinitionsimply，theresearchesofmetaphorsaredividedintotwodirections．TheearliestresearchcanbetracedbacktotheAristotle⋯SRelativityTheory．AsAristotlepointsout，metaphorconsistsofgivingthethinganamethatofsomethingelse．Itisasimpleexplanationofrhetoricaldevicethatindicatesthatthemetaphorsisaspeechoffigurethatexpresseslexissentencesinvariousexpressingways．Inotherfields，I．A．Richards(1936)andMaxBlack(1993)founddevelopedtheinteractiontheory，whichfocusesonthelexicalmeaningssubjectsofmetaphor．Later，somescholarsregardmetaphorasamorecomplicatedlanguagetool，whichcanconveyactionsemotionsincontext．Otherscholarsbegintoanalyzemetaphorsfromtheperspectiveofpragmatics，andtherepresentativesareSearl(1993)andGoatly(1997)．LakoffJohnson(1980)putforwardConceptualMetaphorTheoryintheirbookMetaphorWeLiveBY,whichopensthecognitiveresearchofmetaphors．FauconnierTurner(1994，1996，1997)developtheConceptualBlendingTheory toaddmentalprocessonthebasisofconceptualmetaphortheory．2．3PreviousstudiesonadvertisingtranslationabroadandinChinaIn1972，advertisingtranslationwasmentionedintranslationstudiesforthefirsttimeinHurbin’SarticleCanOneTranslatetheLanguageofAdvertising?Atthattime，whenthispaperappeared，thelinguisticstudyoftranslationwasprimarilyconcernedwiththenotionofequivalence，whichwas‘submittedlexical，grammaticalandstylisticanalysis：itisestablishedonthebasisoftexttypeandsocialfunction’．Inthe1960sand1970s，therewerequiteanumberofpublicationsfocusingonequivalence．Itwasnotuntilabouttwentyyearslaterthatpeoplewitnessedthebirthofanotherpaperthatwasdevotedadvertisingtranslation．Duringtheseyears，functionalismbeganbeinadominantpositionandequivalenceWaSnolongerthemajorconcernamongtranslationscholars．ClaudeTatilon’Sarticle(1990)leansheavilyonNida’Snotionoffunctionalequivalence．HesuggeststhatthefunctionalmodelshouldattachgreatimportancenotonlytheTT(TargetText)butalsoits‘faithfulness’totheST(SourceText)．Withthedevelopmentofglobalmarket，advertisingtranslationbecamepopularintheearly1990s．In2000，abooknamedTranslatingAdsbyMatuieuGuiderecameout．Aimingatdepictingtheinteractionsbetweenadvertisingandtranslationatthetimeofglobalism，thenewlypublishedbookisabouttheinternationaladvertisementsofmultinationalfirmsthatneedtranslatetheiradvertisementsintoseveraIdifferentlanguages．MatuieuGuideremaintainsthattranslatorsshouldaimat‘effective’textscateringfortargetculture．Buthedoesnotshowpeopleasolutionevaluatethe‘effectiveness’oftranslation．StudyofadvertisementtranslationinChinahasgonethroughthreestages，namely，beginning，development，andin-depthstudysincethe1980s，andopinionsvaryasthetranslationprinciples，translationapproachesandthetranslationofbrandnames．Intheearlystages，researchesondomesticadvertisingtranslationareprimarilyconcernedwithtranslationofspecifictermsandproblemsintranslationofChinese advertisements．Lateronsomescholarsbeganstudyingstandardsforadvertisingtranslation．Sincethelate1990s．researchershaveconsideredsuchdifhcultfactorsofadvertisingtranslationasrhetoricaldevices，transmissionofemotionalfactorsandpreservationoftrademarkcharacteristics．AsthetranslationversionofanadvertisementshouldnotonlyretainthequintessenceofSourceTextbutalsohastoaccordwithconsumers’psychology，itisessentialtochooseappropriatetranslationstrategiestomakethetranslatedversionacceptablebytheTargetTextreadersonthebasisofconveyingtheoriginalmeaningexpressively．TherearealsosomeyoungChinesescholarswhoaredevotedtothestudiesofadvertisingtranslationortalkaboutitintheirworksonthebasisofcurrentresearchresultsoftranslation．LiuMiqing(1998)givesananalysistothebasischaracteristicsofEnglishadvertisingandpointsoutsometipsofadvertisingtranslation；GuGuilongandZhangHongbo(2008)elaboratedontherhetoricalfeaturesofbothEnglishandChineseadvertisingandproposestrategiesforadvertisingtranslation．；LiKexing(2010)putforwardsevenstrategiesforthetranslationofadvertisingtexts．Fromageneralreviewandcomprehensivestudyofrelativearticlesandbooksindomesticresearches，thispaperpointsoutsomeprinciplesinEnglishadvertising．Forexample，ProfessorDingShudeconsidersprincipleKISS(keepitshortandsweet)canbeusedinit．Someresearchesagreethataestheticfactorsplayanimportantpartinthetranslation，andthetranslatorshouldabandontheformoftheEnglishadvertisementbody，reappearthesenseofbeauty，whichcanintensifyEnglishadvertisement‘Semotionalappealandincentive．2．4TheoreticalframeworkforthisstudySinceChinaimplemented‘reformandopening-up’policyin1978，China’ShugemarkethasattractedmoreandmoreinternationalenterprisestocometoChinaforsellingtheirproductsandservices．Englishadvertisinghasbecomeanindispensablepartoftheseinternationalenterprises，SOthereisnooverstatementthatEnglishadvertisinghasalreadypenetratedintoeverycornerofourworld．Everywhereyougo，20 youwouldreadvariousadvertisingconcerningdifferentitemswhichareofcoursecloselyrelatedtohumandemands，rangingfromhouseholdgoodstOsportsitems，fromproductiveindustriestounproductiveonesandSOon．Asforthesignificanceandinnovationsofthethesis，thefollowingpointsareworthyofattention．First，thestudyofadvertisingtextsisstillpopularwiththedevelopmentofthemarketeconomy．Asaparticularkindoftexts，advertisingisgreatlypurpose-oriented，inotherwords，tocreateprofits，andhasitsownuniquestylisticfeatures．Thesefeaturesplayavitalroleintargetingtheaudience，seekingpotentialcustomersandgeneratingprofits．Therefore，thestylisticfeaturesandlanguageskillsofadsareworthstudying．Second，thestudyofadvertisingisstillscarce．Thus，stylisticanalysisonadvertisinghaspioneeredanewfieldofstylisticresearch，possessingbroadacademicprospects．Third，theauthorattemptstomakecontrastiveanalysisonEnglishandChineseadvertising，hopingtoprovideproposalsforsuccessfultranslationsofadvertising．Theretbre，thethesisisnotonlyofgreattheoreticalandpracticalsignificance，but川SOoffeasibilityandnoveltyinmakingcontrastiveanalysisonstylisticfeaturesofEnglishandChineseadvertisingfromtheangleoffunctionaIgrammar．ThisthesisconductsacomprehensiveandsystematicstudyofEnglishadvertisinganditstranslationbasedonthecombinationofthepreviousresearchresultsmentionedabove．ThestylisticfeaturesofEnglishadvertisingwillbeanalyzedfromtheperspectivesoflexis，syntax,rhetoricdeviceanddiscourse．Afterthat,themostfrequentlyusedtranslationstrategiesarepresentedandelaboratedonthebasisoftherelevanttranslationtheoriesandplentyofauthenticexamplesofEnglishadvertising，aswellascommentsonsomeoriginalsandtheirtranslationsofadvertising． ChapterThreeRESEARCHMETHODOLODY3．1ResearchQuestionsMultinationalcompanyisofcrucialimportanceinmoderneconomiclife，andhasbecomeanindispensablepartininternationaleconomicdevelopment．Howeveritdidnotexistfromancienttimes，withthesocialdevelopmentitoriginated，developed，exDandedandobtainedtoday’Soutstandingachievements．ItstillencountersmanyDroblemsandchallenges．Oneofthechallengesfacingthemultinationalcompanies1StooDerateacrossbordersandovercomelanguagebarrier．Advertisementhasbeencalied“thevoiceofbusiness”，foritannouncesnewproductsanddescribesnewusesandimprovedfeaturesoffamiliarones．Itseekstomakepeopleknowthethingstheyneedandtomakethemwanttobuythesethings，andittellswhatproductsorservicesareonthemarket，andhowtheycanbeobtained．AdvertisementsaresurelyimportantformultinationalcompanieswhoneedtopromotetheirproductsorservIcesinaforeigncountry．However,duetodifferencesinlanguageandculture，multinationaIcompanicsneedtolocalizetheiradvertisements．Translationofadvertisementsfromonelanguageintoanotherisanecessarylocalizationstrategy．WiththedevelopmentofChineseeconomy,largeinternationalcompaniestargetatChinaasapromlslngmarket．Numerousadvertisements，afterbeingtranslatedintoChinese，havebeenfloodinginChina，whichgreatlyarousetheresearchinterestofscholarsintheEnglishtoChinesetranslationofadvertisements．ThewriterattemptstoofferacontributiontotheareaofthetranslationofEnglishadvertisingintoChinese，strivingtofindasuitablemethodologyandapplyittotheanalysisofacorpusofEnglishadvertisingtofindouthowtomakeuseofthebasictheogintheadvertisingtranslationpracticeandimprovethequalityofEnglishadvertisingtranslation．Thespecificresearchquestionsofthisstudyinclude：(1)WhatistheroleofEnglishadvertisingintheinternationalbusiness? (2)WhatarethestylisticfeaturesofEnglishadvertising?(3)HowimportantisthetranslationofEnglishadvertising?(4)WhataretheessentialstrategiesthatcanbeusedinthetranslationofEnglishadvertisingintoChinese?3．2ResearchMethodsThispaperusesaqualitativeresearchmethodologyincludingliteratureresearchandcasestudy．ThereisaplentyofliteraturedealingwiththestylisticfeaturesofEnglishadvertisingandthetranslationtheoriesorstrategiesofEnglishadvertisements．Throughextensiveliteratureresearchfromdifferentsourcesincludingbooks，journals，onlinearticlesandpublications，theauthorgainsusefulideasanddevelopsthecluesandtheresearchframeworkofthisstudy．Therearenumerouscasesusedinthearticleforthesupportofthethemeofthisresearch，forexample，“AMarsadaykeepsyouwork，restandplay．(一天一块玛斯巧克力，让你工作像工作，娱乐像娱乐)”；“Goodtothelastdrop．(滴滴香浓，意犹未尽)”．Thesecasesareveryrepresentativeintermsofstylisticfeaturesandtranslationstrategies．Throughthecaseanalysis，theauthorsummarizesthemostimportantstylisticfeaturesofEnglishadvertisementsandthespecificE-Ctranslationmethodsadopted．33DataCollectionFirstly,efficientandpersuasivedataaboutadvertisingwillbecollectedfromdifferentsourcesincludingbooks，articles，massmedia,andtheinternet．Theyareallconcernedaboutfamousandrepresentativeadvertisingwithdistinctstylisticfeatures．Secondly,theauthorwillmakedetailedqualitativeanalysisofthestylisticcharacteristicsoftheEnglishadvertisementsfromtheaspectsoflexis，syntax，rhetoricanddiscourse，aswellasthetranslationstrategiesoftheChineseverSionsoftheEnglishadvertisements．．Thirdly,theauthorwillsummarizetheanalysisandatthesametimeputforwardseveralsuggestionsorimplicationsaboutadvertisingwritingsandtranslations． ChapterFourSTYLISTICFEATURESOFENGLISHADVERTISlNGEnglishadvertisingnormallyconsistsofheadline，bodytext，slogan，trademarkandillustration．Thefirstthreepartsareconcernedwithverballanguage．whiletheremammgtwopaasareaboutnon‘verballanguage．Asatypeofmarketingcommunication，Englishadvertisinghasbecomeanimportantpartofourfife；wearealwaysexposedtotheseaofadvertising．Theyareubiquitousateverycorneroftheworld，inthestreets，busstations，airports，highways，supermarkets，shoppingmalls，evenhospitalsandschools．Ourchoicesofconsumptionhavebeendeeplyinfluencedbythem．Themajorpurposeofadvertisingistopersuadethepotentialaudiencetopurchasetheadvertisedproductsorservicesbymeansofintroducingthemeritsandvaluesofthem．Inmodernbusinesssociety，onlycatchingconsumers?eyesandheartscanwinallthemarket，SOEnglishadvertisersshouldtrytheirbesttoadoptvariousmediamethodstoattractcustomers’attentionsandraisetheirpurchasemotivations．Now，let’StalkaboutsomeimportantlanguageanddiscoursefeaturesofEnglishadvertising．4．1LanguagefeaturesDuetoitsprominentroleinsociety,advertisinghasbeenapopularsubjectofstudyforresearchersintheWestinvariousdisciplinessuchasmarketing，sociology,anthropologyandlinguistics．Amongalltheissuesraisedaboutadvertising，oneseemstohavegrabbedparticularattention，thatis，theissueofadvertisinglanguage．Advertising，asakindofpersuasivelanguage，hasthegoalofinformingconsumersoftheadvertisedproductsorservices，andpersuadingthemtotakepurchasingaction．Designingattractive，motivatingandpersuasiveadveaisinglanguageinvolvessuccessfulmanipulation．ofcommunicative，linguistic，and’d psychologicalstrategies．Althoughadvertisingisacomparativelynewsubjectforlinguisticresearcherstostudy，ithasdevelopedveryrapidlyandhasplayedaveryprominentroleinthedailylife．Ithasinfluencedalotnotonlyonthewayofthinkingbutonthewayofliving．Advertisingisaninter-disciplinarysubjectwhichinvolvesmanyrelevantfactorsinsomerelatedareas，suchaspsychology，economy，sociology，culture，communicationandaestheticsbesideslinguistics．Advertisingoriginatesfromsocietyandservesthesocietyinturn．Thus，sociologicalfactorsarenecessarytobetakenintoconsiderationintheresearchofadvertising．Thesociologicalfactorsmainlyincludeguide，culturalbackgroundandcommunicativelinks．Withthedevelopmentofthesociety，advertisinghasturnedonaglamorousappearancedifferentfromthatattheverybeginningstage．AnexcellentoriginalEnglishadvertisingcanattractpeople’Sattention，therearesomespecialstylisticfeaturesinEnglishadvertising，andacquaintanceofthestylisticfeaturesofEnglishadvertisingcanhelpUSintranslatingthemintoChinese．Thestylisticfeaturesaremainlyreflectedinthefollowingthreeaspects：LexicalFeatures，SyntacticFeaturesandRhetoricalFeatures．4．1．1LexicalFeaturesTheadvertisersoftentrytotransferheavily-loadedinformationwithfewerwordsandlessspace．ThroughextensiveinvestigationonmanysuccessfulEnglishadvertisements，IhavebeenabletosummarizethelexicalfeaturesofEnglishadvertisingasfollows．4⋯11UselotsofdepictiveadjectivesThechoiceofwordshasadirectinfluenceonattractivenessandpersuasivenessofEnglishadvertising．Theadjectivesareusedtodescribethenaturalqualityofadvertisedproductsorservices，SOtheyalwaysconveystrongemotions．-Itisagood25 meanstoattractthecustomers’attentionandinterest．Generallyspeaking，themostfrequentlyusedadjectivesareasfollows：good，fresh，delicious，fine，free，great，marvelous，new，nice，clean，perfect，real，super，new，special，wonderful，beautiful．Sometimestheadjectivesareofacomparativeorsuperlativeform．Therearecasesasfollows：(1)Goodtothelastdrop．(MaxwellCoffee)(2)Feelthenewspace．(Samsung)(3)CrestSpinBrush⋯一Abetterspinonclean．(Cresttoothpaste)(4)Minolta，finesttoputyoufinest．(Minoltacamera)(5)TheHighestQualityBabyShoesattheLowestPrices．(RicholinoBabyShoes)(6)QuakerOatmeal．Goodforyourheartandsoul．(QuakerOatmeal)(7)Forthefirsttime，there‘Saremarkablegelthatcangiveyourhairanylookyouwant···--·sleeker,#ller,straighter,curlier,lllorenatural,evenwet·-·-··withoutadropofalcohoIoroil．4．1．I．2FrequentlyusesimpleandmonosyllabicverbsSimpleandmonosyllabicverbsmakeEnglishadvertisingsuccinct，gracefulandeasytounderstand；thiskindofwordsisoftenusedindailylife．Theyaremakingnotonlytheadvertisingvividbutalsothereadersfeelintimate．Suchwordsinclude：make，come，get,go，give，know，have，keepsee，take，keep，move，taste，etc．Theyaredifferentinmeaning：somewordsmeantherelationshipbetweengoodsandcustomers；othersindicatetheextenttowhichpeoplefallinlovewiththeproducts．Furthermore，theuseofsimpleandmonosyllableverbscansavespaceandalargeamountoffees．Thecasesaleasfollows：(1)GetyourownFranco-AmericanBowlandNutritionPatrolSet．(2)Italwaystastesbetterwhenitcomesfromyourownbackyard．(3)KeepabeautifulrecordofyourWorldTravels．(4)Konegivesyoumoreinmaterialshandling．26 (5)Wantadeliciouswaytogetmorewareintoyourday?trynewpureFitnessCrystalLight．(6)Youcan乃elthefeatureinPhilipsdesign．(7)Engineeredtomovethehumanspirit．Fromabove，wecanseeget,taste,妇印，give，try,feelandmoveareallsimpleandmonosyllabicverbs．4．1．1．3CoinagesWithoutadvertising，itishardforanewproducttoenterintoamarketandhaveafootholdinmodemsociety．AccordingtOsomepsychologists，coiningnewwordsorphrasesmakesreadersinvoluntarilythinkofthenoveltyofproducts．TheallureofEnglishAdveaisingliesinitsnovelinlanguageanditsunexpectedness．whicharousestheinterestofthereaders，andgivesaspecialfeelingtocustomersaboutproductsandservices．Forexample：(1)GiveaTimextOall，toallagoodtime．(Timex=Time+Excellent)(2)Whenyou’vebeenvotedbestairportintheworldtwoyearsinarow，whatdoyoudoforanencore?CreateanAirtropol缸SingaporeChangiAirport．(Airporpolis=air+tropolis)(3)Powetoinfluenceothers．(HectorPoweclothes；“Powe”islike“Power'’)(4)Cometoourfruice，(fruice2fruit+juice)(5)It’StimetoarmyourselfwithNUSKIN．州USKIN=new+skin)(6)Fortwogethertheultimateallinclusiveonepricesunkissedholiday．(‘'twogether'’soundslike“together’，)(7)Weknoweggsactlyhowtoselleggs．(Theauthormakesacleveruseofawittystrangeandeye—catchingword---'eggsactly’，thehomophonyof‘exactly’，whichisveryattractivetocustomers．)4．1．1．4Usealargenumberofcompoundwords27 Thecompoundwordsareflexibleandadaptable，whichconsistoftwoormorewordsplacedinorder．Grammatically，compoundwordshelptoavoidusingclause，whichenhancethereadabilityofadvertisements．TheyareoftenseeninEnglishadvertising．Suchas：(1)Creamy-mildLUXSoup(2)Rain-and-stain—resisting(3)Time-savingoven(4)Colorfreshness(5)Heat-resistingcup(6)Perfectly-textured(7)Jellyaddict4．1．1．5RepetitionofthekeywordsOnewordorphraseisusedforseveraltimesinasentencetoshoworstressthestrongfeelingsoremotionsaboutsomething．ThisistheSO—calledrepetition．WecanoftenfinditinEnglishadvertisements．Itdoesnotstresseverything，butitemphasizesonlytheimportantwordsorconceptsinit，withapurposetOattractpeople，toleavepeoplewithadeepimpression，ortoshowastrongemotion．Themostimportantfunctionofrepetitionistohighlightthesignificantinformationintheadvertising．Mostfrequentlyrepeatedwordsinadvertisingareadjectives，especially，commendatorywords．Acleveruseofrepetitionwillsurelyaddcolortoadsandenhmlcetheeffectofadvertisingandthushelpattractconsumer'sattention．Furthermore，therepetitionservesthefunctionofreinforcementtotheinitialimpressionthereadergetswhencomingacrossanadvertisement．Asaresult，thereaderwillpossiblyrememberthepromotedproductsratherthancompetingproductsforquitealongperiodoftime．Thefollowingaresomeexamples．(1)Delicioussimple!Simpledelicious!(2)OryoucankilltherootsWithRoundup．Andthoseweedswon’tbeback．NOR00T．28 NOWEED．PROBLEM．(Roundup)(3)Theworldisfullofgood—lookingwomen．Butsomereallystopyou．They’vegotacertainglowthatseemstocomefromwithin．MAYBESHE’SBORNWITHlT．MAYBEIT’SMAYBELLINE．(Maybelline)(4)Whateveryou’reeating，drinkMaeusRose．Alwayslight，alwaysfresh，alwayschilled，alwaysright．(ThelastEnglishadvertisingusefour‘always?，whichmakestheadsmoothreadingandgripping)4．1．1．6UseofonomatopoeiawordsTheeffectofonomatopoeiawordscannotbeunderestimated．Onomatopoeiaimitatesthepronunciationofproducts，whichcanvividlyexpressthecharacteristicsoftheproductsinsound，aswellasallthedynamicfeelingoftheimpressiontoreaders．Thehighlyfrequentlyusedwordslikethisareasfollows：boom，burst，buzz，crash，clatter,clang，fizz，griale，growl，hiss，luminous，melt，muck，proof,pop，power,rock，rumble，scratch，shriek，smack，smash，tingling，tinkle，ratatat，、spurt，splash，zipperetc．Theseonomatopoeiawordscanalsoaddtotheeffectofadvertising．Forexample：(1)Rentatootorbuyatweet，boom，zing，twang，tinkle，humorplink．(Thisisanadaboutmusicalinstruments．AseriesofonomatopoeiawordsimitatethedifferentsoundsoftheinstrumentsSOthatthereaderscanfeelstronglyandvividlythefunctionsofthemusicalinstruments．)(2)Flash，Dash，Classicsplash．(ThisisapieceofEnglishadvertisingaboutadrink，fromwhichreaderswillfeelitsflowingrhymeschemeandrefreshingtastewhenlookingatit．Meanwhile，theonomatopoeiawordscanproduceastrongauditoryimpactontheaudience．)(3)InAsia’Sbustlingcities，anoasisawaitsthetraderandtraveler．”(Thisisanadaboutahotel．Theonomatopoeiaword“bustling”displaysthenoisiness29 andvociferousnessofcities，insharpcontrastwiththe“oasis”．Thequietnesscomfortofthehotel，justlikeanoasis，arousethedesireofvisitorstostayinthishotel．)(4)“Justpouritin，brush，letitstandtenminutes，thenflush．”(Thisaddepictstheeffectivenessofadetergent．Theauthorusestheword“brush"todescribethesoundofbrushingtoilets，andtheword“flush’’toshowtheclatteringsoundofwater，vividlyintroducingtheproductintothereadersbyusingthesoundeffect．)4．1．2SyntacticFeaturesEnglishadvertisingshouldbeattractive，simple，memorablelegibleinsyntacticstructure．Peoplewilmakeefforttoreadifitlooksinteresting．InordertocatertOtheconsumers’taste，Englishadvertisingpossessesmanysyntacticfeatures．4．i．2．1Moreuseofsimplesentences．1essofcomplexsentencesNomatterwhatkindofadvertisingitmaybe，itslengthislimitedtoagreatextentforthesakeoftimemoney．Simplesentencesarestraightforwardunderstandable，SOadvertisersalwaysmakegreateffortstoconveythegreatestamountofinformationintheshortestpossiblemessage，whichcallsforsimplesyntaxtersedictioninsteadofsuperfluity．Tnerefore，simple，briefellipticalsentencesareafrequentoccurrence．Lookatthefollowingadvertisementofelectrictoolsforcarpenters．“OnlyCarversCandoajoblikethis．BecauseonlyCarvershavethenewSupa—DriveElectricPower-Pack．Ordinarypower-toolshaveordinarymotors．ButCarvershaveaPower-Pack．Andit'Spowerthatpacksapunch．Seehowtheycansaw．PowerSaw．Anddrill．PowerDrill．Andsand．PowerSand．CarversPowerPackpowertoolslendmorepowertoyourelbow．Carvers．Seethemnow．Atyourlocal．Power．Packstockist．”TheaboveadvertisementforCarversisthetypicalonethatcontainssixty—eight wordsinfifteensentences，shorterthanusualsentences，andwhat’Smore，evenshorterthandaily—usedcolloquialsentences．Besides，thecopywritermakestheword”power”intheaboveadvertisementappearseventimesandthebrandname”Carvers”fourtimesinorder．ThebriefsentencesandtherepetitivekeycommunicateforcefullythemessagethatCarverselectrictoolsareextremelypowerfulandmaymakecarpentersworkwithconvenienceandefficiency．Shakespearepointedout“Brevityisthesoulofwit”，whichcanbebestshowninthisadvertisement．Forthepurposeofcuttingcosts，EnglishadvertisingtriestOuseasmallnumberofsentencestoexpressmoreinformation．(1)TakeToshiba，taketheWorld．(Toshiba)(2)It’SAllinside．(JCPenny)(3)Tome．thepastisblackandwhite，butthefutureisalwayscolorful．(轩尼诗洒)(4)Adiamondlastsforever．(DeBierrs)(5)GoingEast，StayingWestin．(WestinHotel)(6)100chipsineverycan．100waystoenjoyPringles．(Chips)TheaboveEnglishadvertisementsareconstructedinsimplesentencestructures．Theyarenotonlyconcise，butalsoemphasizetheimportantinformation，andthelanguageisforcefulandinteresting．4．1．2．2FrequentuseofimperativeSentencesAsweknow，nearlyallEnglishadvertisementsaredevisedtocreateapositiveattitudetowardtheproduct；imperativesentencesarefrequentlyusedtoputforwardrequests，makesuggestions，deliveracertainorderorpersuadesomebodytodosomething．Advertisingisanagitatinglanguagewiththepurposetopersuadepeopletoacceptitspropaganda,toconvincepeopletotakeactions，whichisinconformitywiththefunctionofimperativesentences．Imperativesentencesarethusofenormousimportanceinadvertising．Theyareshort，encouragingandforceful．(1)Sostepinandtakealook．(2)(3)Improveyoursenseoftouch．VisitanauthorizedIBMPersonalComputerdealer． (4)LetUSmakethingsbetter．(5)Buyonepair．Getonefree．(6)PutalittleZapposinyourday!(7)Gowell，GoShell．Intheabovesentences，alltheverbshaveaverystrongsenseofpersuasionandirresistibletemptation．4．1．2．3MoreuseofinterrogativeSentencesEnglishadvertisingischaracterizedbyabundantuseofinterrogativesentences，thepurposeofwhichistoarousecuriosity，stimulateinterests，obtainresponsesfromtheprospectiveaudienceandsuccessfullypersuadethemtotakeanactionintheend．Generallyspeaking，advertisersraiseaquestionintheinitialpartofadvertisingtoattracttheaudience’Sattentionorendtheadvertisingwithaninterrogativesentencetoencouragetheirfurtherconsiderationstothechoiceoftheproduct．(1)Wouldn’tyoureallyratherhaveaBuick?(2)Areyoustillfeedingyoursix-month—oldaninfantformula?(3)Whyriotlettheworldlargestestatesalesorganizationhelpyou?(4)Whatdoyouwantmostfromcoffee?That’SwhatyougetmostfromHills．(5)Plymouth—isn’tthatthekindofcarAmericawants?(6)Whodoesyourhair?Idoitmyself．(7)Haveyoueverdreamedofascendingthestepsofagreattemplebuilttothegods?(旅行社广告)Whentheaudiencesseetheseinterrogativesentences，theyfirstwillgivesomeresponsetothem．Theywillthinkaboutwhatisbehindit，andconcernthenewproductwhichispresentedintheadvertising．Again，thefollowingadiscomposedofthreegeneralquestions，andwecanseehowstimulatingitis：(8)PeoplewithPhDsshouldhaveinquiringminds．Considerthisasimpletest．A)Doyouwanttoworkinworld-classresearchlaboratories?B)Doyouwanttoapplyyourresearchskillstokeepasuccessfulbusinessatthe cuttingedgeofworldtechnology?C)DoyouwanttobuildyourcareerwithamajorinternationalcompanyheadquarteredinAustralia?Ifyouranswerstothesequestionsare’’yes”，BHPwouldliketotalktoyou．YourfirstchallengeistodiscovermorebycallingTheoniParthimos，ourSeniorPersonnelOfficer．Therefore，questionsusedinEnglishAdvertisingusuallyhaveaprovocativeeffect，whichwillstimulatereaders?interestbymakingapuzzleforthemtoguess，orcontainingapresupposition．+4．1．2．4ProperuseofnegativesentencesInEnglishadvertising，negativesentencesarenormallyavoided．However，accordingtotheauthor’Sresearch，sometimesaproperuseofnegativesentencescanattracttheattentionoftheconsumers，arousetheirinterestandfinallyurgethemtotakeactions．Forexample：(1)Heinekenrepressesthepansotherbeerscannotreach．(Heinekenbeer)(2)Nobusinesstoosmall，noproblemtoobig．(IBMcompany)(3)WewouldneversaythenewAudi100isthebestinitsclass，wedon’thaveto．(4)Unparalleledconvenience．Unrivaledfreechecking．(anadaboutcreditcard)(5)Ifyoucan’trelaxhere，youCan’trelax．(anadaboutahotel)(6)NevermetaScoundrelIdidn’tlike．(alladaboutRevlonperfume)(7)Whatsomefirsttimeusershardtosay：‘Idon’thavetogotosch001．Idon’thavetopaytuition．ThisisjustwhatIhavebeenlookingf0卜一Icouldn’tbelieveitwhenIfoundit．’⋯⋯CarolHoldampf(anadaboutWindows98operatingsystemo)AlthoughnegativesentencesarenotwidelyusedinEnglishadvertising，theystillpossesscertainadvantagesand，onsomeoccasions，theuseofnegativesentencescanobtainsomespecialeffect．‘●4．1．2．5Moreuseofcoordinatestructure．1essofcompoundstructure33 CoordinatesentencesareanindispensiblesentencestructureinEnglishadvertisingandareusedfrequently．Themainreasonisthatcoordinatesentencesarerelativelynotverylong，butmoredetailedandexpressivecomparedwithsimplesentences．Ithasthecharacteristicsofbothbrevityanddelicacy．Inaddition，coordinatesentencesaremoreofaparallelstructureandcaneasilyleaveastrongimpressiononpeople．(1)Tolaugh．Tolove．Tounderstandeachother．(anadaboutEntertainmentWorldmagazine)(2)FollowYourHead．FollowYourHeart．FollowYourHormones．(3)Easytoshoot．Easytoshare．Sharemoments．Sharelife．(Kodacamera)(4)Welead．Otherscopy．(Ricohphotocopier)(5)Designedwithacomputer．Silencedbyalaser．Builtbyarobot．(Volvocar)(6)IntroducingFITNESSmagazine．It’Saboutexercise，anditisaboutyourimage，yourenergyandyouroutlook．(anadaboutFitnessmagazine)Theuseofcoordinatesentencescanalsoaddtotherhythmofadvertisementsandthusappealtocustomers．4．1．2．6FrequentuseofdisjunctiveclauseHowever,sometimesitisnecessaryforEnglishAdvertisingtoutilizelongandcomplexsentencestoexpresssubtleimplicationandavoidmisunderstandings．Insuchcases，inordertoavoidtroublesinunderstandingcausedbylongsentences，andtoretainthepersuasivenessandappealing，advertisersareinclinedtoadoptdisjunctiveclause．Solongsentencesareoftenchoppedupintoshorterbitsbypunctuationmarks．Beingcutintoshorterones，sentencestructuresbecomeclearandtheessentialcharacteristicsofproductsbecomemoreoutstanding．Forexample：(1)Paintexgivesyouasmoothandshiningfinishthatlasts．Andlasts．Theoriginal}；entencestructureshouldbe‘Paintexgivesyouasmoothandshiningfinishthatlastsandlasts．’Here，‘andlasts’isseparatedfromthepreviouspartbytheuseofa‘period’mark，whichproducestwoinformationfocalpointsandstressesthetopqualityoftheproducts．34 Otherexamplesareasfollows：(2)Amtrakhascreatedanewnationwidepassengerrailsystem．Literallyfromthegroundup．Asystemthatrepresentedaviablealternativeforpeoplewhofly．Forbusinessorpleasure．(anadaboutapassengerrailsystem)(3)Sometimesafrighteningburdenisplacedonachild．Byafather，amother，orboth．(anadaboutachildren’Swelfareorganization)(4)Andwhenyousitatthecontrolsyoumightthinkyouweresittinginamuchexpensivecar．Ifyoudon’tknowbetter．(anadaboutacar)(5)AndtravelinB747—400Comfortfromthemajor．CitiesinthefareastandtheSouthPacifictotheGatewayofEuropewithincreasednonstopservice．Mostdayoftheweek．Apparently．wheninformationisvastinamount，properlyseparatinginformationintounitscanmakethemainideasmoreoutstandingandincreasethereadabilityofthead．4．I．2．7FrequentuseofellipticalsentencesAdvertisementlanguagemustbepersuasiveandeconomical．Thisrequiresadvertiserstoconveythegreatestquantityofinformationinamostconcisemanner．Inordertorenderadvertisingtextsbrief,conciseandforceful，thecopywriterfrequentlymakesgooduseofellipticalsentences．Duetotheirconciseness，ellipticalsentenceshavetheadvantageoftransmittingasmuchinformationaspossiblewiththefewestpossiblewords．(1)Deliciouslysimple．Simplydelicious．(颇具美味的简单，颇为简单的美味)Althoughthisadaboutfoodisonlyarepetitionoftwoadverbsandadjectives，thedelicacyofthefoodanditsconvenienceandsimplicityhasleftadeepimpressiononthereader．(2)You’11enjoyrelaxedsunnydays．Warmcrystalclearlagoons．Coolgreenfoliage．Waterfalls．Flowers．Exoticscents．Brightblueskies．Secludedbeaches．Gracefulpalms．Breathtakingsunsets．Softeveningbreezes．Andfoodthatsimplyoutstanding．35 (您会享受这|jH光明媚的轻松日子。温暖，清澈的环礁湖，清凉，碧绿的树叶，瀑布，花丛，异样的芬芳，明亮的蓝天，幽静的海滩，优美的棕榈，壮丽的日落，轻柔的晚风。还有那绝妙的食物。)From“Warmcrystalclearlagoons’’to“Softeveningbreezes”．asuccessionofnounphrasesreplacethesentencestructure“You’11enjoy⋯”．whichisnotonlyconciseandcompactbutalsodistinctandforceful．(3)Ultrataste．Never-before，silksmooth，truth，trulysatisfyingtaste-inanultralowtarcigarette!(超凡味道，前所未有，丝滑感受，真实满意一一来自一款超低焦油香烟。)Theellipticalstructureaboveappearsrefinedandconcise，andthekeywordsaremoreconspicuous，andthustheinformationistransmittedmoredirectlyandeffectivelytotheaudience．4．I．2．8MoreuseofpresenttenseThepresenttenseisusedforahabitualpermanentfeeling．Intheeyesofcustomers，alltheproductsofhighqualityenjoygooddurability．Advertisers，makinguseoftheneedofcustomersandtakingadvantageoftheirpsychologicalactivity，frequentlyusepresenttenseinadvertising，whichseemslikelytoaddsomethingtoeternityanddurabilityoftheirproducts．(1)Itfitsyourpersonalitylikeafavoritepairofjeans．(2)Harmonyofstyleandperformancesetthisnew626apart．QualitiesareattheheartofeveryMazda．(3)Keepthefrogoutofyourthroat．(anadaboutamedicinetocurePharyngitis)(4)ThenewminotaRivaZoom105EXisthemostcompactcamerainaveryprestigiousclass．(5)‘It’Slikewe’reallinthesameoffice．Theofficejusthappenstospreadacross700,0milesofocean．’TomHughesMISDirector，Construction．(IBM)Thisadincludesaquotefromthecompany’Sdirector，whichreflectsapresentpersonalrealexperienceandthusmakestheadlivelyandvivid．(6)Cokerefreshesyoulike130othercan．36 Itmeansthatcokehasrefreshed，isrefreshing，andwillcontinuetOrefreshyou，becausethesimplepresenttensehasthemeaningofpermanenttruth．Inshort，thesimplepresenttensecanbeusedtosatisfythecustomer’Sdesiretoknowthepresentstateoftheproducthewantstobuy．Thesimplepresenttensehastheimplicationofuniversalityandtimelessness--asortof“eternaltruth”．Whenusedinads，itgivestheaudiencetheimpressionthatthemeritsoftheadvertisedproductsorservicesareuniversallytrue，independentoftimeorspace．Thispsychologicaleffectwillsurelyworktothebenefitoftheadvertisers．4．1．3RhetoricaiFeaturesAdvertisingaimstoinduceconsumersbothathomeandabroadaboutthe、、70nderfulcommodities．andtosimulatetheircuriosity．Rhetoricreferstothetechniqueofusinglanguagetocommunicateimpressivelyandpersuasively．Inordertoleaveadeepimpressiononaudience，greatcareistobetakeninthechoiceofwordsandsyntacticalpatternsinEnglishAdvertising．Byusingrhetoricaldevices，advertiserscanexpresstheabstractfeaturesofproductsandserviceseasily．4．1．3．1RhymeRhyme，whichisoriginallyusedinthewritingofpoems，hasbeenwidelyemployedinEnglishadvertising，makingitslanguagepresentafeatureofmusicalbeauty．Itusuallyreferstothesimilarityoridentityofsoundthatexistsbetweenaccentedsyllableswhichoccupycorrespondingpositionsintwoormorelinesofverse．Here，weonlyfocusonendrhyme，whichmeanstheendsoflinescorrespondinsound．Followingaresomeexcellentexamplesofrhyme：(1)(2)(3)(4)(5)EastiSeastandwestiSwest．ButBrown’SmeatiSbest．Moreexperienceinexpress．(DHLad)Feelgood，fastfood．Wingyourwaywithwingswaitingforyou．ThinkInk!Makeitclear．MakeitCanon．37 (6歹Sea，sun，sand，seclusion—andSpain!YoucanhaveallthesewhenyouvisitthenewHotelCaliente，Barcelona．Theaboveadvertisementsemployedtherhetoricdevice——rhyme，thatis，thewordswiththesamesound．Rhymecanaffectthecustomers’earspleasantly．Rhymecanalsoenhancemeaning，foritrhymeskeywords，anditcandrawattentionfromthecustomersduetoitscharm．Rhymemakesanadsloganfullofthesenseoftonebeauty．Itiscatchyandmemorable．Intheaboveadvertisementfor‘‘Spain”hotel，“Sea，Sun，Sound，一andSpain”，allthesefourwordsbeginwiththesameleaer“S’’andrhymethesamesound／s／．ThebeautifulrhythmoftherhymevividlypresentsthebeautifulandromanticsceneryinSpain．4．1．3．2PunPun，inCollinsEnglishLanguageDictionary(1987：I164)，isdefinedas‘auseofwordsthathavemorethanonemeaning，orwordsthathavethesamesoundbutdifferentmeanings，SOthatwhatyousay'hastwodifferentmeaningsandmakespeoplelaugh．’lfawordhasseveralmeanings，thereexisthomonyms．Ifseveralwordssoundthesame，theyarecalledhomophones．Homophonesandhomonymscanbewholephrasesratherthansinglewordsandsimilaritiesbetweenwordsandphrasesdonothavetobeabsolutetohavetheambiguouseffectofapun．(Nash1985：137-47)Thatiswhy‘pun’isalsocalled‘playonwords’．Oncecustomersfindouttheimplicitmeaningofit，theywillthinkitismeaningfulandhaveadeepimpressionofitandtakeactionatlast．ThemainfunctionofpunsinEnglishadvertisingistoleaveanindelibleimpressiononthereader．Oncereaderstakeaglanceatit，theywillgetadeepimpressiononitandareprobablymotivatedtotakeactions．Let’Slookatthefollowingexamples：(1)Cokerefreshesyoulikenoothercan．(2)Makeyoureveryhelloarealgood—buy．(3)Tryyoursweetcoin，andyouwillsmilefromeartoear．(4)Giveyourhairatouchofspring．38 (5)Thelabelofachievement．BlackLabelcommandsmorerespect．(6)Moresunandairforyoursonandheir．(7)Moneydoesn’tgrowattrees．Butitblossomsatourbranches．(LoydBank)Inthelastadvertising，theword‘branch’indicatestwomeanings：stemgrowingfromatreeandadivisionofabank．Theadvertisingsuggestsdepositingone’Smoneyinanydivision(branchofLoydBank)，thentheirmoneywillincrease．4．1．3．3Simileisafigureofspeechinwhichtwoessentiallydissimilarthingsarecomparedotteninaphraseintroducedbylike，as，asif,asthough，similarto，akinto·Itisusedtoindicatetherelationshipofsimilaritybetweenthesignifiedandthesignifier．Itcanhelptheaudiencetobewellconsciousofthetkaturesorfunctionsoftheadvertisedproductinaspecificway．(1)Coolasamountainstream⋯coolfreshConsulate．(Consulatecigarette)Weallknowthatsmokingisharmfultopeople‘Shealth．Inthiscase，ConsulatecigareReiscomparedtoacoolmountainstream，whichcreatesagoodimagetoattractCOnsumers．(2)Flysmoothassilk．(3)AssoftaSMother’Shands．(4)Featherwater：lightasafeather．(5)What’Sonyourarmshouldbeasbeautifulaswho’Sonit．(6)Breakfastwithoutorangejuiceislikeadaywithoutsunshine．(7)Itgivesmyhairsupershine，superbody，andleavesitsmellingfreshasameadow·Thelastexamplecontainsasmile．Forthepurposeofshowingtheelegantqualityandpeculiareffectoftheshampoo，theadvertisertriestotrigger．consumers’imaginationofthedelicateflagranceofspringgrassinameadow．Bycomparison，thisEnglishAdvertisingissuccessfullybuildingupthegoodimageoftheshampooandluringcustomerstobuythisproduct．4．1．3．4Metaphor39 Ametaphor,accordingtotheCollinsEnglishLanguageDictionary(1987：910)，is‘animaginativewayofdescribingsomething，byreferringtosomethingelsewhichhasthequalitiesthatyouaretryingtoexpress’．Grammardictionarysaidthat“metaphoristhecomparisonofonethingtoanotherwithouttheuseoflikeoras．’’(ShuDingfang，2001：43)Metaphorisgenerallyregardedasthefundamentalfigureofspeech．Englishadvertisingisfullofmetaphors．Forexample：(1)Theworldisopenforbusiness，thecardiskey．(2)Sophisticated，sweet-to-drinkPinkLady．(3)GofortheGold，Goldstar．Thebrighteststarinelectronics．(4)Washthebigcityoutofhair．(Using“thebigcity”toexpress‘'thedirtofthehair”)(5)Wearctemptation．(6)TheheartofAsia．．---CathayPacificThelastEnglishadvertisingisasloganforanairline．InordertOshowCathayPacific’Simportance，advertisercalledit‘heart’．Fromtheaboveexamples，wecanlearnthatmetaphosrmakeadvertisinglanguagemorevividandmeaningful．4⋯135HyperboleAccordingtoLongmanModernEnglishDictionarybyOwenWatson，hyperboleisafigureofspeechwhichgentlyexaggeratesthetruth．Itisthedeliberateuseofoverstatementtoachieveemphasis．Thedefinitionitselfclearlyexplainswhyadvertisersfavorhyperboleinadvertising：theadvertisementswithhyperbolewillimmediatelycatchthereaders’eyeswithitsconsciousexaggerationoncetheyareexposedtothem．Therefore，hyperboleisaquitepopulardeviceemployedinEnglishAdvertising．Forexample：(1)Probablythebestbeerintheworld．(Carlsbergbeer)(2)Benson&HedgesSpecialfilterDiscovertheworld’Sfinesttasteincigarettes．(3)Internationallyacknowledgedtobethefinestcigaretteintheworld．(Dunhill)(4)We’veputtheworldinsidethisbox．(FedEXExpress)40 (5)Makeabigworldsmaller．(LuflhansaGermanAirline)4．1．3．6IronyisawinylanguageusedtOconveyinsultsorscorn．AccordingtoFengCuihuainEnglishRhetoricalOptions，ironyisafigureofspeechthatachievesemphasisbysayingtheoppositeofwhatismeant，theintendedmeaningofthewordsbeingtheoppositeoftheirusualsense．Thisformofironyiscalledverbalirony．Ironycanmakeanadvertmorehumorous，emphaticandamusing．Advertiserssometimesresorttoironytoappealtothecustomers．Ironyisnotverycommoninadvertising，butagoodironycanreallycatchreaders’eyesandleaveadeepimpressiononthem．(1)Themorehotwateryouuse，themoremoneyitsaves(2)YouwillbethetalkofthetownindressesmadebyFUTUREFASHIONS．Soifyoucan’tstandbeinginthespotlightdon’tbuyFUTUREFASIONS．(3)Ifpeoplekeeptellingyoutoquitsmokingcigarettes，don’tlisten．They’reprobablytryingtotrickyouintoliving．AproperuseofironyenablespeopletounderstandtheridiculeandthereforethetruthbehinditSOthatthepurposeoftheadvertiserstopromotetheproductcanbeachieved．ItisaveryuniqueandcleverdeviceinadvertisingandCanaddtothespecialeffectoftheadvertising．4．1．3．7Personificationmeans‘‘treatingsomethingthatiswithoutlifeasahumanbeingorrepresentingitinhumanform”．(Hornby，1997：1096)Bymeansofpersonification，theadvertisinglanguagewillbecomelivelyandbefullofhumanflavors．(1)Unlikeme，myRolexneverneedsarest．(2)ThewordsmileswithReader’SDigest．(3)FlowersbyInterfloraspeakfromtheheart．(4)WhyyourskindrinksitdownSOquickly?(5)Strongtractorstrongfarmer． (6)PeonyStandsoutforFragrance．(Peonycigarette)Inthelastad，“stand”isahumanbehavior，andhereitisusedtodepictcigarettestOgivepeopleaverylivelyandvividimage．4⋯I38Repetitionofkeywordsasafeatureofadvertisingwasmentionedinthepreviouslexispartalready．Hererepetitionismainlyfromtherhetoricperspective．Thedeviceofrepetitionisusuallyadoptedtoaddforceandemphasistothestatements．Itisobviousthattherepetitionofaword，aphraseorasentencecaninvariablycatchaudiences’eyes．Repetitionisalsoaneffectivemeansfrequentlyemployedbyadvertiserstoseizeattention．(1)Anewwaytobuildit．AnewwaytobuyEscort．(2)Betterconnectionscreatebetterunderstanding．Andthatmakesabetterworld．(PCCW)(3)Don’tjustshowmethecrystal．ShowmeGaluay．(4)MosquitoByeBye．(RADAR)(Aninsectrepellent)(5)Whatsometelecommunicationscompanypromises，WhatSprintTelecommunicationsdelivered．(6)FreeHotel!FreeMeals!FreeTransfers!Forafree‘stay-on-the-way’inAmsterdam，youcanrelyonKIM．(7)Smoothtrip，smootharrival．Sometimesrepetitionofacertainkeywordorgrammaticalunitcanstrengthenthepsychologicalshocktotheaudienceandresultsintheaccumulationoftheimpressiononthem．4．1．3．9Parallelismmeansusinganidenticalorsimilarstructurerepeatedlyinaseriesofwords，phrases，orclauses．InaccordancewithEncyclopediaBritannia，parallelismreferstothestructureinwhichcoordinateideasarearrangedinphrases，sentences，andparagraphsthatbalanceoneelementwithanotherofequalimportanceandsimilar wording．InEnglishAdvertising，byrepeatingthesameorsimilarwords，sentences，orstructurescanimpressthecustomers．(1)Designedwithacomputer．Silencedbyarobot．(2)Marrytherightperson，Hirethebestphotographer，Livehappilyeverafter．(3)Theautoindustrycallsit‘Luxury’Theliquorindustrycallsit‘Premium’Theairlineindustrycallsit‘FirstClass’Thehotelindustrycallsit‘Five—Star’Thesecuritiesindustrycallsit‘BlueChip’Inthecommunicationsindustry，itiscalled‘Time’．(4)Moreiegroom，moreelbowroom，morecomfort．(5)When1wantedtostartmyfirm．shewasTHERE．When1wantedtobuyoutmypartner，shewasTHERE．WhenIfinallywantedtoretire，shewasTHERE．She’SALWAYSbeenthereforme．1wanttOmakesurel’mALWAYSthereforher．(LincolnFinancialGroup)(6)MoistureItkeepsaflowerfleshandbeautifulallday．MoistureWearPowerItkeepsyourskinfreshandbeautifulallday．Inthelastexample，thereaderswillknowclearlythatthepowertoskinisjustlikemoisturetoflowers．4．1．3．10Antithesisisthedeliberatearrangementofcontrastingwordsorideasinbalancedorparallelstructuralformstoachieveemphasis．Itcanrevealandexposetheoppositionandconflictbetweenthings，andemergethecontrastinreaders’mind．Makinguseofthisrhetoriccanmakelanguageconciseandcreateharmony．Itisnotonlytheenjoymentoflanguagebutalsothetasteoftheliterary．Sousingthiskindofrhetoricinadvertisementscanremindpeopleofahighertaste．(1)Acontemporaryclassic．Atimelesspiece．43 (2)Thechoiceisyours．Thehonorisours．(3)Youkeepyourbodyfresh．Butisyourbreathalittlestale?(4)Oncetasted，alwaysloved．Loseounces，Savepounds．(5)Bigthrills．Smallbills．(6)Maninventedtime，Seikoperfectedit．(7)Speechissilver；silenceisgold．(8)Good-byeFrustration，HelloNewsSukeShot!(Canon)Inthelastexample．‘Good-bye’indicatestheendof‘frustration’while‘Hello’meansthebeginningof“satisfaction”．Thisstylelooksvivid，andappealingtotheprospectiveconsumer．4．2DiscoursefeaturesTheEnglishadvertisingmessagerecognizesthepersuasionprocess，whichsuggeststhatthereisanorderinpersuasionthatmovesfromattentiontointeresttodesiretoaction．Differentadvertisingaredesignedtomeetdifferentproblemsinreachingtheirultimateobjective，SOtherearesomediscoursefeaturesofEnglishAdvertisingjthemainformsofwhichincludenarrativestyle，straight-linestyle，corporateadvertisingstyle，poemstyle，testimonialstyleandconversationstyle．4．2．1NarrativeStyleThisisthemostfrequentlyusedstyle，whichintroducesgoodsandservicesdirectly，andusessomekindofwordstopresenttheirperformance，advantagesandoperation．Itoftensetsupaproblemandthencreatesasolutionbyusingtheparticularsalesfeaturesoftheproductorservice．Forexample：(1)WeneedapostdoctoralresearchfellowtoworkinourDrylandCropsandSoilsUnitfortwoyearstodevelopandtestproceduresdesignedtoidentifycropdifferencesinphysiologicalattributesrelatedtodroughtresistanceinbreedinglinesofwheat．(2)Weareabouttousea4-letterword．Thiswordcancleararoom．Thisword makessomepeoplesick．Thiswordleavesothersindisgust．Somepeoplepretenditdoesn’texist．Otherswishitwouldgoaway．Youwon’thearitinmixedcompany．Youwon’thearitusedathome．Andyoucertainlywon’thearitinschools．Thefactisifmorepeopleusethisword，lesspeoplewouldbeaffectedbyit．(ThisisapubliccauseadaboutanAIDShotline，althoughtheword“AIDS”isnotmentioned，itiSimpliedinthenarration．)4．2．2Straight-lineStyleStraight—linestyleimmediatelyexplainsordevelopstheheadlineandvisualinformationinastraightforwardattempttoselltheproduct．Thisapproachemphasizesthereasontheconsumershouldbuysomething．Forexample：KeepGermsoutofReachofChildrenWeallknowthathandwashingisimportant，butitdoesn’talwaysgofarenough．Assoonas)'ourcleanhandstouchasurface，theycanbere-contaminatedwithgermsthatcancausecolds，infectiousdiarrheaandHepatitisA．WhileleadinghealthcareprofessionalsbelieveyoucanreducethechancesofgettingtheseillnesseswithregimenandafrequenthandwashingandavoidinghandtOfacecontact，theyalsobelievethatsurfacedisinfectionisimportant．AperfectjobforLYSOLDisinfectionSpray．LYSOLSprayhasantibacterialactionandkillsgermsonsurfaces．So，alongwithfrequenthandwashing，regularuseofLYSOLSpraycanhelpreducethespreadofgermsthatcausecolds，infectiousdiarrheaandHepatitisA．Cleanhandscanstillpickupgerms，SOpickupLYSOLDisinfectionSpray．4．2．3PoemStyleSomeEnglishAdvertisingislikeapoem，whichdescribesabeautifulpictureandguidesandinspiresthereaders．Therefore，agoodimpressionisinreaders’heart．Forexample：(1)It’Stimeforyourworkout．45 TimetOforgeteverythingelse．togetawayandgetsomeperspective．It’StimetoputonyourshortsandT-shirt．(SOwhatit’Sthesameoneyouworeyesterday)tostretch，timetosettleintotheseat．It’Stimetorow．It’Stimethatyouspendforyourbody7⋯一forfitness，forhealth，forfun，fortherestofyourlife．It’Stimewellspent．Asufficient，satisfyingworkoutforyourwholebody．OneofthebestdecisionsyouevermadewastobuyaConceptII(2)Memoriesbrightasatropicalbloom，freshasacoolseabreeze．deepastheunhurriedsea．TimestepstOadifferentmeasurehere，just．forthetwoofyou．Palmborderedbeachesgentlykissthewater’Sedge．Sunsetdances，nightlifesingsunderflstar-filledsky；moonlightdripssoftsilvertotuckyouin．ThisistheSheratonBalHarborresort，wherethedayshesitatetoend，andthememorieslingerforever．4．2．4TestimonialStyleTestimonialstyleusesaspokespersonorthirdpersontOestablishthecredibilityofamessage．Celebrities，satisifiedcustomers，orauthorityfiguresareallusedtopresentthemessageandpresenttheproduct．(1)FromthecountrythatbroughtyouAlainDelon．Anewrangeoftraditionalcast-ironpotsandpans，withsmoothbottomsforuseonalltypesofhob．(HereAlainDelon，afamousfilmstar，ismentionedtoincreasetheappealingandpersuasivenessoftheproduct)(2)ThisistheoneplaceMickDoohenwillneverrace．(ThisisanadaboutToyotacompany．MickDoohenisafamousspeedracer．) 4．2．5ConversationStyleEnglishAdvertisingcanbealsolikeconversations．Forexample：‘Grayson，isthatyou?It’SyourAUNThere，IknowIshouldjoinMERCURTbutlhaven’t．’‘CHINUP，MercuryoffersSAVINGSonUKlongdistanceandinternationalrhomephonecalls，SOnomoreneedlesshistrionicsAUNTY，Goodbye．’4．3ChapterSummaryInshort，Englishadvertisingpossessessomeuniquestylisticfeatures．ThewholechaptergivesadetailedanalysisintothelanguagefeaturesanddiscoursefeaturesofEnglishadvertisements，supportedbynumerousexamples．Language1)eaturesaremainlyelaboratedfromthelexical，syntacticandrhetoriclevels．Discoursecharacteristicsaremainlyaboutthenarrativestyle，straight—linestyle．poemstyle．testimonialstyleandconversationstyle．TheanalysisofthesestylisticfeatureswilllayafoundationforthespecifictranslationstrategiesofEnglishadvertisinginthenextchapter．47 ChapterFiveTRANSLATlONSTRATEGlES0FENGLISHADVERTISINGBASEDONCASEANALYSISTranslatingEnglishAdvertisingintoanotherlanguageisnotaneasyjob；differentcountrieshavedifferentlanguageanddifferentculture．Peopleinacertainculturehavetheirownwayofvaluing，behaviorandthought．Weshouldconsiderthedifferentculturebackgroundsandalsoshouldfollowthebasictranslationprinciples．Solet’Sfirstdiscussabouttheprinciplesabouttranslation．5．1PrinciplesforEnglishAdvertisingTranslationEnglishAdvertisingTranslationshouldobeygeneraltranslationprinciples．Thefollowingprinciplesderivedfromtheestablishedprinciplesproposedbytheoristsarethebasicandimportantones．5．1．1FaithfulnessProfessorLiuZhongde(1991)arguesthatfaithfulnessisthegeneralizationofthethreeprinciplesoftranslation(faithfulness，expressivenessandcloseness)．XuJun(2006)evercommentedthatthebasicprincipleoffaithfulnessisnotandwillneverbeoutoffashion．Sothea'anslatedversionofEnglishAdvertisingmustbefaithfultotheoriginalincontent．5．1．2Attractiveness AspeoplearegreetedbySOmanyadvertisementseveryday，theyhavenotimetoreadorhearallofthem．Apieceofplainadvertisingishardtoattractcustomers，attention·Toachievethegoalofpersuasion，advertisingshouldfirstbeappealinginf．om．5．1．3AcceptabilityLanguageisthecarrierofcultureandreflectsincertainaspectsthecultureofasociety·Peopleindifferentcountrieshavetheirowncultures，andtheirconsumingbehaviorisinfluencedbytheirculturevalues．auniqueliteraryform，thelanguageofEnglishadvertisementisshortandsweet，vividandlively，andfullofattraction；ithasawonderfuleffect．EugeneA．Nida，afamoustranslatoroncedefinedtranslationas：二Translatingconsistsinreproducinginthereceptorlanguagetheclosestnaturalequivalentofthesourcelanguagemessage，firstintermsofmeaning，andsecondintermsofstyle．，WhentranslatingEnglishadvertising，theinformationofthetranslatedtextshouIdbeidenticalwiththeoriginaltext，andthentheproductortheservicewillbeunderstoodwell．Butthelanguageofadvertisementissimpleinformandrichincontent：ithastheveryhighcommercialvalueandappreciationvalue，SOtranslationisnotiustinpursuitofreappearingtheoriginaltext，butthesentencestructureshouldbeflexiblewheninconditionofgettingthecoreinformationoftheoriginaltextwell．ThereexistdifferencesbetweenEnglishandChineseinlanguagefamily，SOthetranslationwillbeimpactedbyinflectionalparadigm，syntacticstructureandcuIturalbackground，whichishardtobecoincidenttotheoriginaltext．Inourtranslationwork，weneedtofindoutthecorrespondingpointwhenfullyconsideringtheoriginalEnglishAdvertisingundertheguidanceofthetranslationtheories．Wemayadoptliteral-translatingmethod，meaning-translationmethod，supplementary-translationmethodandnaturalizationinourspecificpracticework．Sinceadvertisingisdesignedtoattractconsumers’attention，arousetheirinteresi．stimulatetheirdesires，createconvictionandfinallypersuadethemtotakepurchasingactions，themanipulationofcbnsumerpsychologybecomesveryimportantinthe40 processoftranslation．HowtOexploitthespecialpersuasivefunctioninthetargetadvertisingisveryimportantfortranslators．ThisimpliesthatbothcontentandformintheoriginalEnglishadvertisingaresubordinatetothepersuasivefunctionthatthetargetadvertisingisdesignedtoachieve．Ingeneral，agoodpieceofadvertisingistheonethatsuccessfullyattractstheattentionofthetargetaudience．However,duetothebarriersoflanguageandculture，whentranslatingEnglishadvertisingintoChinese，wemaynotsuccessfullygrabtheinterestofthetargetaudience．Thisisbecausewhentheadvertisingisdesigned，theadvertiserissurethatthesourceaudiencecanunderstanditandacceptitonthesourcelanguageandculturebackground．Butwhenthesituationischanged，thepersuasiveeffectinsourceculturemaynotbeproducedinthetargetculture．Onlywhentheoriginaladvertisingisadaptedtothetargetlanguageandculturalstandardswhenitistranslated，canthetargetaudienceeasilyunderstandwhatisadvertisedandbelikelytoacceptthepersuasionandbuytheadvertisedproduct．Normally,peoplespendlittletimeinreadingtheadvertisinginmagazines，ornewspapers．Howtoattractandimpresstheconsumerswithashortadvertwhentheyarejustthrowingaquickglimpseatit，andhowtomakethemremembertheinformationandtakeapurchaseactionisanimportanttaskforthetranslators．Itshouldbebelief,interesting，impressiveandpersuasive，ratherthanfullofheavilyloadedwordsandsentences．Thecriteriaoftranslationpracticallyconcernthreefundamentalaspects：firstlythenatureoftranslationaslinkingtogethercontentandform；secondly，theprinciplesforadequateandacceptabletranslation；andlastlytheproblemsonetranslatoroughttobeabletorecognizeandaddressinordertoproduceasatisfactorytranslationversion．FortranslationofEnglishadvertising，thefollowingcriteriamaybealmostunanimouslyacceptedandfollowed：(1)Faithfulnesstotheoriginal—thiscriterionisthemostimportantonebecauseEnglish．advertisingtranslationtriestomatchtheChineseversionwiththeEnglishone，andtherelationshipbetweenreceptorandmessageshouldbesubstantiallythesameasthatbetweentheoriginalreceptorandthemessage．Simplyspeaking，faithfulnessreferstobeingfaithfidnotonlytotheoriginal50 contents，totheoriginalmeaningandviews，butalsototheoriginalformandstyle．(2)Smoothnessandexpressiveness--ItisthenecessaryrequirementinEnglishadvertisingtranslating．Onthepremiseoffaithfulness，translatorsshouldcomealongwiththelanguagenaturally，andtrytoavoidtranslationese．Bysmoothnessandexpressiveness，theChineseversionmeansnotonlyeasyandreadablerendering，butalsoidiomaticexpressioninChinese，freefromstiffformulaandmechanicalcopyingfromdictionaries．5．2TranslationStrategiesInfact，theexamplesoffailingtopromotesalesonaccountoftranslationaretoonumeroustOmentiononebyone．Similarly．theexamplesofsucceedinginexploringanewmarketbecauseoftranslationarealsocountless．ToagreatextenLthekeytOsuccessismainlydependantoncorrectapplicationoftranslationstrategies．AccordingtoOxfordAdvancedLearner'sDictionaryofCurrentEnglish，theterm‘strategy’referstoskillfulplanninggeneraliy，orgeneraldirectionandplanning．Strategyisusedtodescribeahigh-leveldecisionandgeneraldirectionofanaction·Inthetranslationstudies，translationstrategies，asJaaskelainen(1993)stated，‘areasetof(100selyformulated)rulesorprincipleswhichatranslatorusestoreachthegoalsdeterminedbythetranslatingsituationinthemosteffectiveway’．(Chesterman，1997：88)．Therearesometranslationstrategiesasfollows：5．2．1Literal1’ranslationLiteraltranslationisoneofthemostpopularandmostimportanttranslationstrategies，whichmeanstotranslatethesourcetextliterallyintoChineseandkeepthesamesentencestructureandwordorderastheoriginal．Literaltranslationisusuallyusedinthetranslationoftitles，slogansandtextsofadveaising．WhencanweuseLiteralTranslation?Itisthebestchoicewhenthereisnoculturalbarrier，andtherethesamestructuresinChineseasinEnglishandfull conveyanceofmeaninginthetargetlanguagecanbeachievedinaliteraltranslationway．Considerthefollowingexamples：(1)Don’tjustgetontoit，getintoit．不仅仅是登录互联网，而且是真正畅游其中。(IntelPillPersonal)7Theingenuityofthisadvertisingliesinitsuseoftwophrases：‘getonto’and‘getinto’．‘Getonto’means‘tocommunicatewithsomeone’．‘Getinto’means‘toinfluenceortakecontrolofsomeoneSOastomakethemact’．TheyseemtohaveasubtledifferenceinmeaningbuttheirpresenceintheadvertisinghintsatthevirtueofIntelPill⋯-highspeed．Thetranslationofthisadvertisingmeans‘YoucannotonlybeonlinebutdowhateveryouwanttoontheInternet．’Stylistically,theadadoptsanimperativesentencestructure．and“getontoit’’isparalleltO“getintoit”．Throughtheliteraltranslation，theoriginalflavorismaintained(2)Winningtheheartsoftheworld．赢取天下心(法国航空公司)(3)Lifeisjourney．Travelitwell．人生如旅程，应尽情游历(联合航空)(4)Unlikeme，myRolexneverneedsarest．与我不同，劳力克斯从不需要休息(劳力+手表)(5)KodakisOlympiccolor．柯达一奥林匹克的颜色。(6)FreshupwithSeven-up．君饮七喜，提神醒脑。(7)Astrongmindishissecret，astrongwatchishischoice．(Rolexwatch)坚强的意志是他的秘密，永不磨损的手表是他的选择。ThelastcaseabouttheRolexwatchhappenstobesuitedtoawordforwordtranslationduetothecoordinatesentencestructure“Astrongmindishissecret，astrongwatchishischoice”．Thecharmoftheoriginaladisstillmaintainedinthetranslationversion．BoththeEnglishversionandtheChinesemakethisfamous．brandThestrategyofliteraltranslationallowsthetranslatortomakeslightmodificationswithoutiropairingthestructureandthemeaningoftheoriginal．ItisrecommendedthataslongastheoriginalmeaningcanbemaintainedandthetranslatedversionisacceptablebyChinesecustomers，thetranslatorshouldgiveprioritytoliteraltranslation．52 5．2．2LiberalTranslationLiberalTranslationisalsocalledfreetranslation．Sometimesliteraltranslationcannotre—expresstheimpliedmeaningoftheoriginalandthereforefailstoachievetheEnglishAdvertising’Spurpose．Underthiscircumstance，wecanuseliberaltranslationinsteadofword．foI．-wordtranslation．Liberaltranslationhasthesameconnotationwithdomestication，atermpopularinwesterncountries，relativelyflexible，anditgivesprioritytothetargetlanguagereaderWhenshouldweuseLiberaltranslation?WhentherearedifferencesinsentencestructuresandadfeaturesbetweenEnglishandChinese，liberaltranslationisrecommended．Thatis，whenwecannotfindequivalentsentencestructuresinChinesetOreappeartheoriginalstructureandwhentheliteraltranslationcannotfullyexpressthemeaningsofthead，liberaltranslationisabetterstrategy．Forexamples：(1)Motorola：Wings．摩托罗拉，飞跃无限。InthisAdvertising，stylistically,theoriginalusesjustonewordwhichisconciseandimaginative，tOestablishtheMotorola’Simage．Ifwetranslatethiswordliterally,Chinesereaderscannotfullyunderstandtheimpliedmeaningof‘‘Wings”andthesignificanceoftheoriginalcannotbecompletelycomprehended．Theabovetranslationnotonlygivesthebrandnameoftheproductbutalsoguidesconsumers’imaginationinanintendedway．(2)Can’tBeattheRealThing．挡不住的诱惑。TheoriginaltextisanadvertisingofCoca-Cola,withaverybriefnegativesimplesentencestructure．TheChineseversiondoesnotcoincidewiththeEnglishword．for-word．Butitcreatesthespiritoftheoriginalandfulfillsanequivalentfunction．Moreexamplesareasfollows：(3)CookingWithoutlooking．(MinuteRice)转眼就熟。(迷你米饭)(4)Everytimeagoodtime．(McDonald’s)分分秒秒，欢聚欢笑。(麦当劳)53 (5)Fornextgeneration．新‘‘代的选择。(百事可乐)(6)Thebestpartofwakem’up，Folgersinyourcup．清早起床心情好，福杰仕咖啡少不了。(7)Theyfeelright,workrightandsellright．它们触感舒适，性能卓越，价格合理。(8)Adiamondisforever．钻石恒久远，一颗永流传。(9)GivemeGreenWorld，orgivemeyesterday．要么给我绿世界晚霜，要么还我昨日容颜。Inthelastexample，theparallelstructureoftheoriginalversionisratherappealing．Thetranslationversionmaintainstheoriginalsentencestructure，butinterprettheword‘‘yesterday’’cleverly．ThestructureofthisadissimilartothatofafamousquotationfromarenownedpoliticianPatricHenryduringtheAmericanRew)lutionaryWar：“Givemeliberty，orgivefiledeath”不自由，毋宁死!Toeffectivelytransmitmessagesandproduceamorereadableversion，sometimesthetranslatorhastoresorttothestrategyofliberaltranslationtomakeslightchangesinform，structuresoreveninrhetoricaldeviceoftheoriginalwhennecessary．Translatorshouldpossessbilingualandbiculturalcompetenceandhaveanimaginativemind．Furthermore，theyshouldstillfollowtheprinciplesofcreativenessasisrequiredbyadvertisings．NowletUStakethefollowingcigaretteEnglishadvertisingasanexample：(10)CigareaebyJohnPlayer,England．Ifthetranslatorrigidlyadherestotheoriginalformandrendersitinto“英国普莱尔的香烟”，，thetranslationwillseemtobeSOmediocreandplainthatitwillbedifficulttostimulatetheChineseconsumer’Sdesiretobuythecigarette．Undoubtedly,theadvertisingwillbeafailure．IftheChineseversionisadaptedto“普莱尔香烟，精工细作，121味独特，与众不同”，theChinesecustomermaybereadytoacceptit，andthespecialpurposeoftheadvertisingcanbeachieved．5．2．3Omi鲻ionStrategyTheadvertisinglanguagestrivesforbrevityandconciseness，whichisworthmemorizing．SometimesthesourcetextofEnglishadvertisementscontainsthese characteristicsandgainsasoundpropagandaeffect．Butthetranslationwillbecomeredundantandcannotachievetheeffectthatitoughttoifwetranslateitinaliteralmanner．Omissioncanbeputintousetosolvethisproblem．Omissioncanalsobecalledacondensedtranslationmethod，makingtheadmoreconcise．Lookatthefollowingexamples：(1)Whereveryouare．Whateveryoudo．TheAllianzGroupisonyourside．安联集团，永远在你身边。(安联集团)(2)Overseas．TimesetfreeOverseas．(VacheronConstantin)(江诗丹顿男表纵横四海)(3)ManAlwaysRememberLoveBecauseOfRomanticOnly!(MARLBORO)男人只记住浪漫的爱情(万宝路)(4)Timeiswhatyoumakeofit．(Swatch)天长地久。(斯沃奇手表)5．2．4AmplificationStrategyBecausetherearedifferencesinexpressingformsbetweenEnglishandChinese．SomewordscanbeomittedintheoriginalEnglishadvertisingtextwithoutsacrificingtheclarityofthemeaningofthewholetext．However,sometimeswhenwetranslatethemintoChinesewordforword，theoriginalmeaningbecomesnotveryclear．Evensomesentenceslacksubjects，predicates，objectsandSOon．Inthesecases，amplificationoradditionmethodcanbeusedinadstranslationSOthattheomittedwordsandtheconnotationoftheoriginaltextcanbefullyexpressedandthesentencestructurescanbemoreperfect．Forexample：(1)EleganceisanaRitude．(Longines)优雅态度，真我性格。(浪琴表)(2)Rejoice：startahead．(Rejoice)飘柔：成功之路，从头开始。(飘柔洗发水)(3)It’Sthetaste．雀巢咖啡，是你期望的味道。(4)Nobodyisperfect．(健身器材)没有哪个人的身材是十全十美的。(5)Livewell，snackwell．(SnackWells)美好的生活离不开香脆的饼干。(斯耐克威尔士)’．(6)Feastyoureyes．(Pond’SCucumberEyeTreatment)滋润心灵的窗户。(旁氏眼贴片)气气 (7)IntelInside．(IntelPentium)给电脑一‘颗奔腾的心。(英特尔奔腾)5．2．5DivisionStrategyInmostcases，theEnglishadvertisingcannotbetranslatedliterallybecauseEnglishandChinesevaryalotinmanyaspectssuchaswaysofexpression，habitualusageandlinguisticstructure．Sometimes，literaltranslationwillresultinthelossofmessageintheoriginaladvertising．Divisionisaneffectivewaytocompletelyconveythelinguisticconnotationoftheoriginaladvertisingandletthetranslationhavethesamepropagandaeffectastheoriginaltextaspossible．Itcantransmitthewholemeaningoftheoriginaladvertisingandpresentthereceptortheimpliedmeaningoftheoriginaladvertising．(1)ThefabricatingserviceofOUrcornpanyisbasedonabundantexperienceaccumulatedinoverl00yearsofdesigningandmanufacturingcompleteprocessplantsorunitprocessequipmentforthechemicalandpetroleumindustries．一百多年来，我公司在设计和制造化学和石油工业刖成套工艺装置或单一工艺设备方面积累了丰富经验，我们的加j}：装配服务就是根据这些经验进行的。(2)Thetownboastsabeautifullake．镇上有个美丽的湖，人人引以为豪。(3)Careshallbetakenatalltimestoprotecttheinstrumentfromdustanddamp．应经常注意保护仪器，勿使沾染尘土，勿使受潮。(4)AllthesefeaturescombinetomaketheType5drawworksaveryruggedandcompactpieceofmachineryforeasyhandling，smoothoperationandminimummaintenance．这些特点综合起来使55型绞车成为非常坚实和紧凑的机器，移运方便，操作平稳，维护保养工作量最少。5．2．67I'ransliterationTransliterationistowrite(aword，name，sentence，etc．)inthealphabetsofatargetlanguageorwritingsystemaccordingtothepronunciationoftheoriginalexpression．Transliterationisusuallyadoptedinthetranslationofbrandnames，thenamesoffirmsandSOon．However，absolutelypuretransliterationisverydifficult．Moreover，consumerscannotfigureoutthecharacteristicsofaproductfromthe56 transliterationofitsbrandwhichhasnospecificmeaningbutonlyreproducesasimilarpronunciationastheoriginal．Suchajustusesabrandtorepresentaproduct．Generallyspeaking，mosttransliteratedbrandnamesarewell-knownpopularonestoChineseconsumers．AccordingtoNewmark(2001：215)，propernamesconsistingoftrademarksorbrandsareoftentransliterated．Chineseisatonelanguageandtonesareusedtodistinguishwords．Yetthewordswiththesamesoundmaybequitedifferentinmeaning．Thisrequiresthetranslatortobearinmindtheoriginalmeaning．Ofcourse，inordertOarouseChineseconsumers’interestandtomakeitretainlongerintheirmemory，theChineseversionshouldbeshort，meaningfulandeasytoremember．Forinstance：(1)Kodak⋯一柯达(film)(2)Safeguard⋯一舒肤佳(soap)(3)Giant⋯一捷安特(bike)(4)Dumex⋯一多美滋(milkpower)(5)Rolex⋯一劳力十(watch)(6)Casio⋯一矗西欧(electronicorgan)(7)Holsten⋯一好顺(beer)(8)Goldlion⋯·金利来(tie)(9)MildSeven⋯万事发(cigarette)(10)Paloma一一百乐满(waterheater)WecaneasilyfindsomefavoritecharacterstoChineseconsumers．Suchas福(happiness)，发(fortune)，Jll页(smoothness)，乐,(pleasure)，喜(joyfulness)．ThesewordscaneasilystrikeChinesepeople’Sheartsandstimulatetheirdesiretobuytheproducts．Wecanseefromtheexamplesthatappropriateadaptationtothelocallanguageandcultureisusefulduringtransliteration．SometimeswecanusepartialplusinterpretationtorenderabrandSOthattheconsumercanknowitsoriginalnamewhileunderstanding‘itsmeaninginthesecondlanguage．5．2．7ParodyStrategy57 Parodymeansaworkthatimitatesanotherworkinordertoridicule，ironicallycommenton，orpokesomeaffectionatefunattheworkitself,thesubjectofthework，theauthororfictionalvoiceoftheparody．oranothersubject．Imimtionofthestyle&techniquesfornewsubjectmattercanhaveahumorousorsatiricaleffect．Parodyexistsinallartmedia，includingliterature，music，andcinema．Parodyiswidelyusedinadvertisingheadlinesandslogansbyimitatingidioms，proverbs，sayings，songsandSOon．Theemploymentofparodyinadvertstranslationbringsthereadersasenseoffamiliarityandoriginality．Itisacreativewaytotranslateadvertisingslogans．Let’Stakealookatsomeexamplesaboutparodystrategy：(1)Alliswellthatendswell．烟蒂好，烟就好。(2)AMarsadaykeepsyouwork，restandplay7．(Marschocolate)一天一块玛斯巧克力，让你一I：作像二r作，娱乐像娱乐。(3)Fortheroadahead．康庄大道。(4)Likeson，likefather．Likedaughter,likemother．男女老少皆宜。(5)Familiaritybreedscontempt．各自识老底，互相瞧不起。(6)Justareminder．Thisiswhyyousavemoney．EasyasUSB．UniteCarolinaBank只是提醒一下，这就是您为什么要存钱，就如同ABC一样容易。——卡罗利纳联合银行(7)Theonlythingwedidn’timprovewastheroad．万事俱备，只欠路况。ThelastexampleisanadaboutaJapanesecar．Thisisaparodyof“万事俱各，只欠东风”，whichisveryfamiliartotheChinese．Itmeansthatthecarisperfectandtheonlythingthatneedstobeimprovedistheroad．Thecarisreadyforyou，remindingChineseconsumersofthegoodqualityofthecar．5．2．8LoanTranslationByimitmingaproverboridiominthetargetlanguagewhentranslatingEnglishAdvertising，loantranslationprovidestheconsumersinthetargetmarketwithasenseoffamiliarity，whichraisesitspopularityandisthereforeattention-grabbingandmayevenleadtogreatsalesoftheproductsorservicesTherefore，theauthorconsidersitasagoodapproachinadvertisingtranslation．Forexample： (1)Wearingisbelieving．百闻不如’‘穿，‘‘穿就知道。ItisobviouslyborrowedfromtheEnglishproverb‘Seeingisbelieving．’(2)Mygoodness!MyGuinness!Wecanimitateafamouspoemline“此曲只应天上有”andtranslateitinto“此酒只应天上有”．Itbecomessmootherreadingandtouching．(3)Applethinksdifferent．苹果电脑，不同凡“想”。(4)Wherethereisawayforcar,thereisaToyota．车到山前必有路，有路必有丰田(5)Betterlatethanthelate．迟到总比丧命好(ThisisanadadvocatingsafedrivingonanAmericanHighway；itcleverlyborrowstheEnglishproverb“Betterlatethannever迟做总比不做到好；晚来总比不来好”．)5．2．9UsingFavoriteCharactersChinesepeopleliketousethecharacterswithfavoriteandfinemeaningtOnamethingstOexpressagoodwish．Somanyforeignenterprisershavebeenawareofitanddoneagoodjobinthisaspect．ItcanhelptObuildagoodproductandcompanyimage．Let’Sseesomeexamples：(1)GlobalSoul，UrbanSpirit．(Ports卜世界灵魂，都市神韵(宝姿)tPorts’isabrandnameofwomen’Sfashionclothes．ItsChinesenameis“宝姿”，inwhich“宝”(valuable)and“姿”(gesture)togetherbringsanassociationofgoodfigureandelegantpose，cateringforyoungladies．(2)Makeyourselfheard．(Ericsson卜理解就是沟通。(爱立信)“Ericsson”istranslatedinto“爱立信”．ItsChinesenamecontainstheword“love’’and“buildingtrust”．whichletpeoplefeelthatthebrandtransmitsloveandistrustworthy．5．3ChapterSummary．DuetothenumerousstylisticfeaturesofEnglishadvertising，variousE-Ctranslationstrategieslikeliteraltranslation，liberaltranslation，omission，amplification，transliteration，division，parody，loantranslationandSOOffareutilized．Appropriate59 adoptionofthesetranslationstrategieswillbuildabridgebetweentheEnglishadvertisersandChineseconsumers．Meanwhile，throughthestudyofthesetranslationstrategies，wecanalsofindtheglamouroflanguage． ChapterSixCONCLUSIONS6．1ConclusionsoftheThesisInsummary,EnglishAdvertisingisofaverypracticaltypeofwritingwithhighcommercialvalue；itisawidelyusedmediumofcommunicationinbusinessactivitiesinthemodernsociety．Itcanbefoundthatadvertisinglanguageisofgreatimportanceinpersuadingthepotentialaudiencetopurchasetheproductsorservices．Asawayoflanguageforspecialpurposes，Englishadvertisinghasmanyuniquelinguisticcharacteristics；itisnecessaryforUStoknowsomethingofthebasicknowledgeandfeaturesaboutEnglishAdvertising．ThisthesisfocusesonthestudyofthestylisticfeaturesofEnglishadvertisingfromlanguagetodiscourseandtheC—Etranslationstrategiesthatcanbeadopted．Asanappliedandnon—standardlanguage，advertisinghasitsownuniquefeaturesonlevelsoflexis，syntax,rhetoricanddiscourse．Intermsoflexicaifeatures，lotsofdepictiveadjectives，simpleandmonosyllabicverbs，coinages，compoundwords，andonomatopoeiawordsareusedinEnglishadvertising．Astosyntax，simplesentences，imperativesentences，interrogativesentences，coordinatestructures，disjunctiveclauses，ellipticalsentencesandpresenttensearefrequentlyusedinadvertising．Sometimes，aproperuseofnegativesentencesisnecessary．Asfarasrhetoricisconcemed，varietiesofdeviceslikerhyme，pun，simile，metaphor,hyperbole，irony,personification，repetition，parallelism，andantithesisareemployed，addingtotheflavorofadvertisements．Narrativestyle，straight-linestyle，poemstyle，testimonialstyleandconversationstylearethemajordiscoursestructuresinadvertisements．Plentyofexampleshavebeenpresentedtoshowthesestylisticfeatures． ThethesisthengivesdetailedanalysistothevariousE-Ctranslationstrategieslikeliteraltranslation，liberaltranslation，omission，amplification，transliteration，division，parody,loantranslationandSOon．Authenticcasesareusedtosupporttheanalysis．Astheultimatepurposeofadvertisingistopromotesales，bothadvertisersandtranslatorsshouldpayenoughattentiontothechangesandmakethegreatesteffortstoapplyitslanguagecarefullyandappropriately．6．2LimitationsoftheThesisDuetothelimitedtime，resourceconstraintsandthecapacityoftheauthor,thestudymaynotbeascomprehensiveandin—depthasitwasexpected．Morenewandauthenticexamplesmightbeneededandfulleranddeeperanalysiswouldfurtheraddtotheacademicvalueofthethesis．62 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个人简历在读期间发表的学术论文与研究成果个人简历：张焊，男，1982年4月29日牛。2006年7月获西南科技大学理学学士学位。2009年3月进入对外经济贸易大学攻读外国语言学及应用语言学专业硕-上．学位。已发表的学术论文与研究成果：[1]张焊．从跨文化视角分析叶l美商务谈判风格差异．同际商务——对外经济贸易大学学报，2012年，第四期。
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