广告的翻译策略.doc

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1、广告的翻译策略　　【摘要】广告的作用在当今激烈的市场竞争中尤为重要，如何体现产品的优越性，如何吸引更多的顾客就体现了广告的作用。广告翻译是一种跨文化的交流，需要研究语言，地域文化，消费者心理等等。　　【关键词】广告；翻译；策略　　TheAnalysisofStrategiesofAdvertisementTranslation　　ZhouXiaoshu　　【Abstract】advertisementsplayasignificantroleinacompetitivemarket.Howtoshowtheadvantageofa

2、productandhowtoattractmorecustomershasbecomethemainfocusofacompany.Inaddition，advertisementsareabletohelpthemachieveitsgoal.Advertisementtranslationisinterculturalcommunication.Itrequiresthestudyoflanguage，localcultureandcustomers’psychology.　　【Keywords】advertisement，

3、translation，strategies　　1.Introduction　　AdvertisementEnglishplaytheroleofcommunication，attractingcustomerstobuyproducts，andintroducingthefeaturesandfunctionsofproducts.Itsmaingoalistorecommendproductsandsellproducts.Asaresult，itisendowedwithsomefeaturesinvocabulary，st

4、ructuresandrhetoricusage.　　2.ThefeaturesofadvertisementEnglish　　2.1Thevocabularyfeatures　　Itslanguageiseasytounderstand.Advertisementlanguageissupposedtobecloselyconnectedwithlife.Itisreasonabletoavoidusingabstractwords.Ittriestoreachthegoal：customersknowwhatitiswhent

5、heytheadvertisement.Forexample：Nike，justdoit；Scotswhiskyuncommonlysmooth.　　Makesomechangeoftheoriginalwordsbutwiththesamepronunciation.Thischangeisinteresting，eye-catchingandinformation-transmitting.Forexample，OICisanadvertisementforakindofeyeglasses.Theshapeoftheseth

6、reeletterslikesapieceofglasses.Itspronunciationisthesamewith“oh，Isee”.TheChinesetranslationcanbe“哇，我看见了”.　　2.2Thegrammaticalfeatures　　Advertisementsaskforconcise，eye-catchingexpressions.Asaresult，advertisementnotonlychoicewordscarefully，italsoneedstopayattentiontostru

7、ctures.　　Advertisementusesimplesentencesasmuchaspossible.Simplesentencesareeasyforcustomerstounderstand，toremember，andtoaccept.Forexample：we’renotinthecomputerbusiness.We’reinmeresultsbusiness.　　Advertisementusesalotofimperativesentencesandinterrogativesentences.Itisa

8、nefficientwaytomakecustomerstomakepositiveactions.Forexample：buyonepair.Getonefree；catchthatPepsispirit，drinkitin.　　3.Matter