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1、ThePrinciplesandSkillsInEnglishAdvertisingTranslationIntroductionThiscenturyisaneraofglobalizationandInternationalization.Advertisementplaysaveryimportantroleinbusinesscompetition.Withtherapiddevelopmentofapromotionaltechniqueisbecomingmoreandmorepronounced.Itp
2、romotessalesandplaysavaluableroleineconomicprosperity.Aneffectiveadvertisementshouldbeattractive,attentiongrabbingandreadableaswellascontaininggreatpersuasiveorsellingpower,whichiscriticaltoappealtoone’sdesiretobuythetargetedgoods.Anintegratedadvertisementisusu
3、allymadeupofthebrandorcompanytrademark,title,body,slogan,andillustration,withthefirsttwoemphasizingaplayonwords.Allthesefeaturemaketheadvertisementlanguagealoadedlanguageonthewhole,whichismoreorlessdifferentfromothertypesoflanguageonthewhole,whichismoreorlessdi
4、fferentfromothertypesoflanguageinstyleandeffect.Apersuasiveadvertisementcanbeacceptedbythepublicthroughvariousmedium.Thereisnoonecankeepawayfromadvertisement.Thecharmofadvertisingdependslargelyonthelanguageofadvertisement.ChinahasjoinedtheWTO;cross-culturalad-s
5、preadingisInevitable.Howtograspthetranslationincross-culturaladvertisementisbecomemoreandmoreimportant.Inthisprocess,thecorrectuseoflanguage,livelyandaccuratelytoconveyinformation,isthecharmingofadvertising.121.HistoryofAdvertisingIntheancientandmedievalworldsu
6、chadvertisingasexistedwasconductedbywordofmouth.Thefirststeptowardmodernadvertisingcamewiththedevelopmentofprintinginthe15thand16thcenturies.Inthe17thcenturyweeklynewspapersinLondonbegantocarryadvertisement,andbythe18thcenturysuchadvertisingwasflourishing.Thegr
7、eatexpansionofbusinessinthe19thcenturywasaccompaniedbythegrowthofanadvertisingagencies.Thefirstagenciesbecameinvolvedinproducingtheadvertisingmessageitself,includingcopyandartwork,andbythe1920sagencieshadcomeintobeingthatcouldplanandexecutecompleteadvertisingca
8、mpaigns,frominitialresearchtocopypreparationtoplacementinvariousmedia.Inthe21stcentury,withanintenselycompetitiveconsumermarket,advertisersincreasinglyuseddigitaltechnologyt
