The Linguistic Characteristics and Translation of Advertising English语言学特征及广告英语翻译.doc
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1、The Linguistic Characteristics and Translation of Advertising English一、 课题(论文)提纲1引言1.1广告的历史1.2 广告的分类1.3 广告的作用1.4 广告的定义2 广告英语的语言特点 2.1词汇特点 2.1.1 广告英语的词汇特点 2.2.2使用大量的动词2.3.3使用大量的形容词以及其比较级和最高级3广告英语的修辞特点3.1 明喻 3.2 暗喻3.3 拟人3.4双关4 广告英语的翻译4.1 直译4.2意译5 结论The Linguistic Characteristics and Translation ofAdve
2、rtising EnglishAbstract: As a way of propagating and transmitting information, advertising plays a vital role in the development of society and economy. Its function can not be underestimated. Advertising English is a special applying language when it compares with others such literary and technolog
3、ical languages. It has become indispensable of daily life because of its particular characteristics and charm. Along with chinas entry into the WTO and more business going international, English advertisement has gradually become a major tool for enterprises to promote exportations and to develop fo
4、reign markets. The paper starts with briefly introducing the history, definition, classification and functions of advertising. Then it mainly summarizes and analyzes major linguistic characteristics of the advertising English from lexical approach and rhetorical features. In the chapter four I brief
5、ly the translation approach. Finally, it shows the conclusion that people can understand well if they try to learn and master the features of advertising English. The paper aims to bring some enlightenment to the understanding of advertising language and get a better demand of English.Key words: Adv
6、ertising; Advertising English; Linguistic characteristics; Translation内容摘要:作为一种宣传和传播信息模式,广告在社会和经济发展中扮演着重要角色。广告的作用不容忽视。广告英语是一中独具特色的应用性语言。它同文学语言、科技语言等相比有许多不同之处。它独具的特点和魅力已成为人们日常生活中一个不可或缺的组成部分。特别是随着中国加入世贸组织及经济的全球化,广告英语更加重要,成为企业销售和发展外贸的重要工具。本文首先简单的介绍广告的历史、定义、分类和作用。然后归纳和分析广告英语在词汇方面的主要语言特点。然后介绍广告英语的修辞特点,另外
7、简单的叙述了广告英语的翻译方法。最后得出结论:如果我们学习并掌握广告英语的语言特点,就能更好理解和欣赏广告英语。本文旨在为更好理解广告英语,提高英语水平带来一些启迪。1.IntroductionAdvertising, just like its name implies, means publicize and transmit information in order to make everyone know. Nowadays advertising has penetrated into every corner of our life as its transmitting med
8、ia exist in many forms: newspaper, magazine, TV, radio as well as network. In our country the advertising business is now in the ascendant, playing an immeasurable role in promoting sales of commodities and prospering our economy. No other statement could have summed up the charm of advertisement th
9、an what Aldous Huxley has commented. As he has said advertisement as a literary form is the most exciting, the most arduous literary form of all, and the most pregnant in curious possibilities. In his comment he asserted advertisement is a literary form and the copy- writing process is the delightfu
10、l and salubrious exercise for the mind. But all in all, hat is advertising. And what makes it unique?1.1 History of AdvertisementAdvertisement emerged from the appearance of commodity production and exchange. The condition for the existence of advertising is at least a segment of the population must
11、 live above the subsistence level. When this situation occurs, it also becomes necessary for the producers of materially unnecessary goods to do something to make people want to acquire their commodities.Advertising was not unknown in ancient Greece and Rome, but advertising as we recognize it did n
12、ot start until the seventeenth century in the West. It was at about this time that newspaper began to circulate. Before that, it is printing which was first invented in China and then introduced to the West that played a、ital role in the production of print advertising. Classified (small ads) types
13、of advertising were dominant before the nineteenth century and the style and language used in ads at that time tended to be direct and informative. The industrial Revolution, which began in England in the middle seventeenth century and reached the United States by the early eighteenth century, facil
14、itated mass-production of goods. Meanwhile advertising became more and more important in the industrial market. The great breakthrough for advertising came only in the late nineteenth century. Technology and mass-production techniques were then sufficiently developed for more firms to be able to tur
15、n out products of roughly the same quality and at roughly the same price. This brought on a crisis of over-production and under- consumption which meant that the market needed to be stimulated by advertising. At this time advertising changed its function from proclamation to persuasion. In the twent
16、ieth century, advertising developed rapidly alongside the advent of new media-radio and television in succession. Today, in China, while our economic structure is shifting from the entirely planned economy to the socialist market economy system, advertising is becoming more and more active and sophi
17、sticated. In 1992, Chinas advertising expenditure reached$862 million, among the fastest growing countries in Asia. With the entry of China into WTO,this expenditure figure will undoubtedly rise up, which will support the view that advertising is an indispensable means for providing the information
18、that all market- oriented industrialized societies need for their economies to function efficiently.1.2 Classifications of Advertising Advertising may be classified by medium (newspaper, magazine, Radio, television),by target audience (consumer, industrial, business),by geography (international, nat
19、ional, regional, local),or by its function or purpose (product or non-product, commercial or noncommercial, Primary demand or selective demand, direct action or indirect action). Because it is difficult to gain access to enough data for English commercials and ads on radio or TV thus, the subject of
20、 this research paper will mainly concentrate on the print advertising.1.3 Roles of Advertising An advertisers main purpose is to present and exhibit product or service, and to spread the influence and coverage of which to the extent that the potential purchasing population becomes real and actual. S
21、imply put, advertisers try by the various means try their best to get people to buy the product or service advertised. Moreover, advertisers want potential purchasers to consider what is advertised to the exclusion of all other similar products or services. They therefore attempt to construct an adv
22、ertisement that will fully involve the attention of the potential purchaser and which will have a persuasive effect. Advertisers thus create a semiotic world in order to persuade their audience to purchase the goods.1.4 Definitions of AdvertisingAfter a brief introduction of the classifications and
23、roles of advertising, we now come to the definitions of advertising. From different perspectives or purposes, the definitions might also vary. In English, the word advertise has its origin in advertere in Latin, meaning to inform somebody of something, to bring into notice or to catch attention , et
24、c. In Chinese, the equivalent term guang-gao(广告) means widely announce. The father of modern advertising, Albert Lasker said that advertising was salesmanship in prints. Although the definition was given long before the advent of radio and television and the nature and scope of advertising at that t
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