On Language Characteristics and Translation Skills of Advertising Text

【Abstract】Under the situation of economic globalization today, the internationalization of advertising is becoming more and more obvious. All enterprises in all countries are meeting the same international, global problem, the problem of advertising translation. When dealing with advertising translation, we should take full account of language habits and cultural background of target customers.Therefore,it turns out to be important that we should be familiar with the language characteristics and translation skills of English advertisements. In this paper, I will introduce the language characteristics of English advertisements from three aspects of words, syntax and rhetorical devices, and introduce skills of advertising translation.

【Key words】advertising translation; language characteristics; translation skills

1 Introduction

The word ''advertisement'' comes from the Latin word ''advertere'', meaning ''a method that arouses the public attention to something, and induce people to use it in some way''. Nowadays, advertising is everywhere, and English advertising has gradually stood out, forming a kind of unique applicative language ads. Advertisement is of particular importance to businesses and consumers. Only when the language characteristics and translation skills of advertising English are mastered, can we convey the original intention of advertising and achieve the purpose of product promotion. Advertising and life are closely related. While widely spreading information, advertisements also remind us how good the products are. For the importance of advertising English, in this paper, I will analysis the language characteristics of English advertisements from three aspects of words, syntax and rhetorical devices, and introduce with examples the skills of advertising translation.

2 The Characteristics in Advertising English

The purpose of advertising is to persuade or remind people to buy a product or take an action, arousing people''s desire for purchase. Understanding the language characteristics of English advertisement can help us with the translation work. Advertising English language has unique stylistic features, mainly in vocabulary, syntax and rhetorical devices.

2.1 Words

2.1.1 The Wide Use of Simple Verbs and Oral Vocabulary

When we talk about this, the slogan of famous Nike Just do it comes to us. The use of three simple words, which makes Nike slogan outstanding in sports brands, not only saves spaces but also expresses clearly the meaning. At the sight of this slogan people will think of the Nike logo.