Linguistic Features And Translation Of English Advertising Language

With China's ascension to the WTO there has been a dramatic increase in the number of Chinese enterprises and products flowing into the international market while at the same time the increased transparency and advantages that WTO membership confers have ushered in a new sea of foreign goods into our domestic market. In this heated war of competition, the most powerful weapon available in shaping self image and promoting one's goods is the advertisement– it is this that prompts every enterprise, whether small, large or multinational, to expend fortunes every year, and no matter what company or what size of that company, it is marketing and advertising that form one of the largest and most integral parts of any fiscal budget. In this era of economic globalization, enterprise both at home and overseas are now facing a serious challenge in the pursuit of profit– how to deal with translation in advertisements.As a practical style, Advertising English has gradually derived from the English language due to its particular social role. In this respect, the paper will generalise the fundamental knowledge of the advertisement including its definition, objective and writing principles. This is followed by an analysis on language features based on vocabulary, grammar, punctuation and rhetorical devices. However, the main thrust of the thesis is not devoted to a purely linguistic study. Rather, built on the theoretical reflections of equivalent theory and cultural conversion, this paper attempts to find the joint reflecting the similar functions of both English and Chinese. Therefore, This thesis will not confine itself simply to a list of language features but rather go further and crack the"hard nut"---how to tackle translation in advertisements. Little ink, as the case stands, has been spilled over this crux. Taking into consideration the distinctive functions and stylistic features of advertisement, general principles that highlight the qualities of awareness, understanding, conviction and action will be offered. Based on these general principles, tactics both regular and strategic are tentatively offered. As is often the case, a translator walking on a tightrope plays dual roles: a submissive servant and a defiant master. In this sense, it is proposed that a blend of regular and strategic tactics should be employed in pursuit of an...