On The Translation Of The Business English Advertising

With China's accession to the WTO, an increasing number of Chinese enterprises and commodities have the opportunity to enter the international market, but at the same time more and more foreign enterprises and their products are entering the domestic market. In market-competing battle , the most powerful weapon is commercial advertising. Every year nearly every companies in different countries are to pay a large sum of money for the shaping of their corporate image and promote their own products. In the process of economic globalization of the 21st century, the trend of international advertising will become increasingly obvious and even more intense. For both Chinese and foreign enterprises, there is an advertisement internationalization problem, that is product advertising translation. This paper makes an exploratory research on ads and its English translation.Advertising English, as an application language, has become universal and dependent and developed into large-scale non-exclusive language because of its special effect. Accordingly, the paper first briefly summarizes the development of advertising industry, introduced the basic knowledge of the ads and ads English, including the definition of advertising, functions and its creation principles, then expounded the characteristics of its language from the vocabulary, syntax and rhetorical point of view. However, the main task of this paper is not solely dedicated to the analysis of the characteristics of advertising language in English, but based on a dynamic functional equivalence translation theory, translation of the German Functional Theory and function of the theory of linguistic theory of register, sought the best fitting point of the ads language itself and its application.Therefore, this article didn't not just stay in the English language ads to list the characteristics of ads, but to explore the English translation of advertising principles and specific translation strategies. Taking into full account of those English translation standards of cognitive-oriented, understanding, and convincing, this article recommends that advertisers should combine the traditional and alternative translaiton strategies and methods.