英文广告标语及其翻译

英文广告标语及其翻译On the English Advertising Slogan and Its Translation

Contents

Abstract (in English) I Abstract (in Chinese) II

1. Introduction 1

2. Language Features of the English Advertising Slogan 4 2.1 Feature One: short and simple 4 2.2 Feature Two: unique and creative 6

2.3 Feature Three: rich in rhetorical devices 7

3. Functions of the English Advertising Slogan 11 3.1 Function One: to tell about a product 11 3.2 Function Two: to give information about the producer 11 3.3 Function Three: to enhance brand value and promote profits 12

16 4. The Main Translation T echniques of the English Advertising Slogan

4.1 Literal translation 16 4.2 Free translation 18

4.3 Domestication translation 19

5. Conclusion 21 Works cited 24

摘要

随着经济全球化和世界一体化的快速发展，中国与世界其他国家间的贸易量也日益增长。与此同时，广告业繁荣发展。广告标语及其翻译，作为一则广告不可或缺的成分，毋庸置疑，在推动经济贸易发展和促进产品或者服务销售方面起着越来越重要的作用。在前人对于广告标语翻译研究成果的基础上，本论文就英文广告标语及其翻译这一主题展开详细探讨。本论文由五个部分组成。论文的第一部分，主要对于英文广告标语的发展和研究相关背景做了一个简短的介绍。第二部分和第三部分，主要介绍了英文广告标语的主要语言特点和功能，同时结合英文广告标语实例给以详细阐释。第四部分，则主要在前人研究成果的基础上，并结合各种典型的英文广告标语实例，分析总结整理出了几种最为常用的英文广告标语的翻译方法，主要包括：直译，意译，归化翻译，运用修辞法, 套译和补偿法。本论文的最后一个部分是总结部分并阐明英文广告标语及其翻译的未来研究方向。

关键词：英文广告标语；语言特点；功能；翻译技巧

Abstract

With the rapid development of economic globalization and integration in the whole world, the trade between China and the other countries all over the world increases day by day. Meanwhile, the advertising industry is booming. As the essential part of an advertisement, the advertising slogan as well as its translation undoubtedly plays a more and more critical role in boosting economical trade and increasing product or service sales. Based on the previous studies made on advertisement translation, this paper is trying to make a detailed study exclusively on the English advertising slogan and its translation. There are five parts in the paper. In the first part, a brief introduction to the background related to the

development and the study of the English advertising slogan is provided. In the second and third part, the major language features and functions of the English advertising slogans are focused upon and expounded through some examples. In the forth part, with the help of some illustrative examples, it will concentrate on the translation techniques of the English adverting slogan, including literal translation, free translation, domestication translation, rhetorical method, loan translation and compensation. In the last part, we will make a summary of the whole paper and a discussion on the future directions of research.

Key words:English advertising slogan；language features；

functions；translation techniques