With the influence of globalization, it seems that advertisements have touched us at any corner and on any occasion, which really reveal the integration between advertisements and life. Certainly, English advertisements have been showing their charm to us and we nearly cannot deny them, because they are not only possessed of considerable commercial value, but also much language study value. In view of three aspects, that is, word, syntax and rhetoric, this essay will give details about the translation strategy by vivid examples.
Keywords: English Advertisements, Language Characteristics, Translation Strategies
CONTENTS
ABSTRACT Ⅰ
摘要 Ⅱ
1. Introduction Ⅳ
2. Language Characteristics of English Advertisements 1
2.1 What are English Advertisements 1
2.2 Language Characteristics of English Advertisements 1
2.2.1 The Aspect of Word. 2
2.2.2 The Aspect of Syntax 3
2.2.3 The Aspect of Rhetoric 6
2.2.3.1 Personification 6
2.2.3.2 Simile and Metaphor 7
2.2.3.3 Pun 8
3. Translation Strategies of English Advertisements 11
3.1 Literal Translation 11
3.2 Free Translation 12
3.3 Transliteration 14
3.3.1 Pure Transliteration 14
3.3.2 Semantic Transliteration 14
3.3.3 Semantic Half Transliteration 14
3.4 Transformation 15
3.4.1 Different Viewpoints 15
3.4.2 Virtual and Non-virtual Translation 15
3.4.3 Substitution for Image 16
4. Conclusion 16
Bibliography 17
Acknowledgements 18
