论广告翻译中的文体特色

Stylistic Characteristics of Advertisement Translation

Abstract

English advertising is one of examples of the language styles in stylistics. Firstly, this thesis introduces the advertisement’s meaning and its branches. Later, through the analysis of advertising translation in terms of its lexicon features, syntax features and rhetorical devices, readers will further know about advertising and translate the advertisement on the basis of target-language-culture oriented strategy，and copywriters can more appropriately use language as a carrier to design and make successful advertisements. Although analysis of language characteristics of advertising translation is just a branch of stylistics study, it can help language learners deeply understand that each language style has its own characteristics, which is determined by different styles, purposes and foregrounded features. The learners will better understand the contents or meanings contained in language in their learning.

Key words: advertisement; advertisement translation; stylistic characteristic; target culture orientation

摘  要

在文体学中，广告英语是英语文体中的1种。首先，本文介绍了广告的意思和分支，然后，通过分析广告翻译中的词法，句法和修辞特点，读者将对广告有更深了解以及用目标文化策略为基础翻译广告，而且，广告文编写人能更合适的使用语言作为设计和制作广告的载体。尽管广告翻译中的特色分析仅仅是文体研究的1个分支，但是，它能帮助学习语言者更深地懂得每个语言文体的特色都取决于它们不同的风格、目的和前景。学习者更深地在他们的学习中学到语言中的内容和意义。

关键词：广告、广告翻译、文体特色、目标文化策略

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（转载自中国科教评价网http://www.nseac.com）