广告英语单词的特点与翻译策略

广告英语语言特点及其翻译策略广告英语是一种独特的语言形式，其语言特点主要有以下几点：第一，简洁明了。

广告英语通常需要在有限的篇幅内传递信息，因此需要使用简洁明了的语言表达。

广告语通常会使用简短的句子和词组，并且尽量避免使用复杂的语法结构。

广告英语还善于使用简单直接的词语，以便更好地传达产品或服务的优势。

第二，生动有趣。

为了引起读者的兴趣和注意力，广告英语通常会使用生动有趣的语言表达。

这包括使用诙谐幽默的句子、比喻和隐喻等修辞手法，使广告更加吸引人。

感性表达。

广告英语通常试图在读者中引发情感共鸣，以促使他们采取购买行动。

广告英语常常会使用感性的语言来描述产品或服务的优点和效益，以激发读者的情感需求。

第四，有目的性。

广告英语通常追求特定的目标，如吸引消费者购买、增加品牌知名度等。

为了实现这些目标，广告英语需要使用具有说服力的语言表达，如超级演讲、口号等。

在翻译广告英语时，需要采取一些特殊的翻译策略，以保持广告的效果和目的。

以下是一些常用的翻译策略：第一，保持简洁明了。

翻译广告英语时，需尽量保持原文的简洁性和明了性。

译文应使用简短的句子和词组，并且避免过多的修饰词和复杂的句子结构。

第二，传递正确的信息。

翻译广告英语时，需确保传递的信息准确无误。

译文应准确表达产品或服务的优势和效益，以引起读者的兴趣和共鸣。

保留广告的感性。

广告英语常常使用感性的语言来吸引读者的情感需求。

翻译时应注意保留这种感性的语言表达，以保持广告的感染力和吸引力。

第四，调整文化差异。

广告英语通常会使用一些特定的文化符号、比喻和隐喻，以便更好地传达信息。

在翻译时，需注意适当调整这些文化差异，以确保译文的准确性和可理解性。

广告英语是一种独特的语言形式，其简洁明了、生动有趣、感性表达和有目的性是其主要语言特点。

在翻译广告英语时，需要采取一些特殊的翻译策略，以保持广告的效果和目的。

广告英语语言特点及其翻译策略一、引言广告英语作为商业传媒中的一种特殊语言，其语言特点和翻译策略备受关注。

广告英语是商业宣传的重要工具，其语言特点与翻译策略的研究不仅有助于加深对广告英语的理解，也为跨文化翻译提供了有益的借鉴。

本文旨在探讨广告英语的语言特点，并就其翻译策略进行深入剖析，旨在为更好地理解广告英语的特点与翻译提供指导。

二、广告英语语言特点1. 简洁明了广告英语具有简洁明了的特点，用词简练、精准，能够迅速吸引读者或听众的注意力。

广告英语常常采用简短的句子和词组，力求表达简练，使得广告信息更加生动鲜明，容易被接受并记住。

2. 超文本性广告英语倾向于使用隐喻、比喻、排比和修辞等修辞手法，直面读者或听众内心深层需求，激发共鸣和好奇心，从而让广告信息更容易被接受、认同和记忆。

3. 制造情感共鸣广告英语善于利用情感化的表达方式，通过渲染情感和氛围，从而激发受众的情感共鸣，产生共鸣效应。

广告英语会通过描写、抒情、警句等手法营造感人的场景，使得受众更容易产生共情，从而对产品产生好感。

4. 偏向图像化广告英语常倾向于将广告信息通过图像化的手段更加直观地呈现出来。

在广告中，图像、颜色和排版布局等图像元素被广泛运用，以吸引观众的视觉关注，达到更加直接的宣传效果。

三、广告英语翻译策略1. 保持原意在翻译广告英语时，应当尽量保持广告原意和原味，以便让被翻译广告的受众容易理解和接受。

翻译应该尽量忠实于原文的表达方式和情感色彩，以确保广告信息能够得到完整有效的传达。

2. 简洁优美翻译广告英语时应保持简洁明了的原则，确保译文简洁、优美、易读。

翻译时应注意保持原广告英语的简短、生动的特点，力求用词简练、表达准确，确保达到相似的广告效果。

3. 引入地域文化元素在翻译广告英语时，需要考虑受众所处的文化环境和语言习惯，适当引入地域文化元素，使翻译结果更容易被接受和认同。

在翻译广告时，应当充分考虑受众的文化差异，避免因文化差异而造成误解或冲突。

广告英语语言特点及其翻译策略1. 引言2. 广告英语的语言特点(1) 精炼简洁：广告英语通常采用简洁明了的语言风格，力求用简洁的词语和句式来传达产品或服务的信息，吸引受众的注意力。

经典的麦当劳广告口号“i'm lovin' it”就采用了简单的词语和非正式的语法结构，但极具吸引力。

(2) 形象鲜明：广告英语在描述产品或服务特点时，常常采用形象生动的词语和比喻手法，以便让受众更加直观地感受到产品或服务的独特之处。

苹果公司的广告语“Think Different”中的“Different”一词就是一种鲜明的形象。

(3) 情感溢出：广告英语在传达产品或服务信息的往往会借助情感色彩来打动受众，引发其购买欲望。

这种情感可以是温情、幽默、激情等，不同的广告针对不同的产品或服务会有不同的情感表达手法。

(4) 引人入胜：广告英语通常采用一些引人入胜的修辞手法，比如排比、反复、对比等，来增加广告的吸引力和记忆度。

这些修辞手法可以让广告语言更加生动有趣，更容易被受众接受和记住。

3. 广告英语翻译策略(1) 准确传达原意：在翻译广告英语时，首要任务是准确传达原意。

无论是产品的特点、品牌的形象还是广告的宣传口号，都需要保持准确的翻译，以确保消费者能够理解并接受广告信息。

(2) 追求文化共鸣：由于不同国家和地区的文化差异，广告英语在翻译时需要考虑目标受众的文化背景和习惯。

翻译广告时，需要尽量追求文化共鸣，使广告信息在不同文化环境下都能引发共鸣和情感共鸣。

(3) 保持创意和趣味性：广告英语的精彩之处在于其创意和趣味性，在翻译过程中需要保持这种特点。

翻译广告时需要保持原有的创意和趣味性，不仅要准确传达信息，还要尽量保留广告原有的语言特色和风格。

(4) 语言通顺自然：广告英语常常采用一些生动、夸张和独特的语言表达方式，在翻译时需要保持语言的通顺和自然，避免生搬硬套或生硬翻译，以免丢失广告的吸引力。

(5) 选用恰当词语：在翻译广告时，需要选用恰当的词语和表达方式，以便让目标受众能够更好地理解广告信息，产生共鸣。

广告英语的文体特点及翻译策略广告英语随着信息技术的飞速发展及中国入世后所带来的巨大商机，日益充斥于我们的日常生活中。

因此我们不可忽视广告的国际化，全球化问题——即商品广告的翻译问题。

本文从广告英语独特性的角度，分析了广告英语的文体特点；介绍了几种主要的翻译策略；及广告英语翻译的原则。

标签：广告英语文体特点翻译策略原则一、前言隨着我国加入世界贸易组织，越来越多的中国企业和商品有机会进入国际市场，但同时也有越来越多的外国企业及其产品进入国内市场。

广告成了最有力的占领市场的武器。

英美现代广告学认为广告的作用在于：Information (提供信息)，Persuasion (争取顾客)，Maintenance of Demand （保持需求），Creating Mass Markets (开辟广大市场)，以及Quality (确保质量)。

以上五个方面的作用虽然是通过各种手段完成的，但最基本的手段还是语言。

因此，研究广告英语的文体特点及翻译技巧具有十分重要的现实意义和实用价值。

二、广告英语的文体特点广告英语在英语语体中是一种独特的语类，在语言运用上富有鲜明的特色。

无论在词汇、结构及修辞方面都有不同于其他文体的特点，在翻译时应引起重视。

1.广告英语的词汇特点商业广告英语简洁、生动、形象、富有感情色彩和感染力。

因此，广告英语词汇的选用与普通英语词汇有着较大区别。

(1)形容词和副词的大量使用现代英语广告充满浮夸词语。

除人称代词（尤其是第二人称）以外，用得最广泛的就是形容词和副词（尤其是比较级和最高级），其次是各式动词。

形容词中用得最多的则是描述性形容词和各种名词化形容词（如the fair, the real ）及形容词化的名词（如 a luxury sports car 中的luxury 及sports）。

例如：1)Minolta, finest to put you finest.第一流的美能达，第一流的你。

广告英语语言特点及其翻译策略一、广告英语语言特点1. 浓缩精炼广告英语以精炼简洁著称，通过简洁、直接、富有表现力的语言，快速传达产品或服务的信息，并唤起受众的购买欲望。

在广告文本中，常出现一些简短而具有冲击力的口号和标语，例如Nike的"Just do it"，可口可乐的"Open happiness"等。

2. 情感化广告英语注重情感表达，通过美学手法和情感色彩，唤起受众的共鸣和共情，引发购买欲望。

广告语言常常运用排比、修辞等修辞手法，以及美丽动人的描绘和夸张的语言来吸引受众的注意力。

3. 诱导性广告英语具有很强的诱导性，其目的是为了促使受众产生购买行为。

广告文本中常常出现一些具有现实诱惑力的词语和句子，如免费、打折、限时优惠等。

4. 社会化广告英语紧跟时代潮流，融入当下社会文化和流行趋势，通过话题热点和时尚元素来吸引受众的注意力。

广告语言也常常运用一些流行俚语和网络语言，使其更容易引起年轻受众的共鸣。

二、广告英语翻译策略1. 保持语言简洁在翻译广告英语时，应力求保持语言的简洁明了，避免翻译过于冗长，以免丧失广告文本原有的冲击力和直接性。

需要注重翻译译文的流畅性和易读性，符合目标受众的阅读习惯和接受程度。

2. 重视情感表达在翻译广告英语时，要注重情感表达，保持译文的美感和感染力，使其能够唤起目标受众的共鸣和共情。

可以通过选择恰当的修辞手法和形象描绘，使译文更具有表现力和感染力。

3. 强化诱导性翻译广告英语时，应注意强化译文的诱导性，突出产品或服务的优势和特点，引导目标受众产生购买欲望。

可以通过选择有诱惑力的词语和句子，保持译文的实用性和现实诱惑力。

4. 结合当地文化在翻译广告英语时，应该结合当地文化和流行趋势，加入适当的话题热点和时尚元素，以吸引目标受众的注意力。

需要注重调整译文的语言风格和文化内涵，使其更符合目标受众的文化背景和习惯。

5. 注重翻译质量在翻译广告英语时，需要注重翻译质量和准确性，确保译文与原文保持一致性和准确性。

在全球经济繁荣的今天，广告已经渗透到生活的每一个角落，成为人们生活中不可缺少的组成部分。

广告英语也逐渐脱颖而出，形成一种独具特色的应用性语言。

只有掌握广告英语的语言特点和翻译技巧，才能最大限度的传达广告原意，达到推销产品的目的。

广告英语语言特点翻译技巧一、广告英语的语言特点1。

词汇特点（1）通俗易懂，大众化词汇。

少用或不用晦涩、深奥的词语，使消费者看得明白，说得清楚。

例如，Nike，justdoit。

很多人对这则耐克的广告语至今都记忆犹新。

（2）创新词汇，突出产品的新、奇、特。

在英语广告中，很多广告创作故意把大家所熟知的词拼错，或加上前缀或后缀来创造出新词汇，这样，既保留了词汇原来的意义，又以一种全新的方式宣传产品的独特之处。

例如：The OrangemostestDrinkintheworld。

（世界最高品质的橙汁。

）这里的Orangemostes，实际是Orange+most+est。

most和est都是表示形容词最高级。

这里表示这种橙汁饮料的高品质、高纯度，给人留下深刻印象。

（3）活用词汇，生动形象。

广告的目的就是让消费者在瞬间尽可能多地了解产品。

因此，要抓住产品的主要特点和优势，用形象、生动的语言表达，使消费者对产品的功效一目了然。

如，Tide’sin。

Dirt’sout（汰渍放进去，污垢洗出来）。

这是一则针对性很强的汰渍洗衣粉广告，无需太多语言，消费者已经心领神会。

2。

句法特点（1）简洁短句，醒目突出。

广告句式力求精炼易懂。

简练的句子能抓住受众，引起兴趣。

例如：FreshUpwithSeven－up．（君饮七喜，提神醒脑）。

而复杂冗长的表达会使人疲惫厌烦，难以达到宣传目的。

（2）祈使句，增强感召力。

为了使顾客对商品留下深刻印象，同时减少广告费用，广告策划者总会绞尽脑汁，用简洁有力的形式和充满诱惑力的词语，力争达到商品宣传的最佳效果。

作为“鼓动性语言”，广告英语多用本身含有请求、命令号召意义的祈使句，以达到行文简练又能使人印象深刻的目的。

广告英语的语言特色、翻译标准及策略随着全球化的加速和市场竞争的激烈化，广告已成为商业推销不可或缺的一环。

而广告英语作为广告营销的重要手段之一，其语言特色、翻译标准及策略也越来越受到重视。

本文将从这三个方面对广告英语进行探讨。

一、广告英语的语言特色1.简洁明了广告英语追求简洁明了，力求用最少的词汇和最简单的语言表达最多的信息。

例如，著名的“Just Do It”（只管去做）这个口号，用了三个简单的词汇，却能深入人心，成为了耳熟能详的品牌标语。

2.夸张与幽默广告英语善于利用夸张和幽默的手法，吸引消费者的注意力。

这些夸张和幽默的手法往往使广告具有娱乐性和亲和力，从而提高了广告的传播效果。

例如，可口可乐的广告常常会采用夸张和幽默的手法，吸引消费者的目光。

3.感性化广告英语往往采用感性化的语言，利用情感的力量来引导消费者的购买行为。

例如，花旗银行的广告口号“Live Richly”（丰富你的人生），通过引发消费者的情感共鸣，激发了他们的消费欲望。

二、广告英语的翻译标准1.忠实传达信息广告英语的翻译应该忠实传达原文信息，保证广告的准确性和完整性。

同时，翻译应该注意原文的文化背景和语境，选择恰当的翻译方式和表达方式，使广告信息传达到目标消费者。

2.符合本地化需求广告英语的翻译还应该符合本地化需求，考虑到不同地区、不同文化和语言的差异，选择适合目标消费者的语言和表达方式，增强广告的可读性和可接受性。

3.保持广告特色广告英语的翻译不仅要忠实传达信息和符合本地化需求，还应该保持广告的特色和风格，保留原文的创意和感性化语言，以确保广告的传达效果。

三、广告英语的翻译策略1.直译直译是广告英语翻译的常见策略之一。

直译可以保持原文的准确性和完整性，同时也能传达广告的语言特色和风格。

然而，直译也存在一定的局限性，可能无法传达原文的情感和创意，也可能会造成语言不通顺的问题。

因此，在使用直译策略时，需要注意语言的通顺和逻辑性，并尽可能保留原文的情感和感性化语言。

广告英语的语言特点及翻译策略广告英语的语言特点广告（advertise）原于拉丁语的advertere一词，意为“唤起大众对某种事物的注意并诱导于一定的方向所使用的一种手段”。

“Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by indentified sponsors through the various media.”根据这一定义，广告应具备传递信息的信息功能，诱使读者在获得信息后作出广告所期望的反应的诱导功能，以及对商品进行粉饰美化的美感功能和表情功能。

广告是一种竞争性的商业行为，目的是争取消费者，因而商业广告就是向潜在的广大消费者介绍商品，激发其对某种商品的兴趣，从而促使其购买的一种手段。

广告英语经过长期的发展，在词法、句法、修辞等方面都表现出一定的特点。

1.广告英语的词汇特点广告英语须简洁、形象、富于感染力。

因此恰当、准确的选词对广告的效力有着不可忽视的作用。

(1)简明易懂，通俗易记广告文字必须具备通俗易懂的特性，多用大众化的口语词汇，少用或不用晦涩、深奥的词语，使消费者看得明白，说得清楚。

如，Nike,just do it.(耐克，想做就做)。

再如，Scots Whisky Uncommonly smooth.(苏格兰威士忌口感滋润非同凡响)。

(2)创新拼写，增强吸引力在广告英语中，创作人员会故意把人们所熟知的词拼错，或加上前缀、后缀。

虽然新造词与原词形态不同，但意义仍存，这既可以达到生动、有趣和引人注意的目的，又可以有效地传播商品信息。

同时，人们往往认为用词富于创新的广告，其宣传的产品常具独特之处。

如，Give a Timex to all, to all a good Time. (拥有一块天美时表，拥有一段美好时光)。

知识文库 第14期38 广告英语单词的特点与翻译策略韩明夷随着我国改革开放的政策的深入落实发展，我国的社会主义市场经济呈现越来越繁荣是势态，广告作为市场经济中一个重要不可或缺的部分，承担着非常重要的角色。

商家利用广告促销手段立刻有效的刺激消费者进行消费，而消费者可以通过广告有效的了解商品的属性。

随着全球化经济发展越来越完备的今天，任何一个国家和地区都需要进行经济方面的对外交流。

而英语作为我们国际上的通用的语言，我们需要将英语的特点融入在广告中去，充分利用广告在商业活动中的交际能力以此促进我国的社会主义市场的商品经济的发展。

所以这需要我国充分的去了解和研究广告英语单词的特点与翻译策略，为我国的企业所使用的广告策略可以在国际舞台上绽放异彩打下良好的基础。

一、广告英语单词的语言特点1.简单明了的英语广告词汇的运用。

广告是使命就是在有限的时间或者有限的内容中尽可能的去表达产品的性能，传递给消费者更多的产品信息或者让消费者产生购买的欲望。

将广告做的更加的简单明了不仅仅让消费者印象比较深刻，而且最重要的一点的就是可以有效的节约广告费用从而降低产品的附加成本，但是却可以得到效益的更大化。

其中做的比较好的就是属于耐克公司，众所周知耐克公司的广告语就是“Just do it！”非常简单明了的一个英文句子，仅仅由三个单词构成，但是却给人非常深刻的印象，不仅仅让你了解到了耐克公司品牌的运动精神和冒险精神，而且非常好的契合了年轻人对于特立独行的追求，不受到拘束。

2.创新新颖的英语广告词汇的应用。

广告是一种设计的行为，所以创新性就显得非常的重要。

一昧的一成不变的广告方式和从众的广告方式都是会让消费者对于公司的产品印象大大折扣的。

所以我们在将英语的词汇特点融入到广告策略中的时候，一定要注意一种创新的精神，例如创造新式的词汇或者新式的表达方式等等。

3.一语双关的英语广告词汇的应用。

英语和汉语有一点是非常类似的，就是同样的词汇可以会具有不同的意义，但是不同的词汇可能会具有相同的意义。

广告英语语言特点及其翻译策略随着全球化的不断深入，广告在跨文化传播中扮演着越来越重要的角色，而广告英语作为广告传播的重要方式，也具有其独特的语言特点和翻译策略。

本文将探讨广告英语的语言特点及其翻译策略，以期在跨文化传播中更好地理解和应用广告英语。

一、广告英语的语言特点1. 简洁明了：广告英语的语言特点之一是简洁明了，广告中的文字通常要求简练、直接、生动，能够迅速吸引消费者的注意力。

“Just do it”（耐克）、“Think different”（苹果）等都是简洁而具有张力的广告口号。

这种语言特点在一定程度上反映了英语的字数较少，表达方式简明的特点。

2. 情感渲染：广告英语往往通过情感营造来打动受众，包括使用具有感染力的词语、词组，甚至是修辞手法等，在广告中常常出现的感染力词汇有“love”、“passion”、“joy”等，这些词汇能够让消费者产生共鸣，激发他们的购买欲望。

3. 语言创新：为了吸引和引起消费者的兴趣，广告英语通常会采用一些创新的语言表达方式，包括一些新生词汇的创造、引用流行文化中的词汇、甚至是一些幽默、反讽的表达方式等。

Uber的广告口号“Get there”就融合了创新的表达方式。

二、广告英语的翻译策略1. 保持简练：在翻译广告英语时，保持广告的简洁明了是非常重要的。

译者应当尽量减少冗长的句子和词语，保持与原文相似的简洁性，让译文能够准确忠实地传达原文的简洁特点。

2. 处理情感表达：在翻译广告英语时，译者需要特别注意情感的表达，尤其是广告中常见的情感词汇和修辞手法。

译者需要根据原文的情感表达，选用与之对应的语言来进行翻译，以保持广告的感染力和吸引力。

3. 语言转化：广告英语中常常出现的一些创新的语言表达方式在翻译过程中需要适当进行语言转化，使其更符合目标语言的语言习惯和文化背景，从而使译文更具有当地的吸引力和表现力。

广告英语的特点及其翻译策略一、我们来看一下什么是广告，它有哪些作用，又是由几个部分组成的。

所谓广告就是一种面向公众介绍商品，服务内容或文体娱乐节目等内容的宣传方式。

一般通过报纸、电视、招贴等方式传播，现在也出现在网络上。

按照它的用途，我们可以把它分为商品广告，公益广告，服务广告等类型。

广告本身是由几个部分构成的，包括标题，正文，口号，商标，附文这五个部分。

而我们在对广告进行翻译时，要强调译文的效果，不仅要提供充分而且易懂的商品信息，还要具有原文的“切肤之感”。

广告翻译最重要的标准就是译文的效果与读者的感受，同时在进行翻译时还要考虑到语言文化的差异，因为广告除了有帮助消费者认识商品的作用外，还有诱发消费者感情，引起购买欲望，促进消费心理的功能，所以从某种意义上来说，能实现广告主要目的的译文就是好译文，要达到预期的商业效果。

二、那么下面我们来看看广告有哪些特点。

由于商品市场竞争激烈为了保证商品的广告可以最大限度的吸引人的眼球，广告商总是选择新颖别致的词汇，简洁的语句和生动的修辞为商品加分，以赢取消费者的享受，广告通常有以下几个特点：lexical, grammatical, rhetoric. 今天我们也从经典英文广告的语言特点，词、句、形来进行简要的分析。

1、经典英文广告的用词特点，①造词新颖，颇具创意。

经典英文广告能给消费者留下深刻的印象。

一部分原因在于它们的词汇别出心裁。

“造词”就是创意之处和魅力所在。

造词有很多的手法，包括添加词缀，拼凑词汇，模仿词汇等。

WWWhat’s new?这是一个网站的广告，我们都知道，互联网网址都以“WWW”开头，这则广告利用添加WW 前缀的方法进行造词，一方面WWW暗示读者这则广告是介绍网站的，另一方面结合“What’s new?”“What are you waiting for?”来吸引读者的注意，是一个非常好的例子。

“The Orangemostest Drink in the world”在这个广告橙汁广告中，用most和est 两个表示最高级的词与orange拼凑在一起，形成了Orangemostest, 暗示这个品牌的橙汁特点就是高浓度、高质量。

广告英语语言特点及其翻译策略一、广告语言的特点1. 简洁性广告语言以简练、紧凑为主要特点，力求用最少的词语表达最丰富的信息。

广告语言中的每一个词语都具有重要的意义，没有多余的修饰和废话。

广告语言还倾向于使用简单易懂的词语和句子结构，让受众能够迅速理解广告内容。

2. 生动性广告语言也具有生动性，它能够通过形象、比喻、排比等修辞手法，抓住受众的注意力，让受众产生强烈的联想和感受。

生动的广告语言往往能够激发受众的购买欲望，从而达到广告宣传的目的。

3. 具有感染力广告语言追求感染力，通过积极的词语和情感化的表达方式，来呼吁受众对产品或服务产生兴趣和好感。

广告语言往往具有较强的情感色彩，能够引起受众共鸣，从而使广告内容更加深入人心。

二、广告英语语言翻译策略1. 保持原意和效果翻译广告语言的首要任务是保持其原意和效果。

在翻译过程中，翻译人员需要尽量忠实地传达原文的意思和情感，避免过度添加解释性的文字，从而保持广告的感染力和吸引力。

2. 注意文化差异在翻译广告语言时，需要充分考虑不同文化背景下的语言环境和习惯，避免出现因文化差异导致的误解或冲突。

翻译人员需要了解目标受众所处的文化环境，选择合适的词语和表达方式，以便让广告内容更好地融入目标市场。

3. 灵活运用翻译手段翻译广告语言时，需要灵活运用翻译手段，包括意译、调整语序、选择对等语言现象等，以便更好地传达原文的情感和效果。

翻译人员还可以借助音韵美、节奏感等语言特点，来增强翻译的吸引力和感染力。

4. 避免字面翻译广告语言往往具有很强的个性化和创意性，因此在翻译过程中需要避免简单的字面翻译，而要根据广告的特点和目的，来进行自由、灵活的翻译。

翻译人员可以在保持原意的基础上，注重表达方式和语言效果，使翻译后的广告语言更加贴近受众。

5. 反复斟酌和核对翻译广告语言是一项非常严谨的工作，翻译人员需要反复斟酌和核对每一个词语和表达，确保翻译后的广告语言能够完整地传达原文的意思和感染力。

英语广告语的特点及其翻译摘要：在全球经济化的今天，广告在人们的生活当中越来越重要，并且随着文化的发展，英语广告也逐渐渗透到我们的生活当中，本文主要根据英语广告的特点来分析它的翻译技巧。

关键词：英语广告；特点；翻译技巧广告(advertise)源于拉丁语的adver-tero一词，意为“唤起大众对某种事物的注意并诱导于一定方向所使用的一种手段”，属于非个人的信息传播。

广告是通过一定的媒介体如广播电视、报纸杂志、条板招贴等形式向公众提供警示、推介商品和服务等的一种宣传方式，是警示和诱导公众对某事物关注的一种手段。

一、英文广告的特点1.词汇特点，英文广告的词汇特点主要在于：使用大众化的口语化词汇，简单清楚；使用大量形容词，从而树立商品美好形象，使用创新词汇，以求标新立异，离奇醒目。

我们可以通过以下例子来具体说明。

例(1)My Goodnessl My Guinness!我的天!我的健力士啤酒!(2)What could be delisher than fis-her?还有什么比钓鱼更有味?广告(1)具有极强的音律感，读起来琅琅上口，不失口语典型佳句。

其中“Goodness”和“Guinness”两词语头韵与尾韵相同，声音和谐，且幽默巧妙，刻画出人们在饮用啤酒时赞口不绝的情景。

(2)中运用了创新词，英文中没有dilisher 这个词，它取自delicious和fisher两个词，生动有趣，造成押韵的效果，增添了韵律美。

2.句法特点。

为了尽快把广告信息传达给受众，并尽可能获得较强的吸引力和攻心力，广告语言在句法上表现出独有特色。

主要体现在：多使用简单句和陈述句；多用省略句和疑问句；常用一般现在时和主动语态。

例(1)Obeyyourthirst.随时满足你的渴望。

(2)The taste is great.味道好极了。

以上第一则广告采用祈使句所具有的“请求、号召、劝告”的特点，没有明示主语，舍弃语言繁杂结构，从而增强两则广告语言感染力，达到广告向受众传递信息的真实性。

广告英语语言特点及其翻译策略
广告英语是一种特殊的英语语言形式，它具有以下几个语言特点：
1. 简短明了
广告英语通常采取简短明了的句子和短语，尽可能地表达出要传达的信息，以吸引受
众的关注和兴趣。

2. 直白简洁
广告英语使用简单、易于理解的语言，避免使用复杂的用词和语法结构，以保持受众
的兴趣和关注度，并加强信息传递的效果。

3. 感性和情感化
广告英语通常会利用情感和感性的方式，控制读者的情绪，唤起读者的共鸣以及产生
对广告推销产品的购买欲望。

4. 利用文化符号
广告英语通常会采取利用文化符号的方式，使读者能够更好地理解广告，提高广告的
诱惑力。

基于以上的特点，我们可以采取以下的翻译策略：
1. 直译
广告英语通常是简短明了的，字面翻译能够表达原意，同时避免翻译后语言臃肿。

2. 意译
广告英语难免使用一些具有特别含义和文化符号的用词，适当进行意译可以让翻译更
具有可读性和诱人性。

广告英语在翻译过程中需要尽可能地保持原文的情感和感性，令读者对产品产生购买
欲望。

4. 使用广告营销策略
在翻译广告英语的同时，我们可以借鉴广告营销策略，帮助读者产生购买欲望。

例如：使用强化语言来表达新品质量、性能、特性等方面的优势或者使用比较级来比较同类产品
优劣等。

总之，翻译广告英语需要保证翻译的可读性、可理解性和诱人性，在翻译的过程中，我们需要灵活应用不同的翻译策略，使译文更加优美、精准、准确地表达广告的宣传目的和产品特点。

广告英语语言特点及其翻译策略
广告英语是一种使用广告语言形式的英语，其目的是通过精炼而有吸引力的语言表达
来推销产品或服务。

广告英语通常具有以下特点：
1. 简明扼要：广告英语语言简洁明了，通常使用简洁的词汇和短句，以便让读者或
听众迅速理解广告内容。

2. 诱人吸引：广告英语寻求通过各种手段吸引人们的注意力，例如使用生动且有趣
的描述，或者使用夸张和诱人的词汇，以激发人们的购买欲望。

3. 强调特点：广告英语通常会强调产品或服务的特点和优势，以突出其与竞争对手
的差异化。

4. 利用感情：广告英语常常利用情感因素来吸引目标受众，通过触动人们的情感和
价值观念来提高产品的吸引力。

在翻译广告英语时，需要注意以下策略：
1. 保持简洁明了：在翻译广告英语时，要确保语言简洁明了，与原文一致。

绝对不
能因为过度翻译而导致广告内容的冗长和混乱。

2. 保留诱人性质：广告英语的吸引力在于其精炼而有吸引力的语言表达，翻译时要
尽量保留这种诱人性质，以确保目标受众的阅读或听取体验一致。

3. 突出特点和优势：在翻译广告英语时，要充分理解产品或服务的特点和优势，并
找到相应的表达方式来传达这些信息。

这可以通过使用恰当的形容词、副词和比喻等手法
来实现。

4. 理解目标受众：在翻译广告英语时，要充分理解目标受众的文化背景和价值观念，并相应地调整语言和表达方式。

这可以帮助确保广告内容更好地吸引和引起目标受众的共鸣。

翻译广告英语需要保持原文的简洁明了和吸引力，同时要理解产品或服务的特点和目
标受众的文化背景，以找到恰当的表达方式来传达广告的信息。

广告英语单词的特点与翻译策略【摘要】广告作为产品的宣传媒介，其目的是促进大众消费。

在商品全球流通的今天，广告也被赋予了商业的属性，成为外贸活动中一项重要的内容。

因此，对于英语语言的特点和在广告中的表现力的理解与翻译，对于全球一体化的交流与促进有着重要的意义。

【关键词】广告英语单词语言特点翻译策略广告作为产品的宣传媒介，是商品市场繁荣的标志之一，也是全球经济发展的助推剂，它构建了产品和消费者之间的桥梁。

随着商品经济的飞速发展，广告语言作为一门新兴的商业应用语言，逐渐开始发挥自身的语言特色，帮助企业的商品带来更高的价值。

但是，由于各个国家的历史文化不同，广告通过语言所传达出来的信息在不同的文化背景下也就有了不同的解读。

一、广告英语单词的语言特点1.简明易懂的广告词汇。

广告的特点就是在尽可能短的时间里传达尽可能多的信息，从而达到成本最低化和效益最大化，尤其是设计简约的广告更会给人过目不忘、意犹未尽之感。

比如，耐克的广告语――“JUST DO IT”（想做就做）它虽然是一句粗口，但是简短有力、指向明确，和商品所传达出来青春叛逆、我行我素的风格不谋而合。

2.创新的广告词汇。

广告商为了创造销售额，在广告的创意和设计上总是想方设法。

这就体现在根据原词所创造出来的富有意义的新奇词汇。

比如The Orangemostest 是将Orange、Most和est连起来，表现饮料在质量和纯度上的高标准，给人无与伦比的感觉。

3.语义双关的广告词汇。

利用英语中一些单词同音或是同义的关系，把他们放在特点的语言环境中，使这些单词拥有了双重的含义，表达出产品的宗旨，是广告中最为常用的一种方法。

比如Weight-Watcher冰淇淋的广告语：Spoil yourself and not spoil your figure.（放心吃吧，别担心体重。

）将spoil作为一个双关词汇，一方面向消费者传达了尽情享受的产品理念，又解除了消费者对于甜食所造成的体重困扰。

广告英语语言特点及其翻译策略广告英语是一种独特的语言，与日常英语存在着很大的差异。

广告英语的语言特点主要包括以下几点：一、简洁性广告英语追求简洁明了的特点，因为它需要在极短的时间内吸引消费者的注意力，引起他们的兴趣与购买欲望。

因此，广告英语尽可能使用简短的单词、简洁的句式、具有感染力的词汇，让广告信息快速传达到目标消费者群体。

翻译策略：广告英语需要在翻译中保持简洁生动的语言风格。

可以采用表意精准的方法，保留原文中的情感色彩与感染力，让译文与原文一样简单明了。

二、感性化广告英语的另一个特点是追求感性化。

为了吸引消费者的关注与购买欲望，广告英语注重表达情感，传达品牌的价值与信念。

因此，在广告英语中，经常使用情感词汇、生动形象的比喻和隐喻等手法，让消费者有一种共鸣的感觉。

翻译策略：在翻译广告英语时，除了要尽可能准确地表达广告信息外，还要注重表达情感色彩。

可以采用文化补偿的策略，注意调整词汇和语言等，使目标消费者更容易接受译文。

三、独创性广告英语需要与众不同，具有创意性，它需要让消费者对品牌或产品产生记忆点，让广告信息在消费者的心目中留下深刻印象。

因此，广告英语会尝试运用幽默、讽刺、双关语、诙谐等手法，打破传统模式，吸引消费者的关注。

翻译策略：在翻译广告英语时，需要在保留原文精髓的基础上，展现出目标文化中的独特性，鼓励创新，使广告在翻译后依然具有独特、令人记忆深刻的特点。

四、售卖性广告英语需要具备销售力，让消费者有一种强烈的购买欲望。

因此，广告英语常常会采用卖点强、推销严重的用语，甚至有时会夸大产品功能，吸引消费者。

翻译策略：在翻译广告英语时，需要保证广告信息的准确性和可信度，但也需要创造一些令人印象深刻的词汇和句子来吸引目标消费者。

为了实现这个目标，可以采用强调手法，让译文更具有说服力。

五、针对性广告英语需要具备针对性，获得目标消费者的认可和喜好。

因此，广告英语会研究目标消费者的社会文化背景、消费心理特点、生活习惯等信息，并针对性地进行广告宣传。

浅谈英语广告的语言特色及其翻译技巧广告语是一种商业文体，是销售的最好媒介.随着社会经济的发展，广告已深入到社会的各个角落,成为人们日常生活中不可缺少的一部分。

广告的目的是促销产品。

因此，如何让广告语更有吸引力成了广告商首先考虑的问题。

广告英语作为一种应用语言,因其所具有的特殊效用，有别于普通英语而发展成为一种规范化的专用语言,形成它自己独特的语言风格和特点.一、英语广告的语言特色1．英语广告的词汇特点为了使产品容易被普通大众理解并很快接受，英语广告通常都选用简洁、明了的词语。

使用的普通名词、单音节词、动词也多是日常生活中使用频率最高的词,诸如:buy，be，get,make,live，love，have，come，go，bring等。

例如以下广告句：Buyonepair，getonefree(买一赠一）。

形容词的使用可以给产品增添色彩,因此英语广告里面较多地使用形容词来描述产品的性能、质地等，特别是商家为了美化所述商品，加强描述性和吸引力,会采用大量的褒义形容词，或用形容词的比较级和最高级与其它产品进行比较，来抬高和突出自己的商品,增强消费者的购买信心。

例如:珠宝广告：Shangha’s first pearl dealer；Highestquality pearls with a widest selection of classic &creative designs；Excellent after—sales service;Fairprice to every customer本例广告中使用了first，Highest,widest等多个褒义形容词，非常具有吸引力。

有时候也通过故意使用错别字、杜撰新词或错乱搭配来拼造一些新词怪语，以满足消费者追求新潮、标榜个性的心理，起到意想不到的修辞效果。

钓鱼广告：What can be delisher than fisher？delisher是指delicious之音杜撰出来的，目的是与后面的fisher造成押韵的效果,突出钓鱼的乐趣。

广告英语语言特点及其翻译策略广告英语作为商业和宣传活动中的一种特殊形式，具有自身的语言特点，经常在句法、声调、语音、用词和形象等方面使用特定的手法，在目标受众中产生视觉、听觉和心理等多重效应，从而起到有效推广和营销的作用。

本文将从多方面探讨广告英语的语言特点及其翻译策略。

第一、短小、生动、夸张广告英语注重简短、生动、夸张的表达方式，以引起读者或消费者的注意，并留下深刻的印象。

“简短”是为了让读者在短时间内获得大量信息，“生动”是为了让读者感受到产品的特点和优势，“夸张”是为了让读者产生强烈的购买欲望。

例如，“Everyday low prices”告诉消费者这家商店价格低廉，“Absolutely delicious”表达了食物的美味，“The ultimate driving machine”使人想到豪车。

翻译策略：在翻译广告英语时，需遵循“忠实再现、意译相宜、同传异译”的原则，充分考虑不同文化和语言背景带来的差异，同时保留原文的简短、生动、夸张特点，让目标受众能够充分了解产品的特点和优势。

第二、呼之欲出、口号广告英语注重呼之欲出、能够轻易被记住的文案和口号，有利于引导消费者的购买决策。

例如，“Just do it”是耐克的标语口号，简短易记；“The best a man can get”是吉列的宣传语，能够吸引男性受众。

翻译策略：翻译广告英语的口号和标语宜“意译为主、形神兼备、精炼其中”，尽可能贴近目标受众的习惯和思维方式，让口号和标语同样具有易记、感染力和引导消费者的特点。

第三、情感化、感性化广告英语注重情感化和感性化的表达，通过情感呼唤、情感激励、情感故事、感性联想等方式，使读者产生共鸣和感触，进而产生购买欲望。

例如，苹果公司的广告经常采用情感化的手法，使消费者对其产品产生情感共鸣，增强产品的吸引力。

翻译策略：翻译广告英语时，应考虑到情感共鸣和文化差异带来的影响，采用情感化、感性化、生动形象的表达方式，传递出广告所要表达的情感色彩和信息。

英语广告的词汇特点及翻译技巧摘要英语广告的使用目的是让消费者了解产品及服务，吸引更多的人来购买商品。

因此英语广告中大量使用单音节的，短小的和结构简单的词，以便用更简短的篇幅来更准确地传达商品信息，同时为了让广告更贴近生活，让人们更容易的记住广告内容，英语广告中多使用俚语和时尚新词，经常模拟新词，并创造出标新立异的用法。

为了凸显商品的优点，增强广告的说服力，英语广告中还使用大量形容词。

在英语广告的翻译方法上，多使用直译、意译、再创性翻译等多种译法及其组合，以确保译文在功能及目的上与原文一致，而在翻译过程中，应注意社会和文化因素对英语广告的影响。

关键词：英语广告，词汇特点，翻译技巧Lexical Features and Translation Skills of EnglishAdvertisementsABSTRACTEnglish advertisements are applied to make the products and services known by consumers and attract more people to buy the goods, therefore a plenty of words which are monosyllabic, short and constructed simply are used for conveying the commodity information more accurately with a simpler and shorter passage. Meanwhile, in order to bring the advertisements closer to daily life and have people remember the content of the advertisements easier, an increasing number of slangs, fashion terms are used in English advertisements; furthermore, many new words have been created and many new unconventional usages of existing words have been innovated. To highlight the advantages of commodity and strengthen the persuasion of advertising, many adjectives are used in English advertisements. About translation skills, translation methods like literal translation, free translation, recreative translation and their combination is applied to ensure the function and purpose of the translated texts consistent with those of the original ones. And in the process of English advertisements translation, more attention should be paid to the impacts leaded by social and cultural factors.KEY WORDS: English advertisements, lexical features, translation skillsC o n t e n t sIntroduction (1)Chapter 1 Resource of English Advertisement V ocabulary (2)1.1 Words from Common English (2)1.2 Borrowed Words (2)1.3 Words from Slangs (3)1.4 Words from Fashion Terms (4)1.5 Coinage (4)1.5.1 Words with Appropriate Prefixes or Suffixes (4)1.5.2 Words Compounded Skillfully (4)1.5.3 Words Misspelled on Purpose (5)Chapter 2 Properties of Words used in English Advertisements (6)2.1 Adjectives (6)2.1.1 Strong color Adjectives (6)2.1.2 Comparatives and Superlatives (7)2.2 Verbs (8)2.3 Pronouns (9)Chapter 3 Characteristics of English Advertisements (11)3.1 Simple to Understand (11)3.2 Easy to Remember (12)3.3 Using Vague Words Skillfully (13)Chapter 4 Translation Skills of English Advertisement from English to Chinese (15)4.1 Literal Translation (15)4.2 Free Translation (16)4.3 Recreative Translation (17)4.4 Supplementary Translation (18)4.5 Condense Translation (18)Chapter 5 Cultural Impacts to Translation of English Advertisement (19)5.1 Avoiding to Use Ambiguous Words (19)5.2 Avoiding to Use Incorrect Words (20)Conclusion (21)Acknowledgement (22)Bibliography (23)IntroductionNowadays, the world is developing rapidly and constantly trending towards integration, every country, especially China, is glutted with products imported from and made in other countries and services supported by the people in other countries. Market competition is getting fierce that never seen before. To sell more products and expand market share, all companies are trying every method they have to improve the visibilities of their products and services in China, and advertising seems to be the most widely used way to achieve that goal. Then more and more advertisements in various languages get in Chinese people’s daily life, in which, English advertisement is the most common one.English advertisement language possesses characteristics of attractiveness and persuasion. To create these characteristics, English advertisement has its own style on the aspects of vocabulary, syntax and rhetoric. In terms of English advertisement vocabulary, as a tool of attracting customers, advertising language has to be different far from other practical English and be simple, clear and vivid, rich in emotion and appeal.As a kind of practical English, English advertisement is also influenced by deeper level of language like words and sentence, paragraph and context, therefore translation theory and principle are needed to guide in the process of translating. Eugene Nadi, an authority in western translation theory, thinks “The key point of translation shouldn’t be the form of language, but the readers’ responses of the translated text.” In other words, translated text should be equal to original text on the level of language function, but not on the level of language form, and that’s dynamic equivalence. During translating, translator must have a good knowledge of the feature of English advertisement and change the information form according to different response from the receiver of both the translated and original text.Chapter 1 Resource of English Advertisement VocabularyEnglish advertisement is a kind of practical style, which is used for increasing the sales volume of the commodity. The variety of commodity classifications and consumer groups needs various different English advertisements, and this requires a very wide range of resources of English advertisement vocabulary. In essence, the vocabulary of English advertisement mainly comes from common English, borrowed words, slangs, fashion terms and coinage.1.1 Words from Common EnglishEnglish advertisement is just a little portion of practical English; the words used in it come from common English mostly. Especially in the advertisements used by large firms:It’s hard to imagine how you could mean more to one another than you do right now. But the great meaning of family becomes ever greater as the years pass. Bring the family together now and for the years ahead in a professional portrait. Look for a professional photographer who displays the “For the Time of Your Life” symbol. And arrange for your portrait today. (Kodak)Just do it. (Nike)Impossible is nothing. (Adidas)Connecting people. (Nokia)All the words used in the four advertisements above are very simple and common in English vocabulary, but with the skillful combination of them, an persuasive advertisement was made out.1.2 Borrowed WordsIt is common that words in Old English, Latin, French, Germany or other non-English languages are used to create a certain atmosphere of classic, solemn, exoticism or any others in many English advertisements which are used by brands of non-English countries and regions, and even the brands of English countries.In the heart of Manila, there is Ermita. One district in Manila pulsates with life of the city- Ermita. Where rare antiques speak of Manila’s glorious past. Where great bargains tempt from every corner. Where spectacular sunsets and walks in the park soothe the sense, and where bright lights and endless nights enliven them. And in the heart of Ermita, there is the Manila Pavilion Hotel. One hotel opens its doors right into the attractions of Ermita. The Manila Pavilion. Ready to welcome you with deluxe accommodation, delectable cuisine and complete business and convention facilities. Keeping in touch with the beat of Ermita at the Manila. (A travelling advertisement) An elegant and majestic atmosphere awaits you upon first entering Tianxiang Restaurant. Your attention is immediately drawn to the interior décor which is both refined and luxurious. The restaurant comfortably accommodates 33 tables and there is ample parking conveniently located in the grounds. (A restaurant advertisement) Buy one entrée, get one free. (A course advertisement)Chinese Chaofan! Delicious Chaofan! (An advertisement for fried rice)Order it in bottles or in cans, Perrier 111 with added je ne sais quoi. (A soft drink advertisement)A certain amount of words from other languages like “deluxe”, “décor”, “entrée”, “Chaofan”and “je ne sais quoi”used in English advertisement can make it more memorable to the consumers.1.3 Words from SlangsSome advertisements of the products or services supported by young people often use words from slangs to enhance the attractiveness to the target customers.Pepsi-Cola hits the spot. (Pepsi-Cola)Hello Tosh, gotta Toshiba? (Toshiba)I’m lovin’ it. (McDonald)You’ll go nuts for the nuts you get in Nex. (Nex nuts)But not all the English advertisement is suitable to use words from slangs; on the contrary, slang abuse may leave people a superficial and vulgar impression of the products.1.4 Words from Fashion TermsTo make the product more fashionable and attract some consumers who like vogue some fashion terms are also used in English advertisement, such as the one of LG cell phone:Born to shine! (LG)Using a fashion term “shine” makes the sentence energetic.1.5 CoinageIt is not strange to consumers that some English advertisements use some new words and odd words which are not existing words, but created on purpose. And this way of creating new words is coinage. There is a very large amount of words in English advertisement comes from coinage, and they can be roughly divided into three kinds like below:1.5.1 Words with Appropriate Prefixes or SuffixesThis approach is often used for describing the products more detailed. Not only the advertisement gets novel, but also the function and characteristic of the related product displayed better.For example, “Mininurse”, a trade mark of a kind of cosmetics. It applies the appropriate prefix “mini” to express the meaning of miniature and tiny, which gives the consumers an impression of meticulous care and excellence of the product quality.1.5.2 Words Compounded SkillfullyIt is also a familiar way in English advertisement to emphasize the specialty of product or service through compounding two existing words into combination to create a new word.The Orangemostest Drink in the world. (An advertisement for orange juice)This advertisement imparts the information that their product has the richest natural orange through using the new word “orangemostest”.Also the advertisement of Sony,“Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony”, uses the prefix “Hi-” which is a homonym of the word “High” to express the meaning of super, best and extraordinary.And the advertisement of the watch from the international famous brand “Timex”, “Give a Timex to all, to all a good time.”, in it a short suffix which is only one letter “x”was used for expressing the meaning of excellence, and implying that the quality of the watch is excellent.1.5.3 Words Misspelled on PurposeIn English advertisement, many words are misspelled on purpose on the basis of some words or phrases which are similar to consumers. Although the form of the new created word is different from the original word, the pronunciation and the meaning of it are still same to the original word. And it is interesting and vivid to apply this method to attract the consumers. Such as the examples below:(1)OIC! (An advertisement for glasses)In this advertisement three simple capital letters are put together to make up the shape of a pair of glasses, and in this way it can attract the consumers’ attention with its appearance; on the other hand, its pronunciation, same as “Oh, I see”, gives consumersa feeling of surprising.(2)Drinka Pinta Milka Day. (An advertisement for milk from “Pinta” brand)In this advertisement, the three initial letters are all followed by a letter “a”to make the sentence rhyming, and this make the advertisement easier to remember. The correct spelling of it is “Drink a pint of milk a day”. The measure word “pint”is replaced by the product brand “Pinta”, and then the brand is emphasized.(3)Easier dusting by a stre-e-tch. (An advertisement for dust cloth from “Stretch”brand)This is an advertisement of dust cloth. “Stretch”means make something longer, and is not just the brand name here, but also is misspelled to be longer by doubled “e”, then gives the readers an imagination that the dust cloth have elasticity and can clean every corner where is hard to get with other dust cloth.Chapter 2 Properties of Words used in EnglishAdvertisementsTo achieve the marketing purpose, English advertisements always use several main word properties, including adjective, verbs and pronouns. Majority of the adjectives used have strong emotional color, or are comparatives and superlatives. Verbs involved often are simple but inflammatory. While the primary pronouns used are first person and second person.2.1 AdjectivesTo promote commodity, English advertisement can not avoid describing and beautifying the commodity, then a very large number of adjectives are needed. According to the statistics conducted by G. H. Leech, famous English phonetician, the most familiar adjectives used in English advertisement can be listed in the frequently of being used from high to low like this: new, crisp, good, fine, big, fresh, great, delicious, real, full, sure, easy, bright, clean, extra, safe, special, rich.Adjectives, as emotive and exciting words, are used to enhance the facts of a certain products or services. To let the consumers feeling the quality, price, amount and other characteristics of the product or service, English advertisement often use words which are descriptive and commentary.2.1.1 Strong color AdjectivesWords with strong color often give the consumers an objective comment, and can guide the consumers to find the right points of feeling which the advertisement would like them to get. In another words, these words can give the consumers a thought like this: “Oh! This product (or service) is what I have been seeking for a long time; it can satisfy my entire requirement. Why not get one home?”Tangy. Zesty. Spicy Baked. It’s also delicious! (An advertisement for kind of baked chicken)In this English advertisement, three adjectives are used continuously to give theconsumers a quite strong feeling that the baked chicken tastes pretty good, then another adjective “delicious”follows, the strength of persuading consumers to buy has been pushed to a peak.You will enjoy relaxed sunny days. Warm crystal clear lagoons. Cool green foliage. Waterfalls. Flowers. Exotic scents. Bright blue skies. Secluded beaches. Graceful palms. Breathtaking sunsets. Soft evening breezes. And food that’s simply outstanding.(An advertisement for travelling)In this advertisement, the objective and the subjective both are left out, though the sentence is not complete in the aspects of linguistics and grammar, it still reflects the features of the product in its highest degree.In this kind of English advertisements listed above, to win the consumers’ favor, several common adjectives were used, and there are more common strong color adjectives are compliment in English advertisement, these are :latest, up-to-date, fragrant, attractive, golden, successful, charming, comfortable, perfect, great, wonderful, first- rate, ever-lasting, super, unique, ideal and so on. All of them can give a thought that the product or service is useful for them to the consumers.These adjectives often make an advertisement suddenly enriched, and then it is not strange that the English advertisement is often joked as a “never ugly, no suffering, no wild wonderful world.” For example:Agile, powerful and refined, the BMW 3 Series Coupe is an irresistible blend of pour excitement and sophisticated technology. Its powerful engines and superbly balanced chassis deliver a driving experience that will quicken the pulse of any keen driver. (An advertisement for BMW )2.1.2 Comparatives and SuperlativesThe using of comparative and superlative aims at emphasizing the product or service of one brand is better than the same product or service of other brands. The comparatives and superlatives related to English advertisement are often used as subjective description. Sometimes, only using the common adjectives can not meet the demands of promoting the products or services, so the comparatives and the superlativesare introduced to get the consumers to make a comparison between the same product or service of two different brands and give the consumers a deeper impression that: “As this product or service is better than others or is the best of all the same kind of products or services, I will take one when I need it”.It’s smaller. It’s lighter. (An advertisement for Sharp copier)Two comparatives are used to highlight the advantages of the Sharp copier through comparing with other copiers.The original and still the best. (An advertisement for Dale Battery)Let’s make things better. (An advertisement for Philips)The two sentences above made use of a superlative “best”and a comparative “better”, therefore led the consumers to compare the products from these two brands to the same kinds of products from other brands naturally and unconsciously, for the first impressions are strongest. The products involved with the advertisement which is reading by the consumers will attract more attention from consumers and impress them more deeply, then the target of the English advertisement with comparatives and superlatives is achieved.Tastes…richer…mellower…more satisfying. (An advertisement for coffee)Along the way, you will enjoy the warmest, most personal service.(An advertisement for Airline company)The two examples don’t mention the rival and the scope that the comparison takes place in and with, but the comparative and superlative used in it has make it getting the target of increasing its statue already.Oranges are sweeter than lemons. Our oranges are sweeter than they used to be.The better would not appear until be compared with the common. This advertisement gets its persuasion from highlighting the emphasis on the sweet of the orange through two comparisons conducted respectively.2.2 VerbsEnglish advertisements often use some syllable words or words which are short with only several letters. Such as in English advertisement “get”is used to replace“obtain”, “buy” is used to replace “purchase”, and “use” is used to replace “utilize”, and so on. Using shorter words can make the language of English advertisement simpler and vivid, also make the advertisement easier to remember, in this way, the products related with the advertisements will become more promoted. For example:(1) Buy one pair, get one free. (An advertisement for glasses)This advertisement just uses two verbs “buy” and “get” to create a strong appeal, and is very easy to remember.(2) Take TOSHIBA, take the world. (An advertisement for TOSHIBA Electronics)This advertisement build up a link between the TOSHIBA Electronics and the world immediately through using a very common and simple verb “take” twice.(3) A Mars s day, keeps you work, rest, and play. (An advertisement for chocolate from Mars brand)The word “keeps”used in this advertisement represents the effect that the chocolate can energy a people for a whole day very successfully and expressively.(4) Impossible made possible. (An advertisement for Canon printer)(5) Honda has always made good cars. (An advertisement for Honda cars)Verbs used in the English advertisement which is common in daily life are always simple and explicit, though the meaning of them are different from each other, they all are used to indicate the relationship between the commodity providers and the consumers, such as: have, get, give, buy, keep, or to indicate the relationship between the consumers and the commodity involved with the English advertisement, such as: see, take, taste, use and so on.2.3 PronounsEnglish advertisements spend a lot of effort on using pronouns to narrow the gap between the English advertisement and the consumers and enhance the consumers’sense of participation in touching with the product or the brand involved in the English advertisement. And the first person often is used for referring the product or the brand, the second person often is used for referring the consumers. While sometimes a third person is used for referring a person who is not engaged in the product and theconsumers. For example:We lead, others copy. (An advertisement for Ricoh printer)In this advertisement, a pair of contrary combination of pronouns and verbs is used. Two pronouns, “we” and “other”, stand for the Ricoh printer and the printer from other brands, to display a powerful self-confident to the consumers and the rival of the product. This makes the Ricoh Printer get to a level that others could not get in the consumers’ mind.And there are many other English advertisements like the one above, for example, the advertisement of Mitsubishi Electronic:We integrate, you communicate.This advertisement uses a same form of the one above, but the effect of it is different from that of the above one to display the conveniences brought to the consumers by it.Making use of the pronouns “you” and“we” to shorten the distance between the seller and the consumer and avoid leading to the consumer’s dislike is also a mostly used way in English advertisement. For example:We can’t make people think alike, but we can help them think together.(An advertisement for Newsweek)It is worth to mention that some English advertisements apply personify by the first person to refer the product itself, and make the commodity becoming a living thing even a human which can think, talk, self-introduce and even boast. So a deeper and more vivid impression of the product’s feature is given to consumers. Such as: Time always follows me. (An advertisement for Rossini ladies fashion watch)Just call me, be happy! (An advertisement for Far EasTone Telecommunications) Come and sit with me a while! (An advertisement for an attraction)Using personify to make the products like a person can shorten the distance between the producers and the consumers.Chapter 3 Characteristics of English AdvertisementsThe aim of the most fundamental principle of English, that is to encourage the consumers pay more attention to it, is to master the publics’ willing, ideas and attitude, to convince them to change thoughts, to urge them to purchase some commodities or accept some services. The goal of using advertisement is to get the products promoted, make the brand get known by every consumer, and therefore increase the influence of the products and earn more profit for the producer of the products. English advertisements take a lot of possessions of characteristics to achieve this goal, and these are: simple to understand, easy to remember, and using vague words skillfully.3.1 Simple to UnderstandAs a kind of practical English, most of the English advertisements are very simple to understand and don’t have words too hard to understand for the consumers. Even sometimes, an English advertisement is only one very common word. Such as: Ooohh… (An advertisement for Pizza Cake)This advertisement only uses an interjection which is implicit and variational to express an feeling of having something delicious and give the consumers a strong appeal of trying.On the other hand, even for an English advertisement which is very long and has many words, the words in it is always simple enough to understand by a child under seven years old. For example:—“Hey, Abbott. I just get some Bran News.”—“Some brand new what, Lou?”—“Not brand new Bran News. It’s a cereal.”—“What’s its name?”—“That is its name.”—“What’s its name?”—“Bran News! It’s a bran cereal that stays extra crunchy in milk. And it’s honey roasted for great taste.”—“So what’s it called?”—“Bran News!”—“I know its brand new. So what’s its name?!”—“I just told you its name!”—“I see I’m getting nowhere with you.”(An advertisement for cereal of Bran News)The body of this advertisement is taking place through the dialogue between Abbott and Lou, a pair of suppositional roles, and gets a quite good influence. It constructs an imaginary situation with supposing, and that is mixing up the pronounces of the brand name “Bran News”and “brand new”, makes the developing of the advertisement body very vividly and kindly, and gives a fairly deep impression to the consumers.Va-va-voom! (An advertisement for the cars of Renault)This advertisement only have one words, the consumer will be confused for the first sight at it, but when they read it, the meaning of it will be caught at once: it’s the sound of the engine of Renault cars. It seems like have nothing with car, in fact, the connecting between it and the car is very fun and full of imagination.3.2 Easy to RememberIn most cases, the influences of English advertisements may not work instantly, and they always leave a deep and good impression to consumers and not begin working until the consumers think a kind of product is needed. And an English advertisement easy to remember can achieve this goal more simply. To make an advertisement easy to remember, several ways are mostly used.Not all cars are created equal. (An advertisement for cars of Mitsubishi)This car advertisement manifests the dignity and specialness of the car through imitating the classic sentence, “All man are created equal”, in the United State Declaration of Independence, and attracts the consumers’attention, especially the consumers in America.Pepsi-Cola hits the spot, Twelve gull ounces, that’s a lot, Twice as much for anickel, too, Pepsi is the drink for you. (An advertisement for Pepsi-Cola) This advertisement for Pepsi-Cola is written according to a folk tune in Britain, and can be singed very songful, then the product, Pepsi-Cola, involved in it becomes easy to remember.And there is an advertisement same to it:To smoke or not to smoke, that’s a question. (An advertisement for tobacco)It builds up a relationship between this advertisement and the drama of Shakespeare “Hamlet”, then gives people a quite deep impression and gets an obvious effect.English is a language full of rhythm, and bring rhythm into English advertisement could make them sound more beautiful and meaningful, enhance the expressive force and the persuasion of the English advertisement language.Grace…space…pace. (An advertisement for Jaguar car)Fresh up with Seven-up. (An advertisement for Seven-up)Good time, good taste. (An advertisement for McDonald’s)These advertisements all have rhythm in themselves and make the rhythms makes the advertisement more memorable.3.3 Using Vague Words SkillfullyDrawing the support of vague words is one obvious characteristic of English advertisement. English advertisement is close to exaggerating, but also can’t be too far away from the fact. Then the words which have vague meaning will be quite useful to get this destination. The vague words mostly used are help, like, make and so on.Helps keep you young. Helps prevent caries. Helps keep your home germ free. (An advertisement for cosmetics)If this advertisement says directly like this: The cream will keep you young. This toothpaste will prevent caries, there will no one trust it because there is no thing can be so fantasy like magic, but a vague word “help” will let you get out of this embarrassing situation.It’s like getting one bar free. Clean’s like a white tornado. It’s like taking a trip toPortugal. (An advertisement for car)This advertisement uses “like”to create an analogy that compare the product to another better thing, “like” makes the advantages of the product more obvious.The final target of all the advertisements is to make the consumers to buy the products, then a “buy” can summarize the main purpose of all the advertisements, but it is little used in English advertisement for the bad imagination comes from its meaning of spending money. As a result, many other words are used for replacing of buy, such as get, use, choose, look, find, let, test, experience and so on.To experience the utmost in flight, let China Airlines take you on your next journey on the world stage. (An advertisement for China Airlines)Our growing capacity has demonstrably increased our usefulness to our clients. If you’d like to test it, we’d like to hear from you.(An advertisement in Economist magazine)Share the fantasy! Use double-sure Body Mist, the perfumed deodorant.(An advertisement for perfume of Chanel)The three English advertisements above all use other words, like experience, let, test, share and use, to avoiding use “buy’, so will not result in a dislike feeling for the consumers.We lead, others copy. (An advertisement for Ricoh printer)In this advertisement, the others may have two meaning, but it often is understood as the rivals of the Ricoh printer. In fact, on the other hand, the others can be thought like that indicating the users of the Ricoh printer. Then it becomes interesting that an advertisement illustrating two totally different meaning, but it is magic that they can work in union to deliver an influence to the consumers what is the Ricoh printer is more advanced than other printer and can give consumers more help.。