1.0 Introduction
With the rapid development of the global economy, the exchanges of the advertisement between China and foreign countries have become more and more fre quent. The advertising master Rosser Reeves said that “advertising is one spec ial skill”, both the advertising English and Chinese can be considered as the particular varieties of language, the translators and authors have done a lot o f researches about the common linguistic features and translatability of advert ising English and Chinese in recent years. But most of the time, the translator s value the commonality in advertising English and Chinese more, neglecting the differences between them. The purpose of this paper is to discuss the translat ability and translatable limitation from two aspects: the common linguistic fea tures and cultural differences of advertising English and Chinese. In chapter t wo, the common linguistic features of advertising English and Chinese are summa rized into: lexical features, syntactic features and rhetorical features. Besid es the common linguistic features of advertising English and Chinese, our human being also have the similar living needs, life styles, feelings and experience s, so chapter three discusses the base of the translatability in advertising En glish and Chinese translation. Chapter four states the translatable limitation caused by the cultural customs differences in advertising English and Chinese t ranslation.

  2.0
The Common Linguistic Features of Advertising English and Chinese
Advertising language is usually excessively original in nature. It disting uishes itself by the use of many deviation devices such as unconventional lexic al items, and unusual morphological and syntactical order in an effort to grab the attention of potential customers and ultimately persuade them to act in a p redetermined manner: to buy their products or services. Both the advertising En glish and Chinese are the “loaded language” with strong persuasive power (Che n Xiaowei, 19
  98). In the following account, the common linguistic features of a dvertising English and Chinese will be explained in three parts.
  2.1 Lexical Features
As a means of communication, the words used in advertising English and Chinese are quite different from general English and Chinese. Form the first day of its appearance, the role of advertising has been simple: to convince the potential customers in the least and simplest words that the product or service advertis ed is of utmost quality and it is certainly worth the money. Thus in terms of l exical features, words or phrases of positive meaning which should be simple an d vivid are widely employed to stress the strong points of the product. In advertising Chinese, a large number of four-character compounds or idioms are used in order to introduce the basic function of the product. For example, “一见钟情,依依不舍,心领神会,驰名中外,延年益寿,安心益气,品质优良” etc. The first morphological feature of advertising English is the frequent use o f adjectives, especially those evaluative with strong positive meaning. For exa mple,
  1). The new Kenmore Ultra Wash cleans so well, you’ll be sorry it’s just a di sh washer. Kenmore Ultra Wash

  2). Why our special teas make your precious moments even more precious. Lipton tea
  3). What a Good time for a Good taste of a Kent! Kent cigarette In the advertisement for Schweppes Toilet Water, every word employed is an adje ctive which makes the advertisement quite noticeable: “Good, excellent, superi or, above par, nice, fine, choicest, rare, priceless, unparagoned, and quenchin g.” Besides the adjectives, verbs and nouns are also used in advertising English fr equently. Here is the advertisement of Suzuki car: Headline: Suzuki conquers boredom. Lead in: Life has always been what you make it. Excitement or just routine. And the line between freedom and feeling trapped can be as simple as two wheels. S omething like getting on a Suzuki and breaking away. In this example, more than 80% of the words in the advertisement are verbs, ad jectives and nouns. In advertising English, the most frequently used verbs are: make, take, come, keep, have, need, buy, see, feel, like, etc. For example:
  1). Better buy Buick. Buick
  2). Come to where the flavor is …… Come to Marlboro country. Marlboro
  2.2 Syntactic Features Syntax is a relatively integrated and independent way of sentence building, which is the entity of certain syntactic, phonological elements and lexical mea nings. The syntax of advertising English and Chinese resembles much structure o
f English and Chinese sentences in other styles, but a copywriter needs to take the customers’ psychology into consideration first, and try his best to make his advertisement eye-catching so that it can stir the customers’ desire of th e product advertised. Hence, advertising English and Chinese have their similar characteristics in syntax.
  2.
  2.1 Simple Sentences Advertising aims at publicizing the products among ordinary people in an econom ical space of a certain medium. That means whatever medium is for advertising, advertisements can draw ordinary people’ attention for only a short period of s time. Therefore, in advertising English and Chinese, simple sentences are adopt ed in which the message conveyed is short, clear, distinctive and memorable, fo r the purpose of conveying most information in the least space. For example:
  1). Coke adds life. Coke
  2). Lux girls are lovelier. Lux
  3). Progress is our most important product. General Electric
  4). 科技以人为本。 诺基亚手机
  5). 味道好极了! 雀巢咖啡
  6). 真诚到永远。 海尔电器
  2.
  2.2 Imperative Sentences
Imperative sentences are frequently used in advertising English and Chinese. G. N. Leech (19
  66) divides the verbs in the imperative sentences into three catego ries: a). obtaining some products: get, buy, ask for, etc.; b). using or applyi ng something: use, try, have, enjoy, etc.; c). evoking attention: look for, sto p in, take a look, see, find, etc. The use of these verbs in advertising Englis h and Chinese is to persuade consumers to accept the advertised goods or servic es and to urge them to take action. Here are some examples:
  1). Stop at any Ford or Lincoln-Mercury dealer. Ford
  2). Buy one pair, get one free. Pearle Vision Center
  3). 胃痛,胃酸,胃胀,快用斯达舒胶囊。 斯达舒胶囊
  4). 感冒找快安,快安找感冒。 快安感冒药
  2.
  2.3 Interrogative Sentences Interrogative sentence can be easily and frequently found in both advertisin g English and Chinese. “Interrogative sentence makes it easier for the target audience to understand and accept the message as it linguistically lowers the l evel of grammatical difficulty” (Fang Wei, 1977:
  77). Interrogative sentences t ake different forms in advertisements. They vary from multiple choice test ques tions to rhetorical ones. In advertising, it is common to give also a suggested answer to the question, highlighting the advertised product or service even mo re. For example:
  1). What’ so special about Lurpark Danish butter? Well, can you remember s
what butter used to taste like real fresh from house butter? Do you remembe r how you used to enjoy it when were young? Today the taste of Lurpark bring it all back to you that’s why it’s so special. Lurpark Danish butter
  2). 是什么使《新华字典》成为世界最畅销的字典?…… 是什么使《新华字典》总是 活力无限? 是什么使《新华字典》充满新鲜感觉? 《新华字典》
  2.3 Rhetorical Features The application of rhetorical devices to advertising English and Chinese ha s been proved effective and powerful. No doubt, proper employment of rhetorical devices in advertising can make its language more vivid, elegant, charming and persuasive, thereby helping to promote the sale of products. With proper desig n of rhetorical devices in advertising English and Chinese, twice the result mi ght be achieved with half the effect. Simile, metaphor, pun, hyperbole, repetit ion, personification and rhyme are the most frequently employed rhetorical devi ces in advertising English and Chinese. In this part, different rhetorical devices employed in advertising English and Chinese will be divided into three categories to give a clear view: rhetor ical devices in phonetics, lexis and syntax.
  2.
  3.1 Rhetorical Devices in Phonetics In order to arouse the interest of the consumers, advertisers rack their brain to employ every possible rhetorical device to form the artistic beauty of adver tising language, including the audio, visual and structural beauty. Rhyme in advertising English includes alliteration, assonance and consonance. H ere are examples of each type.
Alliteration: Sea, sun, sand, seclusionand Spain. Traveling ad Assonance: Another way, Better day. Daimle-Benz Consonance: You and Northwest, business at its best. Northwest Airline The following are some examples for rhyme in advertising Chinese:
  1). 维维豆奶 欢乐开怀 维维豆奶
  2). 人头马一开 好事自然来 人头马 XO
  3). 晶晶亮 透心凉 雪碧饮料 These examples show that rhyme is the rhetorical device which is often applied in phonetics to achieve the musical beauty of the advertising English and Chine se.
  2.
  3.2 Rhetorical Devices in Lexis Tropes, personification, pun and repetition are the usually employed rhetorical devices in lexis in advertising English and Chinese to create the vivid images of things or make the language interesting and impressive.
  2.
  3.
  2.1 Tropes
The use made of the figurative language by the advertiser, for referring to co ncepts which are abstract in reality accessible term, usually has the effect of making the concepts under discussion tamer, more domestic, and more acceptable. Simile and metaphor are the main two types of tropes used in advertising Engli
sh and Chinese. The following are some examples for them. Simile:
  1). What’s on your arm should be as beautiful as who’s on it. Citizen Watch
  2). 像妈妈的手一样柔软 童鞋 Metaphor:
  3). Goldlion is the tie of feelings. Goldlion tie
  4). 它的眼睛是那么的宽厚仁慈 台灯 In example
  2), the advertisement can make the consumers imagine that the childr en’s feet are very comfortable just like being touched by the mother’s hands when they wear these shoes. Example
  3) shows that Goldlion is not only the brid ge of friendly feelings but also a superior product with pleasant feeling.
  2.
  3.
  2.2 Personification
Personification is the ascription of intelligence or other human qualities to n onhuman objects and things. Inanimate objects and abstractions can be endowed w ith life by applying this rhetorical device. With personification, the advertis ing language will become more lively and full of human favor, as in:
  1). Flowers by Interflora speak from the heart. Interflora flower shop
  2). Unlike me, my Rolex never needs a rest. Rolex watch
  3). 清风大人驾到 电风扇
  4). 她工作,你休息
洗衣机 In example
  1), the flowers in the Interflora flower shop are humanized. It seems that the flowers people choose there to send to their friends can speak their words from the heart for them. In example
  2), Rolex watch is personified by sayi ng that it never needs a rest, which is a physical need of human beings. Person ification in example
  3) and example
  4) conveys a kind of humorous feeling.
  2.
  3.
  2.3 Pun
Pun is a play on words, sometimes on different senses of the same word, an d sometimes on the similar senses or sounds of different words. Puns can make t he advertising language interesting and humorous so that the readers will be de eply impressed. They can be found in the following ads:
  1). She’s the nimblest girl around. Nimblest is the way she goes. Nimble st is the bread she eats. Light, delicious, Nimblest. Nimblest bread
  2). I’m More satisfied. More cigarettes
  3). 保险没问题 保险公司
  4). 第一流的产品,为足下增光 鞋油 In example
  1), the brand name bears the right kind of association for an e nergy-giving food, and the pun underlines this association by reinforcing it wi th the use of the word “nimblest” in its accustomed sense.
  2.
  3.
  2.4 Repetition
Repetition of key words is also very important rhetorical device employed
in advertising English and Chinese. The recurrence of a linguistic unit in an a dvertisement may help attract consumers’ attention. For example:
  1). Smart phone smarts. At&T telecommunication
  2). Give a Timex to all, and to all a good time. Timex watch
  3). 大宝明天见 大宝天天见 大宝化妆品
  4). 新飞广告做得好 不如新飞冰箱好 新飞冰箱
  2.
  3.3 Rhetorical Devices in Syntax
  2.
  3.
  3.1 Parallelism
Parallelism can be defined as a schematic patterning with a formal correspond ence or partial formal identity between equivalent pieces of text in proximity. The use of parallelism can show strong feelings easily, stress the information and strengthen the vigor of language. Meanwhile, its orderly drills, beautiful rhythm can add the rhyme of advertising language, which made it frequently emp loyed in advertising English and Chinese. For exampl
 

相关内容

英语论文

   英语课堂教学 ??教师主宰还是学生中心 西安 XX 学院 2011 届 XXXX 论文摘要:培养学生自主学习能力是英语教学现状、现代语言教学理 论文摘要 论的必然要求,也是提高英语教学效率的有力保证。教师可通过改善 英语学习者的学习环境,培养学生自主学习的意识和动机,创设发展 性的课堂教学模式,加强对英语学习策略的训练,充分利用多媒体、 网络资源,引导学生自主学习等措施,逐步显示学生在英语课堂的主 体性作用。在教学中,需要解决的问题很多,而教与学的关系问题是 教学过程的本质问题。 以学生为中 ...

英语论文

   1 中文翻译 1.1 钢筋混凝土 素混凝土是由水泥、水、细骨料、粗骨料(碎石或;卵石) 、空气,通常还 有其他外加剂等经过凝固硬化而成。将可塑的混凝土拌合物注入到模板内,并将 其捣实,然后进行养护,以加速水泥与水的水化反应,最后获得硬化的混凝土。 其最终制成品具有较高的抗压强度和较低的抗拉强度。 其抗拉强度约为抗压强度 的十分之一。因此,截面的受拉区必须配置抗拉钢筋和抗剪钢筋以增加钢筋混凝 土构件中较弱的受拉区的强度。 由于钢筋混凝土截面在均质性上与标准的木材或钢的截面存在着差异,因 此,需 ...

英语论文-- ---

   - 郑州市第一中学 英语研究性学习论文 题目: 关于动物名词在中西方语言中 关于动物名词在中西方语言中 题目 的差异 姓名: 姓名: 章馨元 郭雨晴 刘星枫 所在年级 高一年级 所在班级 十五班 指导教师 魏荣 完成时间 2009 年 5 月 23 日 综合评定成绩: 综合评定成绩: 指导教师评语: 指导教师评语: 评定成绩: 评定成绩: 指导教师签名: 指导教师签名: 教师签名 答辩小组意见: 答辩小组意见: 日期: 日期: 评定成绩: 评定成绩: 答辩小组长签名: 答辩小组长签名: 日期 ...

英语论文

   山东农业大学 课 程 论 文 科 目 英美文化及影视欣赏 论文题目 _ Superhero 学 院 机械与电子工程学院 交通运输 胡小松 20096278 任艳 专业 09 级 2 班 专业班级 学生姓名 学 号 任课教师 2010 年 12 月 28 日 论文方向: 论文方向: 1. 2. 3. Superhero Complex Reflected in the American Movies Vampire Complex in American Culture Christmas C ...

英语论文

   Learner-Based Teaching in ELT Class Author: Supervisor: Qian Li Wang Yuelan A Thesis Submitted as a Partial Fulfillment of the Requirement for the Degree of B.A. in English Foreign Language Department Fuyang Teachers College, Anhui Province May, 20 ...

英语论文

   整个高中教学都是为高考服务的 一、 语篇教学的必要性和紧迫性。 1:语篇阅读教学的模式就是以段落或篇章为教学的基本单位,以培养学生的语言运用能力 为目的,进行听、说、读、写、译等方面的训练的教学模式。 2:根据国家考试中心制定的《高考英语学科考试说明书》及《高考试题分析》的规定,最 近几年高考命题所依据的理论是:作为语言,各部分相加的总和不等于整体。也就是说,学 生虽然掌握了英语语法知识,掌握了英语词汇知识,并不等于学生学好了英语,并不意味着 学生的英语水平就很高。所以不能片面的强调语法,片 ...

英语论文

   AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS 摘要 本文旨在通过对书面英语广告的语言分析总结出广告英语在词汇句法篇章上的语言特点。为了使研究从数据出发得出科学结论,本文作者建立了一个拥有60篇各类广告的小型语料库。通过对此语料库中日用品广告科技设备广告服务业广告的深入细致的定量和定性分析,总结出广告英语在此三类广告中的相同点与不同点,并且根据语言的意义,风格及功能解释广告英语的共性以及广告英语在不同类型广告中的特殊性。 本 ...

英语论文

   让英语课堂弥漫阳光的温暖 蚌埠市淮上实验小学 王阳 随着新一轮基础教育改革的不断深入,《英语课程标准》的实施,对于小学 英语教学提出了新的理念,如何感悟、渗透、落实课标,构建全新的课堂教学境 界,英语教学应积极倡导以人为本的理念,渗透人文关怀的情感。培养学生正确 的英语语感,形成良好的语言学习氛围,提高英语素养。 一、营造良好的英语学习氛围,教学活动体现英语化。 营造良好的英语学习氛围,教学活动体现英语化。 1. 在农村英语教学中,因为多方面因素,我们的学生学习英语严重缺乏自 然语言环境,这 ...

英语论文

   探讨英语课堂提问的有效性 2005-09-01 11:09, 云南?玉溪 华宁第一中学 罗丽辉, 5442 字, http://blog.cersp.com/18892/100130.aspx 【摘要】: 课堂提问是否有效,直接影响着英语课堂教学的质量与效果。本文根据《英语课程标准》(以下简称《标准》)的教学理念及高中英语新教材的教学大纲和指导思想,从课堂上学生提问模式、教师提问模式以及教师课堂提问时应遵循有利于激发学习的兴趣和动机 、有利于激发创造性思维、有利于增强学习自信心、有利于加强课堂 ...

英语论文

   小学英语“情趣教学” 小学英语“情趣教学”漫谈 教育心理学告诉我们: 小学生的年龄特点是好奇心强、 模仿性强、 生性好动, 有意注意持续时间相对较短 。语言学习本身是较为单调枯燥的,而一味以教师 讲、学生听这种教学形式,势必使学生学习兴趣荡然无存。 只要学生感兴趣的 东西,他们就有求知欲,没有兴趣就不会有求知欲,学习热情大减,从而直接影 ,可以让学生在形式多变的教学 响学习效果 。因此,小学英语进行“情趣教学” 中,始终处于兴奋、活跃的状态,这样, 对教学是不无裨益的。那么,该如何 开展“情 ...

热门内容

HR常用职位英语

   HR 常用职位英语 计算机/互联网/通讯 Technology/Internet 首席技术执行官 CTO/VP Engineering 技术总监/经理 Technical Director/Manager 信息技术经理 IT Manager 信息技术主管 IT Supervisor 信息技术专员 IT Specialist 项目经理/主管 Project Manager/Supervisor 项目执行/协调人员 Project Specialist / Coordinator 系统分析员 S ...

TRIZ理论在提高英语教学质量中的应用

   文 教育   化与 技术 Cawclen u 国团圈墨  ■ h   ho?do.瞳  嵋■‘啦   iN T ng 一d4 ■ 篮   n eeoiLP ̄ ● s) Is a  U Urc . t U TI R Z理论在 提 高英语教学 质量 中 的应用  赵 园  ( 龙江电力职工大学, 黑 黑龙 江 哈 尔滨 10 3 ) 5 0 0  摘 要 : 文通过 讲述 作者在 自学 T I 论过 程 中对 如何提 高英语教 学质量 一 问题 的思考 体会 , 面阐述 了对 于现 代化 的英 ...

英语新词新语的构成特征及发展趋势

   《教学与管理》 2010 年 10 月 20 日 英语新词新语的构成特征及发展趋势 筅辽宁沈阳职业技术学院 语言是一个开放的系统, 它随社会的不断发展变 张志华 (3)转换法 (conversion)。转换法是英语中一种 化而变化, 而词汇又是不断变化着的语言各要素中最 构词能力十分强的构词法, 它是动词构词的主要方法 活跃、 最敏感、 最具代表性、 也最具时代意义的要素, 之一。在现代英语中, 任何名词几乎都可以通过这种 新词新语的不断涌现就充分说明了这一特点。 一、 新词新语的构成特征 ...

2006~2007赤坎区学年度第二学期期末考试七年级英语期末试卷

   一. 单项选择题 breakfast. 1. We always have some bread, an egg and a glass of milk A. with B. of C. for books on the desk? No, there aren't . 2. Are there A. any; some B. any; any C. some; any 3. Hello! Is that mr. Smith? Hello! . who is that? A. I am mr ...

高考英语作文模板

   1.图表作文模板 as is shown/indicated/illustrated by the figure/percentage in the table(graph/picture/pie/chart), __作文题目的议题__ has been on rise/ decrease(goes up/increases/drops/decreases),significantly/dramatically/steadily rising/decreasing from__ ...