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
 

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