广告英译大观园 Before we touch on the specific techniques involved in Ads translation out of Chinese,we are required to know something about characteristics and writing style of that genre so that we might not go blindly in our practice.As a matter of fact,there does exist gap in thinking grid,which is responsible for different representations in this field.Remark by Sunny Xie. Significance of Advertisement: A.The Ads finds its way into every corner of our modern society. B.As we step into a worldwide market,English Ads will become more and more important. C.Most of Ads are versions translated out of Chinese in China What is English in Ads? It is a unique kind of writing form,mainly made up of two parts: colloquialism and written sub-forms
广告英译大观园 Before we touch on the specific techniques involved in Ads translation out of Chinese, we are required to know something about characteristics and writing style of that genre so that we might not go blindly in our practice. As a matter of fact, there does exist gap in thinking grid, which is responsible for different representations in this field. Remark by Sunny Xie. ◼ Significance of Advertisement: ◼ A. The Ads finds its way into every corner of our modern society. ◼ B. As we step into a worldwide market, English Ads will become more and more important. ◼ C. Most of Ads are versions translated out of Chinese in China ◼ What is English in Ads? ◼ It is a unique kind of writing form, mainly made up of two parts: colloquialism and written sub-forms
I'm More satisfied.我更加满意。此句一语双关，More 既是香烟的商标，又作副词，修饰后面的过去分词，这 是一个巧妙利用产品以达到一语双关效果的成功范例。 2)Where elegance is a tradition. Four characteristics are shown in English Ads. 1)Function:information,persuasion,maintenance of demand,creating mass market,quality In order to fulfill the tasks mentioned above,the language intended for Ads has to appeal to consumers by fanning up the sparkle of purchasing desire.That is why colloquialism is represented in written Ads
◼ I’m More satisfied. 我更加满意。此句一语双关，More 既是香烟的商标，又作副词，修饰后面的过去分词，这 是一个巧妙利用产品以达到一语双关效果的成功范例。 ◼ 2）Where elegance is a tradition. ◼ Four characteristics are shown in English Ads. ◼ 1) Function: information, persuasion, maintenance of demand, creating mass market, quality ◼ In order to fulfill the tasks mentioned above, the language intended for Ads has to appeal to consumers by fanning up the sparkle of purchasing desire. That is why colloquialism is represented in written Ads
Course of development:100 years ago,English appeared in factual form while present-day English Ads is full of exaggerated phrases and statements.Apart from personal pronoun "you?,the frequent-used words are adjective and adverbs (especially in superlative degree)followed by verbs in various forms and descriptive adjective and noun-function adjective (e.g the fair;the real as well as adjective-function nouns (a luxury sports car中的luxury及Sports) e.g Sensuously smooth.Mysteriously mellow.Glorious golden.Who can resist the magic of Camus XO Cognac? 诱发美感的温和，神秘的醇芳，荣耀的金色。有谁能拒 绝Camus XO Cognacl的魔力？ As a rule,the sentences in English Ads are brief and concise,with taboo on entangled long and complex sentences.e.g Extra taste.Not Extra Calories
Course of development: 100 years ago, English ◼ appeared in factual form while present-day English Ads ◼ is full of exaggerated phrases and statements. Apart ◼ from personal pronoun “you” ,the frequent-used words ◼ are adjective and adverbs (especially in superlative ◼ degree) followed by verbs in various forms and ◼ descriptive adjective and noun-function adjective (e.g ◼ the fair; the real ) as well as adjective-function nouns ◼ ( a luxury sports car中的luxury 及 Sports). ◼ e.g Sensuously smooth. Mysteriously mellow. Glorious ◼ golden. Who can resist the magic of Camus XO Cognac? ◼ 诱发美感的温和，神秘的醇芳，荣耀的金色。有谁能拒 ◼ 绝Camus XO Cognac的魔力？ ◼ As a rule, the sentences in English Ads are brief and ◼ concise, with taboo on entangled long and complex ◼ sentences. e.g Extra taste. Not Extra Calories
Sentences with some parts omitted or even one-word sentences are preferable. Common rhetoric devices of English in Ads: Rhetoric is stressed in Ads English,centering around three focuses of brand,company and price. Play with words Adjectives and adverbs piled up in superlative degree. Finest food,most attractive surroundings and a friendly disposition To be the best rather than the largest. Hyperbole When your anger becomes a volcano. ■ We take the world's greatest pictures. Alliteration and end-rhyme Spend a dime,save you time. Flash,Dash.Classic splash闪光，炫耀，经典的飞溅
◼ Sentences with some parts omitted or even one-word sentences are preferable. ◼ Common rhetoric devices of English in Ads: ◼ Rhetoric is stressed in Ads English, centering around three focuses of brand, company and price. ◼ Play with words ◼ Adjectives and adverbs piled up in superlative degree. ◼ Finest food, most attractive surroundings and a friendly disposition ◼ To be the best rather than the largest. ◼ Hyperbole ◼ When your anger becomes a volcano. ◼ We take the world’s greatest pictures. ◼ Alliteration and end -rhyme ◼ Spend a dime, save you time. ◼ Flash, Dash. Classic splash 闪光，炫耀，经典的飞溅
In addition,simile,metaphor and pun as rhetoric devices stand out to draw the readers'attention. (1)She is like a grandmother to all of us. A book that is shut is but a block. ■ We must all hang together,or we shall hang separately. 4)Of late years,mixed-up words as new members appear in our rhetoric devices. (1)In Miami,it's no neweth.(new+novelty) TWOGETHER-The ultimate all inclusive one price sunkissed holiday.两人在一起度过一个丰富多彩，阳 光灿烂的宝贵假目。Two-gether这个怪词自然可以 吸引想来度假的男女伴倡。 The sentence of warning makes one reflect on the commodity in the Ads. If you think getting only one cavity a year is OK,By 1990,you'll have 10 holes in that theory
◼ In addition, simile, metaphor and pun as rhetoric devices stand out to draw the readers’ attention. ◼ (1) She is like a grandmother to all of us. ◼ A book that is shut is but a block. ◼ We must all hang together, or we shall hang separately. ◼ 4) Of late years, mixed-up words as new members appear in our rhetoric devices. ◼ (1) In Miami, it’s no neweth. (new+ novelty) ◼ TWOGETHER -The ultimate all inclusive one price sunkissed holiday.两人在一起度过一个丰富多彩，阳 光灿烂的宝贵假日。Two-gether这个怪词自然可以 吸引想来度假的男女伴侣。 ◼ The sentence of warning makes one reflect on the commodity in the Ads. ◼ If you think getting only one cavity a year is OK, By 1990, you’ll have 10 holes in that theory