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广告英语是一种不同于普通英语的商务英语型应用型文体,具有诸多的话语特点,比如用词上讲究言简意赅、形象生动和说服性;用句上,一般采用富有鼓吹性的短句较多;修辞上,多采用排比、拟人、比喻等修辞手法,增强语篇的感染力。鉴于此,我们在翻译时,务必要坚持一般的忠实与准确的原则,灵活采用翻译方式,注重展现民族文化与广告产品特点,追求语言时尚创新与语篇意境完美。
Advertising English is a different type of business English from ordinary English application of style, with many discourse features, such as words on the concise, vivid and persuasive image; the sentence, the general use of more rich and short phrases In rhetoric, we often use rhetorical devices such as parallelism, personification and metaphor to enhance the appeal of discourse. In view of this, we must always adhere to the principle of loyalty and accuracy in general, apply the means of translation flexibly, pay attention to the features of national culture and advertising products, and pursue the perfection of language fashion innovation and discourse conception.