ABSTRACT:With the rapid development of global economy, numerous colorful and fantastic English advertisements appear in current markets. Advertising embodies human spirit, being different from music and dance or other art forms, as a tool bearing art and humanity elements. In a highly developed society, consumers’ consciousness is well-developed and what they pursue is a kind of perceptual consumption accordant with their inmost feelings and emotions rather than the only attention to the appearance and performance of products. Consequently, if some affective elements are injected into advertisements, they will make some influence on the consumer and produce resonance among buyers. Through careful analysis, it can be found that English advertisements have formed their own language features, and advertisement designers usually employ special lexical, syntactic and rhetorical devices to make their advertisements as concise, lively and appealing as possible. This paper analyzes the linguistic features of English advertisements by providing good examples in such industries as brand names and cosmetic product names so as to form an overall picture of translating advertisements.

Key words: English advertisements; language features; translation strategies

摘要:隨著全球化經濟的快速發展，出現了大量豐富多彩的廣告英語。廣告凝聚了人類的精神和思維。廣告是不同于音樂舞蹈的另一種藝術形式，是商品藝術和人性化的承載工具。在一個高度成熟的社會里，消費者的消費意識日益成熟，他們追求的是一種與自己內心深處的情緒和情感相一致的“感性消費”，而不僅僅注重于廣告商品的性能和特點，因此若能在廣告創意中注入濃濃的情感因素，便可以打動人，感動人，從而影響人，讓消費者在感情上產生共鳴，從而在產品與消費者之間建起一種好感，使消費者樂于接受該產品。我們從分析中能看到廣告英語已經形成了自己獨有的語言特色。廣告設計師多用一下特殊的詞匯，語法與句法上的不同特色，使得廣告更精準，更生動，更富有吸引力。本論文從英譯中的翻譯過程中，總結出廣告英語的語言特點。而且，本論文還描繪了不同產業的特點，比如品牌及商標，化妝品等。

關鍵詞：廣告英語；語言特色；漢譯

　　　With the rapid development of the world economy, it can be seen, heard or even touched by the existence of English advertisements. In order to achieve the best advertising effectiveness, the advertiser precisely targets the audience by their social status, roles, income, educational background and gender. Therefore advertising language adjusts itself to get close to target audience. In summary, no matter what kind of structure, or content, or words are used in an advertisement, all of them serve the purpose of attracting ads readers, conveying information to them, and urging them to purchase products or to use services. That is what an ad for, and that is also the function advertising language performs. In advertising, there appear several features both in lexical, syntactic and rhetoric fields. In different industries, there are different linguistic characteristics and different structures.

　　　After analyzing language features of ads at three levels, including lexical characteristics, rhetoric characteristics and syntactic features, therefore, toward different kinds of advertisement, it’s not difficult to draw a conclusion that different methods should be adopted, so as to achieve the best effect.