The-Linguistic-Characteristics-and-Translation-of-Advertising-English英语专业论文

PAGEPAGE23中国某某某某学校学生毕业设计(论文)题目：TheLinguisticCharacteristicsandTranslationofAdvertisingEnglish姓名：0000000班级、学号：0000000000000系(部)：经济管理系专业：商务英语指导教师：0000000开题时间：2009-4-10完成时间：2009-11-22009年11月2目录毕业设计任务书…………………1毕业设计成绩评定表……………2答辩申请书……………………3-5正文……………6-25答辩委员会表决意见……………26答辩过程记录表…………………27课题：TheLinguisticCharacteristicsandTranslationofAdvertisingEnglish课题(论文)提纲1引言1.1广告的历史1.2广告的分类1.3广告的作用1.4广告的定义2广告英语的语言特点2.1词汇特点2.1.3使用大量的形容词以及其比较级和最高级3广告英语的修辞特点3.1明喻3.2暗喻3.3拟人3.4双关4广告英语的翻译4.1直译4.2意译5结论二、内容摘要作为一种宣传和传播信息模式，广告在社会和经济发展中扮演着重要角色。广告的作用不容忽视。广告英语是一中独具特色的应用性语言。它同文学语言、科技语言等相比有许多不同之处。它独具的特点和魅力已成为人们日常生活中一个不可或缺的组成部分。特别是随着中国加入世贸组织及经济的全球化,广告英语更加重要，成为企业销售和发展外贸的重要工具。本文首先简单的介绍广告的历史、定义、分类和作用。然后归纳和分析广告英语在词汇方面的主要语言特点。然后介绍广告英语的修辞特点，另外简单的叙述了广告英语的翻译方法。最后得出结论：如果我们学习并掌握广告英语的语言特点，就能更好理解和欣赏广告英语。本文旨在为更好理解广告英语，提高英语水平带来一些启迪。参考文献[1]Vestergaard,TorbenandKimSchroder.TheLanguageofAdvertising[M].BritainBlackwellPress,1985[2]Cook,Guy.TheDiscourseofAdvertising[M].London:RoutledgePress,1992[3]Leech,G.N,theLanguageinAdvertising[M].London:Longmans,GreenandCo.LTD1992[4]李祥德,广告中四字词组的英译法[M],中国对外翻译出版公司,1992[5]包惠南,文化语境与语言翻译[M],中国对外翻译出版公司,2001[6]戚云方,广告与广告英语[M],浙江大学出版社,2003[7]马国志,广告英语的语言特点及翻译[J]天津职业院校联合学报,2008TheLinguisticCharacteristicsandTranslationofAdvertisingEnglish00000Abstract:Asawayofpropagatingandtransmittinginformation,advertisingplaysavitalroleinthedevelopmentofsocietyandeconomy.Itsfunctioncannotbeunderestimated.AdvertisingEnglishisaspecialapplyinglanguagewhenitcompareswithotherssuchliteraryandtechnologicallanguages.Ithasbecomeindispensableofdailylifebecauseofitsparticularcharacteristicsandcharm.Alongwithchina’sentryintotheWTOandmorebusinessgoinginternational,Englishadvertisementhasgraduallybecomeamajortoolforenterprisestopromoteexportationsandtodevelopforeignmarkets.Thepaperstartswithbrieflyintroducingthehistory,definition,classificationandfunctionsofadvertising.ThenitmainlysummarizesandanalyzesmajorlinguisticcharacteristicsoftheadvertisingEnglishfromlexicalapproachandrhetoricalfeatures.InthechapterfourIbrieflythetranslationapproach.Finally,itshowstheconclusionthatpeoplecanunderstandwelliftheytrytolearnandmasterthefeaturesofadvertisingEnglish.ThepaperaimstobringsomeenlightenmenttotheunderstandingofadvertisinglanguageandgetabetterdemandofEnglish.Keywords:Advertising;AdvertisingEnglish;Linguisticcharacteristics;Translation1.IntroductionAdvertising,justlikeitsnameimplies,meanspublicizeandtransmitinformationinordertomakeeveryoneknow.Nowadaysadvertisinghaspenetratedintoeverycornerofourlifeasitstransmittingmediaexistinmanyforms:newspaper,magazine,TV,radioaswellasnetwork.Inourcountrytheadvertisingbusinessisnowintheascendant,playinganimmeasurableroleinpromotingsalesofcommoditiesandprosperingoureconomy.NootherstatementcouldhavesummedupthecharmofadvertisementthanwhatAldousHuxleyhascommented.Ashehassaidadvertisementasaliteraryformisthemostexciting,themostarduousliteraryformofall,andthemostpregnantincuriouspossibilities.Inhiscommentheassertedadvertisementisaliteraryformandthecopy-writingprocessisthedelightfulandsalubriousexerciseforthemind.Butallinall,hatisadvertising.Andwhatmakesitunique?1.1HistoryofAdvertisementAdvertisementemergedfromtheappearanceofcommodityproductionandexchange.Theconditionfortheexistenceofadvertisingisatleastasegmentofthepopulationmustliveabovethesubsistencelevel.Whenthissituationoccurs,italsobecomesnecessaryfortheproducersofmaterially'unnecessary’goodstodosomethingtomakepeoplewanttoacquiretheircommodities.AdvertisingwasnotunknowninancientGreeceandRome,butadvertisingaswerecognizeitdidnotstartuntiltheseventeenthcenturyintheWest.Itwasataboutthistimethatnewspaperbegantocirculate.Beforethat,itisprintingwhichwasfirstinventedinChinaandthenintroducedtotheWestthatplayeda、italroleintheproductionofprintadvertising.`'Classified"(smallads)typesofadvertisingweredominantbeforethenineteenthcenturyandthestyleandlanguageusedinadsatthattimetendedtobedirectandinformative.TheindustrialRevolution,whichbeganinEnglandinthemiddleseventeenthcenturyandreachedtheUnitedStatesbytheearlyeighteenthcentury,facilitatedmass-productionofgoods.Meanwhileadvertisingbecamemoreandmoreimportantintheindustrialmarket.Thegreatbreakthroughforadvertisingcameonlyinthelatenineteenthcentury.Technologyandmass-productiontechniqueswerethensufficientlydevelopedformorefirmstobeabletoturnoutproductsofroughlythesamequalityandatroughlythesameprice.Thisbroughtonacrisisofover-productionandunder-consumptionwhichmeantthatthemarketneededtobestimulatedbyadvertising.Atthistimeadvertisingchangeditsfunctionfromproclamationtopersuasion.Inthetwentiethcentury,advertisingdevelopedrapidlyalongsidetheadventofnewmediaradioandtelevisioninsuccession.Today，inChina，whileoureconomicstructureisshiftingfromtheentirelyplannedeconomytothesocialistmarketeconomysystem,advertisingisbecomingmoreandmoreactiveandsophisticated.In1992,China'sadvertisingexpenditurereached$862million,amongthefastestgrowingcountriesinAsia.WiththeentryofChinaintoWTO，thisexpenditurefigurewillundoubtedlyriseup，whichwillsupporttheviewthatadvertisingisanindispensablemeansforprovidingtheinformationthatallmarket-orientedindustrializedsocietiesneedfortheireconomiestofunctionefficiently.1.2ClassificationsofAdvertisingAdvertisingmaybeclassifiedbymedium(newspaper,magazine,Radio,television)，bytargetaudience(consumer,industrial,business)，bygeography(international,national,regional,local)，orbyitsfunctionorpurpose(productornon-product,commercialornoncommercial,Primarydemandorselectivedemand,directactionorindirectaction).BecauseitisdifficulttogainaccesstoenoughdataforEnglishcommercialsandadsonradioorTVthus,thesubjectofthisresearchpaperwillmainlyconcentrateontheprintadvertising.1.3RolesofAdvertisingAnadvertiser'smainpurposeistopresentandexhibitproductorservice,andtospreadtheinfluenceandcoverageofwhichtotheextentthatthepotentialpurchasingpopulationbecomesrealandactual.Simplyput,advertiserstrybythevariousmeanstrytheirbesttogetpeopletobuytheproductorserviceadvertised.Moreover,advertiserswantpotentialpurchaserstoconsiderwhatisadvertisedtotheexclusionofallothersimilarproductsorservices.Theythereforeattempttoconstructanadvertisementthatwillfullyinvolvetheattentionofthepotentialpurchaserandwhichwillhaveapersuasiveeffect.Advertisersthuscreateasemioticworldinordertopersuadetheiraudiencetopurchasethegoods.1.4DefinitionsofAdvertisingAfterabriefintroductionoftheclassificationsandrolesofadvertising,wenowcometothedefinitionsofadvertising.Fromdifferentperspectivesorpurposes,thedefinitionsmightalsovary.InEnglish,theword"advertise"hasitsoriginin"advertere"inLatin,meaning"toinformsomebodyofsomething","tobringintonotice"or"tocatchattention'',etc.InChinese,theequivalentterm``guang-gao(广告)"means``widelyannounce".Thefatherofmodernadvertising,AlbertLaskersaidthatadvertisingwas"salesmanshipinprints.Althoughthedefinitionwasgivenlongbeforetheadventofradioandtelevisionandthenatureandscopeofadvertisingatthattimewereconsiderablydifferentthantheyaretoday.Thisoften-repeatedsavingsindicatesthattheultimateobjectiveofadvertisingistosell.Obviouslyitisnotaworkingdefinition.Becausecannotuseittocoveralladvertisements.Today,awidelyquotedworkingsdefinitionofadvertisingwasputforwardbyCourtlandL.BoveeandVfilliamF.Areas:"Advertisingisthenon-personalcommunicationofinformation.Usuallypaidforandusuallypersuasiveinnature,aboutproducts(goodsorservices)orideasbyidentifiedsponsorsthroughvariousmedia.AnotherlinguistBolendefinesadvertisingasa"Paid，non-personalcommunicationthroughvariousmassmediabybusinessfirms,nonprofitorganizations,andindividualswhoareinsomewayidentifiedinthemessageandwhohopetoinformorpersuademembersofaparticularaudience."Ifthedefinitionsofadvertisingweretoovagueandabstracttocomprehend,afewwordsofitsfunctionwouldhelptoclarifythiscrucialterm.Broadlyspeaking,advertisementshaveatleastoneoftwofunctions:informingorpersuading,althoughoverlapmayoftentakeplaceinonesinglepiece.Thetrickhereisthataninformativeadvertisementinforms"thecustomeraboutgoods,services,orideasandthentellshowtogetthembymeansofanidentifiedsponsor"(Bolen6).Examplesofinformativeadvertisementsarenotafew,rangingfromflyerstoinsertionsinmagazineandnewspapers.Allofthataimtoadvertisenewproducts/servicesorspecialpricesoncertainproducts/services.Thistypeofadvertisementgivesbasic.Factualinformationandsometimesshowsaphotooranillustrationoftheproduct/servicetogivethetargetaudienceabetterviewabouttheadvertisedproduct.Persuasiveadvertisementsarethustheinstrumentsusedbyadvertiserswhohavedefinedtheirtargetaudiencesanddeterminedtheeffecttheyhopetoachievethroughpersuasiveadvertisementsinthemedia"(Bolen9).Andapersuasiveadvertisementshouldpersuadethepotentialcustomerstobuythenewproduct.Thepersuasivefunctionisnotonlylimitedtoattractingthepotentialcustomerintobuyingacertainobject,butalsoincludingthesellingofservices,ideas,normsandvalues.Tosummarize,wewouldgettheideathatfirstlyadvertisingisacommunicationprocess.Secondly,atleastamediumisused.Thirdly,thiscommunicationprocesshasadefinitepurposetoconvincethetargetaudience.Theabovethreecharacteristicssuggestadvertisingiscloselyconnectedwiththesociety,employingitsmedia.Interconnectingwithitspeopleandguidingtheirbuyinghabits,alsoinachievingtheadvertisingeffect.Theadvertisinglanguageshouldbevividandattractive,whoselinguisticcharacteristicswouldbecoveredinnextchapter.2.LinguisticFeaturesofAdvertisingEnglishAventureatanalyzingadvertisinginthelinguisticviewisworthwhile,sinceadvertisingcanberegardedastheconstructionofsemioticworldsfortherhetoricalpurposeofpersuadingthereadertopurchasetheadvertisedproductsorservices.Itsuniquefeatures,simplelanguageandimmenseattractionseparatefromitotherkindoflanguage.Inthispaper,twomainaspectswillbeillustrated,namely,lexicalfeaturesandsyntacticfeatures.2.1LexicalApproach2.1.1LexicalFeaturesAsameanstoconveytheinformationandmakepeopleseeandrememberiteasily,advertisingEnglishmustbecompact,vivid,visual,emotionalandattractive.Torealizethisaim,thechoiceofwordsisplayingavitalrole.Thelexicalfeaturesoflanguageofadvertisingvaryagreatdeal,sometimesseriousbuttypicallyallofthemaimtohelpthebrandstandout,disarmordistracttheconsumerandmemory.Therefore,intermsoflexicalfeatures,wordsorphrasesofpositivemeaningarewidelyemployedtostressthebestsidesoftheproduct,amongwhichthemostnoticeablearesuperlatives,comparatives,coinages,compounds,suffixespersonalnouns,etc.ThefirstdistinctivefeaturesoftheadvertisingEnglishistheuseofadjectives,especiallythoseevaluativeadjectiveswithstrongpositivemeanings.AccordingtolinguistG.H.Leechthemostfrequentlyusedadjectivesaretofollowing:new,crisp,good/better/best,fine,free,fresh,great,delicious,special,rich,easy.IntheadvertisementforSchweppestoiletwater,everywordappearedisanadjectivewhichmakestheadvertisementquitenoticeable:＂good，excellent，superior,nice,fine,rare＂.2.1.2MoreVerbsinAdvertisingVerbiswidelyusedinadvertisingEnglish,especiallymonosyllableones.Wordssuchasget,make,give,bring,like,love,need,usearefrequentlyused,advertisingEnglishlanguageneedstobesimple,easytounderstand,easytorememberandeasytoread.Monosyllableverbboastsallthesefeatures.Indailylife,monosyllableverbistheonethatpeoplemostoftenusedandalsotheoneusuallyhasmostdefinitemeaning.However,advertisersshouldpayattentiontothegrammaticalchangesofthesebasicverbsandknowthedifferencesbetweenthem.Mostofthewordscanshowtherelationbetweentheconsumersandtheproduct.FollowingIwillshowsomeexamplesforabetterunderstanding.Moisturewearmake-up.Itgiveslifetothelookofyourskin.ThissentencecomesfromCoverGirl,anAmericancosmeticbrand.Itistheleadingcolormake-upsinAmerica,whichwascreatedbyDr.GeorgeandA.Bunting,acreativeenterprise,in1961.Itisnowverypopularallcovertheworld.Heretheverb“give”isused.＂Givelifetothelookandfeelofyourskin＂isprettyattractivetofemales.Good-lookingandyoungskinisalwaysthethingsthatfemalepursue,＂give＂themthatsurewillmaketheproductendupwithbigsale.Webringhightechnologyhome.NECSimilarly,fromthissentence,welearnthatitissimpleandeasytounderstand.Thesemanticisrightandflexible.ThereisagreatdealofotherinstancesthatwonderfullyusedverbsinadvertisingEnglish,Itisafunctionalwaytousemoreproperverbs.2.1.3MoreAdjectivesandItsComparativeandSuperlativeinAdvertisingThepurposeofadvertisingistopublicizeproducts.Soitisindispensabletodescribemanyaspectsoftheproductsuchassize,color,nature,andquality.Duringthisprocess,adjectiveplaysavitalrole.Advertiserswanttoattracttheconsumers;theymustmaketheadvertisementimaginable,vividandholdspecialappeals.Inthiscase,manymodifiersmustbeputin.Inadvertising,someadjectivesarefrequentlychosenlikegood,young,special,fresh,greatandsoon.Besides,thecomparativeandsuperlativedegreesofadjectiveareoftenusedaswell.Italwaysbringsamazingresult.Nowletusseeaninstanceasfollowing:Famousworld-widegourmetcuisine.Excellentdailyspecialsandmouthwateringdesserts.Thisisanadvertisementinrestaurant.Inthead,theadvertiserusesseveraladjectives,whichmakethefoodmoreattractive.Andyouwillenjoythedeliciousgourmet.Alongtheway,youwillenjoythewarmest,mostpersonalservice.Fromthissentence,wecanunderstandthespeakerisveryconsiderateandenthusiastic.So,naturally,therelationbetweenthespeakerandthepeopleareclosing.3.TheRhetoricalCharacteristicsAsweallknown,rhetoricwasusedusually.Themainrhetoricissimile,metaphor,repetition,personification,hyperbole,pun,contrastandsoon.Inthispaper,Iwillgiveabriefintroductionforsimile,metaphor,personificationandpun.3.1SimileinAdvertisingInordertodescribetheproductsvividlyandattractively,peoplealwaysmakeacontrastbetweenthetwothingsthathavethesamecharacteristics.Thistropecalledsimile.Inthesimile,theontologyandthemetaphorusedtoconnectwithas,likeandotherpreposition.Englishadvertisingwriterjusttakesadvantageofthisrhetoricmeaningtofacilitatetheconsumertohaveaclearandspecificunderstandingoftheproducts,familiarwiththebrandandwinconsumer’sacceptance,trustandfavor.Forexample:Coolasamountainstream…coolasfreshCONSULATE.两凉如高山溪水，爽如＂consulate＂香烟。CONSULATEisanamebrandcigarettemadeinAmerica.OneofitscharacteristicsisMentholaddedtocigarette.Youaregivenacoolandrefreshingfeelingwhenyouaresmoking.Thiscompanyusestwosimilesinthesalesadvertising.Therefore,thesmokers,especiallythosechain-smokers,smokingcigarettesjustliketheheatofsummerinthemountainforestsofexposureto,thevalleybesidethestream,feelingcool,relaxedandhappy,parchedfeelingdisappeared.Facedwithsuch“anirrepressibletemptation”,canthesmokersrefrainfromit?Anotherexample:Lightasthebreeze,softastheclouds.轻如拂面之微风，软如天上之浮云。Thisisaclothingadvertisingtitletodescribeagarmentmaterial,＂lightasabreeze,softasacloud＂,consumerscouldnaturallythinkoftheeasyandcomfortablefeelingfortheclothingmadewiththisfabricwhentheyreadthetitle,thenimaginetheelegantvisualizewhentheywearingtheclothes.Asaconsumer,theywillhaveconsumerpsychologyforaneagertotrytheclothes.3.2MetaphorinAdvertisingAccordingtothefeaturesbetweenthetwothings,oraninherentconnectiontothenameofathingusedinthenameoftheotherthings,thespeakerdonothavetodirecttheindicationbutthereadertounderstanditsmeaningbyhimself,calledmetaphor.Generally,metaphorisimplicitbutveryeasytounderstand.Similarwithsimile,italsocanmakepeoplehaveawonderfulimagine.Suchas:YouarebetteroffundertheUmbrella.有伞的保护，你就不怕风雨．Thisisanadvertisingusedbytravelinsurancecompany.Asweallknown,safetyisthemostimportantthingintravel.Thiscompanymakesuseofthetourists’generalmind.Usingthemetaphor,umbrella,vividlymakethevisitorsfeel:tobuyinsurance,gotoalongjourney,likeexposuretoanumbrella.Youcanbefreelytoenjoythefunoftrip.Moreover,＂betteroff＂haveameaningof＂morerelaxed,muchhappier＂.Thatistosay,buyingthisinsurancecanmakeyourtravelmorecomfortable,moreenjoyable.Theadtitlewasveryshort,buttheproperselectionofthemetaphormakesthevisitorsfeelmorefriendlyandfaithfullytothecompany’sinsurance.3.3PersonificationinAdvertisingPersonificationisanotherrhetoricalapproach,whichmakeslifelessthingstobelivingthingsandgivesthemtopeople’sthoughts,feelingsandcharacter.Itisveryeasytodescribethingsvividlyandnaturally,andgivethereaderaclearandrealfeeling.AdvertisementsinEnglishsometimesusethisrhetoricapproach,theanthropomorphicgoodsmakestheconsumerfeelrealandkindly.Suchas:FlowersbyInterforaspeakfromtheheart.因特弗洛植物园培育的鲜花诉衷肠.Thisisanadinaflowershop.Inforeigncountry,tovisitthepatient,happywedding,birthdaysandmanyotheroccasions,peoplehavedifferentflowerstoexpresscongratulationsandwishes.Inthissentence,theflowerispersonified,itcan“speakfromtheheart”.Evenifyoucannotpersonallydropbyforbusiness,yougivethepersontheboughtbyattachingacardintime.Thereisthesameeffect.Theapplianceofthisrhetoricalmakestheconsumerhaveafeelingthattheywouldnotbuytheflowerratherthaninviteawarmlyandkinglyfriend.3.4PunPun,namely,thesayinggoes,areal-pun,whichusesasentencewithdualormultiplemeanings.Punnotonlyhaveafunctionofstrengthenorexplainacceptationbutalsohaveahumorsense.Forexample:Apolicemansaidtoacriminal:“youreckonyourDodgewouldhelpyouuptoallthesedodgesagain”.ThefirstDodgeisacartrademark,andtheseconddodgehasameaningof“runawayorhiding”,inthead,puncanmaketheconsumerhaveadeepimpressionontheproducts.Suchas:IMOREsatisfied.我更满意摩尔牌香烟。“MORE”isanamebrandofcigaretteproducedinAmerica.Itissuitforwomen.MOREandmorehavethesamepronunciationbutdifferentmeanings.Onceyouseethistitle,theywillthinkofmoreandalotandhaveadeepimpressiononthiscigarette.Anotherexample:OIC.Whatdoyouwanttosayaboutitwhenyoufirstseeit?Thisisanadvertisementforglasses.Thesethreelettersliketwoglasses.“OIC”,thatisshortfor“oh,Isee”.So,thisadisveryspecialandeasytoremember.4.TranslationApproachAdvertisingtranslationshouldmakefulluseofthetargetlanguage’sadvantage,andadoptaflexiblewayoftranslation,avoidingthehardtranslation.Inthetranslationprocess,wemustkeeptheoriginalmeaningbutalsodealwithculturaldifferencesresultedinthediscrepancyofunderstanding,andatthesametimetakeintoaccounttheoriginalvocabulary,syntax,andrhetoricalfeatures.InAdvertisingEnglishtranslation,weoftenusedtechniquesfortheliteraltranslationmethod,freetranslationmethod.4.1LiteralTranslationLiteraltranslationmeansword-for-wordrendition,bringingthewholeimageintothetargetlanguage.Itmainlydealswiththoseadvertisingsloganortitlewhichsentenceissimpleandintegratedandtheoriginalmeaningisclear.Thisapproachisusedwhenthespeakersofthetargetlanguagecaneasilyunderstandtheimagecontainedinanidiom.Forexample:BreakfastwithoutorangeJuiceislikeadaywithoutsunshine.没有桔汁的早餐犹如没有阳光的日子.(桔汁广告语)WeareSimens.Wecandothat.我们是西门子.我们能办到。(西门子)Handinhand,futureinyourhand.伴你同行，齐握未来。（太平人寿）Lifeisajourney.Travelitwell.人生如旅程,应尽情游历。（联合航空）Fromthesesentences,wecanseethatthetranslationisaccordancewiththeoriginalsentence.Wecanunderstandwhatproductisadvertised.Itiseasytounderstand.4.2FreeTranslationFreetranslationofadvertisingcallsforthetranslationcanconveytheoriginalcontent,nomanyprinciples.Youcantranslatetheadinpropermeaningconnectingtothesituation.(1)Wecaretoprovideserviceaboveandbeyondthecallofduty.殷勤有加，风雨不改。（UPS快递）(2)Wonderwherethefellowwent.嘿！这家伙到哪儿去了？（牙膏广告语）Ad(1)Ifitusingtheliteraltranslation,itdosenotconvey“theserviceaboveandbeyondtheduty”,itjustkeepstheoriginalmeaningnotup-grade.Infreetranslation,itisbetterinconveythecompany’sresponsibilitiesandsincere.Ad(2)thetranslatoraddedthetoneword“hey”inChinesetranslation,moreover,whichusedtheinterrogativeinsteadofstatementsentence,representingthesurprisingoncetheyellowteethgone.5.Conclusion:Fromthispaper,wehaveageneralideaabouttheadvertisement;ithasalonghistoryandvariousfunctions.Furthermore,wehaveseenthattherearemanylinguisticcharacteristicsthatadvertisingEnglishboasts.Therefore,whenweseeanad,wecanappreciateitinmanyaspects,suchaslexicalfeature,rhetoricalfeature,andthetranslationsituation.Seenfromthedevelopmentofthecommercial,advertisementplaysavitalroleinenlargingthecommodity’sbrand.Successfulcommodity’sbrandwasalwaysguidedbytherelevantadvertising.Inthefuriouscompetition,theadwritersalwaysthinktwiceabouttheadthroughthespecialglossary,simplesentences,andskillfulrhetorictoattracttheconsumerstothelargestextend.TheadinChineseiscultured,whichalwaysusingamassofmodifierstoemphasize,however,theadinEnglishleavesadeepimpressionontheconsumersthroughvariousrhetoricandhumorsentences.So,wecanexperiencetheartisticconceptionifwemastertheseimportantskills.Ihopeeverybodycanhaveagoodunderstandingabouttheadvertisement.Bibliography:[1]Vestergaard,TorbenandKimSchroder.TheLanguageofAdvertising[M].BritainBlackwellPress,1985[2]Cook,Guy.TheDiscourseofAdvertising[M].London[3]Leech,G.N,theLanguageinAdvertising[M].London:Longmans,GreenandCo.LTD1992[4]李祥德,广告中四字词组的英译法[M],中国对外翻译出版公司,1992[5]包惠南,文化语境与语言翻译[M],中国对外翻译出版公司,2001[6]戚云方,广告与广告英语[M],浙江大学出版社,2003[7]马国志,广告英语的语言特点及翻译[J]天津职业院校联合学报,2008基于C8051F单片机直流电动机反馈控制系统的设计与研究基于单片机的嵌入式Web服务器的研究MOTOROLA单片机MC68HC（8）05PV8/A内嵌EEPROM的工艺和制程方法及对良率的影响研究基于模糊控制的电阻钎焊单片机温度控制系统的研制基于MCS-51系列单片机的通用控制模块的研究基于单片机实现的供暖系统最佳启停自校正（STR）调节器单片机控制的二级倒立摆系统的研究基于增强型51系列单片机的TCP/IP协议栈的实现基于单片机的蓄电池自动监测系统基于32位嵌入式单片机系统的图像采集与处理技术的研究基于单片机的作物营养诊断专家系统的研究基于单片机的交流伺服电机运动控制系统研究与开发基于单片机的泵管内壁硬度测试仪的研制基于单片机的自动找平控制系统研究基于C8051F040单片机的嵌入式系统开发基于单片机的液压动力系统状态监测仪开发模糊Smith智能控制方法的研究及其单片机实现一种基于单片机的轴快流CO〈,2〉激光器的手持控制面板的研制基于双单片机冲床数控系统的研究基于CYGNAL单片机的在线间歇式浊度仪的研制基于单片机的喷油泵试验台控制器的研制基于单片机的软起动器的研究和设计基于单片机控制的高速快走丝电火花线切割机床短循环走丝方式研究基于单片机的机电产品控制系统开发基于PIC单片机的智能手机充电器基于单片机的实时内核设计及其应用研究基于单片机的远程抄表系统的设计与研究基于单片机的烟气二氧化硫浓度检测仪的研制基于微型光谱仪的单片机系统单片机系统软件构件开发的技术研究基于单片机的液体点滴速度自动检测仪的研制基于单片机系统的多功能温度测量仪的研制基于PIC单片机的电能采集终端的设计和应用基于单片机的光纤光栅解调仪的研制气压式线性摩擦焊机单片机控制系统的研制基于单片机的数字磁通门传感器基于单片机的旋转变压器-数字转换器的研究基于单片机的光纤Bragg光栅解调系统的研究单片机控制的便携式多功能乳腺治疗仪的研制基于C8051F020单片机的多生理信号检测仪HYPERLINK