论美学视角下的国外化妆品广告翻译

PAGEPAGE9论美学视角下的国外化妆品广告翻译摘要人民的潜力无限的市场。，结合翻译的音韵美，内容美以及简洁美来分析化妆品英语广告中的中文翻译。ContentsAbstractiIntroduction1LiteratureReview2OnTranslationAesthetics2DevelopmentofTranslationAestheticsintheWest2DevelopmentofTranslationAestheticsintheChina3OnAdvertisementTranslation6ReviewonAdvertisementTranslationAbroad6DomesticStudiesonAdvertisementTranslation6AestheticFeaturesintheTranslationofEnglishCosmeticAdvertisements8RhythmicBeauty8BeautyinContent10C.ContractedBeauty13TranslationSkillsofEnglishAdvertising15A.LiteralTranslation15B.FreeTranslation16C.CorrespondingTranslation17Conclusion18WorksCited19Acknowledgements20IntroductionSincethereformandopeningup,especiallyafterChina’saccessiontotheWTO,China’smarketeconomyhasbeenbooming.Withthegreatwealthofmaterials,people’saestheticconceptshavealsochanged.Theyarenolongerlimitedtothephysicalpropertiesofproducts,suchasdurabilityandcheapness,butmorefocusedonthespiritualenjoymentofsimplicity,personalizationandfashion.Themajorcosmeticsbrandstrytheirbesttomakeattractiveadvertisementstoattractconsumers.However,inthefaceofalargenumberofimportedcosmetics,themajorityofconsumersaredifficulttochoose.Inthiscase,advertisingtranslationnaturallybecomesthetoppriority,anditstranslationqualitydirectlyaffectstheimageoftheproductintheheartsofconsumersandmarketshare.Whenchoosingcosmetics,thefirstthingmaybelookingatadvertisements.Wecanlearnaboutproductsfromdynamicvideosandstaticadvertisingwords.Goodadvertisingwordswilladdpointstoproducts,leaveadeepimpressiononproducts,andthenaffectconsumers’purchasingbehavior.TheChinesetranslationofcosmeticEnglishadvertisementshouldachievetheharmonyofbeautyofformandbeautyofcontent.LiteratureReviewOnTranslationAestheticsBeautyistoteachhowtothinkinabeautifulway.Aestheticsistheartofthinkinginabeautifulway.BaumgartenisthefounderofGermanEnlightenmentaesthetics.Hefirstproposedaestheticsasaspecialphilosophicaldiscipline,whichisknownasthefatherofaesthetics.Thisisbecausehefirstputforwardaestheticsin1735,andthendemonstratedhisviewsinmoredetailinhisbookAestheticspublishedin1750.Asabranchofphilosophy,aestheticsisasubjectwithancienttraditionandlonghistory.Translationaestheticsistousethebasicprinciplesofaestheticsandmodernlinguisticstostudyanddiscusstheaestheticproblemsininterlingualtransfer.Translatorsgenerallybelievethatthehighestaestheticlevelofliterarytranslationistomakethereadersimmersethemselvesinthescenedescribedbytheauthor.DevelopmentofTranslationAestheticsintheWestAestheticsisonlyabranchofphilosophyatthebeginning,whichexplainswhymanygreataestheticiansarealsogreatphilosopherssinceancienttimes.Asweallknow,philosophyoriginatedinGermany,soGermanaestheticshasbeenintheleadingpositionintheworldforalongtime.AftertheSecondWorldWar,withthedefeatofGermanyandtheriseoftheUnitedStates,theaestheticcentergraduallyshiftedtotheUnitedStates.Translationaestheticsisaninterdisciplinarysubjectoftranslationandaesthetics,becausethestudyoftranslationaestheticsmainlyfocusesonliterature,especiallypoetry.Infact,theessenceofaesthetictranslationistoovercomethedifferencesinlanguage,cultureandthinking,sothatallmankindcansharethespiritualwealthcreatedbydifferentnations.Fromthispointofview,whetherliteraltranslationorfreetranslation,translationitselfisaprocessofartisticcreationortheregenerationofart,whichhasitsownsocialsignificanceandaestheticvalue.Allwesterntranslationtheorieshavephilosophicalideas,whicharealsotheoriginofaesthetics.InhisfamousPrinciplesofTranslation,A.F.Tylerexpoundshisunderstandingoftranslationaesthetics.Hebelievesthatanexcellenttranslationshouldachievethreepoints:first,thetranslationmustbeabletofaithfullyretainalltheadvantagesoftheoriginal;second,thetranslationshouldbeabletorestoreallthereasoningoftheoriginal;finally,thetranslationshouldbeabletoexpressallthebeautyoftheoriginal.Arnold,a19thcenturytranslationtheorist,arguedthattheessenceofpoetrytranslationliesinthetranslator’saestheticperceptionofthetruthexpressedintheworks,andexpressedthisperceptioninfluentandpleasantwordstoavoidartificialmodificationinpursuitoftheformofpoetry.Intheearlywesterntranslationtheories,theaestheticsinphilosophywasthemaintheoreticalsupport.Itcanbesaidthatuptonow,westernaestheticsstillhasadeepphilosophicalconnotation.Therefore,whenstudyingtranslationtheory,Westernaestheticiansfirstexpresstheirunderstandingandperceptionofbeautyfromtheperspectiveofphilosophy.ThiskindofexpressionisfromPlato,Aristotle,ThomasAquinastoKantandHegel,andeventoday’sresearchers.Itcanbeseenthatthecontemporaryaestheticthoughtsdeeplyinfluencethetranslationtheoriesinthesameera.DevelopmentofTranslationAestheticsinChinaAestheticsfirstoriginatedinEuropeancountries,andthenintroducedtoChinaintheperiodoftheRepublicofChina.Sincethereformandopeningup,thecommunicationbetweenChinaandtheWesthasincreased,andthefourthtranslationclimaxhasappearedinChina.Whileabsorbingandlearningfromwesternaesthetictranslationtheories,Chinesescholarshavenotforgottentoconstructtheirowntheoreticalframeworkoftranslationaesthetics.Intheearly1980s,ZhuGuangqianputforwardtheconceptoftranslationaesthetics.ChineseaestheticshasmadegreatprogresssinceZhuGuangqian.AsabridgebetweenancientandmoderntimesandbetweenChinaandforeigncountriesinthehistoryofChineseaesthetics,ZhuGuangqiancanbesaidtobethefounderofthehistoryofChineseaesthetics.ZhuGuangqianbelievesthatthevaluesoftruth,goodnessandbeautyareequivalenttothevaluesofknowledgeandaffection.Heputforwardthattruthisaboutknowledge,goodisaboutmeaning,andbeautyisaboutfeeling.Ifonecanknow,hewillhavecuriosityandseektruth.Ifamancandevelophiswill,hemustthinkwell,soastocreateahappylife.Ifpeoplecanmovetheiremotions,theywilllovebeautyandcreatetheirownartisticlife.In1993,FuZhongxuanpublishedPracticalTranslationAesthetics,whichisthefirsttranslationaestheticsmonographinChina.Itdiscussestheaestheticobject,aestheticsubject,aestheticactivity,aestheticstandardandaestheticrepresentationintranslation,andplaysanunparalleledroleintheconstructionofthetheoreticalframeworkoftranslationaesthetics.In1992,theComparativeStudyofTranslationAesthetics,writtenbyXiYongji,startedthegerminationoftranslationaesthetics.In1995,LiuMiqingpublishedAnIntroductiontoTranslationAesthetics,whichconstructsascientificandsystematictheoreticalframeworkfortranslationaesthetics.Thebookdiscussesthescientificandartisticnatureoftranslation,theaestheticoriginoftranslationstudies,theaestheticobjectandsubjectoftranslation,theaestheticconsciousnesssystemoftranslation,andthebasicandcomprehensivelevelsoftranslationartcreation.TheauthorbelievesthatthepublicationofthisbookmarkstheformationoftranslationaestheticsinChina.In2001,WuYongjipublishedComparativeAestheticsofLiteraryTranslation.In2002,JiangQiuxia’sAestheticProcessinLiteraryTranslation:GestaltImageReconstructionwaspublished.Basedonpsychologyforthefirsttime,thisbookdiscussestheaestheticprocessoftranslationandexpandsthewidthoftranslationaestheticresearch.In2005,MaoRonggui’sTranslationAestheticswaspublished.Itisthefirstworkwiththetitleoftranslationaestheticssofar.Itconsistsoffourparts:themainpart,theaestheticpart,theobscurepartandthepracticalpart.Inthesameyear,LiuHuawen’sbookonSubjectiveAestheticsinChinesePoetryTranslationwaspublished.Inadditiontothemonographspublishedabove,therearealsoalargenumberofarticlesonthisfield,suchas:in1986,LiuMiqingpublishedtheBasicTheoreticalConceptionofTranslationAesthetics.In1996,ZhangbairanandZhangSijiepublishedtheAestheticDebateofTraditionalChineseTranslationTheory.In1998,ZhaoXiumingpublishedthePreliminaryStudyofChineseTranslationAesthetics.In2006,ZengWenxiongpublishedtheNewDevelopmentofChineseTranslationAestheticsResearch.In2007,LiJiepublishedReviewandReflectionontheDevelopmentofChineseContemporaryTranslationAestheticsandsoon.Fromtheabove,itcanbeseenthattranslationaestheticshasdevelopedunprecedentedlyinthepast20or30years,andhasbecomeahottopicinChinesetranslationtheory.Translationaesthetics,asaspecialsubject,hasattractedmuchattentionfromscholarsinthefieldoftranslation,whichshowsitsuniquecharm.OnAdvertisementTranslationReviewonAdvertisementTranslationAbroadItisgenerallybelievedthatHurbin’sTranslationofAdvertisingLanguagepublishedin1972isthefirstbooktoconsideradvertisingtranslation.Linguisticswasthedominanthumanitiesatthattime,whichmadetranslationpracticeacodeswitchingoperation.Therefore,translationisdefinedasfindinganequivalentexpressioninthetargetlanguage.However,translationisbynomeansasimplechoice.Weoftenfindthatsomeexpressionsarenotequalbetweentheoriginalandthetranslation.Therefore,itisdifficultorevenimpossibletobuildavocabularyforsomeproducts.Then,theGermantranslationtheoristGuiderepublishedabookTranslation,whichspecializesinadvertisingtranslation.Influencedbyskopostheory,Guiderebelievesthattheeffectivenessoftranslationshouldbehighlyvalued,whichplaysanimportantroleinthepromotionofadvertisingproductsorservicesinthetargetmarket.Tosumup,mostforeignstudiesfocusontheguidingprinciplesofadvertisingpresentation.ThesituationinChinaisdifferent.Chinesescholarspaymoreattentiontotranslationstrategiesforspecifictypesofadvertisementsthantheories.3.DomesticStudiesonAdvertisementTranslationItwasnotuntilthereformandopeningupthatthestudyofadvertisingtranslationbegan.FanYanboexploredtheC-Etranslationofbrandnames.Intermsoftranslationstrategies,heputsforwardsomepracticalsolutionstothedifficultiesandchallengesoftrademarktranslation.Transliterationisthemostcommonlyusedmethodwhenpresentingbrandnames.However,brandnamesonlyaccountforasmallpartofadvertisements,andtheirtranslationstrategiesmaynotbeapplicabletoothertypesofadvertisements.Inotherwords,hisresearchresultscannotbeappliedtoalladvertisingtranslation.Likepreviousstudies,bothDingShudeandDingHengqihavestudiedadvertisementtranslationfromtheperspectivesofgrammar,vocabularyandrhetoric.Inaddition,withtheintroductionofwesterntranslationtheories,moreandmorestudiesonadvertisingtranslationarealsocarriedoutonthebasisofthesetheories.Forexample,QiWenshengstudiesEnglishChineseadvertisementtranslationfromtheperspectiveofequivalence.Moststudiesnotonlyfocusontheproblemsandstrategiesinadvertisingtranslation,butalsoonthecombinationoftranslationtheoryandpractice.AestheticFeaturesintheTranslationofEnglishCosmeticAdvertisementsIntheprocessofadvertisingtranslation,inordertoensurethereproductionofadvertisinglanguageartandadvertisingdiscoursestyle,thetranslatormustthoroughlyunderstandthecontentandartisticformofproductadvertisingandadvertisingdiscourse,andfollowthecharacteristicsandexpressionhabitsofEnglishandChinese.Itisacreativeactivitythatperfectlyreproducesthesemanticinformation,styleinformationandculturalinformationofalanguageinthetargetlanguage.Accordingtotattler,agoodtranslationshouldbetheadvantagesoftheoriginalarecompletelytransferredtoanotherlanguage,sothatpeopleinthecountrywherethetranslatedtextbelongscanunderstandandfeelitclearly,justaspeoplewhousetheoriginalunderstandandfeelit.Theoriginaltextofcosmeticadvertisementitselfhasaestheticattributesofcontentbeautyandformbeauty,sothetranslationshouldfaithfullyreproduceitsaestheticquality.Throughfaithfulandaccuratetranslationtoreproducetherhythmicbeauty,beautyincontent,contractedbeauty,andotherlanguageartbeauty.Thefollowingwilllistmanyadvertisingexamplesforcomparativeanalysis,demonstratingthetranslationpracticeofEnglishadvertisingfromtheperspectiveofaesthetics.RhythmicBeautyTherhythmicBeautyinhearingreferstotheloudpronunciation,clearrhythm,richsenseofmusicandenjoymentofadvertisingwords.AdvertisingEnglishoftenusesvariousphoneticexpressionmeans,suchassyllables,steps,pausesrelatedtosoundintensity,rhymesconsistentwithsound,andrhetoricaldevicescloselyrelatedtosound,suchasonomatopoeiaandhomophony,toachievetheaestheticeffectofadvertising.WhentranslatingEnglishadvertisements,weshouldpayattentiontothephonologicalbeautyoftheoriginaltext,makefulluseofthecharacteristicsofChinesedoublevowelsandcompoundvowels,andtheChinesecharacteristicsofsyllablelengthchanges,soastomaketheadvertisinglanguagesonorous,powerfulandfluent.Maybeshe’sbornwithit.Maybeit’sMAYBELLINE.美来自内心，美来自美宝莲。ThisChinesetranslationisnostrangertomostwomenwhousecosmetics.IntheprocessofChinesetranslation,thebrandofMaybellineretainsthetransliterationandusestheChinesecharacter‘‘Mei”“Bao’’atthesametime,whichhaspsychologicalimpactonwomenTheChinesetranslationofadvertisementsdoesnotcomparetheEnglishoriginalonebyone,butusestransliterationandfreetranslationtomakeconsumersreadcatchy.Intheoriginaltext,‘‘美”appearsthreetimes,whichsoundslike‘‘beauty”inChinese,andemphasizesthreetimes,whichmakesfemaleconsumersdeeplyimpressedby‘‘beauty”,andfurtheraffectsconsumerpsychologyandbehavior.ItcanbesaidthatthisEnglishadvertisinglanguagereflectsthelanguagecharacteristicsofshort,rhymeandrepetition.Atthesametime,itsChinesetranslationalsoreflectstheaestheticfeelingintheformandcontentoftranslationaesthetics.Itisasuccessfuladvertisinglanguagetranslation.Commercialadvertisementscanlearnfromthistranslationtohighlighttherepetitionofadvertisinglanguageandleaveadeepimpressiononadvertisinglanguage.BeDior，BePink.粉迪奥，心闪耀。Intermsofrhetoricaldevicesofrhythmicbeauty,theoriginaltextisalliteratedwith‘‘be”.Thetranslatorpaysattentiontothisrhetoricalpointintranslation,sothefinalrhyme‘‘ao”isalsomarkedinthetranslation,whichmakesiteasytoreadandremember.Thetranslationisnotonlyfaithfultotheoriginal,butalsocreativelyaddsandmodifiesthetranslation,whichcanberegardedasthefinishingtouch.Thislipstickseries‘‘StellarShine”means‘‘星球闪耀”.Thetranslatoraddedtheword‘‘心闪耀”toformapun,onereferstothelipstickisashiningseries,theotherreferstotheinnershine,reflectingDiorencourageswomentoreleasetheultimatecharmofwomen.Inaddition,thetranslatortranslated‘‘pink”into迪奥”andadjustedthewordorder.Thepunof‘‘粉”meansthatthecorecoloroftheseriesispink;Second,theword‘‘粉”hasderivedanewmorphememeaningwiththechangeoftheconnotationofthatis,likeandfavoracertainpopularbrand.Theuseofthiswordmakesyoungpeoplepreferthiscopywritingandimprovesthebrandawareness.DiorAddictthenowfragrancefromDior沉迷于迪奥的人香味都来自于迪奥。ThesamewordusedattheendofthefirstsentenceofanEnglishsentence,whentranslatedintoChinese,thewordmodifyingthesubjectandtheobjectareboththecenterwords,Dior.It'seasytoreadandaestheticallyshowstherhythmicbeautyoflanguage.AsaluxurybrandinFrance,Diorisacombinationof‘‘God”and‘‘gold”inFrench.PeoplewhoindulgeinDiorwillonlyhaveDior'sperfume.Luxuryisaddictive,erodingandaddicting.ThisisthecharmofDiorAddictperfume.Makeupyourmindbeforeyoumakeupyourface.化妆前慎选化妆品。Besidesbeingfaithfultothecontentbeautyoftheoriginaltext,thetranslatedtextshouldalsobefaithfultotheformalbeautyoftheoriginaltextasfaraspossible,soastoreproducethoseformalfeatureswithaestheticqualityintheoriginaltextasaccuratelyaspossible.Theoriginaltextofthisadvertisementusestwo‘‘makeup”,whichisimpressive,rhythmicandeasytoremember.Thetranslationalsousesarepeatedtechnique.Theword‘‘makeup”appearstwice,whichfullyreproducestheformoftheoriginaltext.Moreover,theadvertisementgivesadvicetoconsumersfromthestandpointofconsumers,whichiseasytoarousetheresonanceofconsumers.BeautyinContentThecontentbeautyoftranslationisthereproductionofthecontentbeautyoftheoriginaltext,whichmustbeconsistentwiththecontentbeautyoftheoriginaltext.Intranslation,onlybycorrectlyunderstandingthemeaningoftheoriginalwords,phrasesandsentencescanweaccuratelyexpressthebeautyoftheoriginalcontent.Acorrectandcomprehensiveunderstandingofthesemanticsoftheoriginaltextisthekeytoaccuratelyandfullyexpressthebeautyofthecontentoftheoriginaltext.HeChuanshengsaidthatanimportantsourceofaestheticfeelinginEnglishcosmeticadvertisementsisthemeaningoftheworditself.Generallyspeaking,itcomesfromtheaestheticconnotationoftheword,thatis,beautifulassociationorenlightenment.Therefore,inordertoachievetheeffectofcontentbeauty,Chinesewordswithbeautifulconnotationareoftenchoseninthetranslationofcosmeticadvertisements.Thefollowingisananalysisofthebeautyofcontentintranslationthroughtranslationexamples.InhisbookPracticalTranslationAesthetics,Mr.FuZhongxuanpointsoutthatthebeautyofcontentismainlymanifestedinthebeautyofartisticconception.MostEnglishcosmeticsadvertisementsarousepeople’sbeautifulassociationthroughthepreciseselectionofadvertisingwordsandtheuseofaseriesofrhetoricaldevices,resultinginthepursuitofbeautifulthings,soastopromotethepurchase.Infuseyourskinwithrealroses.玫瑰片片，沁融于肤。Thistextisthesloganoffreshrosemask.Focusingon‘‘Rose”intheoriginaltext,theliteraltranslationof‘‘Rose”indicatesthatthebrand'snaturalplantformulaattractsconsumersintermsofrawmaterials.Fromaculturalperspective,bothEnglishandChineseacceptthemetaphorof‘‘Rose”asasymbolofloveinthetwolanguagesandcultures.Therefore,whenusingtherosemask,consumerswillinevitablyyearnforthebeautifullove.Onthebasisoffullyunderstandingthepsychologicalneedsofconsumers,thetranslatormakesanadaptivetransformationbetweenthelinguisticdimensionandtheculturaldimension,soastomaketheproductsmorepopular,anddeepenthecontentbeautyofthelanguage.Inaddition,whentranslatingbrandnamesandproductadvertisingslogans,translatorstakeintoaccountthatsinceChinesecustomersarethetargetconsumers,thetranslatedtextshouldbecombinedwiththecharacteristicsofChinesetraditionalculture.Boththebrandname‘‘馥郁诗”andthetranslationofadvertisinglanguageshowthebeautyofclassicalpoetryoftraditionalChineseculture.Theadvertisinglanguageadoptsafourcharacterparallelismstructure,whichcombinesthebeautyofphonologyandcontent,reflectingthetranslationaestheticsoflanguage.Thecompanyforwomen.女人的知己。Intermsoflanguagecontent,theauthorisfaithfultotheoriginalintranslation.Theoriginalisanominalphrase,sotheheadlanguageofthetranslationisalsodefinedasthenounFromtheperspectiveofculture,thewordhasthelanguagecharacteristicsoftraditionalculture.ItwasusedbythepoetasearlyasinfarewelltoandiswellknowntothemajorityofChineseconsumers.Afterhearingtheadvertisement,consumerscaneasilyresonatewithitandhaveagoodimpressionoftheenterprise.Fromtheperspectiveofcommunication,ontheonehand,theslogan‘‘女人的知己”conveysthecompany’simportantinformationtoconsumers:productfeatures,targetconsumergroups,etc.,andindicatesitsgoodvision,thatis,Avonwantstobecomethecompanythatknowsthemostandcanmeettheneedsofwomenintheworld‘‘女人的知alsoshortensthedistancebetweenAvonandconsumers,exudesthecorecharmofAvon,andmakesconsumershaveasenseofintimacyandtrustinAvon.Thecontentbeautyoflanguageisappliedtotheextreme.3.Iwanttosendyouallthebestthings.我想把星辰银河都送你。TheChineseversionofthisadvertisementisatranslationwithaestheticlanguage.Itcomparesthebesttothefoursimplewordsofthegalaxystars,whichmakestheartisticconceptionpowerful.Thereisnothingbetterthanthegalaxystarsintheworld.Thistranslationisslightlywithsomeimagination,whichmakesthecontentoftheadvertisementhasbeenraisedtoahigherlevelsoitcanbetterreflectthebeautyincontent,makingitunique.4.Arevolutionarywhippedtexturethatgivesskinanincrediblecushionybounceandfirmnesslikenoneother.创新质地，如羽轻抚，赋予肌肤令人赞叹的柔软、丰弹和紧致。Inordertoexpressthebeautyofthecontentofthelanguage,thetranslationcontentisintegratedintotheChineseculture.Theoriginalandthetranslationarenotveryunifiedinmeaning,mainlyreflectedinthetranslator’stranslationof‘‘likenoneother”.Asanadvertisement,thetranslatoromits‘‘likenoneother”,whichreflectsthedifferencesbetweenChineseandWesternculturesandvalues.Mostofthewesterncountriesarecapitalistcountries,whichareinfluencedbysociety,politics,economyandreligion.Twodifferentexpressionsshowtheculturaltoleranceofthebrandandestablishagoodbrandimage.Inaddition,EnglishlongsentencesandChineseshortsentencesarepreferred.ThetranslatorsplitsEnglishlongsentencesintotwofourcharacterphrasesandthreeadjectivephrasesinChinese,whichvividlyconveystheexperienceanduseeffectoftheproduct,adaptstotheecologicalenvironmentofChineselanguage,andconformstothereadinghabitsofChineseconsumers.Thetranslatorfullyconsiderstheacceptabilityofthetargetcountryintermsofwordingandculture.Thetranslatedversioncannotonlyestablishagoodinternationalimageforthecompany,butalsoaddpointsforbrandsales.5.ThemostunforgettablewomenintheworldwearRevlon．世界上最令人难忘的女人都用露华浓。Thisadvertisementmakesfulluseofwomen’spsychologyofloveforbeauty,fashionandshowofftocreateabeautifulartisticconceptionandmakepeopleyearnforit.Thetranslationfaithfullyreproducesthebeautifulconnotationoftheoriginaltext.Mr.FuZhongxuanbelievesthatthetargetlanguagemustaccuratelyconveythereferentialmeaningofthesourcelanguage,whichisthepremiseofconveyingthebeautyoftheoriginalcontent.However,becausethepracticalmeaningoftheoriginalisanimportantpartofthebeautyoftheoriginalcontent,themorepracticalmeaningthetranslationretains,themorefullythebeautyoftheoriginalcontentinthetranslationwillbeexpressed,andthehigherthequalityofthetranslationwillbe.ContractedBeautyConcisenessisthebeautyoflanguage,especiallyinEnglishadvertisements.Theadvertisingaudiencelivingintherhythmofmodernsocietyarewaryofadvertisements.Lengthyadvertisementsaremorelikelytoleadtotheiraversion.Therefore,Englishadvertisementspaygreatattentiontotheconcisenessoflanguage.Advertisinglanguageusesshortandpowerfulsloganstospreadcorporatecultureorexpressthemostbasicdemandsofproducts,establishconsumers’consumptionconcept,remindtheproductadvertisementsrepeatedly,deepentheimpression,andformlong-termimpressionandrecollection.Ashortadvertisementmeanstoremoveallunnecessarymodifications,meaninglessfunctionwords.Simpleandclearisenough,andsentencesshouldnotbeobscure.Usefluentlanguageandfamiliarwordsandexpressionstomakesentencesfluent.Don'tuseemptyandboringphrases.Avoidfalsebigtalk,selfboastingsuchas‘‘first”,‘‘best”andunrealisticpromisessuchas‘‘abetterfuture”willnotleaveagoodimpression.Ifadvertisinglanguageistobeusedinawidemarketforalongtime,itshouldavoidthecoloroftimeandregion.Theadaptabilityofmediashouldbesuitablefortheuseofmulti-mediaadvertising.Inpursuitofindividuality,thecontent,sentencepattern,moodandwordsofadvertisinglanguageshouldtrytopursueindividuality,soastostandoutinmanyadvertisinglanguages.Youdeservetohave.你，值得拥有。TheChinesetranslationofthissentenceisveryconcisewithoutaddinganyotherimagination.Thefirstwordisthesecondperson,andsuchaconcisesentencewillmakepeoplefeelmoreintimate.Afterthepublichearsit,itiseasiertogetintotheheartsofthepeople.NowmanyadvertisementofthisbrandusethisChineseadvertisingcopy,becauseitiseasytoremember,anditiscontractedandclassic.Mostimportantly,itachievestheadvancedsenseofthelanguage.Theadvancedsenseisneverapileofwords.Concisewordscanalsomakethelanguagefullofadvancedsense.IwearnothingbutafewdropsofChanelNo.5.我只穿香奈儿五号入睡。ThisChinesetranslationdoesnottranslateafewdrops,butsimplifiesit.Ifeverywordistranslated,itwillappearhardandnotvivid.Chinesetranslationcomparesperfumetoclothes,anditwillsimplifytheoriginaltranslationbywearingthisperfume,andthesimplifiedtranslationwillbemorebeautiful,reflectingthestar’sinfiniteloveforthisbottleofperfume.TranslationSkillsofEnglishAdvertisingFromtheperspectiveoflexicalfeatures,thereisnoessentialdifferencebetweenadvertisingEnglishandgeneralpracticalEnglish.Therefore,intheprocessoftranslation,itisalsoinfluencedbythedeeperlanguagelevelssuchassentence,paragraphandtext,anditalsoneedstobeguidedbytranslationtheoriesandprinciples.EugeneNida’sequivalencetheoryisoneofthemostauthoritativetranslationtheoriesinthewest,whichisthebestprincipletoguidethetranslationofadvertisingEnglish.Nidabelievesthatthefocusoftranslationshouldnotbetheformoflanguageexpression,butthereader'sresponsetothetranslation,thatistosay,thetranslationshouldbeequivalenttotheoriginalintermsoflanguagefunction,notintermsoflanguageform,thatis,dynamicequivalence.Therefore,intranslation,inadditiontofindingthecorrespondingpointwiththeoriginaltextfromthelawoflanguage,wemustalsodealwiththedifferencesinunderstandingbroughtaboutbyculturaldifferences.Atthesametime,weshouldalsoconsiderthelexicalandrhetoricalfeaturesoftheoriginaltext.Therefore,thetranslatormustunderstandthecharacteristicsofadvertisingEnglish,understandthedifferencesbetweentheresponseofthetargetaudiencetothetargettextandtheresponseoftheoriginalaudiencetotheoriginaltext,andchangeoradjusttheformofinformationaccordingtodifferentresponses,soastosuccessfullyc