Abstract：Today, with the prosperity of global economy, advertising has infiltrated every corner of life, as an integral part of our life. Advertising English has gradually come to stand out, creating a unique application of the language. Only by mastering the English language advertising features and translation skills can we maximize advertising intent to promote selling products. The ultimate goal of advertising is to sell goods. To achieve this purpose, advertising copywriters often use metaphor, personification, pun, rhyme and other figures of speech to enhance the expression of the language effect. At the same time, how to make an advertisement successful and how to translate a Chinese advertisement perfectly into English have become the issues of practical significance. Mastering the requirements, principles and practical difficulties of Chinese-English advertisement translation as well as making the appropriate translation can make the consumers understand the information of advertisement and stimulates their desire for consumption. Successfully translated advertisements will bring more benefits to the growth of China's multinational enterprises and national economy in the long run.
The aim of this study is to help people better appreciate the English advertisements, and inspire the Chinese corporation in English advertising design so that to make Chinese goods start to build the brand, and make good selling overseas.
Key words: English advertisements; English rhetoric features; Chinese-English Advertisement translation
摘要：在全球经济繁荣的今天，广告已经渗透到生活的每一个角落，成为人们生活中不可缺少的组成部分。广告英语也逐渐脱颖而出，形成一种独具特色的应用性语言。只有掌握广告英语的语言特点和翻译技巧，才能最大限度的传达广告原意，达到推销产品的目的。广告的最终目的是推销商品。为实现此目的，广告撰稿人常利用比喻、拟人、双关、押韵等修辞格来增强语言的表达效果。同时，如何使广告获得成功以及如何完美地实现广告汉译英已成为具有实际意义的问题。掌握汉英广告翻译的要求，原则和实际困难，做出适当的翻译，能够使消费者了解广告信息传递和激发他们的消费欲望。成功的翻译广告会给企业带来更多的利益，有利于中国的跨国企业的增长和国民经济的长远。本文的研究结果希望能帮助国人更好地欣赏英语广告，同时也对中国企业的英语广告设计提供启发和帮助，使中国的商品打响品牌，畅销海外。
关键词：英语广告 ; 英语修辞特点 ; 广告汉译英
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