Abstract: This paper introduces the language characteristics of English advertisements from three aspects of words, syntax and rhetorical devices, and discusses approaches and skills of advertising translation with the purpose that though the versions of English advertisements differ from each other, they all can be better accepted by target audience, which attracts more consumers in return. It finally comes to the conclusion that while translating the English advertisements, the translator should first understand the characteristics of advertisements, then, with the standard that the translated version has the same promotion effect as the original one, pay attention to differences in cultural background, use appropriate translation skills, and try to be natural, precise and concise in language, in order to cater to the psychological feelings of different audience, and achieve the purpose of advertising.
Key words: advertising translation; language characteristics; translation skills
摘要：本文从词汇、句法、修辞三方面介绍了英语广告的语言特征，并通过实例分析介绍了英语广告的翻译方法及原则。目的是为了让译入语观众能更好地接受不尽相同的英语广告译本，从而吸引更多的消费者。最后本文得出结论，译者在广告翻译中首先应了解广告的特征，以译本广告达到与原广告相同的推销效果为标准，注意文化背景的不同，使用适当的翻译技巧，并力求语言自然、言简意赅。从而迎合不同观众的心理感受，达到广告的目的。
关键词：广告翻译；语言特征；翻译技巧
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