英语论文网

5. Conclusion 总结

As a variety of language for special purposes, advertising language had many unique and interesting linguistic characteristics. As has been mentioned, the study of English advertising is quite necessary and very useful. This thesis presents an initial study of the distinctive features of English advertising headline in terms of syntax and rhetoric. The linguistic features explored in this thesis surely demand that advertising translation should have its own principles and approaches. First, the thesis discusses the faithfulness from the prospective of advertising content, the message provided in the source text should be retained faithfully in the translated text. Secondly, the principle of attractiveness calls for proper choice of words, proper use of sentences and care selection of rhetorical devices. The last principle — the acceptability — is closely related to the target language readers and the target culture. Only when the translated text is in accordance with the traditions and the culture of the target market, will its consumers really accept the advertisement. This thesis explores and illustrates the feasibility and practically of these two principles, as well as the literal translation and free translation approach. Advertising language is concise, vivid, attractive, colorful and impressive. And, it is full of new and novel words and cultural terms. Moreover, it is characterized by a variety of sentence constructions and frequent use of rhetorical devices. Therefore, advertising language is an interesting and difficult area calling for further detailed research. As a matter of fact, this area of study requires greater efforts and more profound studies. 

Bibliography 参考资料

Bolen, William H. Advertising. London: Longman, 1984.

Chandan, J.S. Essentials of Advertising. Oxfod: Oxfod and Publishing Co.PTV. Ltd., 1990.
Dyer, G. Advertising as Communication. London: Rutledge, 1982.
Leech, G.N. English in Advertising. Longmans: Green and Co. Ltd., 1966.
Nida, Eugene A. Language, Culture, and Translating. Shanghai: Shanghai Foreign Language Education Press, 1993.
Vestergard, Torben and Schroder, Kim. The Language of Advertising. Oxford: B.Blackwell, 1985.
冯翠华．英语修辞大全．北京：外语教学与研究出版社，1997．
冯庆华．实用翻译教程．上海：上海外语教育出版社，2002．
谭卫国．英语广告局势及其功能．上海：外语与外语教学， 2000(2)．
谭卫国．英汉广告常用辞格及其功能．上海大学学报，2002(1)．
赵静．广告英语．北京：外语教学与研究出版社，1992．

本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。