广告英语的语言特点和翻译技巧 第2页
1 Language characteristics of English advertisements
1.1 What are English Advertisements
English advertisements are distilled from the common advertisements, which can be seen as a kind of art. They always vary from time to time, from space to space. Exactly speaking, English advertisements are means to introduce goods and service to consumers by means of a variety of methods and tools (Qi Yunfang, 2003:1).
1.2 Language characteristics of English advertisements
Since English advertisements are different from the common advertisements, they have their own characteristics. English advertisements are a developing language, and tend to be more mature with the trend of globalization. Certainly, its own language system will also be further polished. Then, this thesis gives details from three aspects: word, syntax and rhetoric. In fact, language learning has played an important role in this point, and especially pragmatics is a very necessary branch, which can help to master the essence of English advertisements (Xia Qing, 2003:98).
1.2.1 The aspect of word
As the tool of transforming information, English advertisements are brief, vivid, and flexible. Therefore, some verbs and adjectives are used to convey effective and brief information, and also strengthen the expressiveness of language. Such as, get, buy, use, new, big, bright and so on (Zhao Jing, 1997:264¬¬¬¬-268). For example:
Getting places in the business world is easier if your banker is there to meet you. (Bank advertisement)
We buy just a boat, when you could buy a CHRISCRAFT. (Yacht advertisement)
From the two examples, we strongly sense that brevity in English advertisements is a kind of beauty, which captures eyes and hearts of consumers in the shortest seconds.
In order to strengthen sense of participation of consumers, English advertisements often adopt personal pronouns, such as: the first personal pronoun usually refers to the advertiser, the second personal pronoun refers to the consumer, and the third one refers to people无耻悲鄙下流的网"学.网总是抄辣,文^论,文.网
http://www.751com.cn once and choose well（Guo Guilong, 2008:5）.
She usually complains about my anniversary gifts, but this year she is going to smile. (Perfume advertisement)
The above examples explain advantages of personal pronouns to us, and there is a very short distance between consumers and advertisements makers. Thus, people have stronger desire to buy those products.
1.2.2 The aspect of syntax
Syntax, put simply, is the grammatical arrangement of each element of a sentence. Its main concern is to ensure the coherence of your subject, verb and object, as well as the relationships that tie them together. Involving a logical sequence, it's the framework from which you build sentences correctly.
1.2.2.1 Simple sentences
Most of the time, English advertisements tend to use simple sentences to get high readability from readers. Because of the brevity of words used in advertisements, sentences are not too complex. For example:
Got milk? This is an advertisement of brand milk.
Cock adds life. This is the advertisement of Coca-cola.
From the above examples, we can see that it is very easy to have a good impression on the brief English advertisements. It seems that they are incomplete in form, but in fact they are enriched in essence.
Meanwhile, imperative sentences can be always adopted to promote the products, because they can increase persuasive or seductive function, and customers can be easily advised or even persuaded. For example:
Buy one pair. Get one free. This is an advertisement of sunglasses. In this advertisement, there are two imperative sentences. If we use the following expression, we will find that there are totally different effects. If you buy one, you can get one more free of charge. There is no doubt that this sentence is less attractive and persuasive than the former one.
Try this price! (Tan Weiguo, 2007:54).
What an easy sentence! Most importantly, this advertisement has strong power to get attraction of customers. It is because of the use of imperative sentences, readers have been conquered by it, and it seems that there is no reason for them to refuse such an advertisement.
1.2.2.2 Familiar quotations
Although advertisers are main addressers, consumers are the god who can take the final benefit. Therefore, some comments are produced by consumers so as to increase the credibility. These quotations make the forms of English advertisements brisk, the contents of them novel, and the essence persuasive. For instance:
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