Business English thesis, the theme is the differences between Chinese and western cultures, and translation errors. Whether it's copied or not! I wrote it myself, enough words.

an analysis of English advertisements

1. Introduction

Abstract: With the development of China's economy, English advertisements are more and more widely used, and rhetorical skills are widely used in the writing of advertising copy. Appropriate rhetoric can make advertisements more beautiful in language and artistic conception and more impressive, so as to better achieve the purpose of marketing. This paper mainly discusses the current situation of domestic English advertisements, the characteristics of English advertisements and the translation of English advertisements, and finally puts forward a feasible solution and strategy for the problems in the process of English advertisements!

2. Current situation

2.1 Extensive use of English advertisements in China

With the development of economy and the integration with the international community, the importance of English advertisements has become increasingly prominent. We can often see many advertisements in English on TV and movies, especially in the instructions for drug use. The popularity of English has become an important feature. The importance of English-Chinese translation of advertisements is becoming more and more prominent. A good advertisement and slogan can win great benefits for businesses and also make many people who conceive advertisements.

2.2 The quality and development of English advertisements

Although the development of English advertisements in China is very rapid at this stage, and the quality has been greatly improved than before, there are still a series of problems such as literal translation, random translation and inaccurate grasp of English meanings, which leads to consumers' misunderstanding of advertisements and the loss of corporate image, which is even more harmful to consumers, which is very unfavorable for the development of an enterprise.

3. Characteristics of English advertisements

3.1 Lexical characteristics of advertising English

Advertising English must be concise, vivid and infectious. Therefore, proper and accurate word selection plays an important role in the effectiveness of advertising.

(1) Concise and easy to remember

Advertising words must have the characteristics of easy to understand, use more popular spoken words, and use less or no obscure and abstruse words to make consumers understand and speak clearly. For example, Nike:just do it. Another example is Scots Whisky Uncommonly smooth.

(2) Innovative spelling to enhance appeal

In advertising English, creators will deliberately misspell well-known words or add prefixes and suffixes. Although the new words are different from the original words, their meanings still exist, which can not only achieve the purpose of vividness, interest and attention, but also effectively spread commodity information. At the same time, people often think that advertisements with innovative words often have unique products. For example, Give a Timex to all, to all a good Time. This is the advertisement title of "Timex" table. Timex=Time+Excellent, which fully emphasizes the characteristics of accurate timing of the watch. Another example is for two together the ultimate all inclusive one price sun kissed holiday. (Two people spend a sunny holiday, and all expenses are included in the single price. ) two together is taken from the sound of together, and the meaning of "two people" is more vivid and interesting than together.

(3) Targeted

The purpose of advertising is to let consumers know as much about the product as possible. Therefore, the creator should grasp the main features of the product, be targeted, and express it in vivid and vivid language, so that consumers can inadvertently remember the product. For example, Tide's in.Dirt's out (Tide is put in and dirt is washed out. Tide washing powder). This is a highly targeted advertisement for washing powder, and consumers will naturally get the message.

3.2 Syntactic features of advertising English

Advertising language requires conciseness and attention, so advertising English should not only choose words, but also choose sentences. That is to say, it should have its own unique characteristics in syntax.

(1) Use more simple sentences

Advertising is aimed at all consumers, which requires concise and simple language, that is, use more simple sentences and less complex sentences in language structure, so that consumers can understand and remember. For example, we're not in the computer business. We're in my results business. (Only my computer is more effective. -computer).

(2) More imperative sentences and interrogative sentences are used

In advertising English, imperative sentences and interrogative sentences are used to urge consumers to respond positively and take action. For example, Buy one pair.Get one free. Another example is catch that Pepsi spirit. Drink Pepsi.

3.3 Rhetoric characteristics of advertising English

Rhetoric is a kind of writing technique that makes language expression accurate and vivid, and it is also an effective means to impress people with the content of writing. Rhetoric used well can get twice the result with half the effort. To some extent, with the help of rhetoric, we can improve the appeal of advertisements and reach the goal of impressing consumers, so rhetoric is widely used in advertising English.

4. There are problems in English advertisements

4.1 Spelling errors

Spelling errors can be said to be the most common and lowest-level errors, which are mainly caused by carelessness of workers or printing errors, but the problems caused by printing errors are very serious, and sometimes even irreparable losses are caused by spelling errors. The following is an example:

One of the world's premiere maintenance bases. Premiere should be premier. Premiere: The first performance of (a play or film); Premier: (importance) the first requirement &; Tasks(Siemens) Requirment should be Requirement.

4.2 Unclear expression and irregular expression

Generally, the words in advertisements are novel and easy to remember, but this will also lead to unclear expression of words in some English advertisements. Advertisements can use some new expressions or impressive ways, but excessive expression also leads to irregular expression. The following is an example:

In July 1996, Am eco received the ISO 92 certification which is the first company in the Chinese aviation industry. (AMECOLINE 9-1O, p1) It is inappropriate to use received to mean' obtain' here. Receive means' receive, get, receive, receive (things such as mailing, giving away, etc.),

4.3 Grammatical errors or improper choice of words

The choice of words in an advertisement is very important, even the name of a company has cost hundreds of millions of dollars to finally determine, and the requirements of the advertisement for grammar are relatively low, but it is not completely without requirements. If grammar is not basically correct, it will be impossible.

5. Solutions

5.1 Pay attention to the flexible and desirable transformation between cultures

In specific English advertisement translation, when advertisers introduce their advertisements into other countries' media, they sometimes need to make cultural transformation in a timely and appropriate manner. For example, an advertisement in Finland, which specializes in recruiting talents in China, said, "The mills of God grind slowly." If translated according to the western vocabulary, the result would be: "God grinds slowly." Although this kind of translation preserves the cultural image of the original text and allows listeners and audiences to understand foreign cultures from one side, the result of this translation is quite puzzling, which makes readers' understanding of the advertisement itself a great confusion, which will inevitably affect the effect that its advertisement should achieve. The other translation result is obtained after the corresponding cultural transformation, which is: "Skynet is long, sparse but not leaking". This kind of translation is carried out from the perspective of Chinese culture, which abandons the dull image of the original text and makes China people realize the essence and intention of advertising after reading it.

5.2 Pay attention to the fashion of translation

Advertising English translation is an extremely meticulous work. When translating, we should not only pay attention to its cultural color and accuracy, but also "keep pace with the times" to realize its fashion. In modern advertising translation, thinking is rigid, ignoring fashion changes, even unchanging, which is extremely harmful. Narcissism, masturbation and lack of recognition of consumers are well-known weaknesses in advertising translation. The translation of these advertisements is often characterized by boastfulness, flowery rhetoric and wishful thinking.

5.4 Comply with various standards

The wording of advertising language should comply with the national language policy.

5.5 put an end to staff who don't know English making slogans, and organize well-learned English advertisements to innovate from them.

6. Conclusion

The development and innovation of English advertising can't be achieved overnight, and it needs our continuous efforts. In today's increasingly important English advertising, should we give more attention and requirements? I also believe that with the popularization of English and the rapid growth of talents in China, the quality and quantity of English advertisements will increase greatly in the future. The appearance of English advertisements is the product of China's reform and opening up, and it is one of the signs that China's economy has gradually merged into the world economy. Although it is still immature, its development prospect is encouraging. The pace of global economic integration is getting faster and faster, China's reform and opening up is getting deeper and deeper, and the number and level of English talents trained are gradually increasing and improving, which will promote the standardization of English advertising.

7. References

1. Ma Caimei. A survey of domestic advertising translation studies [J] Beijing: China Sci-tech Translation 25

2. Baidu Encyclopedia

3. Liang Ting. Practical Handbook of English Advertising [M]. Southwestern University of Finance and Economics Press, 23.5.

4. Liao Guoqiang. English-Chinese Interaction.