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I. Introduction
一、引言
As China's economy with international standards, increasingly frequent exchanges with foreign countries, the English translation of advertising is becoming increasingly important. Advertising Translation credibility not only with products, sales and economic benefits are closely related, and to some extent reflects a state and national cultural quality (Tan Weiguo 2003). This paper intends to proceed from the stylistic characteristics of advertising on how to achieve in the ad translated the same effect with the original. Translation is an art, advertising, translation is an art, it is the combination of beauty and simple.
随着我国经济与国际接轨，与国外的交流日益频繁，中英文广告的翻译显得越来越重要。广告翻译不仅同产品信誉、销售和经济效益息息相关，而且在一定程度上反映出一个国家和民族的文化素质（谭卫国2003）。本文拟从广告的文体特点着手，探讨如何在广告翻译中达到与原文同等的效果。翻译是一种艺术，广告的翻译更是一种艺术，它是美与简的结合。
Second, advertising stylistic characteristics
二、广告文体的特点 http://www.ukassignment.org/xieassignment/
Generally speaking, the English sentences ad relatively brief, strong emphasis neat, extensive use of elliptical sentences, imperative sentences and dashes sentence, taboo long sentences with complex structures, such as:
一般来说,英文广告词的句子比较简短,讲求利落有力,大量使用省略句、祈使句及破折句,忌讳用结构复杂的长句.例如：
(1) Coca-cola is it. Still good Coca-Cola
(2) Fresh up with seven-up., Please drink Hedy, even more spiritual.
(3) Good to the last drop. Last drop.
(4) The taste is great! It tastes great.
(5) A diamond lasts forever. Diamond is forever, diamond is forever.
These slogans are actually a lot often omitted sentence which should have nouns and phrases. These short sentences catchy, meaning deep, so that the reader can produce effects never forget.
In addition, the advertising discourse is full of rhetoric, simile, metaphor, personification, pun, hyperbole and other rhetorical slogan in English and body are heavily used. These rhetorical use of vivid, making clever advertising discourse exception, people enjoy the beauty at the same time, to draw attention to the ad product, and to stimulate people's desire to buy and purchasing behavior. For example:
(6) Feather water: light as feather. Fazewate glasses: light as a feather.
(7) I am More satisfied! I am more satisfied with Moore cigarettes.
(8) We have hidden a garden full of vegetables where you would never expect. In a pie. Our hidden in unexpected places throughout your garden. In the pie.
(9) Flowers by Interflora speak from the heart. Botanical garden cultivated flowers his heart. (Chen 1993)
Example (6) is a typical simile advertising banners, very vivid and imaginative. Example (7) is a pun, More the term refers both to the brand of cigarettes they can be seen as the composition of comparative adjectives. Example (8) is an exaggeration, a lot of vegetables in the pie exaggerated into a vegetable garden. In the case of (9), the flowers to anthropomorphic, it seems, like to tell Zhongchang lover, affection cozy, charismatic, captivating.
Third, advertising stylistic translation countermeasures
Given ads in English and Chinese words and sentences there are some differences, we must be careful to treat the translation to ensure that the translation to achieve the functional equivalent on the basis of reciprocity. The main function of advertising is to impress the reader, inducing its consumer desires. Advertising Translation versa, it emphasizes the effect of translation, not only to provide easy to understand information about the product, but also has the appeal of the original, so that the reader can get the same feeling. For example, the China Construction Bank's advertising slogan "basic necessities, Zeling" Your life is very busy, and our Long Card will make it easy. Slogan of the sentence translation, and not the bank's Dragon translated into dragon card, because in Western countries dragon is an evil animal, is a bad symbol. But in China, the dragon is a symbol of good luck. Since Western cultural differences can only be translated into Long Card Dragon and Chinese in order to achieve the same expressive and appealing.
Advertising language translation requires not only linguistic equivalence, but also in terms of the very expressive emotionally induce consumer desire to buy. For example:
AVON Perfect Day Moisture Cream
Nourishes skin with the moisture it needs or a softer, more healthy appearance.
Avon Moisture Cream contains rich vitamins and natural moisturizing ingredients, nourishing and moisturizing effect. Provide oxygen and moisture for the skin, and the other day the skin moist and shining, smooth and soft, maintain a healthy moving light (Zheng Yuqi, GUO Yan 2005).
Translation from either language or from formally gave a simple and pure feeling, and between the lines reveals ubiquitous Cream brings the beauty of women, from the emotional to impress readers, stimulate the desire to buy.
IV Conclusion
Through the above examples, we can conclude that, due to cultural and language differences, the same ad for different ethnic forms of expression is not the same. If you copy or imitate, the word does not move to into another language may not be able to achieve the original effect. Advertising Translation focused on the results, so, in the translation of advertising should be based on the different characteristics of the specific advertising, combined with the target language culture and its characteristics, accurately and creatively translated into the target language readers meet aesthetic habits and aesthetic needs of advertising, to promote product sales.
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