《How to Translate English for Science and Technology(EST) Materials》.doc

Features and Translations of Advertising English Contents I.?Introduction to Advertising English II. Features of Advertising English III.?Translation of Advertising English IV.?Conclusion Features and Translations of Advertising English I.?Introduction to Advertising English ?1. 1 Definition of Advertising English American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” Today, with the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life. However, whatever the promotive strategies advertising takes, language is the main carrier of message all along. Advertising language is a style of immediate impact and rapid persuasion. The purpose of advertising is to guide consumers to access a variety of commodities in the world to stimulate their interest, encourage them to come into contact with you after the purchase will be able to generate a strong desire to achieve and then to consumers by the Attention -Interest -Desire –Action and the gradual transition. To sum up, advertising English is an impersonal language of communication of information about products or ideas by an identified sponsor through mass media in an effort to persuade or influence people’s behavior. 1.2 Classification of Advertising English Advertising English is classified into three types: medium product English, technique English and consumer English. According to different media English, advertising English is classified into advertising English in newspaper, advertising English in magazine, advertising English on radio, advertising English on TV, commercial English, direct advertising English, outdoor advertising English, transportation advertising English, point-of-purchase advertising English, telex advertising English, internet advertisin