Talking about Bilingual Teaching in Chinese

Talking about Bilingual Teaching in Chinesecolleges and Universities摘要：在经济全球化的今天，广告宣传的国际化趋势越来越明显，各国企业都存在着广告国际化，全球化问题——即广告翻译问题。

我国企业面临最迫切的任务是如何用广告将自己的商品及时，准确的介绍给全球的消费者。

英语是使用最广泛的语言，熟知英语广告的语言特征及翻译技巧就显得尤为重要。

广告翻译需充分考虑产品销售对象的语言习惯，文化背景。

本文从词汇，句法，修辞三方面介绍了英语广告的语言特征，并通过实例分析介绍了英语广告的翻译方法及原则。

关键词：英语广告；语言特征；翻译技巧；词汇；句法；修辞；Abstract:Nowadays, under the situation of economic globalization, the internationalization of advertising is becoming more and more obvious. So the problem of advertisement translation are often discussed in some occasions. Chinese enterprises facing the most urgent task is how to use advertising to their goods timely, accurate to introduced to consumers around the world. English is the most wide language. We also should be familiar with the language characteristics and translation skills of English advertisements. When dealing with the advertising translation, we should fully take language customs and cultural background into account. Because of the important of English advertisements in our lives. I introduce some translation methods and principles of English advertisements from three aspects such as vocabulary ,syntax and rhetorical devices in this paper.Key words: English advertisements; Language characteristics; Translation skills；V ocabulary; Syntax ;Rhetorical.contentsIntroduction (1)Chapter1: the characteristics of English Advertisements (2)1.1Vocabulary characteristics of English advertisements (2)1.1.1Use more Good color adjectives (2)1.1.2Use more compound word (2)1.1.3Use simple verbs and oral vocabulary (3)1.1.4 Follow foreign words (3)1.1.5Use wrong character and create new words (3)1.1.6Use the first and second person (4)1.2 English syntactic characteristics (4)1.2.1commonly used statement sentences (4)1.2.2 Use simple sentences (5)1.2.3Use interrogative sentences (5)1.2.4 Use opportunely imperative sentence (5)1.2.5 commonly used elliptical sentence (5)1.2.6 Use of rhetorical question sentence (6)1.3 The rhetoric (6)1.3.1 The analogy (6)1.3.2 The personification (7)1.3.3 Pun (7)1.3.4 Exaggeration (7)1.3.5 contrast (7)1.3.6 Parallelism (8)1.3.7 rhyme (8)1.3.8repeat (8)1.3.9 parody (9)Chapter2: Translation skills (10)2.1 The three principles of translation (10)2.1.1 To accord with the characteristics of advertising language translation102.1.2 Translation should conform to the consumer psychology andtraditional habits (10)2.1.3 Translators should be familiar with the local culture and foreignculture (10)2.2Translationways (11)2.2.1literal translation (11)2.2.2 Free translation (11)2.2.3 Set of translation (12)2.2.4A new type of translation (12)Chapter3:Conclusion (13)参考文献： (14)IntroductionThe word advertising, according to research is a loan word. It first originated from Latin advertere. It’s meaning is attention ,abduction an d propagation. The middle English period (about 1300-1475 AD), it gradually evolute to Advertise and the meaning becomes "make one's attention to something," or "inform others of something, in order to attract the attention of others". Until the 17th century, Britain began to undertake large-scale commercial activities. At this point, the advertising is popular and used widely around the word. At this time of "advertising", has not only refers to an advertisement, which refers to a series of advertising campaigns. The stillness of the content of the concept of noun --Advertise, are endowed with modern sense, into "Advertising". Chinese advertising comes fromJapan.Chapter1: the characteristics of EnglishAdvertisementsThe purpose of advertising is to persuade or remind people to buy a product or take some action with "marketing ability", arouse people's purchase desire; Advertising also has "memory value" and give a person leave deep impression. It also has "pay attention to the value" and "readability". Advertising as a way of spreading information, has become an indispensable part of people's life. Understanding the language features of English advertising will help us to do translation work. English advertising language has a unique stylistic features. It mainly embodied three aspects that are vocabulary, syntax and rhetoric.1.1Vocabulary characteristics of Englishadvertisements1.1.1Use more Good color adjectivesMost of the advertising English vocabulary is to beautify the goods, so it’s very common that many good color adjectives show in the English advertisements, such as good ,great, wonderful, rich, easy, unique and so on. They describe in detail product performance and features and arouse consumer’s desire to buy good. In addit ion to ,the comparative and superlative degree of adjectives in English often used in advertising to show the advantages of product, compared with other products .Such as, Minolta camera ads: Minolta, finest to put you finest. (the first-class Minolta, first-rate you), the advertisement make readers have such a feeling: as long as you have a Minolta camera and you are the best. even if it is not true, but can let a person have a kind of impulse want to buy it. Everything is so taken for granted, the purpose of the advertisement has arrived. As another example, Philips electronics ads: Let's make things better. Philips is a world-renowned brand of home appliance. This is a promise that they have made for the slogan of products and services, he didn't praise how good their products, but as a friends, humility, gently said: "Let us do better" .It reduce the distance with consumers and make people trust it, select it, have to say that Philips is very clever. 1.1.2Use more compound wordIn advertising English, the compound word frequency is high, and on the combination of the words often have many innovations.For instant, "From a heavyweight, comes the latest lightweight." this is the advertising of Sony headphones. The more light, easy to carry, more headphones favored by consumers. The ad clever apply heavyweight and lightweight two contrast of compound word, highlights the characteristics of the product. Compound word often use free translation, and sometimes to literal translation. The advertisement can be translated into "outstanding, easy to carry.Such as " When your taste grows up, Winston out - tastes them all1" is for Winston brand of cigarette advertising. Here with out - taste, the compound word. According to out mean when matching with other word, we can translate this sentence into "as your taste increase, you will find that Winston cigarettes taste the best".1.1.3Use simple verbs and oral vocabularyNike sneakers have a very successful slogan: Just do it. It use the three very simple, very commonly used English words, greatly saves the space, let a person know clearly about the meaning of the ad. It’s purpose is to hope in many sports brands stand out. Enjoying Coca - Cola ( is Coca-Cola’s slogans. Enjoy (swimming)) both expressed the comfor table feeling, and embodies the coke's self-confidence and the atmosphere. Both traditional and classical, and there is not lack of passion and vitality. Concise slogan is not only easy to remember, but can make people produce brand associations.1.1.4 Follow foreign wordsA lot of Britain and the United States goods are imported from foreign, so its advertising often follow foreign words to render exotic and excellent quality of products, to attract the attention of consumers or stimulate consumer purchas ing desire. Such as” First pure unique bijou Perfurmes Van Cleef & motorcycle Pelsparis”. This perfume advertising, except a few of individual English words, all don't see the trace of English advertising. It is thick exoticism, remind consumers of the French perfume sends out the mystery of high pressure and romantic breath, arouse their interest.1.1.5Use wrong character and create new wordsTo show the product of the new, strange, special personality characteristics, advertising designers sometime come up with some wrong character or create new words on purpose to enhance greater charm, so as to attract the attention of consumers. Can be seen everywhere in the UK this ad: DRINKA PINTA MILK A DAY, this is an ad to advised people to drink a bottle of milk everyday. The full text should be: A pint of MILK A DAY. The ad using the advertising word’s pronunciation to combination ably, innovative ideas,bizarre eye-catching. Because of the popularity of the advertisement, the word- pinta has become synonymous with milk. Milk prices, for example, don't say that milk has gone up. Even the newspaper said the pinta has gone up. Some even give the pinta added 's, turned into a plural form. Another example, TWOGETHER: the ultimate all inclusive one price sunkissed holiday. This is an AD for husband and wife two people to travel on holiday. TWOGETHER obviously is not a correct word, and actually made up of one variation of together, TWOGETHER take is the voice of together and take a "two people", by contrast TWOGETHER more image, using two instead of to, the purpose is to show the husband and wife two people travel together, sharing the happy atmosphere of the wonderful holiday and enjoy the ease of the world. What’s more, Mininurse (nurse), which is a kind of cosmetic brand names, using the mini - the prefix, said "tiny, tiny"; The nurse give a person good care. Here it refers to the excellent quality of the cosmetics. The Orangemostest Drink in The world. This is a beverage advertising. "Orangemostest" is derived from the Orange - most - est, most of which and est express superlative adjectives, with Orange in this post, so as to show the drink "high quality, high purity" and gives a person rich Lenovo.1.1.6Use the first and second personMerchants in the advertisement creation, often as a reader close friends and adopt a relaxed, natural tone to communicate with readers, and reduce the distance with the reader, enhance the affinity of advertising. Such as, NBA advertising: I love this game. (I love this sport). Using the first person, as if your partner in his personal feeling to talk to you, invite you to join this movement. It greatly enhance the advertising appeal and credibility; As another example is electric toothbrushes. Advertising: Just because you brush your teeth rather then mean you do it right! Method (you brush your teeth, but not necessarily correct) to use the second person and build a cordial, natural atmosphere. As if the dentist in a confident tone is authority to communicate with customers, help you to correct method of brushing your teeth, take care of you and your family's health, how close the AD.1.2 English syntactic characteristics1.2.1commonly used statement sentencesA statement to clarify one point is commonly used in English advertisements, facts and truth. the most common statements to the pattern and verbs. Example: The taste is great. This is an AD of nestle coffee, with statements expressed a kind of perspective, conciseand clear. Such as: To me, the past is black and white, but the future is always color. This is Hennessy advertisement, also follow the form of statement sentence.1.2.2 Use simple sentencesMore simple sentences used in English advertisements, rarely use complex sentences. Because the advertising language must be in the most refined language, convey the most information, so as to arouse the reader's purchase desire. Example: We both, you communicate. We master, you to surpass oneself. This is an AD of Mitsubishi electric, using two simple sentences, word choice symmetrical, compact and lively. The ad: Impossible made possible. Make the Impossible possible. This is the Canon printer of advertisement, the advertisement design is very clever, corresponding to the Impossible and the possible two words, sense and antisense each other to impress readers.1.2.3Use interrogative sentencesSome advertisements at the beginning of a title or the body of the use of interrogative sentences, not only can arouse the curiosity of readers psychology, also can increase the reading interest. thus it stimulate the purchase desire. Example: What 's so special about Lurpark Danisb butter? Well, can you remember what butter used to taste like-real fresh from house butter? Do you remember how you used to enjoy it when you were young? Today，the taste of Lurpark bring it all back to you –that’s why it’s so special. This advertisement use interrogative sentences many times, from the first sentence" what are the characteristics of the butter?" , a ring by ring, which grab the reader's psychology, to increase the reader's interest, highlights the characteristics of butter. Such as: Arthritis have? All you need is Bayer Aspririn! it gives you the medicine to the pain. This is Bayer aspirin advertising. beginning with question causes the reader's interest, and then leads to the chase - Bayer aspirin effect.1.2.4 Use opportunely imperative sentenceImperative sentence itself contains the request and called on people to do something. It has the very strong persuasive. therefore ,it often used in English advertisements having a motivational statements directly to persuade consumers to buy goods. Cases :Just do it. Just do it. This is an AD of Nike sneakers, colloquial is extremely strong. only three words of imperative sentence is infectious and attract consumers to spend. Such as: Take time to indulge. Enjoy! This is nestle ice cream advertisement, the use of the imperative sentence, have very strong persuasion.1.2.5 commonly used elliptical sentenceElliptical sentence often give a person the sense with concise and lively, simple structure, decisive nature of language. The use of elliptical sentence can make as much information as possible in limited space to be able to pass. Example: Deliciously simple. The simple delicious. The food advertising just two simple repetition of adverbs and adjectives, but the food delicious and convenient etched in the reader's mind. Like: You 'll enjoy relaxed sunny days, Warm crystal clear lagoons. Cool, green foliage. Waterfalls. Flowers. The Exotic scents. The Bright blue skies, Secluded beaches. The Graceful twenty-nine. Breathtaking sunsets. Soft evening breezes, And the food that simple outstanding. From the "warm, clear lagoon" to the "gentle breeze", a series of noun phrases instead of You 'll enjoy to choose a suitable text book sentences. Not only is concise and compact, bright and strong.1.2.6 Use of rhetorical question sentenceRhetorical question sentence is a rhetorical question to say or to emphasize a concept. the use of rhetorical question sentence ,having a unique style in the form of a question, causes the reader to think and attract the reader's attention, sticking out product performance, emphasize product features. Such as: Do you want to make the most to the business opportunities created by the Beijing Olympic Games? Do you want to know how to Do business in Beijing? Market Promotion Conference on Olympic pa.-China Daily, 2004, this is an AD of attracting merchants investment in Beijing. It takes the form of the two rhetorical, attract the attention of customers, is attractive to customers.1.3 The rhetoricIn advertising language, in addition to the use of all kinds of sentence patterns, the use of various rhetorical means also reached the point of incisively and vividly, which already made a simple language has a unique effect, not only humorous, vivid image, but resistance to aftertaste, stimulate consumer purchasing desire.1.3.1 The analogyLiterally make the language more image and concrete. The abstract, boring things compare with vivid, specific things. the analogy, can make the abstract concept becoming simple, specific, and rich connotation, deepen the theme and give a person leave deep impression. Example: Featherwater: light as a feather. (law ze watt glasses: as light as a feather) the AD title is very short, but as a result of metaphors to choose appropriate, image, describes law ze watt glasses as light as a feather, make readers feel the comfort of wearing the glasses.1.3.2 The personificationThe personification sentence is according to imagine things as a person to description. Make the "content", like people's words and deeds, expression, thought and emotion. Personification make things have a life; make the description more dynamic; make things has vitality, personality and emotion. Example: It may be your car but It's still your baby. The car ads is to use the technique of personification, equip the car, so that the buyers push into personal feelings. Such as: Unlike me, my Rolex never needs a rest. (Rolex watch ads)It personifies the Rolex watch with personification gimmick, from its does not need to rest ,which refers to the table as accurate, strength. its quality is worth consumer trust. 1.3.3 Pun(Pun) is the use of the conditions of the meaning of words or sentences, expressed in a form of the rhetoric of double meaning. For example: Start ahead. The road to success. Start from scratch. This is known as shampoo AD Rejoice, Rejoice, translation adopted puns, expressed as starting from the "head" (highlight the function of shampoo), and expressed the meaning of another. , such as: Philips, The light that 's always shining. The light one word can be in The AD refers to The company production of electric light, and can refer to The Philips light, thus it can be understood as "Philips, with production of electric light shine forever."1.3.4 ExaggerationAs a rhetorical device, in order to enlighten the listener or reader's imagination and strengthen the power of words, with exaggerated words to describe things. Use of exaggeration in English advertisements in order to promote products, maximize stimulate consumer purchasing desire. Example: Good to the last drop. The drops aromatic, wanting more. This is Maxwell house coffee advertising slogan, the authors use of exaggeration, highlight the aromatic of Maxwell house coffee and attract readers a taste for fast. Such as: The first ever，the last you’ll ever need. the use of exaggeration, let the reader feel that having a Seiko watch is a symbol of identity, to maximize stimulate the desire of consumers.1.3.5 contrastContrast is the use of two word’s opposite meaning to strengthen the impression which made sentence structure symmetry, r rhythm strong, and full of vigour, leaving deep impression on person. Example: the Tide 's in ,the dirt' s out. (Tide detergent advertising) through the "Tide" and "Dirt" and "In" and "Out" comparison of two kinds of situationsvividly show the detergency of laundry detergent. It’s Concise and easy to understand. Such as: We lead. Others copy. We lead, Others copy. (Ricoh copiers), the author use the "lead" and "copy" the two words of opposite sense, not only make the sentence structure is symmetrical, but full of vigour, highlight its products in the leading position, to impress people.1.3.6 ParallelismParallelism is three or more related or similar structure and same tone of the sentence or phrase , side by side to achieve the effect of a strengthening language potential. It can make the rhythm of the article to strengthen the organization better, more conducive to express strong feelings. Parallelism is not only to build momentum, but read catchy, full of rhythm beauty. Example: Call it Wrigley, Call it Spearmint, Call it Gum department - Wrigley. Used in advertisements of the chewing Gum parallelism rhetoric, parallelism make statements layer, strengthen language potential. No problem too large, No business too small, No business too small, No problem too big. (IBM) No …, No … parallelism structure formation, not only looks neat, but listen to have rhythm, show that the strength of IBM, and reflects it’s thought what customers want and share c ooperation and work spirit.1.3.7 rhymeIn advertising English rhyme have many ways, rich than Chinese rhyme. Use this rhetoric method can make the advertisement rich rhythm, a kind of beautiful enjoyment to consumers. For example: wonder where the yellow went! Here wonder, where, went three words leaneth rhyme, reads cadence, rhythm, produce a kind of aesthetic feeling.The second chapter: the translation skills of English AdvertisementsEnglish advertising translation according to the content and characteristics，consider the writing style and expression in different culture . as far as possible to convey the original information. due to each nation, each country has different historical development, thus formed different cultural background. on the basis of follow the principle of functional equivalence to advertising translation, we shuold consider the cultural differences between English and Chinese language and other factors and have a certain flexibility. 1.3.8repeatRepeating the vocabulary and repeating grammatical structure, can strengthen the tone.It apply colors to a drawing the atmosphere effect, and this is precisely the effect of advertising pursues. For example ,the following an advertisement: Free hotel! Free meals!Free transfers. "Stay For free -- on the way" in Amstersdam, you can rely in KIM. This advertisement post four Free, very eye-catching, impressive, giving a person strong stimulation, enhancing the effect of advertisements induce people to travel. And the advertisement: Whatever you 're eating, ultimately responds Maeus Rose. Always LGHT, Always fresh and Always chill, Always right. This advertisement post four Always, coherent whole, exciting, so impressive. And the repetition of grammatical structure can not only emphasizes the semantic role, and give a person a kind of relaxed and lively, confident and strong feelings. Such as: A Dream Price. A Dream Opportunity. (the Price of the ideal. The ideal Opportunity). It will be "A Dream" guide the two sentence repetition, greatly enhance the tone and publicity efforts. "The opportunity is equal for everyone" is known to all, the reason and opportunity in the price to the AD, is to show both are ideal.1.3.9 parodyParody refers to deliberate imitation of a famous poems, articles, paragraphs or a quote, aphorism, proverbs, style, etc., change some of the words to express a kind of new thought content, thus achieve the result of your heartstrings. For example: All roads lead to Holiday Inn. (every road leads to the Holiday restaurant). The advertisement is modeled on the famous proverb All roads lead to Rome. (All roads lead to Rome), greatly save the propaganda dynamics, borrowed words effect, in order to attract attention and get a good response. To smoke or not, that 's a question here, borrowed from Shakespeare: To be or not To be, that' s a question. To attract people's attention to create a kind of friendly feeling, the role of parody in this use to get incisively and vividly. A Mars A day keeps you work, rest and play, to see this AD, chocolate is A kind of familiar feeling? Yes, the AD in the sentence and end rhyme mimics the nearly everyone knows English saying An apple a day keeps the doctor away, while work and play again and reminds people of the two words of another well-known saying All work no play top service jack a dull boy, advertising not only on language like the chocolate with the aid of the idiom, also cited in the form of the old adage, as if every day to eat a piece will makes a man wise, not become a dull boy) health, keep the doctor away)..Chapter2: Translation skillsEnglish advertising translation according to the content and characteristics，consider the writing style and expression in different culture . as far as possible to convey the original information. due to each nation, each country has different historical development, thus formed different cultural background. on the basis of follow the principle of functional equivalence to advertising translation, we shuold consider the cultural differences between English and Chinese language and other factors and have a certain flexibility. There are three translation principles and four translation ways that we should consider when we translate English advertise.2.1 The three principles of translation2.1.1 To accord with the characteristics of advertising language translation Advertising translation should not be simply the pursuit of formal equivalence but also take cultural differences on the original functions involved in the aspects of words into consideration., rhetoric characteristics and language have to change sometime. For example: Things go better with coca - coal (even more, all the best)Coca - coal in the United States was more than 100 years, is one of the most popular drink in the world today. It is famous all over the world, and even become the pronoun of drinks. Therefore, the advertising translation should consider the factors of language style or other factors. Coca - cola beverage has far more than its formerly known as efficacy. The translation bring customer into the beautiful scenery and become very happy.2.1.2 Translation should conform to the consumer psychology and traditional habits Advertising translation should make close to the reader, cater to consumer psychology, respect advertising translation that has been deeply rooted in the hearts of the people. In this situation, we should not innovate. For example: some manufacturers translate "cracker" (biscuits) into arylic, which make broad consumer was puzzled to its. It will greatly reduce sales.2.1.3 Translators should be familiar with the local culture and foreign cultureWhen translating English, not only requires the translator to have good word processing ability, but also requires the translator must have a comprehensive knowledge of cross-cultural communication and cross-cultural language, fully considering the culturalfactors affect on the translation of advertisement, making the pillow of equivalent translation. Such as the United States pop seven –up, if the literal translation for " seven-up", Chinese customer will not buy it. Because the name of drink means worry in china. Translator skillfully change its name that is seven luck. it conforms to the Chinese people love happy, seek luck cultural psychology.Another example: there is a brand name is FangFang lipstick. FangFang in Chinese is a very beautiful name and a beautiful girl is associated with the whole body is full of perfume. If it directly transliterated into "FangFang" .this translation really scared a lot of British reader. Because "fang" mean the dog's teeth in the English language or the snake's fangs. the British people think it is a terrible thing rather then all girl full of fragrance. The reason is that they do not know foreign culture, which caused mistranslations.2.2 Translation ways2.2.1literal translationLiteral translation is to convey the original meaning. General use situation is between the original and target language cultural generality, and can let a person produce the same association. Need to be emphasized that, literal translation is not word translation. In accord with the target language specification and does not cause error association under the premise of both to retain the original content, and keep the original form. Case 1: Take Toshiba, take the world. This is a Toshiba electronic advertisement. The literal translation into "with Toshiba, has the world", the original message and similar Chinese translation. They are using alliteration gimmick, make advertising catchy, deeply rooted in the hearts of the people. The AD shows that both the diversity of the Toshiba product, maturity, and international express the Toshiba electronic. Example 2: The taste is great. This is the nestle coffee advertising. The literal translation into "delicious". Plain, simple and clear. 2.2.2 Free translationFree translation refers to through the understanding of the original deep meaning and digest, will break the structure of the original restructuring, into the structure of natural and fluent. In the process of translation, the translator of a paragraph to understand correct or not, largely depends on the understand of his culture. In advertising translation, many instances involving their respective language features and language habits or culture, the readers is not familiar to their language form and cultural background, so adopt free translation more conform to the local consumer image, vivid, tactful language to attract readers. Case。