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 advertising copy writing. Appropriate rhetoric can make advertisements more beautiful and impressive in language and artistic conception, so as to better achieve the purpose of marketing. This paper mainly discusses the present situation, characteristics and translation of English advertisements in China, and finally puts forward feasible solutions and strategies for the problems in the process of English advertisements!

2. Current situation

2. 1 English advertisements are widely used in China.

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

2.2 The quality and development of English advertising

Although the development of English advertisements in China is very rapid and the quality has been greatly improved, there are still a series of problems, such as literal translation, random translation, and inaccurate understanding of English meaning, which lead consumers to misunderstand advertisements, damage the corporate image, and do more harm to consumers, which is very unfavorable to the development of an enterprise.

3. Characteristics of English advertisements

3. 1 Lexical Features of Advertising English

Advertising English should be concise, vivid and infectious. Therefore, proper and accurate choice of words plays an important role in the effectiveness of advertisements.

(1) is concise, easy to understand and easy to remember.

Advertising words must have the characteristics of being easy to understand, using more popular spoken language, and using less or no obscure words to make consumers understand and speak clearly. Like Nike: Just do it. Another example is that scotch whisky is exceptionally smooth.

(2) Innovating spelling to enhance attractiveness

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 vivid, interesting and attractive purposes, 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 everyone a perfect time and give everyone a wonderful time. This is the advertisement title of "Timex" table. Timex=Time+Excellent, which fully emphasizes the characteristics of watch timing accuracy. Another example is the ultimate all-inclusive kiss of the sun holiday for two people. Two people spend a sunny holiday, and all expenses are included in the unit price. ) two together is taken from the sound of together, and the meaning of "two people" is more vivid and interesting than together.

(3) strong pertinence

The purpose of advertising is to let consumers know as much about products as possible. Therefore, the creator should grasp the main features of the product, be targeted, express it in vivid language, and let consumers remember the product inadvertently. For example, the tide is rising. The dirt came out (the tide came in and the dirt was washed away). 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 choose not only words but also sentences. In other words, it should have its own unique characteristics in syntax.

(1) Use simple sentences.

Advertising is aimed at all consumers, which requires concise language, that is, using more simple sentences and less complex sentences in language structure, so that consumers can understand and remember. For example, we are not engaged in the computer industry. We are doing my fruitful business. Only my computer is more effective. -computer).

(2) Use imperative sentences and interrogative sentences.

Imperative sentences and interrogative sentences in advertising English are aimed at prompting consumers to respond positively and take action. For example, buy a pair. Get one for free. Another example is to grasp the spirit of Pepsi. Drink Pepsi.

3.3 Rhetorical Features of Advertising English

Rhetoric is a writing skill to make language expression accurate and vivid, and it is also an effective means to impress people with the content expressed in words. Good use of rhetoric can get twice the result with half the effort. To some extent, with the help of rhetoric, we can improve the attractiveness of advertisements and reach the goal of impressing consumers, so rhetoric is widely used in advertising English.

4. Problems in English advertisements

4. 1 spelling error

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

One of the world's leading maintenance bases. The premiere should be premier. Premiere: The first performance of (a play or film); Premier: (Importance) The first requirement &; Task (Siemens) requirements should be requirements.

4.2 The meaning of words is unclear and the expression is not standardized.

Advertising language generally pursues novelty and is easy to remember, but it will also lead to some unclear expressions of words and meanings in English advertisements. Advertising can use some new expressions or impressive ways, but over-expression also leads to irregular expression. Here's an example:

In July 2006 1996, AM ECO obtained the first ISO 9002 certification in China aviation industry. (Amecoline 9-1o, P 1) It is not appropriate to use received to mean "get" here. Received means "receive, get, receive, receive (things mailed, things given, etc.)". ).

4.3 Grammatical errors or improper use of words

The choice of words in an advertisement is very important, and even the name of a company has cost hundreds of millions of dollars to finalize. Advertising has low requirements for grammar, but it is not completely without requirements. If the grammar is not basically correct, some consumers will not understand it, and the purpose of the advertisement will be greatly reduced or even become zero.

Step 5: Solution

5. 1 Pay attention to the flexible and desirable transformation between cultures.

In the concrete translation of English advertisements, when advertisers introduce their advertisements into other countries' media, they sometimes need to make timely and appropriate cultural changes. For example, an advertisement in Finland that specializes in recruiting talents in China said, "Skynet has a long history, but it doesn't leak." If translated according to western vocabulary, the result will be: "God grinds slowly." Although this kind of translation retains the cultural image of the original text, it allows the audience and audience to understand the foreign culture from one side, but the result of this translation is quite puzzling, which makes the reader's understanding of the advertisement itself very confused, which will inevitably affect the effect that its advertisement should achieve. Another translation result is obtained after the corresponding cultural transformation, namely, "Skynet is long, sparse but not leaking". This kind of translation is carried out from the perspective of China culture, which abandons the dull image of the original text and makes China people realize the essence and intention of the advertisement after reading it.

5.2 Pay attention to the fashion of translation

The translation of advertising English 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, it is extremely harmful to think rigidly, ignore fashion changes or even remain unchanged. Narcissism, masturbation and lack of consumer recognition are well-known weaknesses in advertising translation. The translation of these advertisements is often boastful, flowery and wishful.

5.4 Meet various standards

The use of advertising language should conform to the national language policy.

5.5 Put an end to employees who don't know English to make slogans, and organize studious English advertisements to innovate from them.

6. Conclusion

The development and innovation of English advertising can't be achieved overnight, and we need constant efforts. In today's increasingly important English advertising, should we pay more attention and demand? I also believe that with the popularization of English in China and the rapid growth of talents, the quality and quantity of English advertisements will greatly increase 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 is gradually integrated 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 advertisements.

7. Reference

1. Ma Caimei. A Summary of Domestic Advertising Translation Studies [J] Beijing: China Sci-tech Translation 2005.

2. Baidu Encyclopedia

3. Liang Ting. Practical handbook of English advertising [M]. Southwestern University of Finance and Economics Press, May 2003.

4. Liao Guoqiang Theory, skills and practice of English-Chinese translation. Beijing: National Defense Industry Press, 2006.