广告英语的词汇特征及翻译探讨

广告作为传播信息的一种方式，是一门综合艺术，具有很多独特之处。广告的撰写在词汇、句法、修辞方式等方面具备一些特征，在词汇方面，广告用语必须简洁、生动、形象、富有感情色彩和感染力，它的词汇特征集中在：模拟造词、变异拼写、广泛使用动词、大量使用形容词及灵活运用复合词，在翻译时，应考虑到这些特征，灵活采用直译、意译、直译意译相结合、套用汉语四字结构等方法。

On the Lexical Features of English Advertisement and Translation

As a way of disseminating information, ads are integrated arts, with a lot of unique. Writing ads at vocabulary, syntax, rhetorical mode has some characteristics. At vocabulary, advertisement must be concise, vivid, image, full of emotional and infectious. Lexical features of its focus on ： simulation of coinage, spelling variations, extensive use of the verb, substantial use of adjectives and flexibility in the use of compound words. These characteristics should be taken into account when the translation. Flexibility in the use of literal translation, free translation, a combination of literal translation, and applied to Chinese four - character structure methods and so on.