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1、CreativeTreasonofEnglishAdvertisementTranslation广告英语翻译的创造性叛逆1.IntroductionTheEnglishword“advertising”originatedfromtheLatinword“advertere”,whichmeans“togiveinformationtothepublicconcerning,”“todrawattentiontosomething”(MacquarieDictionary2003:13).AmericanMarketAssociationdefined“ad
2、vertise”“thenon-personalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts(goodsandservices)orideasbyidentifiedsponsorsthroughvariousmedia”.（YinLu,2006:105）Thatis,advertiseistomeetsomespecialneedsthatpeopletakesometacticstospreadinformationofproduct
3、stothepublicwidelythroughvariousmedia.Wecanseethatadvertisementgenerallyhasastrongsenseoffunctionandpurpose.Thepurposeofadvertisementisnotonlytohelptheconsumersknowabouttheproducts,butalsototempttheirsentiment,stimulatetheirpurchasingdesireandpromotetheirbuyingtheproducts.Itsfuncti
4、oncanbeconcludedasfollows:Information,Persuasion,MaintenanceofDemand,CreatingMassMarket,andQuality(YangWei,2006:108).Withthedevelopmentofinternationallabordivisionandeconomicglobalization,theinternationalproductscirculationgoesfrequently.Inordertogainmoremarketshareonglobalmarket,e
5、verycountrypromotestheirdomesticproductsactively.Oneofthemostimportantpromotionapproachestheyuseistopresenttheirproductsandwintheglobalreputationthroughadvertisement.Theadvertisementlanguageisaveryspecialandextremelyimportantformofinternationaladvertisement.Itwouldgainabusinesstheg
6、lobalreputationwithproductsexchanges,andbecometheinvisibleassetsandfortuneoftheenterprise.Asuccessfuladvertisementisthefirststeptobroadenandoccupythetightproductmarket.So,successfuladvertisementtranslationisanimportantmarketingstrategytopromotedomesticproductsandoccupytheglobalmark
7、et.Knowingthecharacteristicsandskillsofadvertisementtranslationwithnodoubtwillleadtosuccessfultranslationandmarketing.However,intheChinese24speakingenvironment,howtorealizethepurposeandfunctionoftheoriginalEnglishadvertisementthroughtranslationintegrally,andfullydelivertheeffectoft
8、heoriginaladvertisement,ev
