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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).Ameri
2、canMarketAssociationdefined“advertise”“thenon-personalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts(goodsandservices)orideasbyidentifiedsponsorsthroughvariousmedia”.（YinLu,2006:105）Thatis,advertiseistomeetsomespeci
3、alneedsthatpeopletakesometacticstospreadinformationofproductstothepublicwidelythroughvariousmedia.Wecanseethatadvertisementgenerallyhasastrongsenseoffunctionandpurpose.Thepurposeofadvertisementisnotonlytohelptheconsumersknowabouttheproducts,butalsotote
4、mpttheirsentiment,stimulatetheirpurchasingdesireandpromotetheirbuyingtheproducts.Itsfunctioncanbeconcludedasfollows:Information,Persuasion,MaintenanceofDemand,CreatingMassMarket,andQuality(YangWei,2006:108).Withthedevelopmentofinternationallabordivisio
5、nandeconomicglobalization,theinternationalproductscirculationgoesfrequently.Inordertogainmoremarketshareonglobalmarket,everycountrypromotestheirdomesticproductsactively.Oneofthemostimportantpromotionapproachestheyuseistopresenttheirproductsandwintheglo
6、balreputationthroughadvertisement.Theadvertisementlanguageisaveryspecialandextremelyimportantformofinternationaladvertisement.Itwouldgainabusinesstheglobalreputationwithproductsexchanges,andbecometheinvisibleassetsandfortuneoftheenterprise.Asuccessfula
7、dvertisementisthefirststeptobroadenandoccupythetightproductmarket.So,successfuladvertisementtranslationisanimportantmarketingstrategytopromotedomesticproductsandoccupytheglobalmarket.Knowingthecharacteristicsandskillsofadvertisementtranslationwithnodou
8、btwillleadtosuccessfultranslationandmarketing.However,intheChinese24speakingenvironment,howtorealizethepurposeandfunctionoftheoriginalEnglishadvertisementthroughtranslationintegrally,andfullydelivertheeffectoftheoriginaladvertisement,ev
