Nowadays, with the globalization of world economy, knowing how to use advertising English in opening up overseas markets is of very practical significance. The purpose of advertising is to promote business sales and services, which creates added value in customer’s mind and lead to consumption, usually paid for by related sponsors through various media. Taking Coca-Cola for example, during its growth over a century, it has been supporting the advertising campaign in one stage after another, and in one country after another. Therein, 可口可乐, the Chinese translation soon became a household name in China, and it also played an important role in helping Coca-Cola tap into Chinese market. Admittedly, the competitive quality of product itself is important, but advertising is of much more importance to promote itself to be recognized worldwide. In translation, its techniques should be taken into account, which will help us to better use advertising English. It is true that good translation in advertising brings business great fortune, whereas bad one may result in severe losses and poor reputation, so we can see advertising translation is bound up with enterprise’s prosperity and decline. Therefore, the use of advertising English and its translation techniques should be valued. In this paper, the writer is doing study on the use of advertising English and its translation techniques, whereby current research situation of that in China and abroad, factual methodologies and related materials have all contributed to its completion. The writer believes that both one’s ability of ingenious thinking and the growth of economic globalization are benefiting from a better use of advertising English and its translation techniques.
Pragmalinguistic Aspects of Chinese Advertising Text
