On Language Characteristics and Translation Skills of English Advertisements

In the century of economic globalization, the trends of international advertising will be more and more obvious and intense. Nowadays as we know, there are more and more acute market competition. In this situation, a good quality will be necessary if you want to make your commodity blooming and attract the consumers among millions of other competitors. Besides, a successful advertisement is also a very important part. In this international marketing environment, a proper advertisement, especially when facing various consumers with different nationalities, different languages and different custom background, how to advertise your merchandise in a proper and efficient way is the most important thing. Both in China's and other countries' companies, they have face an advertisement internationalization and globalization problem, that is, how to translate advertisements. Advertising translation must be fully aware of the product sales objects, language habits, cultural background, also understand the advertising English language features and translation skills. This essay introduces the language features of English advertisements from vocabulary and rhetoric in different aspects, and expounds some effective translation skills.