Abstract: Successfully translated commercial advertisements play an important role in enterprises developing international markets and creating wealth. The differences in language styles of Chinese and English advertisements are analyzed from the aspects of pronunciation, wording, sentence patterns and rhetoric, and related translation strategies are discussed from three perspectives: understanding taboos in Western countries, adapting and processing cultural factors, and focusing on innovative translation. With the rapid development of the world economy, the trend of global economic integration is becoming increasingly obvious, international trade is becoming more frequent, and the number of multinational companies is increasing day by day. In order to open up the international market, multinational companies compete to promote their products. As a direct dialogue bridge between multinational enterprises and target markets, advertising is widely used. The quality of advertising is directly related to the international image of the company. Successful commercial advertising can help companies sell products, and successful advertising translation is more conducive to companies going abroad and becoming famous around the world. The purpose of advertising translation is to promote products from one country to consumers who grew up in another culture, so that the latter will accept the former [1]. Since the purpose of advertising is to promote sales, its essence is commercial. The language style embodied in advertisements is deeply rooted in local culture and is the product of a certain social culture. Advertising translation is not simply about translating sentences, it involves rich language and cultural knowledge. A well-translated advertisement must not only retain the essence of the original text, but also convey the corporate ideas and product concepts carried in the sentence to the target consumers. However, since countries around the world are different in terms of geographical location, religious beliefs, value orientations, and levels of economic development, there are bound to be certain differences in people's ways of thinking, values, aesthetic tastes, and consumption concepts, which are directly reflected in the way they express themselves in language. on the difference. 1. Differences in Chinese and English advertising language styles Advertising language is the core content of advertising. As a functional language, its main purpose is to stimulate consumption. Therefore, "advertising language usually has attention value, memory value, expressive function, directive function and aesthetic function." [2] Advertising language is not just a simple It is not commercial, but a loaded artistic language that integrates literature, aesthetics, psychology, marketing, consumer behavior and other disciplines [3]. In order to achieve the best appeal effect, advertising language must have strong artistic beauty. In order to adapt to the contemporary cultural context, advertising language has become a means of packaging products, creating a product image with great added value. By creating aesthetic illusions, it not only brings spiritual pleasure to people, "eliminates" the audience's hardship and fatigue, and obtains symbolic solutions to realistic contradictions, but also stimulates the audience's consumption interest, guides the audience's consumption fashion, and even itself. It has also become the object of language consumption by the audience. The differences between Chinese and English advertising language styles are mainly reflected in the following four aspects.

1.1 Differences in pronunciation. The pronunciation of Chinese and English languages ??is very different. The same sentence can cause different auditory effects and stimulate different psychological reactions. A catchy English advertising slogan may not necessarily bring the same effect to Chinese consumers when translated into Chinese. And a mediocre Chinese advertising slogan often changes its flavor after being translated into English. The translation of the "Coca-Cola" trademark is an example. In 1920, "Cocacola" began to enter the Chinese market and was translated as "tadpole chewing wax". It is conceivable that a drink with such a strange name will not attract many consumers. It was not until 1979, when "Cocacola" returned to the Chinese mainland market again, that the Chinese translation was changed to "Coca-Cola", and the Chinese market was opened. "Coca-Cola" not only maintains the syllables and sonority of the original word, but also makes people know it is a beverage trademark at first glance. This translates a trademark that originally had no meaning into a vivid and memorable one. The effect of the translated name far exceeds that of the original name.

Another example is that the English trademark "Haier" of the "Haier" company has the same Chinese pinyin as "Haier", and the pronunciation of "Haier" is also the same as the pronunciation of the English word "higher" (higher), which is intended to express the meaning of "Haier". The products will achieve better and better results in overseas markets such as Europe. This is also a successful first step for Haier's overseas development. When many companies first develop overseas markets, they tend to use this translation method that combines sound and meaning to preserve the pronunciation of the original text.

1.2 Differences in wording. "Chinese advertising has long language (high context), focuses on sound modeling such as commentary, and is highly expressive. It often creates a beautiful atmosphere to make the audience have some intuition or good impression of the product. What is important is to move people with emotion. It focuses more on perceptual knowledge. "[4] Most advertising slogans in our country are characterized by focusing on establishing a positive image based on traditional virtues and integrating with the spirit of the times. In terms of form of expression, most domestic advertising slogans are rigorous and neat in wording and sentences, and poetry is often used. Words are the basic units of language. The use of words in Chinese advertising language is mainly reflected in the meaning of words. The common phenomenon of polysemy provides basic conditions for the clever use of words. The clever combination of common meanings and unusual meanings, literal meanings and original meanings makes the advertisements astonishing and interesting, giving people a novel and unique feeling. Psychology believes that novelty will attract attention, stimulate interest, and enhance memory. Commonly used wording methods in Chinese advertisements include [5]: ① One word has multiple meanings. Advertising creation often makes a word express more than two meanings. It is based on people's familiarity with the common meaning of the word and uses people's psychological set. At first, they only understand the common meaning of the word, and at the same time, it unexpectedly expresses another layer of meaning. Meaning, thus making the slogan astonishing and humorous, enhancing the appeal of the advertisement and making it easier for people to remember. For example: "Alishan melon seeds make you happy as soon as you eat them." (Alishan melon seeds advertisement) - "Happy" means that the melon seeds are easy to eat, but also means that you are in a good mood; "After 40 years of hard work, China is in my heart." (Chinese toothpaste advertisement) - cleverly connects the Chinese brand with the Chinese nation, which not only promotes the product, but also makes people feel a strong sense of patriotism deep in their hearts, and contains rich and profound cultural connotations. ②Misinterpretation of word meaning. The literal form of some words is closely related to the characteristics of the product. Therefore, some Chinese advertisements use their literal meanings to intentionally distort the meaning of the words to create new meanings. On the one hand, this method clearly expresses the characteristics of the product; on the other hand, it twists the literal meaning into a new meaning, introduces the old and brings out the new, creating a sense of novelty in people's psychology, thereby deepening the impression [6]. For example: "Everyone loves it" (jewelry advertisement) - "Love" as a word means to respect and support, but in this advertisement it is deliberately divided into two parts, which means to like to wear. English advertisements are usually more objective, with short slogans, emphasizing the precision and generalization of language, as well as the reasoning and association of image modeling language. Therefore, they are mostly rational. The entire advertisement is often foreshadowed by a meaningful picture, and finally provides the finishing touch. advertising slogan. The characteristics of British advertising slogans focus on directly promoting companies and products. In terms of wording, English advertising can be said to be eclectic, eclectic, and colorful. In many cases, advertisements deliberately use informal language to create a humorous and witty effect. Many advertisements use a lot of slang and informal words to make the advertisements appear popular and lively, leaving a deep impression on people. For example: "Keep the frog out of your throat." This is the last sentence in a throat tablet advertisement. The advertising planner deliberately used such an informal phrase to achieve a humorous effect. In the advertisement "Pity the pickpocket." (poor those three hands) for a certain coat, the characteristics of the clothing are highlighted. The pockets are uniquely designed and can even prevent theft. Among them, "pickpocket" is a colloquial style, which is equivalent to "three hands" or "pickpocket" in Chinese. If you replace it with "thief", the effect will not be as lively and interesting as "pickpocket". 1.3 Differences in sentence patterns. Chinese advertisements are short and use concise sentence patterns for easy memory.

Psychological research results show that reducing the amount of memory materials can increase the depth of memory, so concise advertising content will have better memory effects than complex advertising content [6]. Commonly used sentence patterns in Chinese advertisements are: ① Short sentences are widely used, and complex sentences are mostly repeated sentences. For example: "It tastes great!" (Nescafe coffee advertisement); "Oriental, Eastern style, Eastern sentiment." (Shanghai Oriental Furniture Factory advertisement) ② Use elliptical sentences more often. For example: "Work hard and complain as long as you have one breath left." (tire advertisement); "Less noise, more tranquility." (Shuanglu refrigerator advertisement) ③Use whole sentences, which are a group of the same or similar structure sentence. For example: "Coming from deep mountains, passing through dense forests, bringing coolness, fragrance, and happiness." (Midsummer Mineral Water Advertisement); "It is a thoughtful gesture dedicated to my wife, a filial piety in return for my mother, and a gift. A gift from a friend brings warmth to the family. "(Washing powder advertisement) English advertisements tend to be eclectic and free in expression. There are also various sentence patterns in English advertisements. The most commonly used sentence patterns are as follows: ①Imperative sentences. Imperative sentences also appear more frequently in advertising. The ultimate purpose of advertising is to encourage and persuade people to buy specific products. The appropriate use of imperative sentences can effectively achieve the guiding function of advertising. For example: "Askany one who owns one." - Ask anyone who owns this kind of car. (car advertisement); "Lay down your arms." - Put down your arms. (Table Advertisement) ②General questions. There is an interrogative sentence in an average of 30 sentences in English advertisements. The use of interrogative sentences shortens the distance between the advertisement and the reader, because interrogative sentences usually require the other party to respond, and it seems that both parties A and B are communicating. Some interrogative sentences do not really ask questions and do not require an answer. This kind of interrogative sentence increases the intensity of rendering, strengthens the momentum of speech, inspires readers to think, highlights the theme, and attracts readers' attention. These are exactly the original intentions of advertising. For example: "Canyou tell cheese from real cheese?"——Can you separate regular cheese from real cheese? "Why smoke if you don't enjoy it?"——If you don't like it, why smoke it? What? "The Seiko Ladies Quartz Pretty, isn't she?"——Seiko Ladies Quartz Watch, chic and beautiful, isn't it? ③ Comparative. Since there are a large number of adjectives and adverbs used as modifiers in English advertisements, the comparative form is widely used in advertisements. For example: "These days succeeding in business means getting more competitive and makingtougher decisions"; "In short, the stronger your character, the brighter your future." ④ Direct quotation. Direct quotations appear a lot in English advertisements, because direct quotations can make advertisements appear lively and novel, and can enhance persuasiveness from a psychological point of view. For example: "It's like we're allin the same office. The office just happens to spread across 7000 miles of ocean."——Tom Hughes MIS Director, Construction. This is the opening line of an IBM advertisement, through the company manager The original words make the advertisement vivid and concrete. 1.4 Rhetorical differences. Chinese advertisements are accustomed to using a large number of modifiers, preferring gorgeous vocabulary, and consciously repeating certain sentences to deepen the audience's impression and enhance the effect of expression. Commonly used rhetorical techniques include: ① Continuous repetition. The continuous repetition in advertising slogans is mostly the repetition of product brand names, which is determined by the purpose of advertising and people's memory characteristics.

The purpose of advertising is to stimulate consumers to consume the product in the advertisement, and advertising deliberately highlights the brand name of repeated products, which can enhance people's impression of this product and achieve the purpose of publicity. [7] For example: "Fenghua Fenghua, the essence of the pen." (Fenghua pen advertisement); "Shield, shield, reliable shield." (Shield helmet advertisement) ② Repeated at intervals. The most common is the repetition of the same linguistic unit. There are both repetitions and changes, adding new information during repetitions, eliminating people's boredom and resistance, and exerting their memory function [7]. For example: "Chinese life, Chinese Meiling." (Meiling refrigerator advertisement); "Leave mountains and water, leave youth and beauty." (Camera advertisement); "On special days, give special love, To the special you.” (Qingqi Motorcycle Company Advertisement) ③ Quote. China's five thousand years of long culture has created countless excellent idioms, sayings and famous poems, which are familiar to Chinese people in their daily life and study. The use of these idioms in advertising slogans allows people to directly skip the memorization stage in the memory process, arouse the existing memory of idioms and sayings in the mind, and re-present the imprint of this memory in the mind as an image, which will deepen people's It plays a big role in enhancing the appeal of advertising slogans [9]. For example: a famous line from Wei Cao Cao's "Dan Ge Xing" - "Generosity should be used as generosity, and worries are unforgettable. Only Du Kang can relieve worries." (Dukang Wine Advertisement); Idiom - "Not a hair is pulled out" (Toothbrush Advertisement) ; Provide its own characteristics, excessive repetition of the same phrase or sentence pattern will be counterproductive. If too many modifiers in Chinese advertisements are literally translated into English, it will give people a false feeling, lead to obstacles in emotional transmission, and fail to achieve the effect of the original advertisement. Therefore, when translating, we cannot directly correspond mechanically. Instead, we should start from the cultural habits and acceptability of English, or modify or omit it, so as to maintain the authentic, natural, plain and unpretentious style of the translation. For example: "Selected materials, fine workmanship, mod-ern designs, reasonable price, various specifications. Orders wel-come."————High-quality materials, fine workmanship, novel styles, reasonable prices, complete specifications, welcome to buy [1 ]. The above translation not only retains the original meaning, but is also concise, smooth and rhythmic, in line with the aesthetic habits of the Chinese people. In order to make the advertising language highly persuasive and leave a deep impression on people, so that it can stimulate the audience's desire to consume, and move the audience to buy and use products, many English advertisements do not simply rely on a large number of modifiers, but rely on Use various rhetorical techniques to leave a deep impression on people with a small but concise and unique language. Commonly used rhetorical techniques include [10]: ① Parallelism. "The Milk Chocolate melts in your mouth, not in your hand." ②Repetition. "Extra Taste. Not Extra Calories." implies that the product has extra taste but no extra calories and will not make people fat. By repeating "extra", the food is made more tempting and consumers no longer hesitate. ③ Imitation (parody). "A Mars a day keeps you work, restand play." (Mars chocolate, the driving force of life.) cleverly imitates "An apple a day keeps the doctor away." (An apple a day, the doctor stays away from me.), creating a lasting impression in the hearts of consumers. The strong buzz and wonderful association arouse their desire to buy. ④Simile.

"Light as a breeze, soft as acloud." uses a simile to describe the soft texture of the clothes and the comfortable and elegant feeling after wearing them, making people eager to try them! ⑤Metaphor. “Soft, enchanting, smiling color, that’s the gift of Focus to your hair.” The effect of soft hair and pleasant color after using the hair oil is said to be the gift given by the hair oil, making the product more charming and humane. ⑥Personification (per-sonification). “Unlike me, my Rolex never needs a rest.” Use personification to personify the Rolex watch. The fact that it does not need to rest implies that the watch has accurate timekeeping, full power, and its quality is worthy of consumers’ trust. ⑦Exaggeration (hyperbole). "We have hidden a garden full of vegetables whereyou'd never expect in a pie." (contrast). "Othello is a game that takes only a minute to learn but a lifetime to master." The original text highlights the electronic game through the contrast between "a minute" and "a lifetime" Features that are easy to use and stand up to consideration. 2. Chinese-English advertising translation strategy Through the analysis of the differences in Chinese and English advertising language styles, we found that advertising translation is not only a simple language translation, but also a cultural translation. Successful advertising translation requires the translator to carefully study relevant translation strategies. 2.1 Understand the taboos in Western countries. There are many taboos of this kind in any country or nation. For example, the British do not like elephants, countries that believe in Islam avoid using pigs and dogs in advertisements, Westerners mostly like white and hate red, etc. There are all kinds of taboos, which is a specialized knowledge in folklore. We should give necessary respect to the cultural customs and traditional habits formed over thousands of years. For example: "白翎" cannot be literally translated into "white feather", because the English idiom "to show the white feather" means running away from battle and being weak and incompetent; "白香" cannot be literally translated into "white elephant", which means "white elephant" in English. "clumsy" or "awkward". In terms of semantics, due to the differences in customs, cultural traditions, etiquette, etc. between China and the West, many words have different cultural connotations in Chinese and Western cultures. Lack of understanding of the cultural meanings conveyed by these words and misuse or abuse will lead to errors in communication and translation. In advertising translation, we must pay attention to avoid words that are prone to ambiguity and unpleasant associations, so as not to cause negative emotional reactions. For example: "Black" toothpaste was once translated as "Darkie", and "Darkie" is a derogatory term for black people in English, which happens to involve the sensitive issue of racial discrimination. "Lotus root powder" cannot be literally translated into "lotus root starch". "starch" (starch) will make foreigners worry that the product will cause obesity, so it is more acceptable to change it to "lotus root powder". Therefore, the translator should have a certain understanding of the history and politics of the target country and avoid using words with special meanings that can easily cause negative associations.

2.2 Adaptation and processing of cultural factors. Since the original language fails in the new environment, translation does not always pursue the highest degree of consistency with the meaning of the original text. In the translation of Chinese-English advertisements, translators are faced with two completely different ways of expression. As long as the translation conforms to the language, culture and customs of consumers in the recipient country, it is a suitable translation.

The original text can be omitted, but you should try to produce the corresponding image effect to achieve the same sales purpose. In fact, advertising translation is very flexible, leaving a lot of room for translators to play. The translator only needs to be familiar with the cultural customs of the target country, fully explore the characteristics of the product, and try to find expressions that are closest to the local culture. For example, Chinese people believe that red represents happiness and often use "red" in trademarks or advertising slogans, while most Westerners do not like red because "red" is a symbol of danger, violence and bloodshed. Therefore, the "Red Star" brand electric fan can be cleverly translated as "Bright Star Electric Fan" or "Shining Star Electric Fan", and the effect is naturally better than the literal translation of "Red Star Electric Fan" from the original text. Another example is the word "kill" in the slogan "Mosquito kill! Kill! Kill!" that is familiar to Chinese people. If it is literally translated into English as "kill", it is very rude, but the translation "Mosquito bye bye bye!" seems more authentic and more authentic. In line with English expression habits. For another example, if the literal translation of "Fangfang" brand lipstick into "Fangfang" makes English readers think of the teeth of poisonous snakes and lose interest at all, using "Aroma" or "Fragrance" instead can avoid embarrassment.

2.3 Focus on innovative translation. Advertising itself is rich in imagination and creativity, and translation is by no means just a one-to-one text conversion, but a secondary transformation on the basis of maintaining the meaning of the original text. "Shida" computer and "Rising" anti-virus software are cleverly translated into "Star" and "Rising" respectively through a combination of sound and meaning. They not only retain the pronunciation of the original text, but the translation is also novel and vivid, indicating that the product will become the best in the industry. of a new star. If you use a literal translation of the original pronunciation or a homophonic meaning, it will not be able to express the characteristics and uniqueness of the product. In this case, the translator should decisively abandon the original advertising slogan, find another way, integrate the culture of the audience country, boldly innovate, and give the product a beautiful associative meaning, so that the product can quickly enter another market and attract more consumers who. Another example is that the original pronunciation of "Only One" was discarded when translated into English, and it was re-created into the trademark "Only One". As soon as it entered the international market, it achieved good sales results and its brand awareness was greatly enhanced. Innovation is a sure-fire way to make new products popular among people quickly. Products are international, while advertising is local. Due to the differences between English and Chinese languages, the rhetorical techniques used in the original text to achieve novel and unique purposes may not be retained during the translation process. The translator can only make reasonable changes or even use other rhetorical techniques to translate, especially puns, which can mostly only be translated through Other ways to translate in a unique way. For example, a seaside hotel's "Twogether" advertisement to attract young couples coming for vacation uses the homophone of "together" and translates it as "two nights and two dwellings". You can focus on "two" and use the Korean drama title to translate it as "romantic". "Full House" is more contemporary and has a unique flavor. Another example: "We have coats for every wear, every-where." in a clothing store uses the homophony of "every wear" and "everywhere" to repeat and emphasize it to deepen the reader's impression. The Chinese translation is into a four-character structure of "Tian Xia Yi Cang", "You can travel the world with clothes" or "You can do whatever you want, anytime, anywhere" are catchy and easy to remember. Other rhetorical techniques are easier to reproduce in translation. For example, a beer slogan "too good to forget" seems plain but is extremely exaggerated, giving people the impression of "never forgetting". It can be translated using exaggerated techniques. For "love at first bite", "drunk for a thousand years" or "can't stop", you can also apply Sedin Beer's advertising slogan "the taste of true love". The Chinese Pinyin pronunciation of a certain women's clothing brand "XS" is close to "Xi Shi", and its advertising slogan "Wear XS, Xi Tzu is you!" can also be translated metaphorically as "You are a beauty in XS!".

The rhyming slogan of a restaurant in Student Street, "There is wine and food, bring your own beauty" can also be translated into "come for dinner, with your lover" using the technique of reproducing rhyme. 3. Conclusion

As the preferred marketing strategy of enterprises, advertising often faces the problem of cultural conflict in the context of the huge differences between Chinese and Western cultures. There are many unsatisfactory examples of translation between Chinese and English advertising, and some even lead to sales setbacks. Tracing back to the root cause of advertising translation errors, it is mainly due to the fact that the translator does not have sufficient language and cultural control capabilities and blindly sticks to the superficial meaning of the original text. Differences between cultures are reflected in the language that carries the culture. If not properly handled, it will cause obstacles in cross-cultural communication. This paper is compiled and provided by Wuyou Paper Network www.51lunwen.com. China's economy continues to take off, and many companies have become famous internationally. The international popularity of these Chinese brands and the recognition of overseas consumers are related to a series of localized marketing strategies carried out by enterprises in the local area, among which advertising translation must play a key factor. Advertising is the unity of national culture and language, and advertising translation is the combination of language translation and cultural translation. In addition to following the translation principles and laws of languages, accurate advertising translation must also pay attention to the study of the cultures related to the two languages. Only by overcoming language and cultural barriers, properly handling the language and culture factors in cross-cultural communication, and using appropriate translation strategies and techniques can we translate advertising slogans that meet consumers' aesthetic tastes and psychological needs, and can corporate brands attract more attention from multiple aspects. Get closer to foreign consumers and subtly deepen local people's recognition of the brand, thereby achieving success. References:

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