Advertising is one of the marketing strategies in the international business activities．Advertisements exist everywhere and influence us every day．According to a statistics，one third of the present-day newspaper ＇ s space is used for advertising in England．Advertisement is a widely used medium of communication in business activities．If we want to do a good job in English advertisement translation，it is necessary for us to know something of advertisements＇characteristics．

The goal of advertisements can be summarized as follows: Attention，Interest，Credibility，Desire，and Action．To be more accurate，advertisements must attract people＇s attention—for example，by using bold type and eye-catching pictures．Next，advertisements must arouse the prospective customers＇ interest in the product and build credibility for the product．Then advertisements should be able to arouse a buying desire that finally leads to a purchasing action．If the translation of an advertisement cannot achieve these effects of the original，it will be a failure．The general principles of advertisement translation should be: smoothness，precision and conciseness．

Smoothness means to use smooth and natural Chinese expressions that Chinese customers can accept to give the information about a product．Whether the translation of an English advertisement is excellent or not depends on the response of its receivers．Only when the Chinese readers＇ response to the translation is similar to the original readers＇response to the original advertisement，will the translation achieve its purpose．To achieve this，the first step is to translate the original with smooth Chinese expressions．

Precision is also demanded by the advertisement＇s functions．If the meaning of the original advertisement were altered in the translation，the consumers would be misled by the Chinese version．

Conciseness means the translator should use informative and concise diction and sentence structures．The education levels of the readers are varied，so far too complicated or difficult diction or sentence structures in translation may make it hard for its intended readers to comprehend its information．

7．2．3．1　Lexical characteristics of English advertisements英文广告的词法特点

The words and phrases in advertisements are colorful and lively，and the only purpose of choosing a word in writing an advertisement is to“promote products” ．Therefore，these phrases are usually intriguing and appealing．The lexical characteristics of English advertisements can be summarized in the following aspects:

1)The abundant use of modifiers

In advertisements，there is an abundant use of modifiers to highlight the merits of a product，to describe vividly the special features of the product and to enhance its appeal to the prospective customer．To attract more customers to buy their products，advertisements often highlight their unique merits with the use of comparative and superlative degree modifiers，though they don＇t belittle other similar products directly．

Famous world-wide gourmet cuisine．Excellent daily specials and mouth-watering desserts．

　世界有名的美食烹调，精美的每日特色饭菜和令人垂涎的点心。

For the first time，there＇s a remarkable gel that can give your hair any look you want—sleeker，fuller，straighter，curlier，more natural，even wet—without a drop of alcohol or oil．

　一种前所未有，不同寻常的发乳问世了。它可以使您的头发随心所愿——更光滑，更丰茂，更平直，更卷曲，更自然，甚至保持湿度——都不含一滴酒精或油脂。

Vaseline Intensive Care “Aloe ＆ Lanolin”combines natural aloe with skin softening lanolin and afresh herbal scent to soothe and condition rough，dry skin．Absorbs fast with no greasy after-feel．Helps restore your skin＇s natural softness．In just seconds，you＇ll see and feel the difference．Great year-round skin care for the whole family．

　天然芦荟及羊脂配方凡士林特效润肤露，蕴含丰富的滋润成分和新鲜草本香味，不油不腻，补充肌肤因干燥而失去的水分，快速渗透，发挥滋润效果，全年适用。(注:译文为编译)

Comments The first example is a restaurant advertisement．We can see that the adjectives account for one half of the words used in the advertisement．They show the restaurant＇s features to its customers．In the second advertisement，the use of five successive comparative degrees adjectives，i．e．“sleeker，fuller，straighter，curlier，more natural” ，suggests that this kind of gel is better than other gels and meet consumers＇different demands．The original English version of the last advertisement contains a number of modifiers such as“natural” ，“fresh” ，“rough” ，“dry”etc．which help to describe vividly the fine quality and effect of this product．

2)Intentional wrong spellings

Intentional wrong-spellings in English advertisements can arouse people＇s sense of curiosity about the advertisement and impress people deeply．

Drinka Pinta Milka Day．

Comments This is a milk advertisement．The normal form of the expression should be: Drink a Pint of Milk a Day．This intentional misspelling is intended to induce prospective customer＇s curiosity，and it reads rhyming and rhythmic．Besides it uses four words that have no grammatical relation with each other to express a complete concept．This purposeful wrong spelling is used much to the advantage．However，it is not easy to translate this advertisement，or rather，it cannot be translated literally，because as for the Chinese characters，we cannot add any stroke to them．So we can only translate its basic message as:一天请喝一品脱牛奶．If we try to reproduce the rhythmic effect of this advertisement with some unconventional methods，how about this version:一日请喝一品牛奶

This translation uses two homophonic Chinese characters瓶and品to achieve an effect of rhyme．Also，for the people who know English well，they will think of品as a derivative of“pint (品脱)” ．For the people who do not know English，they will reflect that the Chinese character瓶was wrongly replaced by the Chinese character品．If so，the translation attracts people＇s attention with this play on word．To a certain degree，the effect is more or less equivalent to the original advertisement because it can arouse the same curiosity and leave a deep impression on readers．

3)The use of coined and strange words

Advertisements often invent new words and strange words to highlight products ＇characteristics: novel，creative and original，so that they can satisfy the consumers who are fond of following fashion．When we translate these new coinages and strange words into Chinese，we should bring our imagination into full play because we can ＇t find their equivalents in dictionaries．

Give aTimex to all，to all a good Time．

Comments This is a watch advertisement．The watch＇s brand name is Timex．Timex is a new coinage: a mix of“Time”and“excellence” ．The formation of this coinage helps to associate时间with优秀in our mind．To translate the brand name well，we should endeavor to reproduce the meaning and originality of the new coinage．To that end，we translate it by both transliteration and free translation:给诸君一块“天美时”表，各位就掌握了好时光．On the one hand，the translation of“Timex”as天美时—has a pronunciation similar to“Timex”and it sounds harmonious．On the other hand，the translation conveys the connotation of the coinage“Timex” : The watch is of good appearance and superior quality．These three Chinese characters天美时allude to the excellence of this product to Chinese customers．

4)The use of abbreviations and compound words

Copywriters often try to shorten the length of advertisements to cut down its cost．For this purpose，abbreviations and compound words are frequently used in many advertisements．The translator should make sure of the meaning of such words and substitute them with their natural equivalents in translation．

Where to leave your troubles when you flyJAL．

　乘坐日航班机，一路无烦恼。

Even at just over $ 100 per person per day，our thrill-of-a-lifetime trips are cheap．

　即使每人每天一百多美元，我们那令人终生难忘的极富刺激性的旅行仍然便宜。

The Myst is multimedia intrigue at its best，exploiting theCD-ROM format like no other entertainment software．(The Myst)

　美斯特，最优秀的多媒体软件，它对光盘只读存储器格式的开发利用是其他任何娱乐软件无法比拟的。(美斯特软件)

Comments“JAL”in the first example is the abbreviation of Japan Airlines．“Thrill-of-a-lifetime”in the second is a shorthand phrase in place of a lengthy clause: a trip which will brings the passenger a thrill for his lifetime．In the original advertisement of the last ，“CD”is an abbreviation of“compact disk” ，and“ROM”is an abbreviation of“read-only memory” ．But since most Chinese readers do not recognize these abbreviations，they should be explained fully in the translation．

7．2．3．2　Syntactical characteristics of English advertisements英文广告的句法特点

1)Concise and short sentences

Conciseness is a common characteristic of most advertisements．Their sentences are generally short and succinct．This is because complex sentences are not easy to understand and they will dull readers＇interest in the advertisement，while brief and short sentences are vivid，eye-catching and readable．So we should also use short Chinese sentences to translate such advertisements．

　还是可口可乐好!

Fresh Up with Seven-Up．

　请饮七喜，倍添精神。

Comments These are two advertisements of beverages．The copywriters use just three or four words to highlight the excellence of the products．The advertisements are not only easy to remember but also boosting the brands＇ images．The translator uses Chinese four-character structure so that the Chinese versions are as succinct，readable，vivid and eye-catching as the original．

Many such short-form advertisements(or slogans)are so popular that they have become almost household words，such as“Can＇t beat the real feeling! —Coca-Cola” (挡不住的诱惑! ——可口可乐)，“Good to the last drop．—Maxwell House Coffee” (滴滴香浓，意犹未尽。——麦斯威尔咖啡)and“A diamond is forever．—de Beers” (钻石恒久远，一颗永流传。——戴比尔斯钻戒)．

2)Elliptical sentences

The plentiful use of elliptical sentences in advertisements is in compliance with the principle of conciseness．Besides，elliptical sentences can emphasize the key information in the advertisements．

　—All your need is Bayer Aspirins!

　—您正在忍受关节炎的痛苦吗?

　—贝尔阿司匹林使你药到病除!

Comments As is shown in the above example，in translating elliptical sentences in English advertisements，the translator sometimes needs to make necessary addition to make the Chinese version fully informative to the TL readers．

3)Imperative sentences

The purpose of advertisements is to appeal to consumers to buy the advertised goods．The use of imperative sentences enhances the appellative function of advertisements．Translators can also use imperative sentences to translate the originals so that the translation can achieve the same effect as the original．

If you are looking for lifelike sound from small，beautiful and durable speakers，listen to our Bose Speakers，and begin to live your life to music．

　如果您正在寻找一台漂亮又耐用的音响效果逼真的小型扬声器，那就听一听我们的“博士”扬声器，让您的生活伴着音乐开始吧!

Comments: This advertisement uses two imperative sentences，i．e．，“listen to…”and“begin to…”It is meant to persuade consumers to buy the advertised product．The translator also uses an equivalent imperative sentence in the translation to arouse the buying desire of the consumers who are still hesitant．The following are some other such examples．

4)Interrogative sentences

The use of interrogative sentences shortens the psychological distance between advertisers and readers by requiring readers＇response to communicate with readers．Some interrogative sentences such as rhetorical questions are not really raising questions since they don ＇t need answers．This kind of interrogative sentences reminds readers of the advertisement＇s purpose and attracts people＇s attention．

DERWENT Scientific and Patent Information

　Fluent in French?

　An excellent communicator?

　A good organizer?

　Then develop your career within this sales support role．

　德温特科技专利信息

　法语说得流利吗?

　非常善于交际吗?

　是个优秀的组织者吗?

　如果是的话，就请到我们这个销售领域，拓展您的事业吧!

Comments When translating the above advertisement，translators have to consider the function of interrogative sentences and try to achieve the same function in the translation．This translation also uses interrogative sentences to communicate the advertisement＇s information and achieve an equivalent effect．

7．2．3．3　Rhetorical devices used in English advertisements英文广告的修辞方法

Rhetorical devices are often used to strengthen the expressive effect of language and enrich the signification of an utterance in English advertisements．In the course of translation，rhetorical devices are also used to achieve an equivalent effect．The following rhetorical devices are often adopted in advertisements:

Simile is the use of an expression which describes one thing by directly comparing it to another by using such words as“as”or“like”in English．In Chinese，we often use如，好像，就像，犹如and so on for the same purpose．

Featherwater: lightas a feather．

　法泽瓦特眼镜——轻如鸿毛。

　Today，Sakura Bank islike a thriving sakura．

　如今，樱花银行就如一棵茂盛的樱花树。

　Lightas a breeze，softas a cloud．

　轻如风，柔如云。

Comments The first example is an advertisement of spectacles．In this advertisement，the weight of Featherwater spectacles is compared to that of a feather．People who wear spectacles certainly think that the lighter a pair of spectacles is，the better and more comfortable it is．So the translator employs the same rhetorical style:法泽瓦特眼镜——轻如鸿毛to achieve a similar effect in translation．The second is an advertisement of Japan＇s Sakura Bank，which is compared to a blooming sakura(the pronunciation of the Japanese word which means cherry blossom)．While translating this advertisement，we should also transfer this simile to the Chinese version to keep intact the original expressive effect．The last one is an advertisement of a garment．It describes the material of the garment is“as light as a breeze”and“as soft as a cloud” ．Such a vivid simile informs the consumer of the softness and comfort of this garment and arouses his purchasing desire．This rhetorical device is translated literally into the Chinese version for it is both acceptable and effective for Chinese consumers as well．

Unlike simile，metaphor doesn＇t explain the reason of comparison and doesn＇t compare two things directly by using“like”or“as” ．It induces the readers to think about its deep meaning．

EBEL—the architects of time．

Comments EBEL is the brand name of a watch produced in Switzerland．This advertisement reflects the watch＇s excellent quality by comparing the watch to the architect of time．We can translate it literally as follows:依贝尔手表——时间的缔造者．This Chinese translation does not use such words as犹如，because Chinese readers can understand the metaphorical meaning of时间的缔造者，which also alludes to the watch＇s fine quality of keeping time punctually．

You＇re better off under the Umbrella．

　在“伞”的保护下，你可以无忧无虑地享受旅行的乐趣。

Comments This is the advertisement of a travel insurance company．A traveler always cares about his safety on his journey．This advertisement makes use of this psychology and likens itself to an“umbrella”to imply that if you buy its insurance，you can enjoy your journey with no concern for accident．

Pun is a humorous play on words in which a word is used in two meanings，or two words with the same pronunciation but different meanings．It is difficult to translate puns used in English advertisements．English and Chinese are two radically different languages and the two cultural traditions are different．These differences pose difficulties for translating English puns literally．But we can handle the original puns with other methods than literal translation．

I＇m More satisfied．

　摩尔香烟，我更满意。

　再来一支，还吸摩尔。

Comments These are two advertisements of More Cigarette．They are typical examples of puns．The advertisements take advantage of the two meanings of“more”ingeniously : “more” ，as an adverb，means更加，更多; here，it is also the name of a brand．These two advertisements leave a deep impression on readers: This product is better than others and more satisfactory to consumers．The translator uses Chinese four-character structure which is very smooth and elegant to translate the puns freely．We must point out that the formal feature of the original pun is lost．But this loss is inevitable in translation．

Parallelism is to use a series of the same or similar sentential structures to pass on certain information．The use of parallelism can enhance the expressive effect of message and highlight the advertisement＇s purpose．It is rhythmical and symmetrical．So translators should also recreate the original effect by using similar parallelism in Chinese．

I want the body of a Greek god．

　I want to work out in a huge fitness centre．

　I want to stay in the heart of the Central Business District．

　I want a room with a view of three countries．

　Everything I want is at the world＇s tallest hotel．

　The Westin Stamford ＆ Westin Plaza，Singapore

　我想有希腊神之身躯

　我想在巨大的健身中心锻炼

　我想住在商业中心地带

　我想入住能眺望三个国家的房间

　我最想住在世界上最高的宾馆里

　新加坡威斯汀·斯坦福/威斯汀广场

Comments This is an advertisement of Singapore＇s Westin Hotel．In the advertisement ，“I want”is repeated four times．It expresses an assumed customer＇s eager desire to enjoy staying in this hotel．The translator should use similar parallelism in translation to achieve the same effect as the original．

Designed with a computer．Silenced by a laser．Built by a robot．(Volvo)

　电脑设计，激光消音，机器人制造。(沃尔沃汽车)

Comments This advertisement is made up of three perfect parallel structures．This feature is replicated in the Chinese translation．

Personification is to treat inanimate things as animate beings by associating them with speeches，deeds or thoughts and feelings of human beings．International business advertisements often use personification which leaves an impression of originality on consumers．

Unlike me，my Rolex never needs a rest．

　不像我，我的劳力士从不休息。

Flowers by Interflora speak from the heart．

　英特福劳拉花店培育的鲜花倾诉人的心里话。

Comments Example one is an advertisement of Rolex Watch．We know that people need rest but a watch does not．However，this advertisement personifies Rolex Watch and says it “never needs a rest” ．It underscores Rolex ＇s good quality of precision and durability．This advertisement can be translated according to the original meaning．This translation is vivid and interesting and retains the original appeal．Example two is an advertisement of a flower shop．In this advertisement ，“flowers”is personified，it can

“speak from the heart” ，so when you present a flower bought in this shop to others，the flower can speak on your behalf．

English advertisements sometimes employ rhyme such as alliteration or end-rhyme to make the advertisement pleasant-sounding．Alliteration appears in English advertisements more than end-rhyme．But it is difficult to translate them into the same rhetorical device in Chinese．Because English and Chinese are different in linguistic structure，rhyme in English may not be translated literally into Chinese．

Sea，sun，sand，seclusion—and Spain!

　You can have all this when you visit the new hotel Caliente．

　大海、太阳、沙滩、幽静——西班牙!

　只要您住进新旅馆“客恋塔” ，您就能享受这一切!

Hi-Fi，Hi-Fun，Hi-Fashion，only from Sony．

　高保真，高乐趣，高时尚，只来自索尼。

It changed our well water to wonderful water．

　变井水为纯净水。

Comments: The first example is an advertisement of a hotel in Spain．The initial letter of every word in this advertisement except for“and”in the first line is“s” ．We can only translate its meaning without reproducing the rhyme．The second is an advertisement of Sony Hi-Fi appliances．The repetition of“Hi”in the first three words forms alliteration．This effect can be recreated by the repetition of高in the Chinese version．Alliteration is also used in the last advertisement : “well” ，“water” ，“wonderful” ，“water” ．The Chinese version is also producing the effect．

Hyperbole used in advertisements is to make an overstatement about a product or service to attract people＇s attention or for emphasis．We can translate an English hyperbole literally if it is acceptable and comprehensible to Chinese consumers．

We＇ve hidden a garden full of vegetables where you＇d never expect．In a pie．

　在您意想不到的地方，我们珍藏了满园的蔬菜——就是在那一个小小的馅饼里。

Coverage so invisible; it＇s time to rewrite history!

　我厂的化妆品用后不见痕迹，效果之妙是改写历史的时候了!

Comments: The first advertisement uses hyperbole to suggest that the pie be prepared with all sorts of vegetables and rich in nutrition．Since this hyperbole is also understandable and acceptable to Chinese readers，it is translated literally into Chinese．Example two is an advertisement of a brand of cosmetics．The message of this advertisement is that this product is so transparent that it is invisible when used on face and it can make face more beautiful．“It＇s time to rewrite history”is a hyperbole，which not only emphasizes this message，but also adds a sense of humor to the advertisement．Since this hyperbole is also understandable and acceptable to Chinese readers，it is translated literally into Chinese．

7．2．3．4　Translation methods of English advertisements英文广告的翻译方法

Transliteration is to write(a word，name，sentence，etc．)in the alphabets of a target language or writing system according to the pronunciation of the original expression．Transliteration is often adopted in the translation of brand names，the names of firms and so on．

Absolutely pure transliteration is very difficult．Moreover，consumers cannot learn the characteristics of a product from the transliteration of its brand which has no actual meaning but only reproduces a similar pronunciation as the original．Such a translation just uses a brand to represent a product．Generally speaking，most transliterated brand names are well-known popular ones to Chinese consumers．

Kodak柯达(胶卷)Lincoln林肯(轿车)

　Casio卡西欧(电子琴)Rolex劳力士(手表)

　Lipton立顿(茶)Heinz亨氏(米粉)

　Parker派克(钢笔)Motorola摩托罗拉(手机)

Sometimes we can use partial transliteration plus interpretation to render a brand so that the consumer can know its original name while understanding its meaning in the SL language．For example ，“Back Saver”is the band of a bolstered seat which is specially designed for people with a chronic back pain．Its Chinese rendering is背舒尔which accounts for both its original pronunciation and meaning．Therefore Chinese consumers can have an idea of the function of this product at the sight of this brand name．

2)Literal translation

Literal translation is to translate the source text literally into Chinese and keep the same sentence structure and word order as the original．Literal translation is often used in the translation of titles，slogans and texts of advertisements．Let＇s first have a look at the English advertisements of Philips (飞利浦电器)and Discovery Channel (探索频道)．

Let＇s make things better．(Philips)

　让我们做得更好。

Explore your world．(Discovery Channel)

　探索您的世界。

Comments We can see that their translations are equivalent to the originals in terms of meaning，word orders or sentence structures．The translations keep intact the original information and are also smooth and natural in Chinese．

However，coincidences like these are not familiar sights．A lot of English advertisements use English idioms，proverbs and other peculiar expressions that defy literal translation．

Don＇t just get onto it，get into it．(Intel PⅢPersonal Computer)

　不仅仅是登陆互联网，而且真正畅游其中。

Comments The ingenuity of this advertisement consists in using two phrases : “get onto”and“get into” ．“Get onto”means“to communicate with someone” ．“Get into”means“to influence or take control of(someone)so as to make them act strangely” ．They seem to have a subtle difference in meaning but their presence in the advertisement hints at the virtue of Intel PⅢ—high speed．The translation of this advertisement means “You can not only be on line but do whatever you want to on the Internet” ．Although such a translation is clear enough but it seems flat and insipid．The next translation method—free translation—may compensate for its defect．

Good teeth，good health．

　牙齿好，身体就好。

Comments: This is the advertisement of Colgate(高露洁)toothpaste．Its Chinese version is produced by a literal translation of the original．But the translation keeps intact the message，the terseness，the rhyme and the parallelism of the original．

Sometimes it may be infeasible to translate English idioms word-for-word，because in some cases，literal translation cannot re-express the implied meanings of the original and therefore fails to achieve the advertisements＇ purposes．If a translated advertisement of a foreign product wants to draw Chinese consumers＇attention and boost the product＇s image，it should be translated flexibly according to Chinese linguistic habits，i．e．free translation or liberal translation．

Chinese four-character structure and seven-character structure are commonly used in advertisements＇translation．They are more concise and rhythmic than complete sentences．They are also smooth，elegant and impressive．

AIA (友邦保险): Trust us for life．

　财政稳健，信守一生。

Audi (奥迪汽车): Advancement through technology．

　突破科技，启迪未来。

Patek Philippe (百达翡丽腕表): Begin your own tradition．

　代代相传，由您开始。

Comments In these examples of liberal/free translation，four-character structures财政稳健，启迪未来and代代相传are used to produce the Chinese versions．Chinese readers will feel these idiomatic expressions familiar，intimate and welcome．

Toshiba (东芝电器): In Touch with Tomorrow．尽显明日新境界。

　Panasonic (松下电器): What＇s new by Panasonic．松下总有新点子。

Comments: In the translation of the above advertisements，the translator adopts Chinese seven-character structure which sounds rhythmic and original．In the seven-character structure，the use of新and总improves the rhythm of the phrases．

Adaptation or interpretation means that the translator expresses his own understanding of the original in a way that suits the need，interest of the intended TL readers．This method is often used for the translation of brand names and texts of advertisements which cannot be translated literally．

When the car market，for instance，underwent a worldwide competition，American Ford Company wanted to go into the market of Taiwan，so they opened“Ford-Liuhe”Car Manufactory jointly with Liuhe Car Manufactory of Taiwan and they produced a type of brand“Cortina” ．But after the car was produced，the first problem they met in advertising was how to translate this brand．They thought the target audience were young people，so they translated it creatively as跑天下．As a result，the car“Cortina”was popular with young consumers just because of this original name．Although跑天下is not Cortina＇s literal translation，it brings benefit for the manufacturers．Another example is “My goodness! My Guiness!” ，which is translated into“此酒只应天上有!” (啤酒广告)It is more significant and more fluent than“我的天，我的Guiness酒!”

Translators can borrow familiar Chinese expressions to translate English advertisements．Such expressions may include idioms，proverbs，poems or some popular slogans used in Chinese．In a word，they must be intriguing and familiar to the Chinese consumers．Translating by borrowing familiar Chinese expressions should not be employed mechanically regardless of specific conditions．Translators should possess bilingual and bicultural competence and have an imaginative mind．Furthermore，they should still follow the principles of creativeness as is required by advertisements．

Vandermint isn＇t good because it＇s imported; it＇s imported because it＇s good．

　好酒不在进口;进口必是好酒。

Comments“Vandermint”is the brand name of a wine．The copywriter uses just seven words in two sentences．“It＇s”is repeated twice ，“imported” ，“because”and“good”are repeated once respectively．The advertisement emphasizes one message time and again: Vandermint is out of the ordinary! If we want to keep the original advertisement＇s rhetorical feature in translation，we will have to depend on our inspiration; otherwise it is impossible to translate it well．After analyzing the advertisement，the translator thinks that the original advertisement explains the relation between“wine”and“importation”and hits on a similar Chinese idiom in mind，that is，山不在高，有仙则名;水不在深，有龙则灵．

I＇ll do a lot for love，but I＇m not ready to die for it．

　情爱诚销魂，生命价更高。

Comments This is an advertisement of condoms．It is challenging for copywriters to write such advertisements which may be too vulgar to be accepted by the general public，or may be too implicit to be understood by common readers．The success of this advertisement is that it takes advantage of people＇s psychology of fearing AIDS and expresses this theme implicitly．It really appeals to both the more and the less cultured．When we translate this advertisement into Chinese，it is difficult to achieve the same effect as the original with conventional methods of translation，for example，it is so flat to translate it as我愿为爱情付出许多，但我不准备为爱情而死．Therefore，we can borrow the famous poem by a Hungarian poet:生命诚可贵，爱情价更高，若为自由故，两者皆可抛and rewrite it as风流诚销魂，生命价更高in this translation．But considering China＇s culture，we can change风流into情爱．As a result，the Chinese version is not only elegant but also drives home the key message euphemistically．

7．2. 3 Advertising Translation广告翻译

7．2. 3　Advertising Translation广告翻译