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1、AStylisticStudyofTheGreatGatsby?1.IntroductionWiththeeconomicglobalizationoftheworld,wewillhaveawidercommercialexchangewiththeotherpartsoftheworld.China,thisbigmarket,willundoubtedlyhaveafurtheropeningtotheoutsideworld.Enterprisesathomeandabroadarealltakingeffortstoimprovet
2、heirmanagementstrategiesaswellastheirproductstandards.Inthecompetitionintheinternationalmarket,eachoneofthemisfacingthesameproblem,whichishowtointroducetheirproductsandservicesproperlyandeffectivelytothetargetconsumers.Animportantwayofgoodpromotionisadvertising.Therefore,th
3、etranslationofadvertisingEnglishisputontheagenda.However,asweseeinourdailylife,thequalityofthosetranslatedadvertisementisnotsatisfactory.Forsomeofthosetranslated,peoplearejustlostatseaintermsoftheproductinformation.Forsomeothers,peoplecouldevengetanadversaryimpressionofthep
4、roductjustduetothediversityofcultures.AlthoughtherehavebeensomearticlessuggestingthetranslationtechniquesofadvertisingEnglish,toadvertising,suchaspecialstyle,uptillnow,noonehasputforwardaclearandpracticalprincipleonhowtotranslateadvertisingEnglish.Thispaperthusintendstomake
5、apreliminarystudyonthefeaturesofadvertisingEnglish,andbasedonthat,comesupwithatranslationprinciple.1.DefinitionandhistoryofadvertisingEnglish1.1DefinitionofadvertisingEnglishAmericanMarketingAssociationdefinesadvertisingas“thenon-personalcommunicationofinformationusuallypai
6、dforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”Today,withthedevelopmentofthetechnologyandthediversityofthemassmedia,advertisinghasinfluenceduspervasivelyinourdailylife.However,whateverthepromotivestrategiesadvertisin
7、gtakes,languageisthemaincarrierofmessageallalong,asJohnBurnett，SandraMoriartysaysinhisMarketingCommunication,“Paid,nonpersonal,andindividualswhoareinsomewayidentifiedintheadvertisingmessageandwhohopetoinformand/orpersuademembersofaparticularaudience.Advertisingincludestheco
8、mmunicationofproducts,services,institutions,andideas.”Advertisinglanguageisastyleo
