中文摘要：广告是一种特殊的文体，其最重要的目的是唤起消费者的购买欲望。本文从语境的角度探讨了如何更好地运用语境理论来实现商务广告的广告效果，并从语境的角度研究了中英文广告语言的差异，旨在从语境的角度为译者提供新的思路，翻译具有商业价值的广告语言，顺利传达品牌意义，在国际市场上树立良好的口碑。

关键词：商务广告；语境；翻译

Contents

Abstract

中文摘要

1 Introduction-1

1.1 Research Background-1

1.2 Research Significance-1

1.3 Organization of the Paper-2

2 Literature Review-3

2.1 An Overview of Context Theory-3

2.2 Related Researches Abroad-4

2.3 Related Researches at Home-5

2.4 Researches of Advertising Translation in Context-6

3 Studies on the Style of Commercial Advertising-8

3.1 Lexical Features and Translation of Advertisement from English to Chinese-8

3.1.1 Use of Simple Words-8

3.1.2 Use of Homophones-8

3.1.3 Innovation and Difference-8

3.2 Syntactic Features and Translation of Advertisement from English to Chinese-9

3.2.1 More Positive Sentences than Complex Sentences-9

3.2.2 More Omitted Sentences and Less Compound Sentences-9

3.2.3 More Imperative, Active and Interrogative Sentences-9

3.3 Rhetoric Characteristics and Translation Advertisement from English to Chinese-10

3.3.1 Structural Rhetoric-10

3.3.2 Phonological Rhetoric-10

3.4 Emotional Factors in Business Advertisements-11

4 The Application of Context Theory in Business Advertisement Translation-12

4.1 The Principle of Context Classification-12

4.2 Business Advertisement Translation from the Perspective of Context-13

4.2.1 Intonation Context-13

4.2.2 Semantic Context-13

4.2.3 Cultural Context-14

4.2.4 Context of Situation-14

5 Conclusion-16

5.1 Findings-16

5.2 Limitations and Suggestions-16

References-18