蔑视奥可马的普亨大帝
■ 稳定压倒一切 Maintaining stability is of top priority
■ 物质文明 material progress
■ 物质文明建设和精神文明建设一起抓 pay attention to ethical as well as material progress
■ 西部大开发 Western Development
■ 西电东送 transmit the electricity from the western areas to East China; West-East electricity transmission project
■ 西电东送 transmission of electricity from the western to the eastern region
■ 形成全方位、多层次、宽领域的开放格局 form an all-directional, multi-layered and wide-ranging opening pattern
■ 一个中心，两个基本点 one central task, two basic points
■ 以经济建设为中心 focusing on the central task of economic construction
■ 以权谋私 abuse of power for personal gains
■ 一手抓物质文明，一手抓精神文明；一手Zhua经济建设，一手抓民主法制；一手抓改革开Fang，一手抓打击犯罪惩治腐败 We must always work for material progress and at the same time for cultural and ethical progress. We should develop the economy and at the same time strengthen democracy and the legal system. We should promote reform and opening to the outside world and at the same time fight crime and punish corruption.
■ 有法可依，有法必依，执法必严，违法必Jiu There must be laws to go by, the laws must be observed and strictly enforced, and lawbreakers must be prosecuted.
■ 有中国特色的社会主义道路 road of socialism with Chinese characteristics
■ 有中国特色的社会主义民主政治 a socialist democracy with Chinese characteristics
■ 与国际惯例接轨 become compatible with internationally accepted practices
■ 与时俱进 advance with the times(from www.yywords.com)
■ 政治合格，军事过硬，作风优良， 纪律Yan明，保障有力 be qualified politically and competent militarily, have a fine style of work, maintain strict discipline and be assured of adequate logistical support
■ 政治协商、民主监督、参政议政 exercise political consultation and democratic supervision and participate in deliberating and administration of state affairs
■ 抓住机遇，深化改革，扩大开放，促进发Zhan，保持稳定 seize the current opportunity, deepen the reform, open China wider to the outside world, promote development and maintain stability
■ 综合国力 comprehensive national strength
■ 干部队伍革命化、年轻化、知识化、专业Hua make the ranks of cadres more revolutionary, younger in average age, better educated and professionally more competent
特色英文
1 So many people die, never see you die.
Gan多人死，唔见你死。
2 You teach me how to come out and walk in the future?
Ni教我以后点出嚟行?
3 If you have enough ginger, put your horse to me.
Ru果你够姜既话就放马过嚟。
4 "I saw a pork chop"
我见到件猪扒啊。
5 Are you road?
你系咪路啊？
6 What the water are you?
你系乜水啊？
7 Do you big me?
你大我啊？
8 Zebra chops people.
班马劈友。
9 The king of the cutting girl.
界女王。
10 Cut my head and let you sit on it as a chair.
Pi我个头俾你当凳坐。
11 Do you think me didn't arrive?
你当我无到？
12 You have seed,I will give you some colour to see,brothers,together
Ni有种，我会俾D 颜色你睇，兄弟，同我一Qi上！
13 Today I was very black son.
今日我好黑仔。
14 I am wearing grass.
我着紧草。
15 You have not enough class to talk mathematics with me!
你未够班同我讲数！
16 Two beat six.
二打六
17 Two five son.
二五仔
18 Piano piano green.
琴琴青
19 I give you some colour to see.
我俾D 颜色你睇！
20 Stupid stupid want to move .
蠢蠢欲动 。
21 People mountain people sea .
人山人海 。
22 How senior are you?
你算老几?
p. ｕ
23 What the ghost are you talk?
你讲乜鬼?
24 I fear that you have teeth.
我惊你有牙！
25 Heart flower angry open.
心花怒放。
26 Monster of blowing water.
吹水怪.
27 Face green green 。
面青青。
28 You see road carefully
你小心睇路
29 You go to street carefully
你出街小心D 。
30 Do the world
做世界 。
31 Big tea rice
大茶饭 。
32 American chinese not enough.
美中不足。
33 King eight egg.
王八蛋
34 High hand.
高手
35 Old dot.
老点
36 One old water
一旧水
37 know your mouse.
我识你老鼠！
38 Measure water/Pound water.
磅水
39 A dragon service.
一条龙服务
40 I blow chicken to beat your group of the guys.
我吹鸡打你班友。
41 You jump building.
你跳楼啦。
42 You come back home and eat banana
你返屋企食蕉啦
43 I give you a hair.
我俾条毛你ar!
44 Collect skin
收皮
45 Collect father
收爹
46 You give me collect father.
你同我收爹！
47 Laugh die me.
笑死我。
48 You give me stop.
你同我企系度。
49 Eight woman
八婆
50 Eight woman,you are good!
八婆，你好野!
51 What the spring do you do?
你搞乜春啊?
52 A dog of eating dung
食屎狗
53 A ghost of ass
屎忽鬼
You make me sick! 你真Rang我恶心！
2. What’s wrong with you? 你怎么回事？
3. I’m very disappointed. 真让我失望。
4. Go to hell. 去死吧。
5. You’re a jerk! 你是Ge废物/混球！
6. Don’t talk to me like that! 别那样和我说话!
7. Who do you think you are? 你以为你是谁？
8. What’s your problem? 你怎么回事啊？
9. I hate you! 我讨厌你！
10. I don’t want to see your face! 我不愿再见Dao你！
11. You’re crazy! 你疯Liao!
12. Are you insane/crazy/out of your mind? 你疯了吗？
13. Don’t bother me. 别烦我。
14. Knock it off. 少来Zhe一套。
15. Get out of my face. 从我面前消失！
16. Leave me alone. Zou开。
17. Get lost.滚开！
18. Take a hike! 哪儿凉Kuai哪儿歇着去吧。
19. You piss me off. 你气死我了。
20. It’s none of your business. 关你屁事！
21. What’s the meaning of this? 这是什么意思？
22. How dare you! 你敢！
23. Cut it out. 省省吧。
24. You stupid jerk! 你这蠢*！
25. You have a lot of nerve. 脸皮真厚。
26. I’m fed up. 我厌倦了。
27. I can’t take it anymore. 我受不了了！
28. I’ve had enough of your garbage. 我听腻Liao你的废话。
29. Shut up! 闭嘴！
30. What do you want? 你想怎么样？
31. Do you know what time it is? 你知道现在都几Dian吗？
32. What were you thinking? 你脑子进水啊？
33. How can you say that? 你怎么可以这样说？
34. Who says? 谁说的？
35. That’s what you think! 那才是你脑子里想的！
36. Don’t look at me like that. 别那样看着我。
37. What did you say? 你说什么？
38. You are out of your mind. 你脑子有毛病！
39. You make me so mad.你气死我了啦。
40. Drop dead. 去死吧！
41. Don’t give me your shoot. 别跟我胡扯。
42. Don’t give me your excuses/ No more excuses. 别找借口。
43. Nonsense! 鬼话！
44. You’re a pain in the ass. 你这讨厌鬼。
45. You’re an asshole. 你这缺德鬼。
46. You asked for it. 你自找的。
47. Get over yourself. 别自以为是。
48. You’re nothing to me. 你对我什么都不是。
49. It’s not my fault. 不是我的错。
50. You look guilty. 你看上去心虚。
51. I can’t help it. 我没办法。
52. That’s your problem. 那是你的问题。
53. I don’t want to hear it. 我不想听！
54. Get off my back. 少跟我罗嗦。
55. Give me a break. 饶了我吧。
56. Who do you think you’re talking to? Ni以为你在跟谁说话？
57. Look at this mess! 看看这烂摊子！
58. You’re so careless. 你真粗心。
59. Why on earth didn’t you tell me the truth? 你到底为什么不跟我说实话？
60. I’m about to explode! 我肺都快要气炸了！
61. What a stupid idiot! 真是白痴一个！
62. I’m not going to put up with this! 我Zai也受不了啦！
63. I never want to see your face again! 我再也不要见到你！
64. That’s terrible. 真糟糕！
65. Just look at what you’ve done! 看看你都做Liao些什么！
66. I wish I had never met you. 我真后悔这辈子遇Dao你！
67. You’re a disgrace. 你真丢人！
68. I’ll never forgive you! 我永远都不会饶恕你！
69. Don’t nag me! 别在Wo面前唠叨！
70. I’m sick of it. Wo都腻了。
71. Don’t you dare come back again! 你敢再回Lai！
72. Stop screwing/ fooling/ messing around! 别鬼混了！
73. Mind your own business! 管好你自己的事！
74. You’re just a good for nothing bum! Ni真是一个废物！/ 你一无是处！
75. You’ve gone too far! 你太过分了！
76. I loathe you! 我讨Yan你！
77. I detest you! 我恨Ni！
78. Get the hell out of here! 滚开!
79. Don’t be that way! 别那样！
80. Can’t you do anything right? 成事不足，败事You余。
81. You’re impossible. 你真不可救药。
82. Don’t touch me! Bie碰我！
83. Get away from me! 离我远一点儿！
84. Get out of my life. 我不愿再见到你。/ 从我的生活中Xiao失吧。
85. You’re a joke! 你Zhen是一个小丑！
86. Don’t give me your attitude. 别跟我摆架子。
87. You’ll be sorry. 你会后悔的。
88. We’re through. 我Men完了！
89. Look at the mess you’ve made! 你搞得一团糟！
90. You’ve ruined everything. 全都让你搞砸了。
91. I can’t believe your never. 你好大的胆子！
92. You’re away too far. 你太过分了。
93. I can’t take you any more! 我再也受不了你啦！
94. I’m telling you for the last time! 我Zui后再告诉你一次！
95. I could kill you! 我宰了你！
96. That’s the stupidest thing I’ve ever heard! 那是我听到的最愚蠢的事！ (比尔·盖茨常用)
97. I can’t believe a word you say. 我才不信Ni呢!
98. You never tell the truth！ 你从来就不说实话！
99. Don’t push me ! Bie逼我！
中国特色流行词语的英文表达
Zhong国特色流行词语的英文表达
1. 素质教育：Quality Education
2. EQ：分两种，一种为教育商数Educational quotient，Ling一种情感商数Emotional quotient
3. 保险业：the insurance industry
4. 保证重点指出：ensure funding for priority areas
5. 补发拖欠的养老金：clear up pension payments in arrears
6. 不良贷款：non-perFORMing loan
7. 层层转包和违法分包：mutlti-level contracting and illegal subcontracting
8. 城乡信用社：credit cooperative in both urban and rural areas
9. 城镇居民最低生活保障：a minimum standard of living for city residents
10. 城镇职工医疗保障制度：the system of medical insurance for urban workers
11. 出口信贷：export credit
12. 贷款质量：loan quality
13. 贷款质量五级分类办法：the five-category assets classification for bank loan
14. 防范和化解金融风险：take precautions against and reduce financial risks
15. 防洪工程：flood-prevention project
16. 非法外汇交易：illegal foreign exchange transaction
17. 非贸易收汇：foreign exchange earnings through nontrade channels
18. 非银行金融机构：non-bank financial institutions
19. 费改税：transFORM administrative feessintostaxes
20. 跟踪审计：foolow-up auditing
21. 工程监理制度：the monitoring system for projects
22. 国有资产安全：the safety of state-owned assets
23. 过度开垦：excess reclamation
24. 合同管理制度：the contract system for governing projects
25. 积极的财政政策：pro-active fiscal policy
26. 基本生活费：basic allowance
27. 解除劳动关系：sever labor relation
28. 金融监管责任制：the responsibility system for financial supervision
29. . 经济安全：economic security
30. 靠扩大财政赤字搞建设：to increase the deficit to spend more on developme
31. 扩大国内需求：the expansion of domestic demand
32. 拉动经济增长：fuel economic growth
33. 粮食仓库：grain depot
34. 粮食收购企业：grain collection and storage enterprise
35. 粮食收购资金实行封闭运行：closed operation of grain purchase funds
36. 粮食销售市场：grain sales market
37. 劣质工程：shoddy engineering
38. 乱收费、乱摊派、乱罚款：arbitrary charges, fund-raising, quotas and fines
39. 骗汇、逃汇、套汇：obtain foreign currency under false pretenses, not turn over foreign owed to the government and illegal arbitrage
40. 融资渠道：financing channels
41. 商业信贷原则：the principles for commercial credit
42. 社会保险机构：social security institution
43. 失业保险金：unemployment insurance benefits
44. 偷税、骗税、逃税、抗税：tax evasion, tax fraud and refusal to pay taxes
45. . 外汇收支：foreign exchange revenue and spending
46. 安居工程：housing project for low-income urban residents
47. 信息化：inFORMation-based; inFORMationization
48. 智力密集型：concentration of brain power; knowledge-intensive
49. 外资企业：overseas-funded enterprises
50. 下岗职工：laid-off workers
51. 分流：reposition of redundant personnel
52. 素质教育：education for all-round development
53. 豆腐渣工程：jerry-built projects
54. 社会治安情况：law-and-order situation
55. 民族国家：nation state
56. “**”："independence of Taiwan"
57. 台湾当局：Taiwan authorities
58. 台湾同胞：Taiwan compatriots
59. 台湾是中国领土不可分割的一部分：Taiwan is an inalienable part of the Chinese territory.
60. 西部大开发：Development of the West Regions
61. 可持续性发展：sustainable development
62. 风险投资：risk investment
63. 通货紧缩：deflation
64. 扩大内需：to expand domestic demand
65. 计算机辅助教学：computer-assisted instruction ( CAI )
66. 网络空间：cyberspace
67. 虚拟现实：virtual reality
68. 网民：netizen ( net citizen )
69. 电脑犯罪：computer crime
70. 电子商务：the e-business
71. 网上购物：shopping online
72. 应试教育：exam-oriented education
73. 学生减负：to reduce study load
74. “厄尔尼诺”：(EL Nino)
75. “拉尼娜”：(La Nina)
76. “智商”：(IQ)
77. “情商”：(EQ)
78. “第三产业”：(third/tertiary industry,service sector,third sequence of
enterprises)79.“第四产业”：(quaternary/inFORMation industry)
79. “军嫂”：(military spouse)
80. “峰会”(香港译“极峰会议”)”：summit(conference)
81. “克隆”：clone
82. “冰毒”：ice
83. “摇头丸”：dancing outreach
84. “传销”：multi level marketing
85. “(计算机)2000年问题”：Y2K problem(y for year, k for kilo or thousand)
86. “白皮书”：white paper(不是white cover book)
87. “傻瓜相机”：Instamatic(商标名，焦距、镜头均固定，被称为foolproof 相机)
88. “白条”：IOU note(IOU：债款、债务，由I owe you的Du音缩略转义而来)
89. “巡回招聘”：milk round(一种招聘毕业生的方式，大公司走访各Da学及学院，向求职者介绍本公司情况并与报Ming者晤谈) 。
90. “减员增效”：increase efficiency by downsizing staff；
91. “抓大放小”：manage large enterprises well while ease control over small ones
92. “市政府要办的X 件实事”：x major projects that should be given top priority as designated on the municipal government’s working agenda；
93. “两个基本点”：two focal points，two of the major points of the line set by the 13th Congress of the CPC，I.e.upholding the four cardinal principles and the policies reFORM，opening to the outside world and invigorating domestic
economy 。
94. “投资热点”：a region attractive to investors，a muchsought piece of hand，popular investment spot
95. “移动电话”：本系cellular(有时简作cel) 或mobile(tele)phone
96. “三角债”：chain debts或debt chains
97. “拳头产品”：knockout product
98. “投诉热线”：dial-a-cheat confidential hotline(打电话告诉一件欺诈事件)
99. “三通”的现译文three links：link of trade，travel and post
100. “外资”：overseas investments
101. “开放”：open to the outside world
102. “联防”：community/teampolicing(一种由警察和Xia区居民共同参与的治安管理)
103. “三陪服务”：escort services(陪伴服务) 。
104. “五讲四美”：five stresses and four points of beauty
105. “暴利”：excessive/extravagant/exorbitant/sudden huge profit (windfall profit也Hao)
106. “暴发户”：upstart ，parvenu ，noov(e)，nouveau riche(new rich)，jumped-up people(口Yu)
107. “快餐”：snack(food)，quick meal，fast(food，meal) ，takeaway ，carryout ，MRE(meals ready to eat)“一次(性/Yong)”
108. 一次处理：single/primary treatment；
109. 一次污染：primary pollution；
110. 一次冻透：straight ；freez-ing ；
111. 一次空气：fresh/primary air；
112. 一次爆破：onepull ；
113. 一次付清：pay in full；
114. 一次消费：one-time-consumption ；
115. 一次误差：first-order error；
116. 一次成像照片：a Polaroid picture；
117. 一次偿还信贷：non-in-stallment ；
118. 一次性杯子：sanitary cup；
119. 一次性筷子：disposable chopsticks；
120. 一次性收入：lump-sum payment；
121. 一次用包装：non-returnable container；
122. 一次用相机：single-use camera
123. . 西部开发：Develop Western Regions
124. 假日经济：Holiday Economy
125. 手机的利与弊：Advantages and Disadvantages of the Cell Phone
126. 传呼机不久将会被淘汰吗？：Can Beepers Be Soon Out of Use?
127. 电脑病毒：Computer Viruses
128. 网上犯罪：Cyber Crimes
129. 旅游热：Tourism Wave
130.打拐：Cracking Down on the Abduction of Women and Children
131. 反毒斗争：Anti-drug Battle
132. 黑客：Hackers
133.减负：Reducti on of Students’Study Load
134. 中国加入世贸组织：C hina’s Entrysintosthe WTO
135. 沙尘暴：Sandstorms
136. 告别1999：Farewell to the Special Year 1999
137. 千年虫：The Millennium Bug
138. 千禧年的梦想：My Millennium Dreams
139. 拥抱新千年：Embracing the New Millennium
140. 网上购物：Shopping on the Net
141. 参考书的负面效应：My View on the Negative Effects of Reference Books 142. 因特网的利与弊：Positive and Negative Aspects of Internet
143. 人类第一张基因草图的意义：The Significance of the First Working Draft of Human Genome Map
144. 高校合并：The Merging of Universities
145. 网上求职：Hunting for A Job on Internet
146. 何为新世纪的好老师？：What Is a Good Teacher in the Next Century? 147. 中国的外资：C hina’s foreign Investment
148. 中国的人才流失：The Talent Flight in China
149. 性教育：Sex Education
150. 明天的因特网：The Future Tomorrows Internet
151. 课堂是以教师为中心还是以学生为Zhong心？：A Teacher-centered Class or A Student-centered Class?
152. 现有的考试制度的利与弊：The Positive and Negative Aspects of Exams and the Existing Examination System
153. 中国的因特网：Internet in China
154. 中国的电脑：Computers in China
155. 中国的大学英语教学：College English Teaching in China
156. 新的收费政策把学生拒之门外了吗？：Does New Tuition Policy Keep Students Away?
157. 家教的利与弊：Positive and Negative Aspects of Home Tutoring
158. 教师，国家的未来：Te achers, A Nation’s Future
159. 电子词典：Electronic Dictionaries
160. 教育应是应试教育还是素质教育：Education: Examination-oriented or Quality-oriented
161. 提倡创新精神：Develop Our Creative Mind
162. 计算机辅助教学：CAI/Computer Assisted Instruction
163. 自动取款机的利与弊：Advantages and Disadvantages of the ATM
164. 展望廿一世纪：Looking Forward to the 21st Century
165. 盗版问题：Problem of Piracy
166. 学会如何学习：Learn How to Learn
167. 假文凭：Fake Diplomas
168. 书的不良影响：My View on the Negative Effects of Books
169. 人们为什么热衷于摸彩票？：Why Do People Like to Try Their Luck on Lottery? 170. 兼职工作：My View on a Part-time Job
171. 无偿献血：Blood Donation without Repayment
172. 留学海外：Studying Abroad
173. 发展经济还是保护环境？：Developing Economy or Protecting the Environment? 174. 电子邮件：The Internet E-mail
175. 拥抱知识经济的新时代：Embracing the Knowledge Economy Age
176. 努力更新知识：Trying to Renew Knowledge
177. 深化(中国的) 改革：Deepen China’s ReFORM
178. 因特网的利与弊：The Advantages and Disadvantages of Internet
179. 我们需要因特网吗？：Do We Need Internet?
180. 大学英语考试：College English Test
英文广告标语的语言特色
2012年12月
第9卷第12期
Hu北经济学院学报（人文社会科学版）
Dec.2012Vol.9No.12
Journal of Hubei University of Economics(Humanitiesand Social Sciences)
Ying文广告标语的语言特色
喻艳红
（荆州理工职业学院，湖北荆州434000）
摘
Yao：广告是人们日常生活中必不可少的一部分, 广告语言有其自身特色，要遵循一定的用Yu原则。本文从词
De选择、句子结构选择和修辞手法三个方面来Fen析英文广告标语的语言特色。
Guan键词：广告标语；语言特色；词；句子；修Ci
Zai当今商品经济的社会里，我们随时随地都可Yi看到各种各样的广告。广告已经成为了我们Sheng活的一部分，电视、报纸、以及网络等各种Chuan媒中都充满了广告。我们通过广告, 能了Jie到商品的信息, 选择自己喜欢的商品。很Xian然，广告对人民大众的生活产生很大的影响，对商品生产者来说，广告的作用更是巨大的，不可低估的。广告语作为广告宣传中的一种She会语言，是面对大众的重要宣传手段。为了Xi引顾客，便于记忆，激起顾客的购买欲，广Gao语有着其独特的语言风格和特点。它不但要Ying合大众心理，而且要遵循社会文化习俗，用Ci讲究精美。广告语从广义上来讲应该包括标Yu和正文两部分，而从狭义的方面来说广告语Jin指广告标语。通常广告标语是广告中最重要De部分，它的作用相当于口头商标。英语作为Quan球通用的语言，英文广告标语更是有其自身De语言特色。本文将从词的选择、句子结构选Ze和修辞手法三个方面来分析英文广告标语的Yu言特色。
1. 英文广告标语词汇特点
Guang大消费者是广告的营销对象，广告标语的主Yao作用尽快吸引消费者的注意力，激起他们的Xing趣，给他们留下深刻印象，且能让他们很快Ji住它。所以广告标语的遣词造句都有一定技Qiao，不但要用词简单，通俗易懂，而且要充满Ji大的想像力，敢于创新，敢于标新立异。一Tiao成功的广告标语要能给人以耳目一新的感觉。一般来说，英文广告标语的用词有以下特点：
1．1选用简明易懂的常用词
Guang告标语一定要通俗易懂，朗朗上口，一目了Ran，才能吸引顾客，方便记忆。用几个简单的Dan词就能表达商品的丰富信息内涵的广告标语，一定是条很好的广告标语。如以下广告：
Just do it （只管去做）。这是Nai克运动鞋的广告标语，简简
Dan单的三个词，极容易记住，也非常符合喜欢Yun动的青少年的心态。只要穿上耐克运动鞋，Xiang做就做，只要行动起来，就与众不同。
Let ’s make things better. （让我们做得更好）。这是飞Li浦
Dian器的广告标语，用词也很简单。在家电领域，飞利浦取得的成绩有目共睹。在广告宣传中Chu了不断强调自己创新的技术外，还不忘谦虚Di说一声“让我们做的更好”，这种温柔的叫Mai似乎更容易赢得消费者的认同。
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The choice of a new generation. （新一代的选择）。这是百事可
Le的广告标语，在与可口可乐的竞争中，百事Ke乐年轻人身上发现市场，终于找到突破口，Ba自己定位为新生代（new
generation ）的可乐，赢得青年Ren的青睐。
Good to the last drop. （滴滴香浓，意犹未尽）。这是麦斯威
Er咖啡的广告标语。这句标语中good 虽Ran很简单，却很符合喝咖啡时的意境，把麦斯Wei尔咖啡的那种醇香与内心香甜的感受完美地Jie合起来，是广告语言的经典，经得起考验。
A diamond lasts forever. （钻石恒久远，一颗永流传）。这
Shi戴比尔斯钻石的广告标语。这句广告标语中Delast 、forever 都是常用词，但是却道出了钻石的永久保值的真正价值，Tong时也使人们很容易想到爱的价值———永恒、永远，这样把钻石的永久与爱情的永恒联系Qi来，给人无限美好、美妙的感觉。
Jing典的广告语总是用词简洁、通俗而富有表现Li, 使人过目难忘。总是能将商品丰富的内Han和优美的语言的完美地相结合，简单而富有Gan染力，从而吸引消费者。采用了简洁常用的Ci汇，容易上口，给人留下深刻印象。
1．2模拟新造词
Ying文广告标语的用词的另一个重要特点就是创Zao新词。为了吸引广大消费者的眼球，广告商Men挖空心思，创造新词。按照英语的构词规律，如灵活使用英语词法中的前后缀，或者利用Bu同词语之间具有相似发音，独创一些新奇且Du者能够理解的词。有时也运用合成词的构词Gui律，将两个或两个以上独立单词，复合成一Ge全新而生动的词。新造词现出创造性，使语Yan变得形象和生动，增强广告的吸引力，从而Neng打动消费者而达到促销的目的。如以下广告：
The Orangemostest Drink in the world. 这是Yi则橙汁饮料
Guang告标语，标语中的“Orangemostest ”就是一个杜撰的新词，是把“Orange ”，“most ”与“-est ”连用而成。“most ”表示最好的，Zui棒的。“-est ”是表示形容词最高级。所以“Orangemostest ”便Gei人以丰富的想象，表示此款橙汁饮料是最最Chun正的，一流的。
Everywear. 这是Burton Menswear 的广告标语。就一个词
“Everywear ”，它的发音与“everywhere ”是一样的，“everywhere ”表示“任何地方，到处”。暗示人们无论身在任何地方，何种场合，穿ShangBurton 牌男装都是合适的。
报刊英语标题特色的研究_英文
Yu文学刊 外语教育教学 2010年第5期
The St udy on the Features of Englis h News paper Headlines
M ao Ji ng
(TheEng lish D epart m en t , X i an M edical Universit y , X i an, Shanx i , 710021)
[A bstract] Eng lish ne w spaper conta i ns all t he l a test wo rds and expressi ons of the society . Eng lish ne w spaper head
li nes , wh ich are ca lled t he eye of a new spaper , are appeared above the body to reveal t he m a i n i dea o f t he ne w s i n a br i e f and concise m anner . They can enab l e t he readers to obta i n as m uch i n f o r m ati on as possi b l e i n the shortest ti m e and can a lso gu i de t he m to read because they use the few est wo rds to express t he m ost i m po rtant and no tab le content . In this pa per , t he l ex ical features , gra mm atical features , rhe torica l features , punc t uation features , the translati on o f ne w spaper head li nes are approached fo r t he purpose of hav i ng a be tter understandi ng of t he contents o f headli nes and i m provement o f press reading ability .
[K ey words] ne w spaper ; headli ne ; feature
[中图分类号]H 315 [文献标识码]A [文章编号]1672 8610(2010) 05 0064 02
I . Introduction
U nderstandi ng t he character i stics of the Eng li sh new spaper
head i ng s can m ake t he reade rs be tter understand t he who le con tents of the ne w spaper and i m prove the ir expressi veness o f m od e rn Eng lish . In this pape r , lex ical features , gra mm a ti ca l fea t ures , rhe toric fea t ures , punctuati on fea t ures , the transl a ti on and the types o f newspaper headi ngs are approached for the purpose o f hav i ng a be tter understanding o f the contents o f head li nes and m provement o f press read i ng ab ility i . . L exica l Fea tures
S i nce the head i ng space o f the new spaper is ex tre m e l y li m it ed and prec i ous , t he j ourna lists shou l d stri ve t o cover the mo st infor m ati on by us i ng t he fewest wo rds . A nd lex i ca l features are the mo st outstand i ng features o f new spape r head li nes . The m i dget w ords are w ide ly used to save the space and to so lve the proble m o f div i ding a heading i nto t w o li nes . Compared w ith t he l ong and comp l ex wo rds , the m i dge tw ords have few er lette rs , m ore m ean i ngs and a re fl ex i b l e i n use .
T he punct ua lity i s t he basic requ irement i n a news repo rt , cli pped w ords and acronym s are a l w ays chosen by t he journa li sts to catch up w it h the te m po o f t he i nterv i ew ee . A nd i n headli nes , usi ng c li pped words and acrony m s can also sho rten the headi ngs as mush as possible , save the space and avo id div i d i ng t he head i ng i nto t wo li nes . The c lipped w ords and acrony m s i n t he Eng li sh new spaper head li nes are usuall y li m ited i n the proper nouns .
Choosi ng fore ign wo rds is ano t her no tab l e feature i n English ne w spaper headli nes , espec iall y when the journali sts w ant to m ention foreign coun tries , a rouse the i nterests of the reade rs o r emphas i ze the exact i n terpretation of so m e word . And the pur pose o f us i ng coinages i s a l so to sho rten t he w ords i n new spaper head li nes .
N ouns have a f unc ti on o f g ramm atica lity and conta i n eno r
m ous infor m ati on and i nterpretati on . T here fore , i n Eng li sh ne w s head i ngs , nom i na l g roups are w i de l y used to express t he co m p l e te m ean i ng and a lso to ease t he li m itation of the head i ng space . N om i na l G roups are al ways used to take t he place of ad j ectives and c l auses .
By usi ng v iv i d w ords , the con tents o f ne w s head li nes can be comprehended by both hi gh-end and l ow -end readers . . G ra mm atical Features
A lthough t he g ramm ar used i n Eng lish newspaper head li nes m ay beyond t he genera l gra mm ati ca l rules and i s d iffe rent from tha tw e use i n da ily comm un i cation , it has for m ed its own fea t u res and ru l es , and i s no t si m ultaneousl y i nvented .
F irst , o m itting a ll the empty wo rds i n Eng li sh new spaper head lines can eff ec ti ve l y shorten t he headings and high light the key i nfor m ation . T here f o re , om i ssi on is one of the big d ifferences bet w een Eng lis h used i n new spapers headli nes and da il y commu n i cation . T he wo rds that can be om i tted i n head li nes i nc l ude arti cles , copu las , conjuncti ons , aux ili ary verbs , e tc .
T he journali st present tense is w ide l y used to descri be so m e t h i ng happeni ng i n t he past as w e ll as i n t he present for the pur pose o fm ak i ng t he readers fee l that the new s has happened j ust no w. Choos i ng t h is ki nd o f tense i s dec i ded by the three feat ures o f news :freshness , prox i m it y and e fficiency . T he j ournalist present tense is oppos ite t o t he h i stor i ca l present tense used i n art and litera t ure .
T he usage o f non-fi n ite verbs i ncl udes t he usage of i nfi n i ti ve ve rbs , gerund , the past parti c i p l e phrase and the present participle phrase . . Rhe torica l Features
In Eng lish ne w spaper head lines , the j ourna lists prefe r to ap
[作者简介]毛婧, 西安医学院英语系教师, 硕士, 研究方向:英语语言教学。
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L ANGUAGE M ao Ji n g /The Study on the Features o f Eng lish N e w spaper H ead li n es
p l y var i ous kinds o f rheto rical dev ices to create a v iv i d and humo rous pheno m enon i n order to a ttract the readers . T he co m m on l y-used rhetor i ca l dev ices i nc l ude personificati on , a llite ra ti on , me tony m y , quo tati on and euphe m i s m.
Pe rson ifi cation refe rs to the practice of representi ng ob ject , qua lities as hu m an being i n art and literature . Look a t the exa m p l e :
O ly m pic T orch M akes Lonely Progress through D elhi (The wo rd lonel y is a l w ays chosen to descri be a human be i ng . Bu t here , the jou rnali st appli es lone ly to e m phasize the ca re f u l protecti on about the O ly m pic torch i n t he relay process . )
A lliterati on refers to t he repetiti on o f t he sa m e consonant sound , espec i a lly at the beg i nn i ng of successive w ords .
Sun , Sea , Sand and Sanya
(By usi ng three S i n t he headli ne , w e can i m ag i ne the beautiful scenery and the cozy w eathe r in Sanya when the O ly m p i c torch re l ay arr i ved the re . )
M e tony m y i s t he act o f re ferri ng to some t h i ng by t he name of so m eth i ng else t hat i s close l y connected w ith it . F or ex a m ple :usi ng t he W h ite H ouse f o r the U S presi dent .
I OC:Beiji ng on T rack fo r G rea t G a m es (Be iji ng here is used to represent Ch i na) Q uoti ng from autho rities in the ne w spaper head i ng s can i n c rease the aut henti c ity o f the repo rt . The quo tati on parts a re usu a lly appeared i n doub l e o r si ng le quotation m arks .
Euphe m is m re fers to an i ndirect wo rd o r phrase that peop l e o ften use to refer to som et h i ng e m ba rrass i ng or unp l easant . Fo r examp l e :p ass a w ay is a euphem is m for d ie . Recess i on o r depres sion is a euphe m is m f or econo m ic cr isis . . Punctuati on Features
S i nce Eng li sh new s headi ngs have li m ited space and need to express the m ain i dea e ffectively , punctuati ons appea red i n head li nes serve as an i m portant functi on :to take t he p lace of words in o rder to save t he headi ng space . T herefore , punctuati on is one of the i m po rtant features i n new spaper head li nes . The popu lar punctua tions i nc l ude comm as , dash , quo tati on m arks , co l ons , se m ico l ons , etc .
Co mmas are w ide l y used t o substit u te the coo rd i nati ng con j uncti on and dash i s used to s how exp l anati on or different m ean i ngs . Q uo tati on m arks , espec i a lly the si ng l e quota ti on m arks are m ore popular i n new spape r head i ng s . In Eng li sh ne w s head i ng s , se m ico l ons a re a lso co mmon l y used to separate t he head i ng s i nto t wo parts i n o rder to express different m ean i ng s . Q uestion m arks
in ne w spaper headli nes a re used to attract the readers or to show
the uncerta i nty o f the j ournalist h i m se l. f . T he T ransl at i on of E nglish N ewspap er H ead li nes W h ile read i ng the Eng lish ne w s headli nes , t he readers are not on l y required to unde rstand them, but a l so encourag ed to ap preciate and transl a te the m. O nly i n this w ay can readers unde r stand the lex i ca, l g ramm atica l and rhe torica l features correctl y and be tter eva l uate the deep m ean i ng of the ne w spaper head li nes .
W hen the head li ne i s c lear , d irect and does no t lead to con f us i on , litera l translation is chosen .
So m e conf using and obscure ne w spaper head i ng s should be translated by addi ng so m e explana t o ry w ords or phrases i n o rder to make the m eas i er to understand . W hil e transl a ti ng t he head li nes conta i n i ng rhetorica l dev ices , the readers shou l d also take them into consi derati on . R efl ecting the rhetor i ca l feat ures can better trans m it the ex act i nfor m a ti on o f the headli nes . . Con clusi on
A head li ne i s the briefest su mm ary of the arti c le i n the Eng li sh ne w spaper . A nd they use the fewest w ords to express the m ost i m portant and notable content . Dur i ng so m any years , the Eng lish new spape r headli nes have for m ed their own style and fea t u res . T hey have concise l anguage , specia l gra mma r , rich rhe tor i ca l dev i ces , fl ex i b l e punctuati ons , e tc . In this paper , by li st i ng so m e o f t he features and exa m ples about Eng li sh new spaper head lines , such as lex i ca l fea t ures , g ramm atica l features , rheto r ical features and punctuaitve features , the autho r be lieves t hat one must pay m uch attenti on to the m w hil e read i ng a ne w spaper . A lso it can be conc l uded fro m t he paper that a good understand i ng o f new s headli nes i s he l pful to the i m provement of one s rea l comprehens i on ab ilit y i n read i ng newspapers .
References
[1]Anderson , Doug las , Itule , Bruce . W riti ng the N e w s[M].
N e w Y ork :R andom H ouse , 2001. [2]Bagna l, l N i cho las . N e w spaper L anguage [M ].L ondon :
Butter wo rt h L t d . , 2003.
[3]丁健新. 现代英语词汇学教程[M ].重庆大学出版社,
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[4]潘惠霞. 英语报刊阅读(综合类) [M].重庆大学出版社,
2004.
Bao刊英语标题特色的研究
毛婧
(西安医学院英语系, 陕西 西安 710021)
[摘 要] 读新闻首先要看的是标题, 标Ti可以说是新闻的 眼睛 。人们常说, Kan报先看题, 读书先读
Ming , 很朴素地道出了标题的重要性。标题Neng决定读者对一条新闻的取舍。英文标题力求Qi独特性, 本文就新闻英语标题的词汇, Yu法, 修辞, 标点特点以及英文报刊标题Fan译方法展开论述。
[关键词] 报刊; 标题; 特色
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