阿拉伯语广告的语言特征--以2021.1~2022.10沙特阿拉伯月刊《男人》杂志广告为例  

Linguistic Features of Arabic Advertisements——Take the Advertisement of the Saudi Arabian Monthly Men Magazine During the Period from January 2021 to October 2022 as an Example

作　　者：张鑫 Zhang Xin

机构地区：[1]北京第二外国语学院中东学院

出　　处：《阿拉伯研究论丛》2022年第2期282-298,共17页Arab Studies

摘　　要：语言是广告的基本单位,语言运用得当是广告成功的关键。掌握阿拉伯语广告语言特征,有助于我国出海广告翻译的本地化和我国对外广告传A播能力的提升。本文从三方面对《男人》杂志的广告语言文字进行分析:在词汇方面,常用音译外来词、比较名词、动名词可以提升广告的引导力;在句式方面,频用疑问句、命令句、条件复句能够吸引目标读者的注意力;在语篇方面,相比直接性标题和间接性标题,综合性标题意思简单明了,富有语言美感,是最佳的广告标题形式。Language is the basic unit of advertising,and proper use of language is the key to the success of advertising.Mastering the linguistic characteristics of Arabic advertising is helpful to the localization of Chinese advertising translation overseas and the promotion of Chinese advertising communication ability abroad.This article analyzes the advertising language of Men magazine from three aspects:in terms of vocabulary,common transliteration of foreign words,comparison nouns and gerunds can enhance the guiding power of advertisements;In terms of sentence pattern,the frequent use of interrogative sentences,imperative sentences,conditional complex sentences can attract the attention of target readers;In terms of text,compared with direct title and indirect title,comprehensive title is the best form of advertising title because of its simple and clear meaning and linguistic beauty.

关 键 词：《男人》杂志 阿拉伯语广告 语言特征 

分 类 号：H37[语言文字—阿拉伯语]