the use of second-person reference in advertisement translation with reference to translation between chinese and english

this research aimed to review the use of second-person reference in advertisement translation, work out the general rules, and provide guidance to translators. using second-person reference is common in the advertising discourse. addressing audiences directly involves their attention and in this way enhances their memorization of the advertised message. second-person reference can be realized via second-person pronouns and the imperative tone. in this study, we investigated the differences between chinese and english advertising texts. the statistics based on the corpus demonstrated a tendency of using second-person pronouns in the english texts and using imperatives or the implicit way of second-person reference in the chinese texts. analyses were provided as to the adjustment made in advertisement translation, referring to the basic human needs and communicative principles.