生物多样性致危的成因及保护对策分析及生态翻译学视角下的广告英语翻译

生物多样性致危的成因及保护对策分析摘要：生物多样性已成为国际社会关注的焦点,生物多样性的丧失成为人类持续发展的主要障碍,因此采取有效策略保护生物多样性刻不容缓。本文讲述生物多样性的概论和价值，指出了生物多样性致危的原因，提出生物多样性的保护方法。关键词：生物多样性价值现状致危成因保护对策1、生物多样性的概论生物多样性是所有来源的形形色色生物体，这些来源除其他外包括陆地、海洋和其他水生生态系统及其所构成的生态综合体。它包括三个层次:遗传多样性、物种多样性、生态系统。三者之间既有区别又有联系。遗传多样性是指某个物种内个体的变异性；物种多样性是指地球上生命有机体的多样性；生态系统多样性是指生物圈内生境、生态群落和生态过程的多样性以及生态系统内生境差异、生态过程变化的多样性。三者之中生态系统多样性是基础，而物种多样性是关键，遗传多样性含有的潜在价值最大。2、生物多样性的价值主要从生物多样性的利用价值方面来综述。利用价值可分为直接利用价值、间接利用价值和潜在利用价值。2.1直接利用价值指生物资源可供人类消费的作用,主要表现在3个方面:提供食物和能源、提供丰富的药材资源和提供工业上常用的原料。2.2间接利用价值指与生态系统的功能相关的作用,主要表现在维护生态系统的平衡和稳定、固定太阳能、调节水文、调节气候、吸收和分解污染物、贮存营养元素并促进养分循环、维护进化过程以及休闲娱乐、教育与科学研究等方面。2.3潜在利用价值又称选择价值,是指生物资源将来可能被利用的价值,具有较大的不确定性。随着时间的推移,生物多样性的最大利用价值可能在于为人类提供适应全球变化的机会。3、生物多样性面临的威胁目前,全球大约30%的陆地沙漠化,平均每年有600万hm2的土地沦为沙漠,很大程度上是由于森林面积的急剧减少造成的。据世界观察研究报告统计,在500年前,地球的陆地面积有2/3为森林覆盖,总面积达76亿hm2,到1990年减为34亿hm2。现在世界森林面积正以每年2000万hm2的速度消失。被誉为“物种宝库”的热带雨林比原有面积减少了一半,且正以每年20万hm2的速度锐减,这就加速了生物物种的灭绝。据资料记载,物种灭绝速度为每1000年1种;19世纪工业革命时代,物种灭绝达到1年1种;20世纪中叶发展到1天1个物种灭绝;现在每6h就有1个物种灭绝。1850年以来,人类已使75种鸟类和哺乳动物绝种。据专家估计,目前有植物近2万种,脊椎动物3400多种濒危。若不采取有效措施,形势将更加严峻。中国是世界上生物多样性最丰富的国家之一,占有十分独特的地位,但生物多样性已经受到严重威胁。目前有4500种高等植物受危,被子植物有濒危物种1000种,极危种14种,灭绝1种。脊椎动物受威胁433种,灭绝或可能灭绝10种。森林覆盖率已不到国土面积的14%,天然林几乎荡然无存。荒漠化程度越来越严重,荒漠面积已占国土面积的27%,并且每年还在以2460km2的速度增长。生物多样性的丧失直接降低了生物圈的平衡调节能力,对人类危害极大。4、生物多样性致危的原因生物多样性的丧失,既有自然发生的,也有非自然发生的。但就目前来看,不断加剧的人类活动是生物多样性丧失的根本原因。4.1自然原因物种的形成和灭绝是一种自然过程,物种本身的生物学特性限定了物种的寿命。化石记录表明,多数物种的限定寿命为100万～1000万年。但是,有些物种对环境的适应能力比较差,在环境发生较大变化如地震、水灾、火灾、暴风雪、干旱、火山爆发等自然灾害发生时难以适应,进而面临灭绝的危险。如我国国宝大熊猫的主要食物来源为箭竹,由于本身食性狭窄,且生殖能力低,在气候变化和人类活动影响下,濒临灭绝。生境高度破碎化,阻碍了物种活动。许多物种如常绿植被、极地物种、候鸟、冷水鱼类等不能以高的迁移速度跟上现今气候的迅速变化,而走向灭绝。据估计,到2050年,全球将有15%～37%的物种成为濒危物种。4.2人为原因 4.2.1人口的迅猛增加生物多样性危机的根源在于人口的增加。19世纪工业革命后,世界人口不断增加,1999年就已达到60亿,按中等出生率预测,2050年将达到94亿。我国是人口大国,目前已超过了13亿,并将继续增长。人口的增长带来的是人类对资源利用的增加,包括利用薪炭材、野生肉食动物、野生植物以及大量的自然生境转变成农业和居住用地。而人类生存空间的扩展侵占了野生生物的生存空间。总之,人口的快速增长,是破坏和改变野生生物栖息地和过度利用生物资源的最主要原因。4.2.2栖息地丧失和片断化或岛屿化生物多样性减少的一个重要原因就是生境的破坏、破碎化以及片断化。生境破碎化、片断化可说是一个孤岛化过程,使原本复杂的生态系统过程简约化了。如农业化、城市化、基础设施建设、旅游业的发展以及其他可能限制生物自由活动的分隔物等,都可能导致生境的片断化。这些人为设施的建立使动物的活动受到限制,从而影响其觅食、迁徙和繁殖,而且植物的花粉和种子的散布也会受到影响,从而导致了动植物种群数量的下降,甚至局部灭绝。同时由于生境的破碎化、片断化,阳光、温度、湿度及风的变化也会导致一些物种濒危,甚至灭绝。如英国的多赛特地区(Dorset)的石南生境是曾被详尽制图和研究过的地方,18世纪中叶,这个地区面积达4万hm2,能切断它的只有河谷。可如今,其面积已减少到不足6000hm2,并被割裂成141个碎片,物种数量锐减。 4.2.3掠夺式的过度开发利用森林的过量开采,渔业资源的过度捕捞,草地过度放牧和垦殖,野生经济动植物的乱捕滥采等行为,都使生物多样性遭受严重威胁。过去50年里,世界捕鱼量正在极度增大,从每年大约3000万t上升到目前的1亿t以上。按照联合国粮农组织(FAO)1992年的数字报告,世界渔业中有44%已经属于严峻开发。其中又有16%为过度捕捞,6%为资源耗尽,只有3%能从过度捕捞中得到恢复。我国的羚羊野生鹿等珍贵毛皮动物由于乱捕滥杀种群数量大大减少;很多珍贵食用菌、药用植物,由于长期人工采摘、挖掘,使分布面积和种群数量急剧减少，如产冬虫夏草的蝙蝠蛾属昆虫由于过度挖采数量急剧下降。4.2.4环境污染环境污染对生物栖息地的威胁极大,使得许多陆地和水体不再适合野生生物的生存。目前,工业和生活三废杀虫剂化工产品汽车尾气和火山脚下堆积的沉 积物等都是严重的污染源。水体污染能够对水生生物,特别是鱼类的生命周期的任何发育阶段,产生亚致死或致死作用,影响它们的捕食、寻食和繁殖。土壤污染通常会使当地植被退化,土壤动物变得稀少甚至绝迹,其生物多样性显著下降。大气污染方面,有毒气体均能对生物产生不同程度的损害,并对生态系统构成危害。例如,酸雨不仅腐蚀建筑物和文物古迹,加速金属、石料、涂层等风化,降低林木抗病虫害的能力,而且还会造成湖泊、河流酸化,导致鱼类等水生生物数量减少,甚至灭绝。世界上已有14的森林不同程度地受到酸雨的侵袭 瑞典有2万个湖泊受到影响,1500个已酸化,有450种鱼类死亡。目前,环境污染对生物多样性的影响主要有2个观点,即生物对污染适应性的局限性和污染对生物原有进化及适应模式的改变。环境污染会导致生物多样性在遗传种群和生态系统3个层次上降低。 4.2.5外来物种入侵在全球范围内,外来物种入侵是仅次于生境破坏对生物多样性造成严重威胁的第2大影响因素。外来物种的入侵是扰乱生态平衡的过程。任何地区的生态平衡和生物多样性都是经过了几十亿年的演化。这种平衡一旦打乱,就失去控制而造成危害。简单地说,就是外来种会通过改变环境条件和资源的可利用性而对本地物种产生致命的影响。1988年,Vitousek研究了物种引入对夏威夷物种的影响,研究表明:物种引入后造成约200种原产特有维管植物消失,800个物种濒危岛上约86种原生鸟类全部灭绝。 4.2.6 其他原因农业和林业的品种单一化、民众科学知识缺乏、大多数国家和地区的制度及法律的不健全等,这些因素都使生物多样性受到了不必要的损失。 5、生物多样性的保护对策面对生物多样性丧失如此严峻的形势,相关组织和各国政府都采取了相应的保护生物多样性的措施。1992年6月在巴西里约热内卢召开的联合国环境与发展大会(UNCED)上通过了1994～2003年为“国家生物多样性十年(InternationalBiodiversityDecade)”的决议。同时通过了《生物多样性公约》,并于1993年12月29日正式生效。5.1就地保护5.1.1就地保护的概念就地保护也称现场保护,是指某一物种在行使功能的生态系统中得到保护,即对一个环境中经历着持续的选择压力和适应性进行的物种的保护,是在物种原产地进行的生物多样性保护。采用就地保护是为了较好地维持当地的经济生产以及可用当地的种子或芽等来恢复生态系统。就地保护是生物多样性保护的最有效的措施,主要是建立自然保护区,如风景名胜区和森林公园等。5.1.2保护区据1997年的统计,全世界已建立较大面积的保护区1.4万余个。我国在1956年建立了第1个自然保护区——广东肇庆鼎湖山自然保护区,截至2003年2月,我国内地已建立自然保护区1757个,总面积为13050万hm2,约占国土面积的13.2%。其中国家级自然保护区197个,面积6000余万hm2,并有15个自然保护区被联合国教科文组织列入“国际人与生物圈保护区网”。5.1.3就地保护的作用及意义①为人类提供生态系统的天然本底②各种生态系统、生物物种和基因的天然储存库③改善周围环境、保持水土、涵养水源维持生态平衡④自然保护区是天然的自然科研实验室⑤自然保护区是公众进行生物多样性保护教育的自然博物馆和自然讲坛⑥为生态旅游提供一定的场所5.2易地保护5.2.1易地保护（也称迁地保护）的定义是指把某些单独或成群的生物个体从自然生境中移出,然后放到圈养环境(incaptivity)里对其进行繁育,或保存其遗传繁殖群(geneticstock)。5.2.2策略易地保护主要是针对野生动物和野生植物的保护,包括植物园、动物园、种质收集、种子库、“试管基因库”、花粉库、野外基因库等多方面的措施。世界上最大的植物园———英国皇家植物园栽培了2.5万种植物,约占世界植物种类的10%,其中2700种植物是世界自然保护联盟(IUCN)红皮书上受威胁种类。美国国家种子种质库保存了8700种植物的40万份种子,我国的国家作物种子库保存着各种作物的遗传资源30多万份。到2000年,我国共建立和完善国家级珍稀濒危动植物繁育中心35处,其中植物迁地保护中心15处;建立国家级珍稀濒危动物和植物种质基因库各1座;开展了50种濒危植物的易地保护、扩大种群和重建野生种群的工作,增建了23个种质资源中期保存库。5.2.3易地保护的目的①增加濒危种群的个体数目，通过野外驯化和野外释放补充野生种群，增加野生种群的遗传多样性②最终目的是建立起自然状态下可持续生存的野生种群5.2.4易地保护的意义①在生态学基础研究中，易地种群可作为野生个体的代用材料②对易地种群的管理可取得野生种群管理的经验③易地种群是提高野生种群遗传多样性的途径之一④可为原有生境已被严重破坏的物种提供最后的避难所⑤对重要经济植物的易地保护具有巨大的经济意义⑥能为新生境中创建新的生物群落提供物种资源⑦易地保护设施是对公共进行生物多样性及保护教育的重要基地5.3重引入工程5.3.1定义指将养殖繁育成功的濒危野生动物逐渐放归自然进行野化,是通过人工方法恢复野生动物野外种群,以增加生物多样性的有效的保护措施。比如说,我国濒危的麋鹿、东北虎、大熊猫等的放归野化工作,已取得了一定成效。5.3.2原则应该在该物种原来的自然栖息地进行并要求进行最低限度的长期管理5.3.3实施步骤①立项前的准备②圈养种源的释放③经济和法律的保障④释放后的保护和管理5.4可持续经济发展谈到物种灭绝的原因,有一个不争的事实,灭绝与人类的出现是同时的，人口的增加,不但对生活物质的需求增加,人类的经济活动必然对生态环境带来影响,直接导致了坏境的恶化,资源的短缺,甚至是物种的灭绝。加速经济发展,降低区域间分配不公平世界经济面临失衡状况,摆脱贫因,缩小贫富间的差距是当务之急。但决不能以牺牲环境和资源为代价,只能靠发展经济来解决。5.5加强公民环保教育提高人们对保护生物多样性重要性的认识，通过各种媒体教育人们理解保护生物多样性对人类将来的影响.加强人们的生物保护意识,号召人们都积极参与到保护生物多样性的行动中去,为保护生物多样性奠定坚实的群众基础。5.6建立相关法规体系无论是按国际通行做法还是从我国国情出发，都有必要抓紧制定一部《自然保护区法》，对由于自然保护区的保护、建设、管理、开发和利用而产生和存在的社会关系进行调整。各国急待制定相关法律法规以确保生态安全和保护本国生物多样性。如设立引种许可证制度和环境影响评价制度，建立外来物种入侵预警机制。6、结语综上所述,生物多样性是人类赖以生存的物质源泉,它一直伴随着人类社会的发展而变化,如今却受到了人类活动的严重威胁,成为国际社会共同关注的热点问题。生物多样性保护不仅是生物学家的工作,它会影响到经济的发展、社会的稳定和人类的未来。只有保护生物多样性,才能保证社会的长远而安定的发展,才能实现生物资源的可持续利用和经济的可持续发展。参考文献：[1]贾竞波，保护生态学及课件[2]孟秀祥,冯金朝,周宜君,等.保护生物学.北京:中央民族大学出版[3]马克平,钱迎倩.生物多样性保护及其研究进展[4]张鑫,杨杰.生物多样性的丧失原因与保护策略[J].安徽农学通报,2007,13(10):69-70.[5]教育部社会科学研究与思想政治工作司.自然辩证法概论[M].北京:高等教育出版社,2004:76-80.[6]骆世明.普通生态学[M].北京:中国农业出版社,2005:213-234[7]田兴军.生物多样性及其保护生物学[M].北京:化学工业出版社,2005:66-266.[8]牛翠娟,娄安如,孙儒泳,等.基础生态学[M].2版.北京:高等教育出版社,2007:310-316.[9]克里施纳默西KV.生物多样性教程[M].张正旺,译.北京:化学工业出版社,2003:89-102.[10]《中国生物多样性国情研究报告》编写组,中国生物多样性国情研究报告.北京:中国环境科学出版社,1998[11]王丰年论生物多样性减少的原因清华大学学报2004（3）学科分类号本科生毕业论文题目：TranslationofAdvertisingEnglishfromthePerspectiveofEco-translatology生态翻译学视角下的广告英语翻译学生姓名：学号：系别：外国语言文学系专业：英语指导教师：起止日期：20**年5月10日怀化学院本科毕业论文诚信声明作者郑重声明：所呈交的本科毕业论文，是在指导老师的指导下，独立进行研究所取得的成果，成果不存在知识产权争议。除文中已经注明引用的内容外，论文不含任何其他个人或集体已经发表或撰写过的成果。对论文的研究做出重要贡献的个人和集体均已在文中以明确的方式标明。本声明的法律结果由作者承担。本科毕业论文作者签名：20**年5月10日ContentsTOC\o"1-3"\h\u2328Abstract IntroductionWiththedevelopmentofeconomy,theimprovementoftechnology,thespreadofmassmedia,advertisementhasbecomeanessentialpartinourdailylife.Thecommodity,trade,serviceneedsadvertisementandadvertisementtranslationathomeandabroad.Foralongtime,advertisementtranslationdoesnothavespecialtheories,concretestrategiesandguidingprincipals,andspecificwaysoftranslation.Therefore,whentranslatorsmakeadvertisementtranslation,theydon’tknowwhichways,strategies,principlesandstandardsthereareforreference,soadvertisementtranslationisclutter,andallkindsofadvertisementtranslationsemergeendlessly.Theessayusesthebasictheoriesandideastoexplainadvertisementtranslationactivitiesandprocessesfromtheadaptationselectionoflinguistic,culturalandcommunicativeaspects.Thereisalargeamountofpeopleexploringtranslationtheoriesfromtheperspectiveofecologyandputtingforwardtheiropinions.Forinstance,first,ProfessorHuGengshengavethefirstspeechoftranslationwhichwascalledFromtheDarwinianPrincipleofAdaptationandSelectiontoTranslationStudiesattranslationresearchcenterofHongKongBaptistUniversity,whichfocusedonthereasonsandfeasibilitiesbyusingthebasictheoryofDarwin’sadaptationandselectiontodiscusstranslationactivities,andputforwardtheoriginalimaginationofsettingupthetheoryoftranslationasadaptationandselection.Next,apaper,whichwascalledAnInitialExplorationintoanApproachtoTranslationasAdaptationandSelection,wasreadoutatthethirdAsiantranslators’forumonDecembersixth,2001.Andthen,thepaperTranslationasAdaptationandSelectionwaspublishedatInternationalJournal.Asconclusionofthepaper,theauthorpositioneddefinitelytheoreticalresearchofthesystemasanecologicalapproachtotranslation.What’smore,in2003,TranslationasAdaptationandSelection,asacoreconceptoftheTAStheory,waspublishedinPerspectives:StudiesinTranslatology,drawingattentionfromtranslationscholarsinacademiccircles.Meanwhile,thetopicsof“Language,Culture,Society,andTranslationalEco-environments”werelistedasoneofthemainThemesforthe“Cross-TaiwanStraitsSymposiumsonTranslationandInterculturalCommunication”,whichstartedin2004.Afterthat,apapertitled“UnderstandingEco-translatology:AnEcologicalApproachtoTranslationStudies”waspresentedattheInternationalConferenceonTranslatingGlobalCulture:TowardsInterdisciplinaryConstructionheldinAugust2006.AsfarasIamconcerned,atranslatorisrequiredandexpectedtoreproducetheadvertisementatthemacro-level.Theecologyisrelatedtomanyothersubjects,andtheEco--translatologybasedontheecologyisaccordinglyappliedastheguidanceoftranslationactivities,whichexplainsandanalysesthetranslationprocessatthemacro一level.Therearefewtheoriescoveringtheadvertisementtranslationatthemacro一levelandincontrastalargenumberofpapersstudyingtheadvertisementtranslationjustdealwiththeelementsincludingwords,phrasesandsentencesandrhetoricaldevicesatthemacro一level.Althoughtherearemanypapersdiscussingtheadvertisementtranslationfromtheperspectiveoflinguistics,pragmaticlinguistics,stylisticsandaesthetics,mostofthemmentiononesinglefactorinsteadofthewholetranslationprocessatahigherlevel.Inthepaper,theauthortendstosystematicallyintroducetheadvertisementtranslationprocessatthemacro--level,basedontheEco--translatologytheorywithanattempttosummarizetheprinciplesandrequirementsfortheadvertisementtranslationandadvertisementtranslators.Thewritingmaterialscoveringthesubjectoftheadvertisementtranslationderivefromtheprintedcommercialadvertisementsforgoodsandcommoditiesincludingbeverage,pillsandcosmetics,bothinChineseandEnglish.Andthetheoreticalexplanationandapplicationdependingonnumerouseasesdominatesthepaperinwhichthedetailedcomparativeandcontrastiveanalysisislargelyappliedtothecorrespondingsourcetextsandtargettexts（苏良书，2）.Thepaperisdividedintothreeparts.First,itintroducesoverviewofEco-translatology,whichincludesthebackgroundofEco-translatology,theconnotationofEco-translationandthedevelopmentofEco-translatology.ThesecondpartischaracteristicsofadvertisingEnglish,includingrhetoricalfeatures,vocabularyfeaturesandsentencefeatures.Last,ittalksaboutthetranslationofEnglishadvertisementguidedbyEco-translatology,whichcomprisestheusesoftranslatingadvertisementsundertheguidanceofEco-translatologyandthefeasibilitiesoftranslatingadvertisementsundertheguidanceofEco-translatologyChapterOneOverviewofEco-translatologyEco-translatologystartsin2001anddevelopscomprehensivelyin2009,whichisaprogressiveprocess.Ifwetreatdiscoursesystemthatwebuildastheoutputresultoftheprocess,theresultmusthaveitsownbasis,premiseandconditionoforiginanddevelopment（胡庚申，15）.ThepartconcentratesonexpoundingthebackgroundanddevelopmentofEco-translatology.1.1BackgroundofEco-translatologyWiththedevelopmentofglobalecologicalthoughts,internationaleconomyistransformingtoecologicaleconomy,andhumansocietyistransformingtoecologicalcivilization.Underthebackground,ecologicalthoughtsbecomeresearchhotspotofalotofsocialsciences.TheecologicalthoughtsofChina’sancienttimes,includingtheruleofrespectofnature,unionamongheaven,earthandman,survivalofthefittestinnaturalselectionandpeoplefirst,provideimportanttheoreticalfoundationfortheresearchofEco-translatology.1.1.1GlobalEcologicalIdeologicalTrendThereareprofoundhistoricalbackgroundandsocialideologicaltrendforanyanideamentioned.TheappearanceanddevelopmentofEco-translatologyiscorrespondedwiththesocietyofthetimesandthedirectionofacademicdevelopment（胡庚申，28）.Ontheonehand,itisamanifestationintranslationstudyinthetimesofeconomicsocialtransition.Inthe1960s,humansocietygraduallyisfromindustrialcivilizationtoecologicalcivilization.Chinahasalsopaidattentiontoecologicalenvironmentalproblemsfromthe1970s,andthenChinaputsforwardthepolicyofsustainabledevelopmentandScientificOutlookonDevelopment.Itisaspecificexpressionthatcomplieswiththedevelopmentofthetimes,whichintroducesoverlookedecologyindifferentstudyfieldsuchastranslationinthisbackground.Thenecologicalideologicaltrendisanecessaryresultofmodernideasandphilosophicaltransformation.Italsocomesfromanthropocentrictowholeecologicalinthefieldofthoughtandphilosophyfrom20century.Frenchphilosopher,JacquesDerridaputforwardthatcentercanbenotonlywithinthestructurebutalsooverthestructuresothatanimportantideaappearedin1960s.NorwayecologicalphilosopherAllenMagnuscomeupwithDeepEcology，whichletsecologyintroduceintoethicsandputsforwardsomeimportanttheories,includingecologicalself,ecologicalequalityandecologicalcoexist,etcin1970s.Afterthat,AmericanecologicalphilosopherDavidGriffindevelopedit.Fromthisprocess,whatthecontemporaryphilosophyfacedistransformationfromepistemologytoontology,fromanthropocentrismtoecologicalholism.Thisphilosophytransformationturnsontheviewandopinionoftranslationresearchfromtranslationecologytomakingageneralsurveyoftranslationactivities,andbecomespathofEco-translatologyresearch.1.1.2EcologicalWisdomofChina’sAncientTimesChinesetranslatorsadvocatetheideaofEco-translationbecausethereisavailableecologicalwisdomofChinaancienttimes,whichisecologicalwisdomcharacterizedbytheharmonybetweennatureandmankind,TaoemergedinNature,peopleoriented.Theancientecologicalideasofnature,life,survival,thegoldenmeanoftheConfucianschool,peoplefirst,prideofpeace，havebecomevaluablesapientialresourcesofbreedingandformingEco-translation.Theseoriginalancientbooksandrecordshavearousedaltitudinalattentionmanycountries’philosopherandideologist,anditisnodoubtthattheyarealsoimportantbracementionedtheideaofEco-translationbyscholarofChinesetranslationfield.1.1.3TranslationStudyofEcologicalOrientationTherearelotsofpeopledescribingtherelevantstudyoftranslationactivitiesfromtheangleofecology,environment,survive,adaptationatinternationaltranslationfield,andtherelevantresearchhasgraduallyincreasedintranslationliteratureintheupsurgeofglobalecologicaltheory（胡庚申，56）.Alargenumberoftranslators,suchasPeterNewmark,MichelleRonnieetc.usetypicalecologicaltermsandconceptsofecology,environment,survive,adaptationintheirresearchtoexpressthatthetranslationstudyofecologicalorientationhasbeenacceptedbytranslationfield.TheseresearchesnotonlyprovideangleforEco-translationstudyandpavetheway,butalsolaythefoundationoftherelevantstudy.1.2ConnotationofEco-translationEco-translationisabletobeunderstoodasanecologicalwayoftranslationstudy.Eco-translationisaninterdisciplinarystudybecauseitinvolvesinecologyandtranslation.Ecologywasdefinedas:abranchsubjectofbiologytoresearchtherelationshipbetweenlivingbeingsandenvironment.Inrecentyears,ecologyhasreferredtothegatherofnatureandhealth,keepingbalance,andharmoniouscoexistenceingeneralinthefieldofthehumanitiesandsocialsciences.Translationisasubjecttostudytheregularpatternandartoftranslation.Asapartoftranslation,translationtheoriesarerationalcognitionandaltitudinalabstracttotranslation’sessences,principals,processesandwaysetc.1.3DevelopmentofEco-translatologyThroughresearchandaccumulationofthefirstdecadeinthecentury,researchresultsofEco-translatologyhaveincreasinglybecameabundant,andresearchthoughtsanddevelopmentorientationhavebeengraduallyclear,andtheresearchpatternsofEco-translatologyinmacrotranslationstudy,mediumtheoryoftranslationandmicrotranslationhavebeenformed.Atthesametime,withtheescalationoftheories’usesandrangeofstudy,andwiththepromotionofacademicinfluences,researchteamsbecomelargerandlargerandcooperationandexchangeplansofChinaandinternationalareputtingintoeffect.Inaword,Eco-translatologyisdevelopingwithasteadypace.1.3.1OriginalExplorationofEarlyCenturyEco-translatologycamefromHongKongintheearly21stcentury.SinceopeningupHongKongtobeaport,itplaystheroleofabridgebetweenChinaandtheWest.ThegeographicaladvantageofHongKongmakesthetranslationactivitiesbeingmoreintensivelyandtheideaoftranslationmoreactively.TheresearchcenteroftranslatologyofHongKongBaptistUniversityinsistsonholdingatranslationseminarmonthlyfrom2001tobeaimedatprovidingaplatformtoencouragegraduatestudents,researchsupervisorsoftranslationareaandotherscholarswithcommunication,whichletsthediscussionoftranslationknowledgeandtranslationtheorybecomemorevigorous.Translationseminaroftheuniversityissupportedbyagreatnumberoftranslators,scholars,graduatestudents.ProfessorHuGengshenstartedexploringtranslationtheoryfromtheperspectiveofEco-translationduringstudyingforadoctorateintranslationintheEnglishLanguageandLiteratureDepartmentofHongKongBaptistUniversityin2001June.HegavethefirstspeechoftranslationwhichwascalledFromtheDarwinianPrincipleofAdaptationandSelectiontoTranslationStudiesattranslationresearchcenterofHongKongBaptistUniversity,whichfocusedonthereasonsandfeasibilitiesbyusingthebasictheoryofDarwin’sadaptationandselectiontodiscusstranslationactivities,andputforwardtheoriginalimaginationofsettingupthetheoryoftranslationasadaptationandselection.Next,apaper,whichwascalledAnInitialExplorationintoanApproachtoTranslationasAdaptationandSelection,wasreadoutatthethirdAsiantranslators’forumonDecembersixth,2001.What’smore,thepaperTranslationasAdaptationandSelectionwaspublishedatInternationalJournal.Asconclusionofthepaper,theauthorpositioneddefinitelytheoreticalresearchofthesystemasanecologicalapproachtotranslation.1.3.2AccumulationandDisseminationCommunicationofresearchresultsanddisseminationofacademicthoughtsisnotonlyagradualprocessbutalsoanecessarystageforanyfieldstudyanddisciplinarydevelopment.Therefore,theEnglishsentencewaspopularintheinternationalacademiccirclesPublish,orperishes.ThesameisthestatusofEco-translation’sdevelopment.Onthewhole,themostimportantwaytocommunicateresearchresultsofEco-translationandspreadacademicideasisthroughdeliveringarticles,publishingbooks,givinglecturesandcommunicatingwithothers.Intermsofpublicationofresearchtheses,therewerelotsofpapersbeingpublished,forexample,TranslationasAdaptationandSelection,FromTranslator’sSubjectivity”to“Translator-centeredness”,TranslationEcologicalSystemfromthePerspectiveofEco-translatology,andsoon.Inrespectofpublicationofmonographsandrelevantcorpuses,manypressespublishedrelevantworks.1.3.3AttentionandApplicationThetheorywithoutvitalitycan’texistverymuchlonger,andthelifeandvitalityoftheoryliesinpeople’sconstantattentionandapplication.Eco-translatologydevelopingfromtranslationasadaptationandselectiondoesn’temergeandbeperishedandweededoutinmorethanadecade,whichsuggeststhatitabidesbynaturallawthatthefittestsurviveandonlythestrongsurvive.AsYangpingandXujunpointedthattheexistenceofEco-translatologyisanobjectivefact,andthefactitselfalsoexpressitsworth.Inthefinalanalysis,itssteadydevelopmentreliesonconstantattentionandsupportandmoreandmoretheoriesoftranslationfield.TheattentionanduseofeducationalcirclesisvariousforEco-translatology,includingtwomainaspects.First,aftertheearlyworksandresearchresultsofEco-translatologycameout,itgotmanycommentsoftranslationareaathomeandbroad.Accordingtopreliminarystatistics,therearemorethantenspecialfeaturesbeingpublishedformallyafterTranslationasAdaptationandSelectionwascomeoutthepressin2004.Second,thereareaboutonehundreduniversitiesusingthetheoryofEco-translatologytoguidegraduatestudentstoworkouttheiracademicdissertation.1.3.4GrowingTendencyEco-translatologyhasexperiencedtenyearsupsanddowns,whosedevelopmenthasbeenatruth,andithasarousedpeople’sattentionandinterests.TheresearchersofEco-translatologyacceleratedthepaceofboostingdevelopmentofEco-translatologywithpersistentandsteadyeffortsandwithwiderviewinrecentyearstoletEco-translatologygethugeimprovementinbuildingtheory,developingtalents,integratingteams,communicatingwithinternationalpeople,etc.（胡庚申，68）InthetimeofEco-translatologygettingintotheseconddecade,thepeoplewhohavemutualinterestsandgoalsofEco-translatologyconsolidatedomesticandexpandinternationalprogressunderthedevelopmentstrategyofChinafirstandinternationalsecond.Ontheonehand,wewillcomeoutseveralmonographsinnextseveralyears.Ontheotherhand,wewillcontinuetosetupandoptimizeitsworkmechanismofInternationalAssociationofEco-translatologyResearch,makefulluseofhttp://www.eco-translatology.net,andmakeeffortstodo“journalofEco-translatology”.Inconclusion,Eco-translationiswithaviewtotheintegrityoftranslationecologicalsystemtodoanewexplanationtotranslation’sessences,principals,processeswaysandphenomenafromtheangleofeco-translationinthenarration’swaytoEco-translation.ChapterTwoCharacteristicsofAdvertisingEnglishAdvertisingEnglishisacommerciallanguage,whosebasiclanguagefunctionissimpleandattractive,andwhosethemostbasicfunctionispublicityandguidancepeopletopurchaseproducts.Therefore,itmustnotonlygiveenoughpublicitytointroduceitsproducts,butalsoattractcustomerstobuythem.ThewordsofadvertisingEnglishmustbesimple,active,attractiveandcreative,whichisdifferentfromcommonEnglish.AdvertisingEnglishtriestospreadproducts’informationbytheleastwords,whichmakesconsumersneverforget.2.1RhetoricalFeaturesofAdvertisingEnglishAdvertisinglanguagepaysmuchattentiontothebeautyoflanguage.Therefore,itmakesfulluseofavarietyofrhetorictoenhancethetasteandattractionofproducts.2.1.1MetaphorItusesaspecificandeasythingtoexpressanotherabstractanddifficultthing,whichiscalledfigureofspeechandisalsoasthesayinggoes:drawananalogy.Itisthemostcommonrhetoricaldevice.Forexample,KodakisOlympiccolor.（柯达是奥林匹克的色彩）Theadvertisementusesafigureofspeechtoprovidespaceofinfiniteimaginationforreaders,andimplythatthefeatureofKodakisthefeatureofOlympics（戚云芳，121）.2.1.2PersonificationPersonificationcomparesathingtoaperson,describingitwithperson’sappearance,personalitiesandthoughts.Itusuallyusestherhetoricaldeviceofpersonificationintheadvertisementtomakeicycommodityalive,andthengiveitperson’sthoughtsandfeelingstomakeitmoreamiable.Forinstance,flowersspeakfromtheheart.(鲜花诉衷肠)Theadvertisementintheflowershopcomparesflowerstopeopleandendowsliveswithflowerstomakecustomersasenseofkindness.For,example,sheworkswhileyourest.(你休息的时候她却在工作)（孙晓丽，96）Thisisanadvertisementofthewashingmachine.Theadvertisementgivesthecommodityemotions,feelingsandideas,whichmakesitclosetoconsumers’heart,andmakesthemremembertheadvertisementforever.2.2VocabularyFeaturesofAdvertisingEnglishThemostimportantuseofadvertisinglanguageistocatchpeople’seyesandattractcustomerstobuysomething.Therefore,advertisinglanguageshouldbeeasytounderstand.Byusingalotofsimpleadjectivesandverbscandrawcustomers’attraction.2.2.1AdjectivesAdvertisementlanguageasksforvisualizationandvitality,therefore,agreatquantityofmodifiersareoftenused.Theadjectivesareabundantwithexpressiveforce,whichcannotonlygettheeffectonconveyinginformationbriefly,butalsoincreaseexpressiveforceoflanguage.InsomeEnglishadvertisements,someadjectiveswithcommendatorycolorareusedbroadly.Theymakeconsumershaveasenseofcomfortableandhappyeventrusting.Forexample,washable,safe,easytouse,clear.(glue)Theadvertisementofglueusesfourstrongcolloquialadjectivestodescribeproducts’performancesandfeaturescompletely.Thelanguageiseasyandmakescustomersunderstandataglance.（宋宏，162）2.2.2VerbsEnglishlinguist,G.N.Leech,listedthemostcommonusedverbsincludingmake,get,give,have,see,buy,come,go,know,keep,look,need,love,feel,choose,take,start,taste.Forinstance,We’llmakethisquick(赫兹租车).（王燕希，72）Allyouneedisatasteforadventure(磨石咖啡).（王燕希，72）Animportantconditionofrememberingeasilyisshort,andshortphrasesarewidelyusedinspokenlanguageinourdailylife.Therefore,colloquialadvertisementEnglishisobvious,whichiscorrespondedwithreadability’spurposeofadvertisementlanguage.2.3SentenceFeaturesofAdvertisingEnglishSimplesentencesandquestionsareusedfrequentlyinadvertisementEnglish,becausetheyarepopularandeasytounderstandinourdailylife.Throughalotofsimplesentencesandquestions,customerscanknowthattheproductsatisfiestheirr