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广告该如何去翻译呢?

作者:    来源:    发布时间:2020-04-10 17:31:24    浏览量:0

  广告翻译的好坏会直接影响着人们的购买欲望以及对产品的信任感,那么广告该如何去翻译呢?北京翻译公司客服为大家介绍:

  The quality of advertising translation will directly affect people's desire to buy and their sense of trust in products, so how to translate advertising

  一、直译

  Literal translation

  译文在符合译入语言规范,又不会引起错误联想的前提下,既保留了原文的内容,又保留了原文的形式。

  On the premise of conforming to the norms of the target language and not causing wrong Association, the translation retains both the content and the form of the original text.

  这让我们想起中国有句关于美容香皂的广告词:“今年二十,明年十八”。两者堪称异曲同工。它运用夸张手法,使广告产生了极大的艺术感染力。

  This reminds us of an advertisement about beauty soap in China: "this year's 20, next year's 18". The two are similar. It uses the exaggeration technique, causes the advertisement to have the enormous artistic appeal.

  二、套译

  Two. Set translation

  所谓套译是指套用文化色彩浓厚的名言佳句,以便营造一种亲切的氛围,使译语读者有一种似曾相识的感觉,从而引起共鸣。

  In order to create a kind of cordial atmosphere and make the target language readers have a sense of deja vu, so as to arouse resonance.

  三、意译

  Three. Free translation

  当中英文的词序、语法结构和修辞手段存在很大差异时,应采用意译。译者必须摆脱原文形式,充分发挥想象力,使广告更符合译入语文化。

  When there are great differences in word order, grammatical structure and rhetorical devices between Chinese and English, free translation should be used. The translator must get rid of the original form, give full play to his imagination and make the advertisement more in line with the target culture.

  四、注意事项

  4、 Precautions

  1、首先,中国人注重产品广告的实质内容,讲究实证;而西方人有外倾的性格,更加注重产品广告的外在形式,讲究感观效果。所以,在进行广告翻译工作时,译员要按照不同国家所注重的内容。

  1. First of all, Chinese people pay attention to the real content of product advertising and pay attention to demonstration; while Westerners have an extrovert character, they pay more attention to the external form of product advertising and pay attention to the sense effect. Therefore, in the process of advertising translation, translators should follow the content that different countries pay attention to.

  2、语言的发音能够引起不同的听觉效果,并且能够在心理上激发不同的反应,或柔和、或清脆、或苍劲、或凝重。语音上的差异是文化的一部分,也是文化的载体。它能够反映出一个民族的特征,不仅包含了该民族的历史与文化背景,而且蕴藏着该民族对人生的看法以及生活、思维的方式。所以,在进行广告翻译工作时,译员要注意下语音差异,重点突出目标语国家的民族特征。

  2. The pronunciation of language can cause different auditory effects, and can stimulate different psychological reactions, or soft, or crisp, or vigorous, or dignified. Phonetic differences are part and carrier of culture. It can reflect the characteristics of a nation, not only including the historical and cultural background of the nation, but also contains the nation's view of life and the way of life and thinking. Therefore, in the process of advertising translation, translators should pay attention to the phonetic differences and highlight the national characteristics of the target language countries.

  3、不同国家、民族以及地区所用的文字也是不同的,对某些文字的偏好以及厌恶也大相径庭。所以,在进行广告翻译工作时,要注意文字上的使用,避免产生歧义,引起不必要的麻烦与冲突。还要记住,广告语经常会使用修辞的手法,为了使表述的内容更加形象化、具体化或是使主要词语鲜明、突出,加强语言效果,引起公众的注意力并帮助公众记忆。所以,在进行广告翻译工作时,译员还要注意修辞手法的使用。

  3. Different countries, nationalities and regions use different characters, and they have different preferences and dislikes for some characters. Therefore, in the process of advertising translation, we should pay attention to the use of words to avoid ambiguity and unnecessary troubles and conflicts. Also remember that the advertising language often uses rhetorical means, in order to make the content more vivid, specific or make the main words clear and prominent, strengthen the language effect, arouse the public's attention and help the public remember. Therefore, when translating advertisements, translators should pay attention to the use of rhetoric.

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