In Beijing Translation Company, advertising translation is also a common one in our work. We should know that advertisements face different audiences, so it is not easy for Beijing Translation Company to do a good job in advertising translation. Then let Beijing Translation Company introduce to you the essentials of advertising translation.
Advertising translation is not only an economic activity, but also the main medium of spreading culture. Advertising translation needs to fully understand the cultural differences between the two countries and make free translations consistent with local culture when necessary. So, what are the main points of product advertisement translation?
It is mainly embodied in four aspects: phonetics, semantics, written form and rhetoric.
1. Speech difference.
在广告语言中，经常运用拟声构成 (onomatopoeic motivation)、声音象征(sound symbolism)和回音词(echoism)引起受众的听觉美感，但是中西语音、拟声或用韵有所不同特点，给译者带来不少困扰。例如，在英语广告词中，经常采用头韵(alliteration)、元韵(assonance)、押韵(rhyme)、假韵(consonance)等韵类增加广告词的音韵美。
In advertising language, onomatopoeic motivation, sound symbolism and echoism are often used to arouse the audiences'aesthetic feeling. However, Chinese and Western phonetics, onomatopoeic or rhyming have different characteristics, which bring many troubles to translators. For example, in English advertising words, alliteration, assonance, rhyme and consonance are often used to increase the phonological beauty of advertising words.
例如，广告词“Never late on Father’s Day.”，两个元韵[ei]能起一种和谐的音乐美。而要在汉语译文中保留这种音乐美是很难做到的。
For example, the slogan "Never late on Father's Day." Two yuan rhymes [ei] can create a harmonious musical beauty. It is difficult to preserve this musical beauty in Chinese translation.
2. Semantic differences.
这大概存在四种情况：一是译名不符英美文化。例如，上海产“白翎”钢笔，其英译为“White Feather”，在英语国家无人问津，其原因在于英语中有句成语“to show the white feather”意思是临阵逃脱，白色羽毛象征的是胆小鬼。
There are four situations: first, the translation of names does not conform to Anglo-American culture. For example, the English translation of "Bailing" pen made in Shanghai is "White Feather", which is not popular in English-speaking countries. The reason is that there is an English idiom "to show the white feather" which means to escape from battle. White feather symbolizes cowardice.
Second, there are political metaphors in the translated names. For example, "Dapeng" canvas shoes are translated as "ROC". Dapeng is a mythical bird in Chinese mythology, and ROC is also a giant bird in English deification. This translation is justifiable, but it happens to be the same as the English abbreviation of the Republic of China, which is of course inappropriate. Third, the translation is not elegant. For example, the word cock often refers to a person's body organs in English and American countries. If any advertisement words with the word "chicken", such as "golden chicken" or "cock", are translated directly into "cock", it will damage the image of the commodity and give a vulgar and uncultured impression.
Fourth, the translator is both Chinese Pinyin and English vocabulary. Chinese Pinyin is composed of Latin letters and English words are also Latin letters, so some advertising words may happen to be a word in English. Puke, for example, means vomiting in English. These are the common problems in the English translation of Chinese advertising words. Translators should pay more attention to the broad cultural connotations of advertising words.
3. Differences in written form.
Different countries, nationalities and regions use different languages, and have different preferences and disgusts for some of them. According to the survey, Japanese favorite words are "sincerity", "dream", "love", "sadness", "beauty" and so on. Chinese characters like "Fu", "Shoushou", "Happiness", "Happiness" and so on.
According to Irving Wallace, the most beautiful English words are: chime, a string of bells, golden, lullaby lullaby, melody, murmuring whispers, etc. But these words are not only beautiful in meaning, but also beautiful in appearance, causing people's good psychological reaction and visual effect. In particular, Chinese characters are the only hieroglyphics with the most complete system and the most rigorous structure in the world. As long as "Wangwen" can "create meaning". It not only gives people visual impact, but also can trigger inspiration, causing tremendous psychological shock. The commonly used Word-splitting technique in advertisements also brings some difficulties to translation.
4. Rhetorical differences.
The rhetorical devices commonly used in advertising language can help the public to pay attention to and help them remember in order to visualize, concretize or make the main words distinct and prominent. However, due to the differences between Chinese and Western rhetoric traditions, some difficulties will arise in translation, mainly in figurative, symbolic, dual, pun and other rhetoric.
其中最难处理的是双关的翻译。双关分谐音双关和多义双关两种，如“黄河冰箱，领‘鲜’ 一步”和“Ask for More. --- More (cigarette)”，翻译这些含双关的广告语要做到两全其美确实很难。
The most difficult thing to deal with is the translation of puns. Puns can be divided into homophonic puns and polysemous puns, such as "Yellow River refrigerator, get a fresh step" and "Ask for More - - - More" (cigarette). It is really difficult to translate these advertisements with puns to make the best of both worlds.