智联文通翻译公司

                                 

 

             

                                                 ——专业翻译服务提供商

                服务热线:010-62047337    移动电话:136-7135-4463

开创中国翻译服务规模化专业化团队化之先河

 

 

Create a large-scale, professional, team oriented precedent for China's translation industry.

北京翻译公司为您介绍广告翻译的要领都有哪些!


  在北京翻译公司,广告翻译也是我们工作中常见的一种,要知道广告面对的都是不同的观众,因此北京翻译公司想要做好广告翻译并不容易,那么接下来就让北京翻译公司为大家介绍一下广告翻译的要领都有哪些吧!

  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.

ad

  广告翻译不仅是一种经济活动,而且是传播文化的主要媒介。广告翻译需要充分了解两国文化差异,必要时要作出与当地文化相符的意译。那么,关于产品广告翻译有哪些翻译要领呢?

  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?

  主要体现在语音、语义、文字形式以及修辞四个方面:

  It is mainly embodied in four aspects: phonetics, semantics, written form and rhetoric.

  1、语音差异。

  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、语义差异。

  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.

  二是译名有政治隐喻。如,“大鹏”帆布鞋,被译成“ROC”。大鹏为中国神话中的神鸟,roc 也为英语神化中的巨鸟,此翻译本无可厚非,但碰巧的是这与“中华民国”的英语缩写一样,当然有所不妥。三是译文不雅。如cock一词在英美国家经常喻指某人体器官,如果任何广告词中带“鸡”字的词语,如“金鸡”、“雄鸡”等直接译成“cock”会有损商品形象,给人一种粗俗、缺乏教养的印象。

  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.

  四是译者既是汉语拼音又是英语词汇。汉语拼音是用拉丁字母组成,英语单词也是用的拉丁字母,所以有些广告词语的汉语拼音有可能碰巧为英语中的某个单词。例如 Puke(扑克的汉语拼音)正好是英语中“呕吐”的意思。以上是汉语广告词语英译时常出现的问题,译者应多注意广告词语的广泛的文化内涵。

  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、文字形式差异。

  3. Differences in written form.

  不同国家、民族和地区所用的文字是不同的,对某些文字的偏好和厌恶也大相径庭。据调查,日本人最喜欢的字为“诚”,梦”,“爱”,“愁”,“美”等。中国人喜欢的汉字为“福”,“寿”,“喜”,“乐”等。

  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.

  根据美国作家Irving Wallace选出的最美丽的英文字是:chime一串铃、golden金色的、lullaby摇篮曲、melody旋律、murmuring低语等。可是这些文字不仅寓意优美,而且外形美丽,引起人们美好心理反应和视觉效果。尤其是汉字是当今世界上仅有的体系最完整、结构最严谨的象形文字,只要“望文”便能“生义”。它给人们的不仅仅是视觉冲击力,而且还能启动灵感,造成巨大的心灵震撼。在广告中常用的“拆字术”,也给翻译带来一定难度。

  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、修辞差异。

  4. Rhetorical differences.

  广告语常用修辞手法,为了使表述内容形象化、具体化或使主要词语鲜明、突出,加强语言效果,引起公众注意并帮助公众记忆。但由于中西某些修辞传统的差异会给翻译带来一些困难,主要表现在比喻、象征、对偶、双关等修辞上。

  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.
 

创建时间:2019-04-08 19:33
首页    北京翻译公司为您介绍广告翻译的要领都有哪些!

 您当前的位置:

收藏
浏览量:0