如何做好广告翻译?

2019-01-30

  广告翻译也是北京翻译公司经常遇到的一种,因此北京翻译公司在进行广告翻译的时候还是比较有经验的,下面就让北京翻译公司为大家介绍一下如何做好广告翻译吧!


  Advertising translation is also a kind of frequently encountered by Beijing Translation Company, so Beijing Translation Company is relatively experienced in advertising translation. Now let Beijing Translation Company introduce how to do advertising translation for you.


  1、广告翻译应简洁而富创意


  1。 Advertising translation should be concise and creative


  一般说来,翻译 应该首先忠实于原文。但是,不同文体,忠实的程序不尽相同。比如,法律文体和科技文体的忠实度应该高一些,而文学作品和宣传材料的忠实度可以稍微低一些,特别在形式方面更应该灵活处理。因为后者的主要目的在于使译文的读者获得一种美感,从而吸引这些读者。广告语是一种典型的宣传文体,其主要目的在于尽可能地促销所宣传的产品,而“只有有创意的文体才能出奇制胜,吸引受众的注意,打动受众的消费心理,促动受众的消费行文,产生持久的效力”。所以,广告翻译地“忠实”的要求不是很高,多数情况下,除意思 基本对应外,译者可以自由地发挥自己的创造力,灵活处理,充分发挥目的语在语言和文化上的优势,译出富有创意的译文。同时,还应注意译文的简洁,因为简洁可以让读者一目了然,更好地了解和记住产品可服务。


  Generally speaking, translation should first be faithful to the original text。 However, the procedures of loyalty vary from style to style。 For example, the faithfulness of legal style and scientific and technological style should be higher, while the faithfulness of literary works and propaganda materials can be slightly lower, especially in the form should be handled more flexibly。 The latter is mainly aimed at attracting the readers of the translated text by providing them with a sense of beauty。 Advertising language is a typical style of propaganda。 Its main purpose is to promote the products advertised as much as possible。 But "only creative style can win the surprise, attract the attention of the audience, stimulate the consumer psychology of the audience, stimulate the consumer language of the audience, and produce lasting effect"。 Therefore, the requirement of "faithfulness" in advertisement translation is not very high。 In most cases, besides the basic correspondence of meaning, the translator can freely exert his creativity, handle it flexibly, give full play to the linguistic and cultural advantages of the target language, and translate creative translations。 At the same time, attention should also be paid to the simplicity of the translation, because simplicity can make the reader see at a glance, and better understand and remember that the product can be served。


  2、广告翻译应通俗中透着美感


  2. Advertising translation should be popular with aesthetic feeling


  由于广告译文面对的是广大消费者,所以应该考虑到消费者的受教育水平。毕竟,广告的受众不仅包括受到良好教育的人,还包括很多没有受到过很好教育的人。为了照顾到这一部分消费者,广告译文应尽量做到通俗易懂,但“通俗易懂”并不意味着“俗气”,还应该注重美感,让读者在获得一种美的享受的同时记住广告词,从而记住了所广告的产品。这也有助于企业树立、维持和强化自己的品牌形象。


  Since the translation of advertisements is faced with the vast number of consumers, the educational level of consumers should be taken into account. After all, the audience of advertisements includes not only well-educated people, but also many people who are not well-educated. In order to take care of this part of consumers, the translation of advertisements should be as easy as possible to understand, but "easy to understand" does not mean "vulgar", but should also pay attention to aesthetics, so that readers can enjoy a kind of beauty while remembering the advertisement words, so as to remember the products advertised. This also helps enterprises to establish, maintain and strengthen their own brand image.


  3、广告翻译应受众文化认同


  3. Advertising Translation Should Be Accepted by the Audience's Cultural Identity


  语言是文化的载体,广告语作为一种特殊的语言形式,当然会反映语言背后的文化。“不同的民族有不同的特性不同的文化背景、政治观点、宗教信仰、民族民理、传统习惯等。广告语体现一定的民族性和审美观,体现没的价值观和生活方式,以及不同的宗教理想和道德标准。广告目的是实现产品的销售,我们在进行广告语翻译的同进不得不考虑所遇到的源语文化和目的语文化的冲突问题。如果在翻译中没有处理好跨文化的问题就会导致广告在目的语文化中的失败”,因此,可以说,翻译广告语的时候,要注意受众的文化认 。


  Language is the carrier of culture. Advertising language as a special form of language, of course, reflects the culture behind the language. "Different nationalities have different cultural backgrounds, political views, religious beliefs, national ethics, traditional habits and so on. Advertising language embodies certain national and aesthetic values, values and lifestyles, as well as different religious ideals and moral standards. Advertising aims to achieve product sales. We have to consider the conflict between the source and target cultures when translating advertising language. If cross-cultural problems are not properly dealt with in translation, advertisements will fail in the target culture. Therefore, it can be said that when translating advertisements, attention should be paid to the cultural recognition of the audience.

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