廣告翻譯是怎樣做好的?

  日常生活中，廣告常?？梢钥吹?，廣告翻譯是翻譯工作中常見的一種，下面上海臻云翻譯公司給大家分享廣告翻譯是怎樣做好的?

  In our daily life, we can often see that advertisement translation is a common kind of translation work. Now, Shanghai Zhenyun translation company will share with you how to do advertisement translation well?

  1、語音差異。
  1. Voice differences.

  在廣告語言中，經(jīng)常運用擬聲構(gòu)成、聲音象征和回音詞引起受眾的聽覺美感，但是中西語音、擬聲或用韻有所不同特點，給譯者帶來不少困擾。

  In the advertising language, onomatopoeia, voice symbols and echo words are often used to arouse the audience's aesthetic sense of hearing. However, there are different characteristics in Chinese and Western phonetics, onomatopoeia or rhyme, which brings a lot of troubles to the translators.

  2、語義差異。
  2. Semantic differences.

  這大概存在四種情況：一是譯名不符英美文化。二是譯名有政治隱喻。三是譯文不雅。四是譯者既是漢語拼音又是英語詞匯。漢語拼音是用拉丁字母組成，英語單詞也是用的拉丁字母，所以有些廣告詞語的漢語拼音有可能碰巧為英語中的某個單詞。

  There are four situations: first, the translated names do not conform to the British and American culture. Second, there are political metaphors in the translation. Third, the translation is not elegant. Fourth, the translator is both Chinese pinyin and English vocabulary. Chinese pinyin is made up of Latin letters, and English words are also made up of Latin letters. Therefore, Chinese Pinyin of some advertising words may happen to be a word in English.

  3、文字形式差異。
  3. Differences in the form of words.

  不同國家、民族和地區(qū)所用的文字是不同的，對某些文字的偏好和厭惡也大相徑庭。據(jù)調(diào)查，日本人最喜歡的字為“誠”,夢”,“愛”,“愁”,“美”等。中國人喜歡的漢字為“福”,“壽”,“喜”,“樂”等。

  Different countries, nationalities and regions use different characters, and have different preferences and dislikes for some characters. According to the survey, the Japanese favorite words are "sincerity", "dream", "love", "sorrow", "beauty", etc. Chinese people like Chinese characters such as "Fu", "Shou", "Xi", "Le", etc.

  根據(jù)美國作家Irving Wallace選出的最美麗的英文字是：chime一串鈴、golden金色的、lullaby搖籃曲、melody旋律、murmuring低語等?？墒沁@些文字不僅寓意優(yōu)美，而且外形美麗，引起人們美好心理反應(yīng)和視覺效果。尤其是漢字是當(dāng)今世界上僅有的體系最完整、結(jié)構(gòu)最嚴(yán)謹(jǐn)?shù)南笮挝淖?，只要“望文”便能“生義”。它給人們的不僅僅是視覺沖擊力，而且還能啟動靈感，造成巨大的心靈震撼。在廣告中常用的“拆字術(shù)”，也給翻譯帶來一定難度。

  According to Irving Wallace, the American writer, the most beautiful English words are: chime, golden gold, lullaby, melody, murmuring, etc. But these words not only mean beautiful, but also have beautiful appearance, which causes people's good psychological reaction and visual effect. In particular, Chinese characters are the only pictographic characters with the most complete system and the most rigorous structure in the world today. As long as "Wang Wen" is used, it can be "meaningful". It gives people not only visual impact, but also can start inspiration, resulting in a huge spiritual shock. The commonly used "unwrapping technique" in advertisements also makes translation difficult.

  4、修辭差異。
  4. Rhetoric differences.

  廣告語常用修辭手法，為了使表述內(nèi)容形象化、具體化或使主要詞語鮮明、突出，加強語言效果，引起公眾注意并幫助公眾記憶。但由于中西某些修辭傳統(tǒng)的差異會給翻譯帶來一些困難，主要表現(xiàn)在比喻、象征、對偶、雙關(guān)等修辭上。

  Advertising language is often used as a rhetorical device, in order to make the content of the expression vivid, specific or make the main words distinct and prominent, strengthen the language effect, attract the public's attention and help the public remember. However, due to the differences between Chinese and western rhetorical traditions, some difficulties will be brought to translation, which are mainly manifested in metaphor, symbol, antithesis, pun and so on.

  其中最難處理的是雙關(guān)的翻譯。雙關(guān)分諧音雙關(guān)和多義雙關(guān)兩種，翻譯這些含雙關(guān)的廣告語要做到兩全其美確實很難。

  The most difficult one is pun translation. Pun can be divided into homophonic pun and polysemy pun. It's really difficult to make the best of both worlds in translating these puns.