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廣告翻譯的注意事項(xiàng)是什么？

日期：2019-12-19 發(fā)布人：來(lái)源：閱讀量：

　　廣告翻譯前，譯員需要了解廣告及商品的特點(diǎn)，還需要了解國(guó)家的文化傳統(tǒng)和人們的消費(fèi)心理，下面尚語(yǔ)證件翻譯公司給大家分享廣告翻譯的注意事項(xiàng)是什么?

　　Before advertising translation, translators need to understand the characteristics of advertising and commodities, as well as the cultural traditions of the country and people's consumption psychology. What are the precautions for advertising translation shared by Shangyu certificate translation company?

　　1、直譯

　　1. Literal translation

　　譯文在符合譯入語(yǔ)言規(guī)范，又不會(huì)引起錯(cuò)誤聯(lián)想的前提下，既保留了原文的內(nèi)容，又保留原文的形式。

　　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.

　　這讓我們想起中國(guó)有句關(guān)于美容香皂的廣告詞:“今年二十,明年十八”。兩者可謂異曲同工。它運(yùn)用夸張手法,使廣告產(chǎn)生了極大的藝術(shù)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 exaggeration to make the advertisement produce great artistic appeal.

　　2、套譯

　　2. Set translation

　　所謂套譯是指套用文化色彩濃厚的名言佳句，以便營(yíng)造一種親切的氛圍，使譯語(yǔ)讀者有一種似曾相識(shí)的感覺(jué)，從而引起共鳴。

　　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.

　　3、意譯

　　3. Free translation

　　當(dāng)中英文的詞序、語(yǔ)法結(jié)構(gòu)和修辭手段存在很大差異時(shí)，應(yīng)采用意譯。譯者必須擺脫原文形式，充分發(fā)揮想象力，使廣告更符合譯入語(yǔ)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.

　　4、注意事項(xiàng)

　　4. Precautions

　　首先，中國(guó)人注重產(chǎn)品廣告的實(shí)質(zhì)內(nèi)容，講究實(shí)證;而西方人有外傾的性格，更加注重產(chǎn)品廣告的外在形式，講究感觀效果。所以，在進(jìn)行廣告翻譯工作時(shí)，譯員要按照不同國(guó)家所注重的內(nèi)容，重點(diǎn)突出，這樣翻譯出來(lái)的廣告，才能達(dá)到它的最終效果。

　　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 focus on the content of different countries, so as to achieve the final effect of the translated advertisements.

　　語(yǔ)言的發(fā)音能夠引起不同的聽(tīng)覺(jué)效果，并且能夠在心理上激發(fā)不同的反應(yīng)，或柔和、或清脆、或蒼勁、或凝重。語(yǔ)音上的差異是文化的一部分，也是文化的載體。它能夠反映出一個(gè)民族的特征，不僅包含了該民族的歷史與文化背景，而且蘊(yùn)藏著該民族對(duì)人生的看法以及生活、思維的方式。所以，在進(jìn)行廣告翻譯工作時(shí)，譯員要注意下語(yǔ)音差異，重點(diǎn)突出目標(biāo)語(yǔ)國(guó)家的民族特征。

　　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.

　　不同國(guó)家、民族以及地區(qū)所用的文字也是不同的，對(duì)某些文字的偏好以及厭惡也大相徑庭。所以，在進(jìn)行廣告翻譯工作時(shí)，要注意文字上的使用，避免產(chǎn)生歧義，引起不必要的麻煩與沖突。還要記住，廣告語(yǔ)經(jīng)常會(huì)使用修辭的手法，為了使表述的內(nèi)容更加形象化、具體化或是使主要詞語(yǔ)鮮明、突出，加強(qiáng)語(yǔ)言效果，引起公眾的注意力并幫助公眾記憶。所以，在進(jìn)行廣告翻譯工作時(shí)，譯員還要注意修辭手法的使用。

　　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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