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你知道广告翻译有哪些要领?

2021-01-30 14:08:01 http://www.ybfyfw.com/ 53

在我们的日常生活中,广告无处不在。产品广告翻译是翻译工作中比较常见的一种。好的广告可以为产品增色,产生很好的宣传效应。而广告的受众,不仅在年龄上网罗广泛,也面对不同国度、不同职业的各类观众。在广告的对外输出中,广告翻译无疑是非常重的环节。那么,关于产品广告翻译有哪些翻译要领呢? 济南翻译公司小编为大家总结了四个方面~。
In our daily life, advertising is everywhere. Product advertisement translation is a common method in translation. Good advertising can add color to products and produce good publicity effect. The audience of advertisement is not only wide in age, but also in different countries and occupations. In the export of advertisement, advertisement translation is undoubtedly a very important link. So, what are the main points of product advertisement translation? Ji'nan translation company summarized four aspects for you.
1.语音差异
1. Voice differences
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。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 audience's aesthetic feeling. However, Chinese and Western phonetics, onomatopoeia and rhyme have different characteristics, which brings many troubles to translators. Alliteration, assonance, rhyme and consonance are often used to enhance the phonological beauty of English advertising words.
例如,广告词
For example, advertising words
Never late on Father’s Day.
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。
The two rhymes can create a harmonious musical beauty. It is very difficult to retain this musical beauty in Chinese translation.
2.语义差异
2. Semantic differences
这大概存在四种情况:
There are four situations
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。
First, the translated name does not conform to British and American culture. For example, "white feather" pen made in Shanghai, whose English translation is "white feather", is not popular in English speaking countries. The reason is that there is an idiom "to show the white feather" in English, which means to escape in time, and the 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。
The second is that the translated name has political metaphor. For example, "Mirs" canvas shoes, translated as "roc". Dapeng is a divine bird in Chinese mythology, and ROC is also a giant bird in English deification.
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。
Third, the translation is not elegant. For example, cock is often used to refer to a certain human organ in British and American countries. If the words with the word "chicken" in any advertising words, such as "golden rooster" and "rooster", are directly translated into "cock", it will damage the image of the commodity and give people an impression of vulgarity and lack of education.
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。
Fourthly, the translator is not only Chinese Pinyin but also English vocabulary. Chinese pinyin is composed of Latin letters, and English words also use Latin letters, so the Chinese Pinyin of some advertising words may happen to be a word in English. For example, puke (Chinese Pinyin of poker) just means "vomit" in English.
以上是汉语广告词语英译时常出现的问题,小伙伴们翻译时应多注意广告词语的广泛的文化内涵。
These are the common problems in the English translation of Chinese advertising words, so we should pay more attention to the extensive cultural connotation of advertising words.
               济南翻译公司
3.文字形式差异
3. Differences in writing 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。
The characters used in different countries, nationalities and regions are different, and their preferences and dislikes for some characters are also quite different. According to the survey, Japanese like the words "sincerity", "dream", "love", "sorrow" and "beauty". Chinese people like Chinese characters such as "Fu", "Shou", "Xi" and "Le".
根据美国作家Irving Wallace选出的美丽的英文字是: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完整、结构严谨的象形文字,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 beautiful English words are: chime, golden, lullaby, melody, murmuring, etc. However, 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 complete system and rigorous structure in the world. As long as they are "WangWen", they can "generate meaning". It gives people not only the visual impact, but also the inspiration, causing a huge spiritual shock. The common use of "word splitting" 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。
Rhetorical devices are commonly used in advertising language, in order to make the content visualized and specific, or make the main words clear and prominent, strengthen the language effect, attract public attention and help the public remember. However, due to the differences in some rhetorical traditions between China and the west, it will bring some difficulties to translation, mainly in the rhetoric of metaphor, symbol, antithesis, pun and so on.
其中比较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。
One of the most difficult is pun translation. Pun can be divided into homophonic pun and polysemy pun, such as "the Yellow River refrigerator leads the fresh" and "ask for more." --- more (cigarette) ".
了解完了这些,是不是感觉想要做好广告翻译,自己不论是在语言还是在文化水平上都要更进一步呢~但济南翻译公司的小编始终相信,只要能用对方法,每天坚持学习,就一定能看到自己的进步,如你想要更多有关翻译的快讯,欢迎多多关注我们的网站http://www.ybfyfw.com与我们交流。
After understanding these, do you feel that if you want to do a good job in advertising translation, you need to go further in both language and cultural level ~ but Xiaobian of Jinan translation company always believes that as long as you can use the right method and keep learning every day, you can see your progress. If you want more news about translation, please pay more attention to our website http://www.ybfy fw.com Communicate with us.
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