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. 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.
For example, advertising words
Never late on Father’s Day.
Never late on Father’s Day.
The two rhymes can create a harmonious musical beauty. It is very difficult to retain this musical beauty in Chinese translation.
2. Semantic differences
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.
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.
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.
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.
3. Differences in writing form
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".
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. Rhetorical differences
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) ".
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.