广告翻译是怎样做好的?

  日常生活中，广告常常可以看到，广告翻译是翻译工作中常见的一种，下面上海臻云翻译公司给大家分享广告翻译是怎样做好的?

  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、语音差异。
  1. Voice differences.

  在广告语言中，经常运用拟声构成、声音象征和回音词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。

  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、语义差异。
  2. Semantic differences.

  这大概存在四种情况：一是译名不符英美文化。二是译名有政治隐喻。三是译文不雅。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。

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

  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，日本人最喜欢的字为“诚”,梦”,“爱”,“愁”,“美”等。中国人喜欢的汉字为“福”,“寿”,“喜”,“乐”等。

  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.

  根据美国作家Irving Wallace选出的最美丽的英文字是：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最完整、结构最严谨的象形文字，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 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、修辞差异。
  4. Rhetoric 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。

  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.

  其中最难处理的是双关的翻译。双关分谐音双关和多义双关两种，翻译这些含双关的广告语要做到两全其美确实很难。

  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.