廣告翻譯要注意什么?

　　廣告翻譯是日常生活中常見(jiàn)的一種翻譯形式，好的翻譯可以給廣告帶來(lái)好的宣傳效果，下面北京翻譯公司給大家分享一下廣告翻譯要注意什么?

　　Advertising translation is a common form of translation in daily life. Good translation can bring good publicity effect to advertisements. Now Beijing Translation Company will share with you what should be paid attention to in advertising translation.

　　1、文字形式差異

　　1. Differences in the Form of Writing

　　不同國(guó)家、民族和地區(qū)所用的文字是不同的，對(duì)某些文字的偏好和厭惡也大相徑庭。這些文字不僅寓意優(yōu)美，而且外形美麗，引起人們美好心理反應(yīng)和視覺(jué)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)南笮挝淖郑灰巴摹北隳堋吧x”。它給人們的不僅僅是視覺(jué)沖擊力，而且還能啟動(dòng)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(lái)一定難度。

　　Different countries, nationalities and regions use different languages, and they have different preferences and disgusts for certain languages. 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 the most complete system and the most rigorous structure in the world. As long as "Wangwen" can "create meaning". It not only gives people visual impact, but also can trigger inspiration, causing tremendous psychological shock. The commonly used Word-splitting technique in advertisements also brings some difficulties to translation.

　　2、語(yǔ)音差異

　　2. Speech difference

　　在廣告語(yǔ)言中，經(jīng)常運(yùn)用擬聲構(gòu)成 、聲音象征和回音詞引起受眾的聽(tīng)覺(jué)美感;但是中西語(yǔ)音、擬聲或用韻有所不同特點(diǎn)，給譯者帶來(lái)不少困擾。

　　In advertising language, onomatopoeia, sound symbols and echoes are often used to arouse audiences'aesthetic perception; however, Chinese and Western phonetics, onomatopoeia or rhyme have different characteristics, which bring many troubles to translators.

　　3、語(yǔ)義差異

　　3. Semantic Differences

　　這大概存在四種情況：

　　There are probably four situations:

　　一是譯名不符英美文化。

　　First, the translation of names does not conform to Anglo-American culture.

　　二是譯名有政治隱喻。

　　Second, there are political metaphors in the translated names.

　　三是譯文不雅。

　　Third, the translation is not elegant.

　　四是譯者既是漢語(yǔ)拼音又是英語(yǔ)詞匯。

　　Fourth, the translator is both Chinese Pinyin and English vocabulary.

　　4、修辭差異

　　4. Rhetorical Differences

　　廣告語(yǔ)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(yǔ)鮮明、突出，加強(qiáng)語(yǔ)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(huì)給翻譯帶來(lái)一些困難，主要表現(xiàn)在比喻、象征、對(duì)偶、雙關(guān)等修辭上。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(yǔ)要做到兩全其美確實(shí)很難。

　　The rhetorical devices commonly used in advertising language can help the public to pay attention to and help them remember in order to visualize, concretize or make the main words distinct and prominent. However, due to the differences between Chinese and Western rhetoric traditions, some difficulties will arise in translation, mainly in figurative, symbolic, dual, pun and other rhetoric. Pun translation is the most difficult one to deal with. Puns are divided into homophonic puns and polysemous puns. It is really difficult to translate these advertisements containing puns to achieve the best of both worlds.

　　以上四點(diǎn)就是北京翻譯公司給大家分享廣告翻譯的注意事項(xiàng)，希望對(duì)大家有幫助，想要了解更多相關(guān)內(nèi)容，可以觀看本站其他文章。

　　The above four points are Beijing Translation Company to share with you the matters needing attention in advertising translation. I hope it will be helpful to you. If you want to know more about them, you can watch other articles on this site.

中譯國(guó)際翻譯（北京）有限公司
China International Translation service Co., Ltd.