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时间：2019-12-24 15:24:45 编辑：
Advertising translation should consider the readability and acceptability of the translation, so that readers can have a sense of cultural identity, so as to achieve a good translation effect and advertising effect. What are the key points of advertising translation shared by the Chinese translation company?
一般说来，翻译 应该首先忠实于原文。但是，不同文体，忠实的程序不尽相同。比如，法律文体和科技文体的忠实度应该高一些，而文学作品和宣传材料的忠实度可以稍微低一些，特别在形式方面更应该灵活处理。因为后者的主要目的在于使译文的读者获得一种美感，从而吸引这些读者。广告语是一种典型的宣传文体，其主要目的在于尽可能地促销所宣传的产品，而“只有有创意的文体才能出奇制胜，吸引受众的注意，打动受众的消费心理，促动受众的消费行文，产生持久的效力”。所以，广告翻译地“忠实”的要求不是很高，多数情况下，除意思 基本对应外，译者可以自由地发挥自己的创造力，灵活处理，充分发挥目的语在语言和学问上的优势，译出富有创意的译文。同时，还应注意译文的简洁，因为简洁可以让读者一目了然，更好地了解和记住产品可服务。
Generally speaking, translation should first be faithful to the original. However, the procedure of faithfulness is different in different styles. For example, the faithfulness of legal style and scientific style should be higher, while that of literary works and publicity materials should be slightly lower, especially in terms of form. Because the main purpose of the latter is to make the readers of the translation get a sense of beauty, so as to attract these readers. Advertising language is a typical style of propaganda, whose main purpose is to promote the products advertised as much as possible, and "only creative style can win by surprise, attract the audience's attention, move the audience's consumer psychology, promote the audience's consumer writing, and produce lasting effect". Therefore, the requirement of "faithfulness" in advertisement translation is not very high. In most cases, in addition to the basic corresponding meaning, the translator can freely play his own creativity, handle flexibly, give full play to the advantages of the target language in language and culture, and translate creative translation. At the same time, we should also pay attention to the conciseness of the translation, because conciseness can make the reader clear at a glance, better understand and remember that the product can serve.
Because the advertisement translation faces the vast number of consumers, we should consider the education level of consumers. After all, the audience of advertisement includes not only the well-educated people, but also many people who have not been well-educated. In order to take care of this part of consumers, the advertisement translation should be as easy to understand as possible, but "easy to understand" does not mean "vulgar", but also should pay attention to aesthetic feeling, so that readers can remember the advertising words while enjoying a kind of beauty, so as to remember the advertised products. It also helps enterprises establish, maintain and strengthen their brand image.
Language is the carrier of culture. As a special form of language, advertising language will certainly reflect the culture behind the language. "Different nationalities have different characteristics, different cultural backgrounds, political views, religious beliefs, national principles, traditional habits, etc. Advertising language embodies certain national and aesthetic values, values and lifestyles, as well as different religious ideals and moral standards. The purpose of advertisement is to realize the sale of products. We have to consider the conflict between the source culture and the target culture in the process of advertising translation. If we do not deal with cross-cultural problems in translation, it will lead to the failure of advertising in the target culture. "Therefore, when translating advertising language, we should pay attention to the cultural identity of the audience.