文化差异对广告翻译的影响中英对译

Chapter Three Advertisement

3.1 Introduction

The advertisement plays an increasingly important role in our life.This chapter introduces the definitions,the features and the functions of the advertisement.

这些研究对本论文的帮助巨大，通过分析前人的研究，我们对广告语的翻译有了一个大致的了解，相信在前人的指引下本论文会得出更好的结论.

These studies help of this great paper, through the analysis of previous studies, our slogan translations have a general understanding, I believe that under the guidance of the predecessors of this thesis will come to a better conclusion.

3.2 Advertisement

3.2.1 Definitions of Advertisement

The word advertisement originated from the Latin word?advertere‘which means a tool used to attract the attention of the public on something and induce them to act in some way．The various definitions are as follow：

The American Marketing Association(AMA)defines advertisement as―the nonpersonal communication of information usually paid for and usually persuasive in nature about products，services or ideas by identified sponsors through the various media"．

In Collins Cobuild Student's Dictionary(2005)，―advertisement‖is defined as―an announcement in a newspaper,n television,r on a poster that tells people about a product，event，or job vacancy．‘‘

Advertisement is defined in Cihai(辞海)as―a form used to publicize the information of the goods，services，enterprises and the like，through media，normally referring to commercial advertising．In broad sense，those which communicate social personnel，entertainment，ideas fall into the category of advertising．"(通过媒体向公众介绍商品，劳务和企业信息等的一种宣传方式。从广义来说，凡是向公众传播社会人事动态，人文娱乐，宣传观念的都属于广告范畴。)(WangJunyuan，2005：2209)

From the definitions quoted above，we can conclude that advertisement is a kind of communication，in which advertiser Can pass information，ideas or feelings to consumers．And the purpose is to persuade consumers to buy that product in preference to another．According to Cai Jiaqing，―it‘S fundamental goal is promotion，transmitting relevant message of goods by means of mass media，the embodiment of comprehensive art．"(Cai Jiaqing，2004：2-3)

According to the definition of advertisement，most of the ads should have the following components：

1)．Advertiser：

Advertisers are the owner of advertising information and all the advertising

activities should be in consistent with the advertiser’s intention. Therefore，the advertiser is namely the advertising subject，and every advertisement should have its specific owner of the advertising information．There are three significances of an advertiser：First of all,it's easy for the target audience to recognize the company and the products of it，which will promote the product publicity．Secondly,it will establish an organization，enterprise，or the individual ,in order to allow the consumer to trust the brand．Finally,it will protect the advertiser from counterfeiting and deceiving by legal supervision．

2)．A Certain Amount of Money Paid

The advertising fees are paid by the advertiser no matter it's operated by itself or other agency．Because advertising is a kind of marketing activities，all advertiser has to pay for its advertisement．Many people consider that too much advertising fee will inevitably raise the price and cost of the product，and thereby will influence the sale of the product．However,this conclusion is a one-sided view．Advertising can bring you a huge profit by reasonable planning and proper operation．

3．Advertising Information

Advertising information is the principal contents an advertisement wants to disseminate．Advertising is a serious of planning action，SO the information of advertising should be aimed at the certain target market and consumers，and should avoid aimlessness．The dissemination of information should be accurate，definite，recognizable and moderate in length．An effective advertisement involves not only?'what to say‖，but also?how to say‖．

4．Advertising Media

Media are the means of the dissemination of advertising,including newspaper,magazine，broadcast，TV program，billboard and mail．The newspaper,magazine，broadcast and"IV are called the four main media of advertising．Moreover,any kind of objects or tools can be a medium for the advertisement，such as airplane，train，bus，building，neon light，movie，package，exhibition，and etc．

Different kinds of media have different features，disseminating area，target audience and speed．

5．Nonpersonal

Advertising is not aimed at any individual，or by any individual．It‘S a nonpersonal transmission of information aiming at the public or a certain group of people．Because of the nonpersonal features of advertising,the dissemination and operation of it should be restricted by the law of a country,the moral standards，psychology,zoology,and environment protection．The information，methods，media, and other components of advertising should abide by the advertising laws，policies and rules，and

should be under the supervision of the public．

Advertisement falls into two types：public and commercial．The former aims to give a favorable and pleasant impression to the potential consumers，and it tries to promote reputation for the public．The latter consists of the majority of advertising．It results in the act of purchasing the products or using the recommended service．It has various media，because the advertisers spare no expense to make a certain product

known or to boost the image of a certain brand．For example，the advertisement of McDonald‘S，‘‘I'm lovin‘it‖is commercial．While―We all stand together on the future of Hong Kong‖is a typical non-commercial advertisement．

1 价值观念的差异对广告翻译的影响

东西方价值观念的差异最主要表现：东方强调集体主义，西方崇尚个人主义，集体主义的价值观使得中国人随大流的从众心理根深蒂固，奉行无我文化，由此汉语的电视广告中常出现大家争先恐后购买的镜头，―大家好，才是真的好‖、―男女老少皆宜‖、―大家都喜欢‖等这些词语来极力渲染和说服消费者购买同一种商品,宣传群体行为成了汉语广告的重要诉求方式，而崇尚―个人主义‖的西方人更注重个性和独立，西方广告常使用第二人称诉求对象―You‖，以针对个人的口吻对消费者进行说服，使人感到受到尊重，从而产生购买欲望，西方广告语中像―special for you、meet your special needs、uniqueness of products‖等词语随处可见，耐克的广告语―Just do it‖充分反映了西方人的性格特征，广告宣传常以产品的个性化特点为诉求对象。在广告翻译中，有些译者往往忽视了东西方价值观的差异，对外广告中具有明显中国特色的词语屡见不鲜，如：―be loved by all, suitable for men,women and children‖，这样的广告词没有突出产品的―uniqueness‖，使得西方消费者觉得这种广告言过其实。在把英文广告翻译成中文时，也不可过多强调产品的个性化和特别适合的人群，否则中国的消费者会觉得质量不能令所有人满意，很难产生购买欲望。所以广告翻译要实现原语价值观向目的语价值观的转换。

A difference between the values of the impact of advertising translation

East-West differences in the values of the main manifestations: Oriental emphasizes collectivism, Western advocating individualism, collectivism values makes the Chinese people follow the crowd herd mentality ingrained culture pursued without me , which often occur in Chinese television commercials everyone scrambling buy the lens , " Hello, everyone , is really good ", " young and old Safe ", " everybody loves " and other such words to greatly exaggerated and persuade consumers to buy the same kind of goods , promotional advertising group behavior into Chinese important appeals , while advocating " individualism" Westerners focus more on personality and independence, Western advertising often use the second person appealing to the "You", to the tone right for individuals to convince consumers , people feel respected , resulting in desire to buy, Western slogans like "special for you, meet your special needs, uniqueness of products" and other words everywhere, Nike's slogan "Just do it" fully reflects the personality traits of Westerners , advertising often product personalization features for the demands of the object . In the advertisement translation , the translator often overlooked some western values differences , foreign advertising has obvious Chinese characteristics common words , such as : "be loved by all, suitable for men, women and children", this is not an ad highlighting the "uniqueness", so that Western consumers think this ad exaggerated. In the English ad translated into Chinese , they can not be too much emphasis on product personalization and particularly suitable for the crowd, otherwise the Chinese consumers will feel the quality can not please everyone , it is difficult desire to buy . So Advertising Translation to achieve primitive values to convert the values of the target language .

2 文化习俗差异对广告翻译的影响

每个民族都有根植于本民族文化的风俗习惯，广告译文要符合目的语受众

的文化习俗。例如国内有一个衬衫品牌―红豆衬衫‖，在中国文化里，―红豆‖是相思的象征，属于文化负载词，如果直译为―Red Seed‖或―Red Pea‖则不会引起外国消费者的情感共鸣，译为―Love Seed‖（爱的种子）就能比较贴切地表达原名的文化内涵了，给家人、朋友买这个品牌的衬衫，就表达了款款情谊；Seven Up 饮料，Seven在英语国家里是个吉利数字，Up是向上，译名―七喜‖符合中国人喜欢吉庆和喜气的民族心理，再如音义结合的佳译实例：Master-card万事达卡，Lo cove乐口福，Gold lion金利莱，Carrefour家乐福等,这些品牌的翻译都抓住了中国大众向往安康快乐、平安是福、求吉求利的民族文化心理。日本三菱汽车公司在美国市场的广告词是―Not all cars are created equal‖, 它套用了美国家喻户晓的《美国独立宣言》中的名句―All men are created equal‖，原句―men‖变成了广告商品―cars‖，肯定句变为否定句，道出了该车优于其他车的性能，对顾客心理产生的冲击力是可想而知的；而在中国市场的广告词改为―古有千里马，今有三菱车‖,巧妙地利用了―千里马‖在中国人心目中―一日千里‖的文化形象，意在告诉中国消费者三菱车有着千里马般的雄壮气概和良好性能。以上译例充分地考虑到目的语受众的文化习俗，但也有些广告翻译没有顾及目的语大众的文化心理，导致产品销路不畅，名牌服装―紫罗兰牌‖男衬衫，曾被译成―Violet Men‘s Shirt‖，―紫罗兰‖在汉语中象征着―尊贵、优雅‖，在英语中―violet‖(紫罗兰)一词更适于女性物品，―Violet Men‘s Shirt ‖给这种衬衫平添几分女人气，造成该品牌在国外市场上无人问津。以上例子说明能否掌握不同民族的文化习俗是广告翻译成功与否的重要前提。

cultural practices impact on Advertisement Translation Differences

Every nation has its roots in the customs of the national culture , advertising asked to meet the target language audience cultural practices . For example there is a domestic brand shirts "red shirt " in the Chinese culture, "red" is a symbol of Acacia , a cultural loaded words , if literally translated as "Red Seed" or "Red Pea" foreign consumers will not cause emotional resonance, translated as "Love Seed" ( seeds of love ) can be more aptly expressed formerly cultural connotations , and to family and friends to buy this brand of shirts , I expressed a leisurely friendship ; Seven Up beverage , Seven in English-speaking countries Lane is a lucky number , Up is up translation of " seven " consistent with Chinese people like Kat and festive national psychology , a combination of good sound and meaning another example translation examples : Master-card MasterCard , Lo cove music gastronomy , Gold lion Rich gold , Carrefour Carrefour , the translation of these brands are longing to seize the Chinese public well-being happy, Pinganshifu , seeking seeking Lee Ji cultural psychology . Mitsubishi Motors Corporation in the U.S. market ad is "Not all cars are created equal", which applies the well-known American "American Declaration of Independence " in the line "All men are created equal", the original sentence "men" into a Promotional items "cars", affirmative sentence into a negative sentence , tells the car than other car performance, customer psychology impact force can be imagined ; while in the Chinese market, the ad read " ancient Maxima , a Mitsubishi car today , " clever use of " Maxima " in the eyes of the Chinese people " by leaps and bounds , "the cultural image , intended to tell Chinese consumers like Mitsubishi cars have Maxima majestic spirit and good performance. These translations case fully into account the target language audience, cultural practices , but some advertisers target language translation of the public without regard to cultural psychology , resulting in poor product sales , designer clothes , " violet " brand men's shirts , has been translated into "Violet Men's shirt "," violet "in Chinese symbol of " noble , elegant " , in

English, " violet "( violet ) term is more suitable for women article ," Violet Men's Shirt " to give this shirt added a bit effeminate , causing the brand in foreign markets nobody cares. These examples illustrate the ability to grasp the cultural practices of different ethnic groups are advertising an important prerequisite for the success of translation .

3 思维方式的差异对广告翻译的影响

东西方不同的思维方式主要表现在：中国人善于圆式的悟性综合思维，西方人长于线性的逻辑分析思维，中国人的思维方式使得他们说话、写作常采用―含而不露‖的归纳推理法，也形成了汉语重意合的特点，注重以―神‖驾―形‖，常以流水句出现；而西方人偏爱直奔主题的演绎推理法和英语重形合的特点，注重以―形‖驱―神‖，有高度的形式化和严密的逻辑性，使用明显的形式标记。例如：山海关啤酒场坐落在风景优美的避暑胜地、历史名城——山海关.素有―龙头‖之称的万里长城，由此伸向大海，是我国啤酒行业的重点骨干之一。译文：Shan haiguan Brewery is a key enterprise brewing beer in China.It is located in Shan haiguan,a picturesque summer resort and historical town,where the East End of the Great Wall extends to the sea.原文广告属于归纳式的行文方式，译文通过调整句序，将重点信息放在句首，使广告贴近英文的行文习惯，译文还删除了可能引起不良联想的信息―龙头‖，广告突出了信息功能。再如，开汤审评，清香四溢，滋味鲜醇，回味甘甜，余香尤存，经常泡饮，明目清心，止渴益神，减肥健美，堪称茶中佳品。译文：Being fragrant,refreshing and mellow,××Tea presents a lingering after taste of mild mellowness. Drinking it often can not only quench your thirst,repose your mild, but can sharpen your eyes and beautify your figures.No wonder××Tea is the best in China．汉语广告属于典型的意合流水句，采用中国传统的四字格，无任何连接词，却脉络清晰，意义明朗，典雅、古色古香。译文对广告的结构进行了必要的处理，包括断句、补充必要的句子成分和连接词，删除次要信息，使译文更加符合英文广告的句法和文体特点。

different ways of thinking influence on Advertisement Translation

Eastern and Western ways of thinking mainly in: Chinese people are good at round style savvy comprehensive thinking , logical analysis Westerners longer than linear thinking, Chinese people 's way of thinking makes them talk, writing often uses " including but not exposed ," the inductive reasoning France , also formed heavy Parataxis Chinese characteristics, in order to focus on "God" driving " shape" , flowing sentences often appear ; while Westerners prefer to go straight deductive reasoning and English hypotaxis characteristics , focusing on the " shaped "drive " God " , are highly formalized and rigorous logic, use the form clearly marked . For example: Shanhaiguan beer farm is located in the scenic summer resort , historic city - Shanhaiguan . Known as "leading ," said the Great Wall , which stretched the sea, is the backbone of China's beer industry, the focus of one . Translation : Shan haiguan Brewery is a key enterprise brewing beer in China.It is located in Shan haiguan, a picturesque summer resort and historical town, where the East End of the Great Wall extends to the sea. Text ads belong to the language of inductive methods , translation by adjusting the sentence order, the information will focus on the first sentence , the wording of the ad close to English habits , translation also deleted information may cause undesirable association "leading" , advertising highlights the message function . Again, open soup review , fragrant , taste fresh, dense , sweet aftertaste , fragrance particular deposit, often brewing , eyesight pure heart , thirst benefits of God , diet fitness , called the tea to share.

Translation : Being fragrant, refreshing and mellow, ××Tea presents a lingering after taste of mild mellowness. Drinking it often can not only quench your thirst, repose your mild, but can sharpen your eyes and beautify your figures.No wonder ××Tea is the best in China. Chinese advertising is a typical sentence Parataxis water , using Chinese traditional four-character grid , without any conjunctions , but clear context , meaning clear, elegant , antique. Translation of advertising structures were necessary treatment , including punctuation , add the necessary ingredients and conjunctions sentence , delete the secondary information , make translation more in line with English ads syntactic and stylistic features.

4 美学心理的差异对广告翻译的影响

中国的美学一贯强调平衡、融合、意境诸说，喜欢借景抒情，遗形写神，主观色彩极强，使得汉语的行文用字历来有以意驭文、虚实相生，声律对仗、行文工整的习惯，语言表达简隽空灵、委婉含蓄、工整对仗、节奏铿锵、诗情画意盎然的特色。而西方美学主张―照事物应有的样子去模仿‖，强调―模仿自然、再现现实‖的艺术效果，体现在语言表达形式上，就出现了英语句式构架严谨，表达思维缜密、行文注重逻辑理性、用词强调简洁平实。这两种审美意识反映在广告文体中，就形成了不同的广告语言。如：这里三千座奇峰拔地而起，形态各异，有的似玉柱神鞭，立地顶天；有的像铜墙铁壁，巍然屹立；有的如晃板累卵，摇摇欲坠；有的若盆景古董，玲珑剔透，神奇而又有真实，迷离而又实在，不是艺术创造胜似艺术创造，令人叹为观止．译文：3000 crags rise in various shapes –pillars, columns, walls, shaky egg slacks and potted landscapes … conjuring up unforgettably fantastic images. 汉语广告的行文工整对仗，辞藻华丽，意象奇妙，且情景交融，是典型的汉语之作。译文要直观可感，简洁流畅得多，更符合英语广告的习惯。On the road leading from central Europe to the Adriatic coast lies a small Slovenian town of Postojna. Its subterranean world holds some of Europe‘s most magnificent underground galleries. Time loses all meaning in the formation of these underground wonders. The dripstone stalactites,column, pillars and translucent curtains, conjure up unforgettable images.这是位于中欧斯洛文尼亚境内闻名的溶洞风景广告，文笔简洁朴实，寥寥数笔，形象地表达了洞中形状各异、千姿百态的钟乳石自然景观，给人以充分的视觉空间和想象余地，但从汉语的审美角度，会觉得英语的遣词用字过于平白，缺乏文采。所以，在广告翻译时，要注意民族间的美学心理差异，使译文符合目的语受众的美学心理.

different aesthetic psychological impact on Advertisement Translation

Chinese aesthetics has always stressed balance, integration, mood Zhu said , like lyric by King , leaving write to God , subjective color is very strong, making English the language of words has always been to Italy Yu Wen , virtual and real , Rhythm antithesis wording neat habits , language Jane Jun ethereal, euphemistic , neat antithesis , sonorous rhythm , poetic abundant features. The Western aesthetic proposition , "according to imitate the way things should be ," and emphasized that " mimic natural reproduction of reality" artistic effect , reflected in the formal language , the English sentence appeared rigorous framework , expressing careful thinking , reading emphasis on logic rational, simple and plain words emphasized . Both reflect the aesthetic sense of style in the ad , the ad on the formation of different languages . Such as: where three thousand peaks where they stand, shapes, some like Yuzhu

Kamimuchi , site top days ; some, like an impregnable fortress , standing majestically ; some, such as Akira board Leiluan , crumbling ; some antique if bonsai , exquisitely carved, and have a real magical , blurred but it is not worth artistic creation artistic creation , it is amazing . Translation : 3000 crags rise in various shapes-pillars, columns, walls, shaky egg slacks and potted landscapes ... conjuring up unforgettably fantastic images. Chinese advertising wording neat antithesis , rhetorical , fantastic imagery and scenes , is typical of the Chinese made . Translations can be intuitive sense , simplicity is much more in line with English advertising habits. On the road leading from central Europe to the Adriatic coast lies a small Slovenian town of Postojna. Its subterranean world holds some of Europe's most magnificent underground galleries. Time loses all meaning in the formation of these underground wonders. The dripstone stalactites, column, pillars and translucent curtains, conjure up unforgettable images. it is located in Central Europe famous cave in Slovenia scenery advertising , writing is concise and simple, a few strokes , vividly expressed the hole shapes, a mix of stalactites natural landscape , giving a full visual space and room for imagination , but the Chinese aesthetic point of view , will find the choice of words in English too sheer lack of literary talent . So, in advertisement translation , pay attention to the aesthetics of psychological differences between nations , so that the audience target language translations meet the aesthetic psychology.

5 法律因素对广告翻译的影响

翻译人员在翻译广告时除应注意以上几个因素外，还必须保证他们翻译的广告不违反国际广告从业准则和目标国家的法律。广告译文只应陈述事实，不应虚伪或利用双关语及略语的手法歪曲事实，不应含有夸大的宣传。各国的法律对广告，特别是对广告信息都有不同的限制。如，日本法律禁止虚假和欺骗性的广告。加拿大对比较广告做了特殊要求。比较广告必须是在相关的或相似的特点、性能、质量、成分之间的比较，在比较中指名的商品必须确实是相互竞争的，而且应拿出实在的研究数据来支持所作的宣传。如果在广告中使用最高级形容词时，应尽可能具体，以便拿出足够的证据，如果使用最高级形容词无法证明，就不应使用。目前在国内我们每天听到或看到的广告不少是与上述的规定不相符的，如果翻译人员不考虑目标国家的有关广告的法律规定，一味将国内广告主提供的广告文稿原封不动地翻译，这样的广告在国外发布不但不能起到应有的促销效果，而且还会遭到目标国家的禁止，导致人力物力的浪费，甚至招致不必要的法律纠纷，使广告主的声誉和经济受到损失。有时原文无违法内容，但由于广告翻译人员的无知，在译文中加入了违法的文字，也会造成不良影响，如―春云‖牌技巧鞋为技巧运动员穿的体操鞋，柔软、舒适、轻便。其译文为: Soft, light, and comfortable,

―Spring Cloud‖is the best sport shoes for gym-

nastic athletes.

译者为了使译文不至于过于平淡，缺乏创意，又能强化英语读者对―春云‖体操鞋特点的印象，对原文做了处理并在译文中加了―best‖一词，但这一改动就有恶意贬低竞争者同类产品之嫌。某些国家对外语在本国的使用也有法律限制。例如法

国为了保护自己语言的纯洁性，以法律的形式禁止使用300 种英文音译词汇，甚至对一家使用英文―hamburger‖来做广告而未用法文―steak bache‖的快餐连锁集团施以罚款。

Legal factors on Advertisement Translation

Translators in the translation of the ad should be noted that in addition to the above factors , it must also ensure that they translate the ad does not violate international advertising industry guidelines and objectives state law. Advertising translation should only be a statement of fact , not hypocrisy or the use of puns and abbreviations approach distorted the facts , should not contain exaggerated propaganda. National laws on advertising , particularly advertising information have different limitations. For example, Japanese law prohibits false and deceptive advertising . Canada made a special request comparative advertising . Comparative advertising must be related or similar characteristics , performance, quality , the comparison between the components , the product named in comparison to competing indeed , the

And should come up with real research data to support its publicity . If used in advertising superlatives should be as specific as possible in order to come up with enough evidence , if you use superlatives can not prove that , it should not be used. Currently in the country every day we hear or see a lot of advertising is not consistent with the provisions of the above , if the translators do not consider the target country 's legal provisions concerning advertising , blindly will provide domestic advertisers advertising presentation intact translation, this advertisement will not be able to play in a foreign country should publish promotional effectiveness , but also was the target countries ban , resulting in a waste of manpower and resources , and even lead to unnecessary legal disputes , the advertiser 's reputation and economy has been losses. Sometimes the original no illegal content , but because of ignorance advertising translators in the translation of the text by adding the offense , can also cause adverse effects, such as " Chunyun " card tricks for the skill athletes wear shoes gym shoes, soft, comfortable, lightweight . Its translation is:

Soft, light, and comfortable,

"Spring Cloud" is the best sport shoes for gym-

nastic athletes.

Translator in order to make the translation will not be too dull , lack of creativity , but also intensive English language readers " Chunyun " gym shoes feature the impression made on the original in the translation process and added a "best" word , but this change malicious disparage competitors have similar products is suspected. Some countries, the use of foreign languages in the country has legal restrictions . Such as France in order to protect the purity of their language , the form of law prohibiting the use of 300 kinds of English transliteration of the word , even for an English "hamburger" do advertising without in French "steak bache" fast-food chain to impose fines.

(一)直译法

直译是指以词为单位将原语中的某一词汇机械地翻译成目的语中对应词汇的方法,即逐词对译。这在中国现代词汇中大量出现,如干部(出自日语幹部)、哲

学(出自日语哲学)、出家(出自梵语pravrajana)、热狗(出自英语hot dog)等,但由于各民族文化的差异,单一的直译法有时可能会产生望文生义的弊病。如热狗,人们会以为是热带的狗或烤热的狗,不吃狗肉的人或不吃狗肉的民族会望而生畏;“夫妻肺片”译成夫妻的肺切成的肉片,“狗不理包子”就译成连狗都不理的肉包,外国人谁敢去买它?所以直译常被认为是硬译或死译,多引起误解。

Literally refers to the original language of the word as a unit of a word mechanically translated into the target language vocabulary corresponding method, which translated word for word pairs. This is a large number of modern Chinese vocabulary emerged, such as cadres (from Japanese cadres), philosophy (from Japanese philosophy), a monk (from Sanskrit pravrajana), hot dogs (from English hot dog), etc., but because of various ethnic and cultural differences, a single The literal translation may sometimes produce too literally ills. Such as hot dogs, people thought it was a tropical grilled hot dog or a dog eat dog eat dog person or nation will be daunting; "Fuqifeipian" cut into the lungs of the couple's meat, "ignore the dog buns "Just ignore even the dog into the bun, foreigners who would buy it? so literal translation is often considered hard or dead translation, many misunderstandings....

(二)音译法

因为在译的过程中找不到恰当的对应词而只好音译,如咖啡、沙发、苜蓿、佛陀等。但这样的音译往往无法引起受众的注意和兴趣,如饼干(biscuit)近来有些地方音译为曲奇,“太阳神”(Apollo)译为阿波罗。但音译得好则有出奇的神效,正如饮料“可口可乐”(coca-cola)、“健力宝”,运动鞋耐克(Nike)等。有人把童子鸡译成Chicken Without Sexual Life (没有性生活的鸡)令外国人莫名其妙,若音译为Tongzi chicken可能就会避免误解。

Because in the process of translation can not find the right words and had corresponding transliteration, such as coffee, sofa, alfalfa, Buddha and so on. But this is often not caused by transliteration audience's attention and interest, such as biscuits (biscuit) Some recent local transliterated as cookies, "Helios" (Apollo) translated as Apollo. However, there are surprisingly well transliteration magic, as drink "Coca-Cola" (coca-cola), "Jianlibao" sneakers Nike (Nike) and so on. Someone broiler translated Chicken Without Sexual Life (no sex chicken) allow foreigners somehow, if transliterated as Tongzi chicken might avoid misunderstandings. (三)音意兼译法

即一部分音译,一部分意译,两者结合而成,使人既知其音又明其义。如pizza,若只译为“比萨”,中国人不知是何意,加个饼字大家就知道这“比萨饼”是能吃的饼;又如“三明治”,实为夹心饼,但至今还有人不知道“三明治”是什么;美国著名饮料7-up其实就是普通汽水而已,但汉语译为“7喜”,却倍受中国人欢迎,因为中国人喜欢喜字; Sprite如果依照原意译为“小精灵”很可能因俯拾皆是而被忽略,译为“雪碧”加之广告语“晶晶亮、透心凉”,使人联想到可以止渴解暑,广告效果立竿见影。可见音意兼译法有许多可以再创造的空间,译者大可展开想象的翅膀。

That is part of the transliteration, translation part, a combination of both, people both know and understand that their righteous tone. Such as pizza, if only translated as "pizza", Chinese people do not know is what you intended, plus a cake everyone would know that the word "pizza" is the edible cake; Another example is the "sandwich" is indeed puffs, but so far there are people I do not know "sandwich" is what; U.S. beverage 7-up soda is actually just ordinary, but Chinese translated as "seven hi", but much Chinese people welcomed because Chinese people like hi word; Sprite if translated in accordance with intent "elf "is likely to be ignored due to abound, translated as" Sprite "coupled with the advertising slogan" fascinating and cool, "reminiscent of the hot weather can quench thirst, advertising effect is immediate. Visible tones with many Italian and translation can be re-creation of space, the translator may well expand imagination.

(四)编译法

即对原文在充分理解的基础上进行改编,使之既保持原文的意味,又符合大众思维方式。这样的翻译当然需要更高的技巧,如唐玄奘把高级僧人翻译成汉语“和尚”,“和气又慈善”,符合佛教“慈悲为怀”的原意、中国人的心理以及中国人对佛教的理解。现代商业中这样的例子也不少,如德国汽车“Benz”采用编译法,在现代汉语中通译为“奔驰”最为理想;日本汽车马自达也是如此;又如“西冷空调”译成“Serene”,有“宁静”和“安宁”的意思,就是典型的编译法,因为中文“西冷”并无宁静之意,译成英文既有“西冷”的音又有安静的含义,构思巧妙。

可见,广告在追求商业目的的同时,还蕴藏着某种文化观念和文化价值,它在推销产品的同时也传播着文化。广告也往往利用文化策略来发挥影响和作用。因此,广告译者在翻译实践中必须考虑如何把握广告翻译与跨文化交流的密切关系才能达到广告的商业目的。

That a full understanding of the original text on the basis of adaptation, enabling it to maintain the original meaning , but also with the public thinking. Of course, such a translation requires higher skills , such as the senior monk Tang Xuan Zang translated into Chinese , " monk" , "friendliness and charity " , in line with the Buddhist " compassion ," the intent of the Chinese people and the Chinese people 's psychological understanding of Buddhism . This modern business are many examples , such as the German car "Benz" used to compile the method, pass in modern Chinese translated as " Mercedes Benz" ideal ; Japanese automaker Mazda is also true ; Again "West cold air conditioning " translated "Serene" , the " quiet " and " peaceful " means, is typical of the compilation method, because the Chinese " sirloin " meaning there is no peace , translated into English both " sirloin " sound meaning there quiet , ingenious .

Seen in the pursuit of commercial advertising purposes , while also bears a certain cultural attitudes and cultural values , which sell products but also spread the culture. Advertising strategies often use cultural influence and role play . Therefore, the practice of advertising the translator must consider how to grasp Advertising Translation and Intercultural Communication in order to achieve the close relationship between advertising commercial purposes .