九莲宝灯**游戏-九莲宝灯**游戏app下载官方版...

您的位置: 九莲宝灯**游戏-九莲宝灯**游戏app下载官方版... > 九莲宝灯**游戏-九莲宝灯**游戏app下载官方版... > 行业行情

广告翻译需要注意什么?

时间:2019-03-29 18:01:55  来源: 编辑:

  我们的日常生活中处处都有广告,可以说是无处不在,那么我们在翻译广告的时候要注意什么呢?要领是什么呢?下面就跟着土耳其语翻译的小编去学习一下。

  1、语音差异。

  1. Speech difference.

  在广(guang)告语(yu)言中(zhong),经(jing)(jing)常运用拟(ni)声构成 、声音(yin)象征和回音(yin)词(ci)引起受(shou)众的(de)听觉美感;但是(shi)中(zhong)西语(yu)音(yin)、拟(ni)声或用韵(yun)有所不(bu)同特点(dian),给译者带来不(bu)少困(kun)扰。例(li)如,在英语(yu)广(guang)告词(ci)中(zhong),经(jing)(jing)常采用头韵(yun)、元韵(yun)、押韵(yun)、假韵(yun)等(deng)韵(yun)类(lei)增加广(guang)告词(ci)的(de)音(yin)韵(yun)美。

  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. For example, in English advertising words, alliteration, vowel, rhyme and false rhyme are often used to increase the phonological beauty of advertising words.

  例如,广告(gao)词“Never late on Father’s Day.”,两个(ge)元韵(yun)[ei]能(neng)起一种和谐的音(yin)(yin)乐美。而要在汉语译(yi)文中(zhong)保(bao)留这种音(yin)(yin)乐美是(shi)很(hen)难做到的。

  For example, the advertising slogan "Never late on Father's Day." Two yuan rhymes [ei] can create a harmonious musical beauty. It is difficult to preserve this musical beauty in Chinese translation.

  2、语义差异。

  2. Semantic differences.

  这(zhei)大概存在四(si)种(zhong)情况:一(yi)是译名不(bu)符英美文(wen)化。例如,上海(hai)产“白翎”钢笔,其英译为“White Feather”,在英语国家无人(ren)问(wen)津(jin);其原因在于英语中有(you)句成语“to show the white feather”意(yi)思是临(lin)阵逃脱,白色羽毛象征的是胆小(xiao)鬼。

  There are four situations: first, the translation of names does not conform to Anglo-American culture. For example, the English translation of "Bailing" pen made in Shanghai is "White Feather", which is not popular in English-speaking countries. The reason is that there is an English idiom "to show the white feather" which means to escape from battle. White feather symbolizes cowardice.

  二是译名有(you)政治隐(yin)喻。如,“大(da)鹏”帆布鞋,被译成“ROC”。大(da)鹏为中国神话中的(de)(de)神鸟,roc 也为英(ying)语神化中的(de)(de)巨鸟;此(ci)翻译本无可厚(hou)非,但(dan)碰巧的(de)(de)是这与“中华(hua)民(min)国”的(de)(de)英(ying)语缩写一样,当(dang)然(ran)有(you)所不妥。

  Second, there are political metaphors in the translated names. For example, "Dapeng" canvas shoes are translated as "ROC". Dapeng is a mythical bird in Chinese mythology and ROC is also a giant bird in English mythology. This translation is justifiable, but it happens to be the same as the English abbreviation of the Republic of China, which is of course inappropriate.

  三是(shi)译文不雅。如cock一(yi)词(ci)在英美(mei)国家(jia)经常喻指某人体器官(guan),如果任何广告词(ci)中带“鸡(ji)”字的(de)(de)词(ci)语;如“金鸡(ji)”、“雄鸡(ji)”等(deng)直接译成(cheng)“cock”会(hui)有损商品形象(xiang),给(ji)人一(yi)种(zhong)粗俗、缺(que)乏教养(yang)的(de)(de)印(yin)象(xiang)。

  Third, the translation is not elegant. For example, the word cock often refers to a person's body organs in English and American countries, if any advertising words with the word "chicken"; for example, "golden chicken" and "cock" directly translated into "cock" will damage the image of goods, giving a vulgar and uncultured impression.

  四是(shi)(shi)(shi)译(yi)者既是(shi)(shi)(shi)汉语(yu)(yu)(yu)拼音又是(shi)(shi)(shi)英(ying)语(yu)(yu)(yu)词汇。汉语(yu)(yu)(yu)拼音是(shi)(shi)(shi)用拉丁字(zi)母(mu)组(zu)成,英(ying)语(yu)(yu)(yu)单词也是(shi)(shi)(shi)用的(de)拉丁字(zi)母(mu);所以有(you)些广告词语(yu)(yu)(yu)的(de)汉语(yu)(yu)(yu)拼音有(you)可能碰巧为(wei)英(ying)语(yu)(yu)(yu)中的(de)某个单词。例如 Puke(扑克的(de)汉语(yu)(yu)(yu)拼音)正好是(shi)(shi)(shi)英(ying)语(yu)(yu)(yu)中“呕吐(tu)”的(de)意思(贺川生:1997)。

  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. For example, Puke (the Chinese phonetic alphabet of poker) just means "vomiting" in English (Hechuansheng: 1997).

  以上(shang)是汉语(yu)(yu)广(guang)告词语(yu)(yu)英(ying)译(yi)时常出现的(de)问(wen)题,译(yi)者应多注意广(guang)告词语(yu)(yu)的(de)广(guang)泛的(de)文化内涵(han)。

  These are the common problems in the English translation of Chinese advertising words. Translators should pay more attention to the broad cultural connotations of advertising words.

  3、文字(zi)形(xing)式差异。

  3. Differences in written form.

  不(bu)同国(guo)(guo)家(jia)、民族(zu)和(he)地(di)区(qu)所(suo)用的(de)(de)文(wen)(wen)(wen)字是(shi)不(bu)同的(de)(de),对某些文(wen)(wen)(wen)字的(de)(de)偏好(hao)和(he)厌恶(e)也(ye)大相径(jing)庭。据调查(cha),日本人(ren)最喜(xi)欢(huan)的(de)(de)字为“诚”,梦”,“爱”,“愁”,“美”等(deng)(deng)。中国(guo)(guo)人(ren)喜(xi)欢(huan)的(de)(de)汉(han)字为“福(fu)”,“寿(shou)”,“喜(xi)”,“乐”等(deng)(deng)。根据美国(guo)(guo)作家(jia)Irving Wallace选出的(de)(de)最美丽的(de)(de)英(ying)文(wen)(wen)(wen)字是(shi):chime一串铃(ling)、golden金(jin)色(se)的(de)(de)、lullaby摇篮曲、melody旋律、murmuring低语(yu)等(deng)(deng)。可(ke)是(shi)这些文(wen)(wen)(wen)字不(bu)仅(jin)寓意优美,而且外形美丽,引(yin)起人(ren)们美好(hao)心理(li)反应和(he)视觉(jue)(jue)效果(guo)。尤其是(shi)汉(han)字是(shi)当今世界上(shang)仅(jin)有的(de)(de)体系最完整、结构最严谨的(de)(de)象形文(wen)(wen)(wen)字,只要“望文(wen)(wen)(wen)”便能(neng)“生义”。它(ta)给人(ren)们的(de)(de)不(bu)仅(jin)仅(jin)是(shi)视觉(jue)(jue)冲击力,而且还能(neng)启动灵(ling)感,造成巨大的(de)(de)心灵(ling)震撼。在广告中常(chang)用的(de)(de)“拆字术”,也(ye)给翻译带(dai)来一定难度。

  Different countries, nationalities and regions use different languages, and have different preferences and disgusts for some of them. According to the survey, Japanese favorite words are "sincerity", "dream", "love", "sadness", "beauty" and so on. Chinese characters like "Fu", "Shoushou", "Happiness", "Happiness" and so on. According to Irving Wallace, the most beautiful English words are: chime, a string of bells, golden, lullaby lullaby, melody, murmuring whispers, etc. But 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.

  4、修辞(ci)差异。

  4. Rhetorical differences.

  广告(gao)语常用修辞(ci)手法,为了使(shi)(shi)表述内容形象化、具体化或(huo)使(shi)(shi)主要词语鲜(xian)明、突出,加强语言效(xiao)果(guo),引起公众注(zhu)意并帮助公众记忆。但由于中西某(mou)些修辞(ci)传统的(de)差异会给翻(fan)译(yi)带来一些困难,主要表现在比喻、象征、对偶、双(shuang)(shuang)(shuang)关(guan)等(deng)修辞(ci)上。其(qi)中最难处理(li)的(de)是双(shuang)(shuang)(shuang)关(guan)的(de)翻(fan)译(yi)。双(shuang)(shuang)(shuang)关(guan)分(fen)谐音双(shuang)(shuang)(shuang)关(guan)和(he)多义双(shuang)(shuang)(shuang)关(guan)两种,如(ru)“黄河(he)冰箱(xiang);领‘鲜(xian)’ 一步”和(he)“Ask for More. --- More (cigarette)”,翻(fan)译(yi)这些含(han)双(shuang)(shuang)(shuang)关(guan)的(de)广告(gao)语要做到(dao)两全其(qi)美确实(shi)很(hen)难。

  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. The most difficult thing to deal with is the translation of puns. Puns are divided into homophonic puns and polysemous puns, such as "Yellow River Refrigerator; Lead a Fresh Step" and "Ask for More --- More" (cigarette). It is really difficult to translate these advertisements with puns to make the best of both worlds.

  以上就是土耳其语翻译的小编给我们介绍的广告翻译的要领以及我们在翻译广告的时候需要注意的事项,经过以上分析,相信大家都有了一定的了解了,希望可以帮助到你们,如果在翻译方面有不懂的话,可以随时与我们联系。

00905350477678 版权所有 九莲宝灯**游戏-九莲宝灯**游戏app下载官方版...土耳其语翻译
客服电话

咨询电话

009005350477678

客服微信

374745715

截止

合作客户数

1314

客户满意率

99.9%

var _hmt = _hmt || []; (function() { var hm = document.createElement("script"); hm.src = "https://hm.baidu.com/hm.js?78ebdacae9da971faf025645ab77d367"; var s = document.getElementsByTagName("script")[0]; s.parentNode.insertBefore(hm, s); })();