广告翻译过程中要注意的事项有什么?

TIME:2021-08-31 | WRITER:admin

  企业宣传离不开广告，国外商品引入国内，就需要对其广告进行翻译，下面敏言翻译给大家分享广告翻译过程中要注意的事项有什么?

  Advertising is indispensable for enterprise publicity. When foreign goods are introduced into China, we need to translate their advertisements. Now Shanghai Zhenyun translation company will share with you the matters needing attention in the process of advertisement translation?

  一、直译

  1、 Literal translation

  译文在符合译入语言规范，又不会引起错误联想的前提下，既保留了原文的内容，又保留原文的形式。

  On the premise of conforming to the norms of the target language and not causing wrong associations, the translation retains both the content and the form of the original text.

  二、套译

  2、 Set translation

  所谓套译是指套用文化色彩浓厚的名言佳句，以便营造一种亲切的氛围，使译语读者有一种似曾相识的感觉，从而引起共鸣。

  The so-called set translation refers to the use of famous words and sentences with strong cultural color, so as to create a kind atmosphere and make the target language readers have a sense of deja vu, so as to arouse resonance.

  三、意译

  3、 Free translation

  当中英文的词序、语法结构和修辞手段存在很大差异时，应采用意译。译者必须摆脱原文形式，充分发挥想象力，使广告更符合译入语文化。

  When there are great differences in word order, grammatical structure and rhetorical devices between Chinese and English, free translation should be adopted. The translator must get rid of the original form and give full play to his imagination to make the advertisement more in line with the target culture.

  四、注意事项

  4、 Precautions

  翻译公司在翻译广告时首先要了解广告自身的特点。以译文是否达到与原文相同的宣传效果为标准，并且注意文化背景的差异，选择恰当的翻译技巧，做到语言自然、准确、简洁、易懂,以迎合不同受众的心理，进而实现广告的目的。

  When translating advertisements, translation companies should first understand the characteristics of advertisements. In order to cater to the psychology of different audiences and achieve the purpose of advertising, the translation should be based on whether it achieves the same publicity effect as the original text, pay attention to the differences of cultural background, choose appropriate translation skills, and make the language natural, accurate, concise and easy to understand.