广告翻译要注意什么?

　　广告翻译是日常生活中常见的一种翻译形式，好的翻译可以给广告带来好的宣传效果，下面北京翻译公司给大家分享一下广告翻译要注意什么?

　　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、文字形式差异

　　1. Differences in the Form of Writing

　　不同国家、民族和地区所用的文字是不同的，对某些文字的偏好和厌恶也大相径庭。这些文字不仅寓意优美，而且外形美丽，引起人们美好心理反应和视觉效果。尤其是汉字是当今世界上仅有的体系最完整、结构最严谨的象形文字，只要“望文”便能“生义”。它给人们的不仅仅是视觉冲击力，而且还能启动灵感，造成巨大的心灵震撼。在广告中常用的“拆字术”，也给翻译带来一定难度。

　　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、语音差异

　　2. Speech difference

　　在广告语言中，经常运用拟声构成 、声音象征和回音词引起受众的听觉美感;但是中西语音、拟声或用韵有所不同特点，给译者带来不少困扰。

　　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、语义差异

　　3. Semantic Differences

　　这大概存在四种情况：

　　There are probably four situations:

　　一是译名不符英美文化。

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

　　二是译名有政治隐喻。

　　Second, there are political metaphors in the translated names.

　　三是译文不雅。

　　Third, the translation is not elegant.

　　四是译者既是汉语拼音又是英语词汇。

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

　　4、修辞差异

　　4. Rhetorical Differences

　　广告语常用修辞手法，为了使表述内容形象化、具体化或使主要词语鲜明、突出，加强语言效果，引起公众注意并帮助公众记忆。但由于中西某些修辞传统的差异会给翻译带来一些困难，主要表现在比喻、象征、对偶、双关等修辞上。其中最难处理的是双关的翻译。双关分谐音双关和多义双关两种，翻译这些含双关的广告语要做到两全其美确实很难。

　　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. 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.

　　以上四点就是北京翻译公司给大家分享广告翻译的注意事项，希望对大家有帮助，想要了解更多相关内容，可以观看本站其他文章。

　　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.

中译国际翻译（北京）有限公司
China International Translation service Co., Ltd.