1.Advertising translation is a process of re-creation
Translators should try their best to explore the common characteristics of the product in the target language culture, so that the translation is more in line with the target language habits and easy for readers to accept. When translating, we should pay attention to some basic skills and methods under the principle of functional equivalence.
2. Literal translation
On the premise that the translation conforms to the target language norms and does not cause false associations, it not only retains the content of the original text, but also retains the form of the original text.
For example: Look young in only two weeks.
This cosmetics ad reminds us of a Chinese ad slogan about beauty soap: "20 this year, 18 next year". The two can be described as different in the same way. It uses exaggeration to make advertisements have a great artistic appeal.
3.Set translation
The so-called parallel translation refers to the use of culturally rich famous sayings and sentences in order to create a kind of friendly atmosphere, so that the target language readers have a feeling of deja vu, which arouses resonance. English advertisements use English proverbs, use repetition and anthropomorphism to compare Jiuxin Wan to a friend, and help you at any time in times of adversity. This translation method is more resonant than literal translation.
Mitsubishi Motors Corporation of Japan used the following advertisement when selling its products to the Chinese market: "There was a Maxima in the past, but a Mitsubishi car today." The ad slogan cleverly used Chinese proverbs to make Chinese consumers feel friendly and aroused the desire to buy.
4. Free translation
When there are big differences in word order, grammatical structure and rhetorical devices between Chinese and English, free translation should be used. Translators must get rid of the original form and give full play to their imagination to make the advertisement more in line with the target language culture.
To advertising translation, you must first understand the characteristics of the advertisement itself. Based on whether the translated text achieves the same publicity effect as the original text, and pay attention to the differences in cultural background, choose appropriate translation techniques to make the language natural, accurate, concise and easy to understand, to cater to the psychology of different audiences, and to achieve the purpose of advertising .
Shanghai Yuma provides you with the most professional translation services, and we look forward to your contact.
