怎樣做好廣告翻譯呢?

　　翻譯公司小編提示大家廣告翻譯要注意讀者的文化心理，使讀者產生認同感，這樣才能取得好的翻譯效果和廣告效果，那么應該怎樣做好呢?

　　The editor of the translation company suggests that we should pay attention to the readers' cultural psychology and make them have a sense of identity, so as to achieve good translation effect and advertising effect?

　　1、廣告翻譯應簡潔而富創意

　　1. Advertisement translation should be concise and creative

　　一般說來，翻譯應該首先忠實于原文。但是，不同文體，忠實的程序不盡相同。比如，法律文體和科技文體的忠實度應該高一些，而文學作品和宣傳材料的忠實度可以稍微低一些，特別在形式方面更應該靈活處理。因為后者的主要目的在于使譯文的讀者獲得一種美感，從而吸引這些讀者。廣告語是一種典型的宣傳文體，其主要目的在于盡可能地促銷所宣傳的產品，而“只有有創意的文體才能出奇制勝，吸引受眾的注意，打動受眾的消費心理，促動受眾的消費行文，產生持久的效力”。所以，廣告翻譯地“忠實”的要求不是很高，多數情況下，除意思基本對應外，譯者可以自由地發揮自己的創造力，靈活處理，充分發揮目的語在語言和文化上的優勢，譯出富有創意的譯文。同時，還應注意譯文的簡潔，因為簡潔可以讓讀者一目了然，更好地了解和記住產品可服務。

　　Generally speaking, translation should first be faithful to the original. However, the procedure of faithfulness is different in different styles. For example, the faithfulness of legal style and scientific style should be higher, while that of literary works and publicity materials should be slightly lower, especially in terms of form. Because the main purpose of the latter is to make the readers of the translation get a sense of beauty, so as to attract these readers. Advertising language is a typical style of propaganda, whose main purpose is to promote the products advertised as much as possible, and "only creative style can win by surprise, attract the audience's attention, move the audience's consumer psychology, promote the audience's consumer writing, and produce lasting effect". Therefore, the requirement of "faithfulness" in advertisement translation is not very high. In most cases, in addition to the basic corresponding meaning, the translator can freely play his own creativity, handle flexibly, give full play to the advantages of the target language in language and culture, and translate creative translation. At the same time, we should also pay attention to the conciseness of the translation, because conciseness can make the reader clear at a glance, better understand and remember that the product can serve.

　　2、廣告翻譯應通俗中透著美感

　　2. Advertisement translation should be popular with aesthetic feeling

　　由于廣告譯文面對的是廣大消費者，所以應該考慮到消費者的受教育水平。畢竟，廣告的受眾不僅包括受到良好教育的人，還包括很多沒有受到過很好教育的人。為了照顧到這一部分消費者，廣告譯文應盡量做到通俗易懂，但“通俗易懂”并不意味著“俗氣”，還應該注重美感，讓讀者在獲得一種美的享受的同時記住廣告詞，從而記住了所廣告的產品。這也有助于企業樹立、維持和強化自己的品牌形象。

　　Because the advertisement translation faces the vast number of consumers, we should consider the education level of consumers. After all, the audience of advertisement includes not only the well-educated people, but also many people who have not been well-educated. In order to take care of this part of consumers, the advertisement translation should be as easy to understand as possible, but "easy to understand" does not mean "vulgar", but also should pay attention to aesthetic feeling, so that readers can remember the advertising words while enjoying a kind of beauty, so as to remember the advertised products. It also helps enterprises establish, maintain and strengthen their brand image.

　　3、廣告翻譯應受眾文化認同

　　3. Advertising translation should be recognized by the audience's culture

　　語言是文化的載體，廣告語作為一種特殊的語言形式，當然會反映語言背后的文化。“不同的民族有不同的特性不同的文化背景、政治觀點、宗教信仰、民族民理、傳統習慣等。廣告語體現一定的民族性和審美觀，體現沒的價值觀和生活方式，以及不同的宗教理想和道德標準。廣告目的是實現產品的銷售，我們在進行廣告語翻譯的同進不得不考慮所遇到的源語文化和目的語文化的沖突問題。如果在翻譯中沒有處理好跨文化的問題就會導致廣告在目的語文化中的失敗”，因此，可以說，翻譯廣告語的時候，要注意受眾的文化認。

　　Language is the carrier of culture. As a special form of language, advertising language will certainly reflect the culture behind the language. "Different nationalities have different characteristics, different cultural backgrounds, political views, religious beliefs, national principles, traditional habits, etc. Advertising language embodies certain national and aesthetic values, values and lifestyles, as well as different religious ideals and moral standards. The purpose of advertisement is to realize the sale of products. We have to consider the conflict between the source culture and the target culture in the process of advertising translation. If we do not deal with cross-cultural problems in translation, it will lead to the failure of advertising in the target culture. "Therefore, when translating advertising language, we should pay attention to the cultural identity of the audience.

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中譯國際翻譯（北京）有限公司
China International Translation service Co., Ltd.