The word "advertisement" in English comes from the Latin word "advertisement", which means "a means to attract the public's attention to something and guide it in a certain direction." The goals of advertising are varied, but the essence is the same, all of which are to convey the information of a product or service, so as to persuade consumers to buy its products or services. As a special text genre, advertising has its own characteristics. Aida (Attention, Interest, Desire and Action) is a principle that advertisers are familiar with. The purpose of advertising is to attract readers' attention to the advertised products or services, so as to arouse their interest, stimulate their desire to buy, and finally take action to consume the advertised products or services. An advertisement is successful if it can finally prompt readers to take buying action.
The purpose of advertising translation should be the same as the purpose of the original advertisement, which is derived from the needs of merchants to promote products or services. This strong intentionality determines that the writing and translation of advertisements should be reader-centered, and the influence of the target language on readers in other countries should be equal to that of the original advertisements on readers in China. Advertising translation has its unique stylistic features, that is, it fully reproduces the calling function of commodities. The original advertisement is well written and has a strong role in persuading readers to buy it, but if the translation does not play the same role, the advertisement translation will undoubtedly fail; The original writing is not successful enough, and the translator is faithful to the original, regardless of the economic benefits of the translation. Although such translation is faithful, it is still a failure for advertising translation.
Based on the above characteristics of advertising words, this paper analyzes the translation of advertising words from two commonly used translation strategies, domestication and foreignization, with advertising examples, so as to explore the translation of advertising words.
The translator clearly and accurately conveys the meaning of the original text in the language expression of the target language, which belongs to domestication. When dealing with homonyms of "member" and "longan" with the cultural characteristics of the source language, it is translated into homonyms of "member" and "ordinary tea" by foreignization. The combination of the two translation methods makes the translation smooth, natural and appropriate, without any gouges, and realizes the turning point of "slightly similar feeling and appearance"
She can't abandon Tara. She belongs to the red land, and the red land will never belong to her. (Mitchell: Gone with the Wind, page 20)
She won't give up Tara; She belongs to these red lands, far more real than they belong to her.
The above translation is more than translation ... according to the syntactic structure of the original text, it becomes "far more real than they belong to her" The language is blunt and unclear, which is difficult for readers to understand. Therefore, domestication seems more appropriate: she can't give up Tara, this red land belongs to her, and she will always belong to this red land.
(3) Because I stayed in the third and fourth stages for three times as long as others, my time was three times as long as others. I learned it thoroughly. Therefore, I know the basic structure of ordinary English sentences like the back of my hand-this is a noble thing. (W. Churchill: Hello)
Because I spent three times as much time as others in Class 3, Grade 4, I received three times as much training as others. I'm completely sure. In this way, the basic structure of ordinary English sentences goes deep into my bone marrow-this is a great thing.
Putting something in the bone means "grasping firmly" If so, domestication and translation will abandon the image language of the original text and lose its charm. The translator translated it into "deep into my bone marrow" by foreignization, which is very vivid.
Tall buildings have sprung up like mushrooms after rain in Beijing.
In Beijing, tall buildings have sprung up like mushrooms after rain.
Translating "like mushrooms" into "mushrooms after rain" accords with China's landform and language expression habits. If foreignization is translated into "like a mushroom", although it embodies the style of the original text, it is hard for China readers to accept it.