As far as the research content is concerned, the early papers mainly discussed the translation methods of specific advertising terms and the problems existing in Chinese advertising translation, which is the initial stage. Since then, the research content has been deepened, involving the principles and standards of advertising translation.
In this discussion, taking into account many aspects that should be paid attention to in advertising translation, such as text information, aesthetic feeling of language, consumer psychology, etc., researchers have expounded their views from different angles and expressed their opinions, which can be described as a stage of contention. Since the end of 1990s, although the discussion on translation principles and standards has been going on, researchers have paid more and more attention to the difficult problems in advertising translation, such as the treatment of rhetoric, the transmission of emotional factors, the reproduction of brand image and the preservation of trademark characteristics, which can be described as an in-depth stage.
As far as research methods are concerned, induction and case analysis are the main methods used in domestic advertising translation research. However, in recent years, researchers have begun to use the theoretical achievements of pragmatics and other related disciplines to analyze various problems in advertising translation, and then put forward some translation strategies.
This can be said to be a gratifying progress in methodology. Future research direction: advertising translation. There are still many places worth reclaiming in the future.
First, field research. At present, the comments on advertising translation are still limited to literal scrutiny, and the promotion effect of an advertising translation can only be confirmed through market investigation.
Secondly, combined with the latest achievements of various related disciplines, the advertising translation is studied. In recent years, some people have made such explorations, such as the combination of advertising and aesthetic theory [15] and the combination of advertising and pragmatic theory [19-20], but the exploration field is still very wide. For example, with the help of advertising research results, marketing management issues such as consumer psychology, brand management strategies and other factors such as overall advertising creativity are also taken into account when deciding translation strategies and evaluating translations.
Third, explore and update better advertising translation examples, and make greater contributions to national economic construction. 6 references Li.
On the limit of translatability of advertisements. Journal of Northwest University,1999,29 (3):126-129 Guo Ke.
English news and advertising writing. Foreign language, 1992, (2): 57-64 Ding Shude.
English translation of product advertisements should be concise. Translated by China, 1995, 16 (5): 42-43 Cao Shunfa.
Translation of advertising terms. China Sci-tech Translation, 2002, 15 (1): 43-45 Jiang Lei.
On the translation of commercial advertisements. Translated by China, 1994, 15 (5): 38-4 1.
2. Background and Significance of Advertising Translation In recent years, the number of motor vehicles in Shenzhen has increased rapidly, traffic congestion and traffic pollution have become more and more serious. By 20 14120 February, the number of motor vehicles in Shenzhen had exceeded 3140,000, with an average annual growth rate of about 16% in recent five years, with about 500 vehicles per kilometer, ranking first in the country. Among them, about 370,000 units were added in 20 13, with the growth rate reaching16.5%; In 20 14, about 550,000 new cars were added, with a growth rate of 20.9%. With the sustained and rapid growth of motor vehicles, the traffic congestion time is increasing and the traffic congestion area is expanding. Last year1February, the average traffic volume of the main roads of the former Sa Expressway was165,000 vehicles/day, and the peak traffic volume in the morning and evening was19,200 vehicles/day for 4 hours, accounting for 1 1.66% of the daily traffic volume. After the promulgation of the external traffic restriction order, there were186,000 people per day in the former special zone, and the morning and evening peak flow was 24,000 vehicles per day, accounting for 12.90% of the usual traffic flow, and the traffic flow increased during peak hours, which improved the efficiency. Under this background, the Shenzhen 20 15 traffic restriction order was promulgated. According to the lim it line regulations of Shenzhen foreign cars, foreign cars should travel in the morning and evening rush hours and areas according to the route specified in the license plate. The latest news of car restrictions in Shenzhen, February 1st, morning rush hour (7:00~9:00), evening rush hour (17:30~ 19:30), Shenzhen Luohu District, Futian District, Yantian District and Nanshan District. 20 15 Shenzhen restricts the road sections restricted by foreign cars and the time limit specified above. Large and medium-sized passenger cars are not restricted, and trucks entering Shenzhen roads should apply for passes according to regulations. In violation of the provisions of the notice, the driver of the vehicle shall be fined 300 yuan and deducted 3 points. 20 15 Shenzhen traffic restriction Since February 1st, the system has monitored the driving records of the Shenzhen-branded minibus in the restricted road section and the restricted time. It was not punished for the first time and the second time, and it was punished according to law since the third time. Please pay attention to Shenzhen Traffic Police Bureau for the latest news about the restrictions on imported cars in Shenzhen. Vehicles are the most important guarantee, and Zhong Min Insurance Company suggests to insure quality insurance and accident insurance products. .
3. Research Status of Advertising Translation at Home and Abroad Since the mid-1980s, there have been many researches on advertising language.
The research is scattered in some major foreign periodicals, but in China.
The study of advertising translation officially began in the 1990s.
Chu. As far as the research content is concerned, the early papers are mainly specific and extensive.
Advertising translation methods and problems in English translation of Chinese advertisements
The problem is the initial stage. Since then, the research content has been deepened.
It starts with the principles and standards of advertising translation. Discuss here
Considering many aspects that should be paid attention to in advertising translation, such as
Text information, language aesthetic feeling, consumer psychology and other issues, research
The author expounds his own views from different angles and holds his own views.
See, unable to agree, can be described as a stage of contention. Since the late 1990s.
At first, although the discussion on translation principles and standards continued.
However, researchers are paying more and more attention to advertising.
Difficulties in translation, such as the handling of rhetoric and emotion in advertisements.
The transmission of elements, the reproduction of brand image and the preservation of trademark characteristics.
Wait, it can be described as an in-depth stage. As far as research methods are concerned, domestic advertising
The methods of translation research mainly adopt induction and case analysis.
Law. But in recent years, researchers began to use pragmatics.
Theoretical achievements of related disciplines, to analyze advertising translation.
This paper puts forward some translation strategies. You can say that.
This is a gratifying progress in methodology. The direction of future research
In the future advertising translation, there are still many places to be developed.
Location. First, field research. A Review of Current Advertising Translation
This theory is still limited to literal review and promotes advertising translation.
The effect can only be confirmed after investigation in the market.
Secondly, advertising translation should be combined with the latest achievements of various related disciplines.
Translation studies. In recent years, some people have done this kind of exploration, such as
Advertising is combined with aesthetic theory [15], and advertising is combined with pragmatic theory.
Combined with [19-20] and so on, but the exploration field is still very wide, such as wide use.
Inform the research results when deciding translation strategies and evaluating translation.
Put consumer psychology, brand management strategy and other marketing management issues
And other factors, such as the overall creativity of the advertisement, are also taken into account. sequence
Third, explore better examples of advertising translation, with a view to advertising translation.
The research of this subject can make greater contribution to the national economic construction.
Contribution.
6 references
Li. On the translatability of advertisements. Journal of Northwest University,1999,29 (3):
126— 129
Guo Ke. English news and advertising writing. Foreign languages, 1992, (2): 57-64.
Ding shude The translation of product advertisements should be concise. Translated by China, 1995, 16(5):
42—43
Cao Shunfa. Translation of advertising terms. China Sci-tech Translation, 2002,15 (1);
43—45
Jiang Lei. On the translation of commercial advertisements. Translated by China, 1994, 15 (5): 38-4 1.
4. Error Analysis of Chinese-English Advertising Translation: Many domestic enterprises do not fully understand how to create English advertisements, and only find people who know a foreign language to translate advertisements, instead of handing them over to professional advertising companies for planning, so the translation quality is bound to be low.
Some advertisers lack foreign language knowledge, and laymen guide experts, which makes the translation quality more difficult to guarantee. Therefore, when dealing with advertising translation, some translators mechanically translate, buckle words, and cut their feet to fit their shoes, resulting in various mistakes.
In this paper, the common mistakes in advertising translation are divided into the following categories: 1. Due to the limitation of some translators' foreign language proficiency, they are too professional and fail to seriously refer to various reference books and resources, so low-level mistakes are inevitable. The picture below shows the signboard of a shop in Shanghai. Its English is full of mistakes. Needless to say, the most serious mistake is the improper choice of words.
Pare means "cut off" and pare off means to cut off redundant parts, such as long toenails. If feet are added later, people's feet will be cut off. With such a creepy sign, which foreigner would like to visit this store? In fact, English is equivalent to "pedicure", so considering the combination of sound and meaning, we might as well translate the signboard into "pedicure service in Ye Zhi".
In English, the equivalent of the word "Qian jiao" can be found, so the translation can still be "legal", but the more common problem in translation practice is that it is often difficult to find the equivalent in the target language to translate the original text. Many Chinese and English words do not correspond, which brings great challenges to translation.
Some Chinese and English words seem to correspond, but in fact they are quite different. The slogan of the following example "Jiuhuashan Buddha Tea" is: Jiuhuashan Buddha Tea moistens the world and purifies the soul! Jiuhua Buddha tea nourishes the world and purifies the heart! The word "moist" in advertising words takes its meaning of "quilt" and cannot be simply understood as "moist", so the translation of "moist" is wrong and can be changed to "beneficial".
In addition, although "heart" can also mean "brain" in English, it is a combination of "dredging the cardiovascular system and protecting the health of heart and brain" in the context. Therefore, it is suggested that the translation of this sentence should be changed to: scented tea benefits the world and refreshes the mind. 2. The wrong vocabulary at the sentence level is the most basic unit of language, which solves the problem of vocabulary correspondence, but it does not mean that translation can be completely correct.
Translation skills are mainly reflected in the transformation of sentence patterns. If you can't master the rules of English and use authentic language to convert, then even if the meaning is accurate, you can't create an excellent advertisement translation.
"XX" brand pickled fish seasoning is a product developed by our company through continuous exploration, improvement and repeated research. "XX" brand pickled fish auxiliary conditioner is a product researched, improved and developed by our company. This is also a typical advertisement translation of China products. It seems that every word is corresponding and impeccable, but several low-level mistakes will still be found under the excellent products.
First of all, the English equivalent of the word "seasoning" is "seasoning", and adding assistant in front of it is redundant. Using "pickled fish" to translate "pickled fish" seems to be exactly the same. In fact, foreigners can't understand what dish it is from the sentence "fish with Chinese sauerkraut", so they must translate it into "fish slices with Chinese sauerkraut" by adding translation.
In addition, the translation of "my company" into "my company" is also clumsy and does not conform to English expression habits. It is suggested to change it to "our company" or "we". Therefore, the above translation suggestions should be changed to: Our product, "XX" brand condensed into "pickled fish fillet", was developed through painting research and refining.
Due to the great differences between different regions and cultures, the spread of advertisements must ensure its cultural applicability. Therefore, truly excellent advertisements should be rooted in local culture and translated and reconstructed according to the strategy of "local consumer culture orientation". If we ignore the differences between Chinese and western cultures and blindly believe that "what is national is the world", we may have a "cultural shock" among foreign audiences and make advertisements lose their due persuasion effect.
For domestic enterprises, English advertisements are often translated literally on the basis of Chinese advertisements, which often leads to cultural errors, mainly manifested in cultural overload, that is, the translation is full of words with China cultural characteristics, which confuses western audiences. In fact, the focus of advertising translation is to convince the audience and impress their hearts, instead of sitting still and instilling China's profound national culture into the audience.
According to Jiuhua Mountain, in 7 18 A.D. (the sixth year of Tang Kaiyuan), Jin Qiaojue, the closest relative of the king of Silla Kingdom, traveled to the famous mountains in the south of the Yangtze River, brought tea seeds to Jiuhua Mountain in western Zhuoxi and planted them at the foot of Shen Guang Mountain. Take its fragrance to relieve the pain of meditation ... (from the package of Jiuhuashan Buddha Tea) According to the records of Jiuhuashan Tongzhi, in 7 18 AD (the sixth year of Tang Dynasty to Yuan Dynasty), Silla Jin Qiaojue crossed the Tang Dynasty, traveled to Jiuhuashan Mountain, and planted tea seeds at the foot of the mountain. Its exquisite broken shape can also be used for sitting and practicing. There are several spelling mistakes and capitalization mistakes in the original English, so in order to respect the facts, they are all extracted as in this article. ) Ordinary consumers have a clear purpose in watching advertisements and have no patience to study China culture. Therefore, the first sentence of advertising copy doesn't say Buddha tea, but lists a bunch of terms of ancient China culture, which is extremely obscure even for most China people, let alone foreigners, and its communication effect can be imagined.
Therefore, in Chinese-English advertising translation, we should adopt the translation strategy of "domestication", replace the cultural factors in the source language with the cultural factors in the target language, or simply abandon the cultural factors in the source language, so as to help the target readers understand the translation. Taking the above article as an example, I suggest translating it.
Puns in English advertisements and their translation abstract: Puns are a common rhetorical device in English advertisements.
The translation of puns is itself a difficult point, while the translation of puns in advertisements is more complicated. This paper expounds the application skills of pun from the aspects of phonetic pun, semantic pun, grammatical pun and idiom pun.
On the basis of considering the double meanings of puns and the style of advertising language, this paper makes a preliminary discussion on the translation of English advertising puns from the aspects of corresponding translation, separate expression, collective translation, emphasis translation and compensation translation. Keywords: advertising language; Pun; Pun translation and pun translation in English advertisements: Hui (Foreign Languages Department.
Abstract: Pun is one of the most commonly used rhetorical devices in advertisements. This paper is about the skills and translation of puns in English advertisements.
Puns in advertisements are formed in various ways. The translation of puns is difficult because it has double meanings, and the translation of puns in advertisements is even more difficult, because we must consider both the double meanings of puns and the style of advertisements.
Key: advertising language; Pun; Whether it is a commercial advertisement or a public service advertisement, advertising translation is a comprehensive art, which integrates sociology, aesthetics, psychology, marketing, acoustics, literature and linguistics.
This art form of copywriting requires more skills than other forms of writing. It should use the principle of sales promotion to write elegant, popular, vivid and interesting words, which should have special appeal, attract readers' attention in an instant, and * * * their desire to buy, and finally lead to buying behavior.
Therefore, the proper use of literary language in advertising copy will make the connotation and influence of advertising language far beyond the advertisement itself. Pun is a common rhetorical device in advertising creation.
Pun, as its name implies, is to express the double meaning of one bright and one dark in a specific language environment, which not only attracts attention, but also causes association. Puns are widely used in advertisements because of their rhetorical effects such as conciseness, humor, novelty and novelty, which can highlight the characteristics of advertisements.
1。 As a rhetorical device, puns are ubiquitous in advertisements, including phonetics, vocabulary and syntax.
In advertising, in order to increase the attractiveness of advertising, advertisers strive for new ideas, which makes the application skills of puns in advertising more complicated. Clever puns can make the language subtle, humorous and vivid, giving people room for aftertaste and imagination.
More common are the following aspects. 1。
1。 Homophonic pun "Homophonic pun is a combination of words with similar spelling and pronunciation" 1.
Advertisers are very happy to use homophonic puns, because such puns have humorous, playful and funny language style, which can enhance the persuasiveness and appeal of advertisements and leave a deep impression on consumers. (1) Give your son and heir more sunshine and air.
There is plenty of sunshine and fresh air here, all for your future generations. In this advertisement for bathing beach, the producer skillfully used two pairs of homophonic words, Sun-son and Air-heir, which made the advertising language not only harmonious and pleasant, but also humorous and infectious.
Trust us. More than 5000 years of experience.
Trust us. It has been tested by more than 5,000 ears and has more than 5,000 years of experience.
This is an advertisement for hearing AIDS. Literally, it shows that the product has been tested by many consumers, but a pair of homophonic words ear-years are cleverly embedded between the lines, which fully implies the long history and tried-and-tested excellent quality of the product.
Many advertisements make a fuss about brand names. Puns in brand names can not only increase the interest and humor of advertisements, but more importantly, make brand names attract people's attention, make them easy to remember and increase publicity offensive, thus achieving the purpose of promoting products.
Puns in brand names are mostly homophonic. (3) WEAR-EVER introduced a new concept: cleanability.
"Eternal" glass stove brings you a brand-new concept: cleanliness. Here, manufacturers use the ambiguity of their trademark WEAR-EVER to promote their products: on the one hand, WEAR-EVER is their brand name, on the other hand, the word has another meaning: it is both wear forever (reflecting the durability of products) and where (indicating that it is popular everywhere).
Advertising promotes its products from many angles, which can arouse customers' desire to buy and has a certain persuasion effect. 1。
2。 Semantic pun is a pun formed by using the ambiguity of words or sentences in a specific environment.
This kind of pun is also widely used in advertisements, which is similar to homophonic pun. (4) the label of the result.
Black labels need more respect. 6. Wine is a sign of success.
Black logo makes you more distinguished. Semantic puns are also common in brand names.
This is an advertisement for whisky. The label has two meanings, one is "logo" and the other is the brand of whisky-black label. Through the use of puns, advertisements remind people that when they succeed, they will drink this wine. At the same time, the brand name is used as a pun, which is convenient for consumers to remember the brand and thus become interested in the goods.
(5) Spoil yourself, not your figure. 7. Eat to your heart's content and don't gain weight.
This is the advertising title of slimming ice cream specially produced for dieters. Puns exist not only in the names of commodity trademarks, but also in the titles.
Spoiling yourself is "enjoying yourself"; And ruin your body.