Appreciation and translation of English advertising English

In the process of advertising English translation, in order to ensure the reproduction of advertising language art and advertising discourse style, translators must thoroughly understand the content and artistic form of advertising products and advertising discourse, follow the characteristics and expression habits of English and Chinese, and reproduce the artistic beauty of the original language through faithful and accurate translation. This paper demonstrates the translation practice of advertising English from the aesthetic point of view through the comparative analysis of a large number of examples.

As an applied language, advertising is a widely used media in today's society. In order to make advertisements have special appeal, attract readers' attention in an instant, stimulate their desire to buy, and finally promote their buying behavior, many advertisements have been repeatedly scrutinized, with beautiful and unique words, concise syntax, rich connotations, strong artistic appeal and artistic beauty of language. Excellent advertisements not only have high commercial value, but also have certain linguistic research value and aesthetic value. With the rapid deepening and expansion of China's foreign economic and trade exchanges, the influx of foreign advertisements has become an important source for China enterprises and consumers to obtain commodity economic information. The translation of advertising English involves many subjects such as marketing, advertising, consumer psychology, aesthetics and cross-cultural communication. This paper mainly discusses it from the aesthetic point of view.

Fu believes: "Translation is an aesthetic activity in which an aesthetic subject (translator) transforms an aesthetic object (original text) into another aesthetic object (translation) through an aesthetic intermediary (translator's aesthetic consciousness)." [1] (p28 ~ 29) The standard of translation beauty is to ask the translator to faithfully reproduce the content and aesthetic quality of the original text, and to ask the translation to have the same content and aesthetic quality as the original text. Due to the different historical development of different nationalities and countries, different aesthetic psychology and standards have been formed.

In the process of translation, the translator usually carries out aesthetic processing on the original text, so as to make the translation have the equivalent aesthetic effect as much as possible.

When aesthetics and advertising English are "married", what specific changes will happen to the translation written by the translator?

First, the beauty of sound and rhyme

1. Big stimulus, small bill. (taxi advertisement)

a)。 Big stimulus, small cost.

B) big stimulus and small expenses.

The beauty of phonology refers to the loud pronunciation, clear rhythm and musical sense of advertising words, which gives people the enjoyment of auditory beauty. Advertising English often uses various phonetic expressions, such as syllables, steps, pauses related to the sound strength, rhymes consistent with the sound, and rhetorical devices closely related to the sound, such as onomatopoeia and homophonic, to achieve the beautiful sound effect of advertisements. [2] When translating English advertisements, we should try our best to pay attention to the phonological beauty of the original text, make full use of the characteristics of Chinese diphthongs and compound vowels, and add the Chinese characteristics of changing syllable length to make the advertisements read powerfully and smoothly. In the above example, both the original and translation B have kotaro oshio rhyme, which makes the translation as wonderful, catchy and easy to recite as the original.

2. Ravel's red hot fashion. Fashionable style.

All this, and more. Colorful,

Ordinary or whatever you like. You want it. We got it.

Revelry. Who else? (Shoes advertisement)

A) Ravel is fashionable and fashionable, and there are more, fancy and simple, or what you like and want, we have it. Who else but Ravel?

B) Ravel is fashionable, sizzling and hot, all of which are colorful, simple and clear, and you will be satisfied. You want it, we have it. Who else but Ravel?

If alliteration in English is the pride of English and the pillar of its phonological beauty, then Chinese reduplication is another more beautiful phonological landscape. [3] In the above example, compared with translation B, it is not difficult to find that translation B is catchy because of the use of overlapping words expressed in Chinese, and its phonological beauty helps to create artistic conception, vividly describing the styles, colors and styles of shoes, so that the image of goods can be vividly reproduced in front of the audience.

Translation A is not a mistranslation, but it is better to read.

3. Pepsi is very popular, 12 full ounce, which is a lot, twice as much as five cents.

Pepsi is also a suitable drink for you. (Pepsi advertisement)

A) Pepsi meets the demand, 12 ounce, that's all, five yuan 24 ang-Pepsi is your drink.

B) Pepsi tastes good, full 12 Ang. Five-dollar bills cost 24 Angs, and Pepsi is for you to enjoy.

Comparing the two versions, the differences are obvious. Translation A is just vivid, the original is an advertising poem, and translation B is as wonderful as the original, with the same rhyme, all a, a, b, b, harmonious and symmetrical, with beautiful rhythm.

Second, the beauty of image

4. It is easier to remove dust by stress etching. (advertisement for dust removal cloth)

a)。 Extended brand dust removal cloth has strong dust removal ability.

b)。 Lala is elongated and has strong dust removal ability.

Thinking in images is one of the characteristics of human thinking. People like concrete, vivid and intuitive language, which is reflected in advertising language. Both Chinese and western advertisements pay great attention to vivid images. In Example 3, the word stretch is not only the brand name of the dusting cloth, but also its spelling is ingenious, conveying the original meaning of the word "extension", which makes people feel that the dusting cloth can prolong the function of the human arm. The repetition of the word "pull" in translation B reproduces the stretching effect in the original text, forms a sensory extension, and truly and vividly renders the efficacy of the product.

It was really exciting. On the other hand, translation A can easily erase the image beauty of the original text.

5. Apple thinks differently. (Apple Computer)

A) Apple computers are different.

B) Apple computer is different from "thinking".

This slogan, thinking differently, clearly and concisely explains the content to be promoted. The word "extraordinary" in translation B is slightly changed, and the homonym is changed to "different thinking", which conforms to the context and blends with the spirit. Compared with translation A, the image is more humorous and gives people a refreshing feeling.

6. Memory is as bright as tropical flowers, as fresh as cool sea breeze and as deep as calm sea. This is Sheraton bar harbor Resort Hotel. For you two, the pace of time is different. The beach on the edge of the palm gently kissed the water. Sunset dancing, nightlife singing in the starry world;

The moonlight sheds soft silver light and wraps you in bed.

This is Sheraton bar harbor Resort.

There, the days will end and the memories will last forever. (Hotel advertisement)

A) Memories are as bright as tropical flowers, as fresh as cool sea breeze, and as deep as the undulating sea. Time has slowed down for both of you. The beach surrounded by palm trees kisses the sea, the sunset dances, and night creatures sing under the stars;

The silver moonlight shines on both of you. This is the Sheraton Hotel.

I am reluctant to part with my time here, but my memory will last forever.

B) Memories are as bright and beautiful as tropical flowers, as fresh as cool sea breeze and as deep as the undulating sea. Time has slowed down for both of you. The beach surrounded by palm trees kisses the waves, the sunset dances in the waves, and night creatures sing under the stars; The moonlight is soft and soft, and the silver and jade are sprinkled, covering you two. This is the Sheraton Hotel. I can't bear to leave during the happy hours, and good memories haunt my mind.

The original advertisement uses a lot of rhetorical devices such as metaphor and personification to create vivid artistic conception and vivid image, which makes people have rich associations, reminds people of the similarity or correlation between the quality characteristics of advertising products and the situation, produces an instant epiphany, and arouses people's yearning and pursuit of beautiful things. Compared with the two versions, the former only expresses the meaning,

The latter's four-character structure (kiss waves, dance, star, soft moon, floating silver, jade removal, etc. ) blending with each other, not only does it have no sense of piling up and gathering, but also uses natural and poetic language to create an artistic conception, which successfully sets off the vivid and vivid scene of the original text.

Third, simplicity and beauty.

7. When you sip Lipton, you are sipping something special. (black tea advertisement)

A) When you taste Lipton black tea, you are tasting its uniqueness.

B) Lipton black tea has a unique flavor.

8. refresh yourself with 7-up. (Beverage advertisement)

A) 7-up drinks can refresh you.

B) Drink 7-up to refresh yourself.

The word "beauty" is based on cleanliness, especially in advertising English. Advertisers living in a fast-paced modern society are more alert to advertisements, and lengthy advertisements are more likely to arouse their disgust. Therefore,

English advertising language pays great attention to conciseness. Compared with translation B, translation A lacks the characteristics of short and powerful advertising language, so it lacks aesthetic feeling. Translation B is short and eye-catching, which shows the style of advertising language well.

Fourth, create beauty.

9. What does it feel like to be small but fine? (Hotel advertisement)

A) It's small, but it's good.

B) Sparrows are small and complete.

Aesthetic psychology is different from people's general psychology, but a kind of creative psychology. While perceiving aesthetic objects and getting aesthetic feelings, it will create or recreate them through association, imagination and fantasy according to certain aesthetic ideals, thus creating distinctive and expressive aesthetic objects. The essence of beauty is creation and innovation. [4] Comparing the two versions, translation A only expresses the meaning, while translation B is that the translator starts from the meaning of the original text, finds a new image and creates beauty that the original sentence does not have. After reading this advertisement, passengers who pay attention to comfort and integrity, want to save money and get full service want to try it themselves.

10. All is well that ends well. (cigarette advertisement)

a)。 Good ending, all good.

B) cigarettes are good if cigarette butts are good.

This advertisement is actually an English idiom, and translation A means idiom. In the advertisement, the reader can't understand the original sentence for a while.

And translation B is a wonderful product of inspirational thinking. In cigarette advertisements,

Ends has a double meaning: the verb "end" and the noun "cigarette butt". If we can find the fun of this word, the translator will certainly enjoy the fun of creation.

1 1. Fresh food and fresh air. The perfect law of healthy living.

I have chosen. It's candy (Candy refrigerator advertising title)

A) fresh food and fresh air. The best prescription for a healthy life.

I've made my choice. It's a candy refrigerator b). Fresh food+fresh air. The recipe for a healthy life.

I chose the refrigerator for candy. The translation of translation A is impeccable, but when we turn our attention to translation B, the translator translates "He" in the first sentence fragment of the original text into a striking plus sign "+"and "Perfect Formula" into "Magic Recipe" and "I chose it as candy." In a comprehensive way. The whole translation is concise and vivid, vivid and faithful.

Compared with translation A, translation B is more exciting.

12. There are several ways to explore the clear waters of Greece. Whether on the deck of the aluxury cruise ship, it can take you to many of the 2500 beautiful islands in Greece, or on the high bow of a traditional fishing boat, or on your own private yacht. Whatever you choose,

You will never forget Greece. (Greek travel advertisement)

A) There are several ways to explore the clear and transparent waters of Greece: or on the deck of a luxury cruise ship, let the cruise ship take you to visit the beautiful misty islands of Greece; Or on the high bow of a traditional fishing boat, or on a rented boat.

But no matter which way you choose, Greece will be unforgettable.

B) There are several ways to explore the clear and transparent waters of Greece: you can stand on the deck of a luxury cruise ship and look at the water.

Let the cruise ship take you to visit the beautiful nebula-dense islands in Greece; Or board the high bow of a traditional fishing boat to enjoy the sea water, or sit on a boat you rent and swim in the water.

But no matter which way you choose, Greece will be unforgettable.

The process of translation is often a process of changing the way of thinking. Due to the differences between Chinese and western thinking, verbs, nouns and prepositions are used in English and Chinese with different frequencies. English uses a lot of abstract nouns and prepositions, which makes it appear empty, static and abstract. Chinese often uses verbs, so it is concrete, dynamic and concrete, so the process of English-Chinese translation is usually a process of strengthening the dynamic color of the original text in the translation. In addition, English uses long sentences and complex sentences, while Chinese, on the other hand, uses short sentences and simple sentences. Therefore, it is necessary to decipher English complex sentences into simple sentences in translation. Translation B has just adapted to these characteristics. By adding verbs such as "Deng", "Overlooking" and "Wandering", the original text is regarded as a sentence with dynamic meaning, with smooth writing, vivid language, cadence and coherence in reading, and strong dynamic beauty between the lines.

The process of translation is that the translator transforms the semantic content carried by two language symbols, but the ultimate goal of translation is that the translator can make his readers get the aesthetic psychological feeling similar to the original to the maximum extent. Due to different aesthetic experiences, the same original sentence may have different translations, among which there is no lack of room for different opinions. But no matter which translation method is adopted, we should follow the characteristics, laws and idioms of different languages. In order to ensure the reproduction of advertising language art and advertising discourse style, translators must thoroughly understand the content and artistic form of advertising products and advertising discourse, choose words and sentence patterns from the target language to convey the obvious meaning and meaning of the source language, and reproduce the beauty of phonology, image and simplicity of the original text through faithful and accurate translation. If the translator's creative beauty jumps vividly in the translation, it will definitely touch the readers' hearts and cause beautiful singing. Only in this way can advertising translation give consumers a kind of beautiful enjoyment, so that they can accept commodity information easily and happily, so as to make it widely known.