in our daily life, we can often see that advertisement translation is a common kind of translation work. now, shanghai zhenyun translation company will share with you how to do advertisement translation well?
in the advertising language, onomatopoeia, voice symbols and echo words are often used to arouse the audience's aesthetic sense of hearing. however, there are different characteristics in chinese and western phonetics, onomatopoeia or rhyme, which brings a lot of troubles to the translators.
there are four situations: first, the translated names do not conform to the british and american culture. second, there are political metaphors in the translation. third, the translation is not elegant. fourth, the translator is both chinese pinyin and english vocabulary. chinese pinyin is made up of latin letters, and english words are also made up of latin letters. therefore, chinese pinyin of some advertising words may happen to be a word in english.
different countries, nationalities and regions use different characters, and have different preferences and dislikes for some characters. according to the survey, the japanese favorite words are "sincerity", "dream", "love", "sorrow", "beauty", etc. chinese people like chinese characters such as "fu", "shou", "xi", "le", etc.
according to irving wallace, the american writer, the most beautiful english words are: chime, golden gold, lullaby, melody, murmuring, etc. but these words not only mean beautiful, but also have beautiful appearance, which causes people's good psychological reaction and visual effect. in particular, chinese characters are the only pictographic characters with the most complete system and the most rigorous structure in the world today. as long as "wang wen" is used, it can be "meaningful". it gives people not only visual impact, but also can start inspiration, resulting in a huge spiritual shock. the commonly used "unwrapping technique" in advertisements also makes translation difficult.
advertising language is often used as a rhetorical device, in order to make the content of the expression vivid, specific or make the main words distinct and prominent, strengthen the language effect, attract the public's attention and help the public remember. however, due to the differences between chinese and western rhetorical traditions, some difficulties will be brought to translation, which are mainly manifested in metaphor, symbol, antithesis, pun and so on.
the most difficult one is pun translation. pun can be divided into homophonic pun and polysemy pun. it's really difficult to make the best of both worlds in translating these puns.