广告语英汉翻译策略探究onenglish-chinesetranslationofadvertisingslogans

广告语英汉翻译策略探究onenglish-chinesetranslationofadvertisingslogans内容摘要：

is all over Asia Pacific. Avis Rent Car 是的。 Avis 遍布亚太地区 4) Elliptical sentence Come to Marlboro country. Come to where the flavor is. Marlboro 光临风韵之境 ——万宝路世界 Fresh up with SevenUp. PEPSI 君饮七喜，提神醒脑 Rhetorical Devices in English Advertising slogan 1) Simile Cool as a mountain steam… Consulate Tobacco 如 山间溪流般清爽 2) Metaphor Sophisticated, sweettodrink Pink Lady Pink Lady Wine 高级、可口的红粉佳人 3) Pun I’m More satisfied More Tobacco 莫尔，我更满意 4) Repetition Live in the lap, lap, lap, lap, lap, lap, lap of luxury NISSAN 尽享奢华的重重包围 5 5) Rhyme Send More, Save More UPS 发的多，省的多 Translation Principles Encyclopedia America defines translation as “the act of rendering a work of one language into another”. Fan Zhongying(1994) said,“ 翻译是把一种语言的信息用另一种语言表达出来 ,使译文读者能得到原作者所表达的思想 ,得到与原文读者大致相同的感受 (Translation is to express the information from one language to another language, so that target readers can received the idea of the original author and the similar feelings of original readers.)”.(). So we could infer that advertising slogan translation is the act of rendering advertising slogan in language A into language B and offering language B readers the access to information that language A readers can get. The basic rules as follows: 1) Preciseness of information convey during translation process. In Alexander Fraser Tyler (17471813)’s Essay on the Principles of Translation (1790), he pointed out that there are three basic translation principles, namely the translation should be a plete transcript of the ideas of the original work。 the style and manner of the writing should be of the same character with that of the original and the translation should have all the ease of the original position. The first systematic translation standards in China are put forward by Yan Fu as “信、达、雅 ”, in which “信 ” goes first. 2) Different cultural background such as historic and political factors should be considered. Almost every text has a mon phenomenon that is more meanings conceal in few ostensible words. If these implications were not expressed in a proper way, the audiences would be confused for the letters. Translation Strategies According to Translation Terminology (Delisle amp。 LeeJahnke amp。 Cormier , 1999), the term “translation strategy” means a coherent plan of action adopted by translators 6 based on their intention with respect to a given text. 1) The flexibility of literal translation and free translation. 2) They may change the text type or modify it as a function of the perceived needs of the target audience. 3) The unique grammar should be applied. Particularly in translation of advertising slogans, the meaningsadd method should be adopted. The reason has been mentioned above is that simple sentences are most used in it. So translators should add some words to explain the connotative meanings. Unless we do it the target consumers will misunderstand the messages in the slogans. 3. Description of the Data Since this paper aims to explore the translation strategies on English advertising slogans, the data to be analyzed include: During translation process, the analysis of famous corporations’ English advertising slogans with its official Chinese versions to explore their similarities and differences and to illustrate the unique features should be noticed. About 32 carefully chosen advertising slogans will be presented in this paper. The slogans with its Chinese and English versions are available at The Annual of Chinese Advertising Works 2020, 2020, Sanlian Life Book, Fortune, Business Week, Business Week – Chinese Version,CCTV, BTV and corresponding corporations’ official websites. 4. Data Analysis Analysis of the two language versions The English advertising slogans with its official Chinese versions are shown in Table 1. Three main translation methods The example , 6, 8, 12, 13, 15, 16, 18, 24, 29, 32 are literal translation. The original English versions are simple sentences. To render them into Chinese directly is good enough and no confusing left. 7 The example , 9, 20, 26, 28, 30, 31 are free translation. The original texts are with unique meanings and it will be difficult to prehend if translating word by word, so the translator restructures the words and use flexible way to express the key messages in Chinese language. Regardless of the form, the results are gratifying. The example , 2, 9, 10, 11, 19, 20, 21, 22, 26, 28, 30, 31 have used meaningsadd translation. In that situations, the authors of Chinese versions adding some words into target texts to meet the requirements. This is a very important method in translation of English advertising slogans. From above we could dig out that slogans are almost short and simple. For the target consumers’ better understanding and the perfect transfer of key messages of MNCs, adding more words, in fact adding more meanings, is crucial. Other unique translation ways in Chinese culture The stated above are three main translation ways. In actual process of English advertising translation in China, other render ways as supplementary would be needed. The first one is usage of fourcharacter phrases. The texts , 6, 8, 10, 11, 13, 14, 18, 20, 22, 25, 27, 30 In table 1 are examples. Since fourcharacter phrases are used frequently in Chinese traditional culture and people’s daily life and they have pop sound with their reading rhyme, to translate English advertising slogans to Chinese in fourcharacter phrases is easy for Chinese to recognize and remember. Take Pamp。 G Rejoice’s translated slogan 成功之路，从头开始 , it is far better than the direct meaning of its original English text “Start Ahead” in Greater China market. The factual product sale record has proved it too. The second one is using couplet form. It。