摘要:Nowadays, advertising plays a more and more important role in our life. With the integration of the global economy, most of countries develop their economy at a high speed. And more and more national products aspire to enter the international market and become international brands.
Chinese consumer, which means good taste and happiness.
Besides, at the beginning, the famous German automobile “Benz” was translated into “本茨”. But now it is replaced by “奔驰”, which means the car has good speedy quality and more attracts the Chinese consumers. And there are many examples, Pepsicola “百事可乐”, Godlion “金利来”, 乐凯 “Lucky”, etc.
2) Liberal translation in advertisement
Nokia: Connecting people. ( 诺基亚:科技以人为本 )
( literal meaning: 联系人们 )
Motorola: Intelligence everywhere. ( 摩托罗拉:智慧演绎,无处不在 )
( literal meaning: 到处都是智慧 )
De Bierres: A diamond lasts forever. ( 第比尔斯:钻石恒久远,一颗永流传 )
( literal meaning: 钻石流传到永远 )
3) Imitation in advertisement
Tasting is believing. “百闻不如一尝”(浙江省食品进出口公司广告). This advertisement imitates the English idiom “Seeing is believing”, just only changes one word, but brings an unexpected impact. It not only respects both of different cultures, but retains the original favor of the source text.
REVLON 露华浓(化妆品)is cited from a poem about beauty imperial concubine Yang Yuhuan, which was written by the famous Tang Dynasty poet Libai, “ 云想衣裳花想容,春风拂褴露华浓”. The translation of this advertisement with the similar pronunciation to Chinese, and make you feel beauty if you use this kind of cosmic product.
4) Addition and Abridgement in advertising translation
The adoption of the addition in advertisement means to add information to the source text in order to explain. For example, Du Kang Liquid for “杜康酒”. The word liquid is added for explanation.
e.g.:让上宝交通驰名世界,让世界遍布“声佳”电器
Our aim: make a global hit — Shenjia Auto Electric. ( “声佳”电器广告 )
The original text contains the name of enterprise and product, but the translation delete the former, which is suit for the features of English—terse.
From all above the paper discussed and examples, in order to make the original text more persuasive, the translator should consider the linguistic characteristics in the target cultural context, and adopt domestication to reduce the cultural differences .
4.2.2.2 Foreignization as the Assisting strategy
Although the domestication is adopted in most of advertisements, sometimes, we can not just adopt the domestication and consider the response of the target readers. The translator should remain the foreignness of the source text.
For example, the famous American tycoon of fast food, Mc-Donald, it is translated into “麦当劳”. When it brings the fast food into the Chinese market, at the same time, it brings the quick and economical eating culture to China. Here is other example:
ST: 广东菜“龙虎斗” 味道好极了!
TT: The Guangdong dish “A Dragon Fighting Against A Tiger’s (a snake cooked with a cat) is marvelous to the taste.
The translation seems new and fresh to the western people, and satisfy the desire of the understanding of Chinese culture.
And there are many translations of the advertising brand adopt foreignizaiton. For instance, we can not translate “玉兔” into Jade Rabbit. “玉兔” is the image of ancient mystery story, and make people associate with the myth “嫦娥奔月”. Then, we translate this brand into “Moon Rabbit”
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