廣告翻譯要考慮到譯文的可讀性和可接受性，使讀者產(chǎn)生文化的認(rèn)同感，這樣才能取得很好的翻譯效果和廣告效果，下面中譯翻譯公司給大家分享廣告翻譯要點(diǎn)是什么?

　　Advertising translation should consider the readability and acceptability of the translation, so that readers can have a sense of cultural identity, so as to achieve a good translation effect and advertising effect. What are the key points of advertising translation shared by the Chinese translation company?

　　1、廣告翻譯應(yīng)簡潔而富創(chuàng)意

　　1. Advertisement translation should be concise and creative

　　一般說來，翻譯 應(yīng)該首先忠實(shí)于原文。但是，不同文體，忠實(shí)的程序不盡相同。比如，法律文體和科技文體的忠實(shí)度應(yīng)該高一些，而文學(xué)作品和宣傳材料的忠實(shí)度可以稍微低一些，特別在形式方面更應(yīng)該靈活處理。因?yàn)楹笳叩闹饕康脑谟谑棺g文的讀者獲得一種美感，從而吸引這些讀者。廣告語是一種典型的宣傳文體，其主要目的在于盡可能地促銷所宣傳的產(chǎn)品，而“只有有創(chuàng)意的文體才能出奇制勝，吸引受眾的注意，打動(dòng)受眾的消費(fèi)心理，促動(dòng)受眾的消費(fèi)行文，產(chǎn)生持久的效力”。所以，廣告翻譯地“忠實(shí)”的要求不是很高，多數(shù)情況下，除意思 基本對(duì)應(yīng)外，譯者可以自由地發(fā)揮自己的創(chuàng)造力，靈活處理，充分發(fā)揮目的語在語言和文化上的優(yōu)勢(shì)，譯出富有創(chuàng)意的譯文。同時(shí)，還應(yīng)注意譯文的簡潔，因?yàn)楹啙嵖梢宰屪x者一目了然，更好地了解和記住產(chǎn)品可服務(wù)。

　　Generally speaking, translation should first be faithful to the original. However, the procedure of faithfulness is different in different styles. For example, the faithfulness of legal style and scientific style should be higher, while that of literary works and publicity materials should be slightly lower, especially in terms of form. Because the main purpose of the latter is to make the readers of the translation get a sense of beauty, so as to attract these readers. Advertising language is a typical style of propaganda, whose main purpose is to promote the products advertised as much as possible, and "only creative style can win by surprise, attract the audience's attention, move the audience's consumer psychology, promote the audience's consumer writing, and produce lasting effect". Therefore, the requirement of "faithfulness" in advertisement translation is not very high. In most cases, in addition to the basic corresponding meaning, the translator can freely play his own creativity, handle flexibly, give full play to the advantages of the target language in language and culture, and translate creative translation. At the same time, we should also pay attention to the conciseness of the translation, because conciseness can make the reader clear at a glance, better understand and remember that the product can serve.

　　2、廣告翻譯應(yīng)通俗中透著美感

　　2. Advertisement translation should be popular with aesthetic feeling

　　由于廣告譯文面對(duì)的是廣大消費(fèi)者，所以應(yīng)該考慮到消費(fèi)者的受教育水平。畢竟，廣告的受眾不僅包括受到良好教育的人，還包括很多沒有受到過很好教育的人。為了照顧到這一部分消費(fèi)者，廣告譯文應(yīng)盡量做到通俗易懂，但“通俗易懂”并不意味著“俗氣”，還應(yīng)該注重美感，讓讀者在獲得一種美的享受的同時(shí)記住廣告詞，從而記住了所廣告的產(chǎn)品。這也有助于企業(yè)樹立、維持和強(qiáng)化自己的品牌形象。

　　Because the advertisement translation faces the vast number of consumers, we should consider the education level of consumers. After all, the audience of advertisement includes not only the well-educated people, but also many people who have not been well-educated. In order to take care of this part of consumers, the advertisement translation should be as easy to understand as possible, but "easy to understand" does not mean "vulgar", but also should pay attention to aesthetic feeling, so that readers can remember the advertising words while enjoying a kind of beauty, so as to remember the advertised products. It also helps enterprises establish, maintain and strengthen their brand image.

　　3、廣告翻譯應(yīng)受眾文化認(rèn)同

　　3. Advertising translation should be recognized by the audience's culture

　　語言是文化的載體，廣告語作為一種特殊的語言形式，當(dāng)然會(huì)反映語言背后的文化?！安煌拿褡逵胁煌奶匦圆煌奈幕尘?、政治觀點(diǎn)、宗教信仰、民族民理、傳統(tǒng)習(xí)慣等。廣告語體現(xiàn)一定的民族性和審美觀，體現(xiàn)沒的價(jià)值觀和生活方式，以及不同的宗教理想和道德標(biāo)準(zhǔn)。廣告目的是實(shí)現(xiàn)產(chǎn)品的銷售，我們?cè)谶M(jìn)行廣告語翻譯的同進(jìn)不得不考慮所遇到的源語文化和目的語文化的沖突問題。如果在翻譯中沒有處理好跨文化的問題就會(huì)導(dǎo)致廣告在目的語文化中的失敗”，因此，可以說，翻譯廣告語的時(shí)候，要注意受眾的文化認(rèn) 。

　　Language is the carrier of culture. As a special form of language, advertising language will certainly reflect the culture behind the language. "Different nationalities have different characteristics, different cultural backgrounds, political views, religious beliefs, national principles, traditional habits, etc. Advertising language embodies certain national and aesthetic values, values and lifestyles, as well as different religious ideals and moral standards. The purpose of advertisement is to realize the sale of products. We have to consider the conflict between the source culture and the target culture in the process of advertising translation. If we do not deal with cross-cultural problems in translation, it will lead to the failure of advertising in the target culture. "Therefore, when translating advertising language, we should pay attention to the cultural identity of the audience.

中譯國際翻譯（北京）有限公司
China International Translation service Co., Ltd.