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03 海外消費者英語翻譯(代理商英文怎么說)
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简介奧賽羅電子游戲:一分鐘入門,一輩子玩味。)原文通過“aminute”和“alifetime”的反襯,突出該電子游戲容易上手又經得起琢磨的特性。2中英廣告互譯策略通過對中英廣告語言風格差異的分析,我們發
2.2文化因素的變通和處理。由于原有的語言在新的環境中失效,翻譯并不是一味追求與原文意義最高程度的吻合。在中英廣告翻譯中,譯者面對著兩種截然不同的表達方式,譯文只要符合受眾國消費者的語言文化和習俗,就是合適的翻譯。原文的文字可以舍去不用,但應盡量產生對應的形象效果,達到同樣的銷售目的。實際上,廣告翻譯的靈活性很強,留給譯者發揮的空間很大。譯者只要熟知譯入語國家的文化習俗,充分挖掘產品的特征并盡可能地去尋找最貼近當地文化的表達法即可。例如,中國人認為紅色代表喜慶,常在商標或廣告語中使用“紅色”,而西方人大多不喜歡紅色,因為“red”是危險、暴力和流血的標志。因此,“紅星”牌電風扇就可被巧妙地譯為“Bright StarElectric Fan”或“Shining Star Electric Fan”,效果自然比從原文直譯的“Red Star Electric Fan”要好。又如,中國人熟悉的“蚊子殺!殺!殺!”廣告語中的“殺”字,若直譯成英文“kill”很不文雅,而譯文“Mosquito bye bye bye!”顯得更地道、更符合英語的表達習慣。再如,“芳芳”牌口紅若直譯成“Fangfang”讓英語讀者聯想到毒蛇的牙齒并興致全無,用“Aroma”或“Fragrance”進行變通則可以避免尷尬。
作為企業首選的營銷策略,廣告在中西文化巨大差異的背景下,經常面臨著文化沖突的問題。中英廣告的互譯中有許多不理想的實例,有的甚至導致了銷售挫折。追溯廣告翻譯誤差的根源,主要是由于譯者沒有足夠的語言文化駕馭能力,一味拘泥于原文表面意義。文化之間的差異反映到承載文化的語言上,若未經過適當的處理,就會造成跨文化交際中的障礙。本論文由無憂論文網買粉絲.51lunwen.買粉絲整理提供中國的經濟不斷騰飛,已有不少企業在國際中享有盛名。這些中國品牌能夠擁有國際知名度,得到海外消費者的認可,和企業在當地進行的一系列本土化營銷策略有關,其中廣告翻譯必定起著關鍵的因素。廣告是民族文化與語言文字的統一體,廣告翻譯是語言翻譯和文化翻譯的結合體。準確的廣告翻譯除了遵循語言的翻譯原則和規律外,還必須注重研究與兩種語言相關的文化。只有跨越了語言文化障礙得體地處理跨文化交際中的語言文化因素,運用恰當的翻譯策略與技巧,才能譯出符合消費者審美情趣和心理需求的廣告語,才能使企業品牌從多個方面拉近與外國消費者的距離,潛移默化地加深當地人對品牌的認可,從而取得成功。參考文獻:
[1]徐莉林.從中英文廣告的差異看廣告翻譯[J].內蒙古社會科學,2005(4):84.
[2]趙靜.廣告英語[M].北京:外語教學與研究出版社,1992:159.
[3]譚衛國.中西文化與廣告語言[J].上海師范大學學報:社會科學版,2003(2):108-109.
[4]王紫娟.廣告語言與大眾心理[J].上海外國語大學學報:社會科學版,1995(4):74.
[5]林樂滕.廣告語言[M].濟南:山東教育出版社,1992:42.
[6]朱清陽.廣告金句[M].長春:吉林科技出版社,1993:49.
[8]劉雪春.反復在廣告語中的創新[J].漢語學習,1998(4):26.
[9]倪寶元.修辭手法與廣告語言[M].杭州:浙江教育出版社,2001:105.
[10]吳希平.英語廣告修辭種種[J].中國翻譯,1997(5):27.
本論文由無憂論文網買粉絲.51lunwen.買粉絲整理提供
英語翻譯高手進!!!!要準確點的答案
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