广告翻译技巧初探-以饮品广告为例_英语论文

An Analysis of Translation Strategies of Advertising Slogans –with Special Reference to Beverages

摘要

广告作为公众信息交流，通常通过收取报酬来使用各种媒体对赞助商的产品、服务或者理念进行宣传。广告翻译在国际市场的发展中发挥着日益重要的作用。本文分析广告的特点并探索广告翻译的策略。广告的特点不同于广告的整体设计。首先，广告定位不同是由于文化和理念的差别。其次，广告的收费化展示了广告的商业化。最后，广告的奇异化旨在吸引客户的注意力引起他们的兴趣。一个公司如果要拓展国际市场，有两条广告策略是必不可少的。其一，归化广告语言；其二，异化广告语言。与之相对应的是适用于广告翻译的两种策略：归化与异化翻译。译者应遵循内容上忠于原文、语言上富有吸引力、文化上可以接受等原则，采用相应的策略去翻译广告。归化翻译要考虑文化、生活方式以及理念的差别，而异化翻译则刻意展现语言文化差异以彰显异域风情。

关键词：广告翻译 归化 异化

Abstract

Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Advertising translation plays an increasingly important role with the development of international market. This paper analyzes the characteristics of advertisements and explores the principles for and strategies of advertising translation. The characteristics of advertisement are different from the general styles. Firstly, the localization of advertisement is due to the difference in culture and mindset. Secondly, the economic nature of advertisement reveals its commercial nature. Lastly, the defamiliarization of advertisement intends to arouse audience’s attention and interest. In order for a company to extend its international market, two advertising strategies are usually employed. One is the localization standard of advertising language, and the other is the globalization of advertising language. In accordance with these two strategies, two translation strategies may be used, namely, domestication and foreignization. By following the principles of fidelity of the information content, attractiveness in language and cultural acceptance, translators may translate advertisements by adopting an appropriate translation strategy. For a domesticated translation, translators need to takes into account differences in culture, lifestyle and even the way of thinking; for a foreignized version, translators may show cultural and language differences deliberately to keep the exotic aroma.

Key words: advertising translation; domestication; foreignization