- 翻譯公司資訊
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廣告翻譯的語(yǔ)義差異注意體現在哪？
發(fā)布時(shí)間：2020-10-19 15:13 點(diǎn)擊：
廣告在我們生活中非常常見(jiàn)可以增加產(chǎn)品的知名度，提高產(chǎn)品的銷(xiāo)量，下面世聯(lián)翻譯公司給大家分享廣告翻譯的語(yǔ)義差異注意體現在哪?
Advertising is very common in our life, which can increase the popularity of products and improve the sales of products. Next, WorldUnion translation company will share with you the semantic differences in advertising translation. What is the embodiment?
一是譯名不符英美文化。如，上海生產(chǎn)對“白翎”鋼筆，其英語(yǔ)翻譯為“White Feather”,在英語(yǔ)國家無(wú)人問(wèn)津，其原因在于英語(yǔ)中有句成語(yǔ)“to show the white feather”意思是臨陣逃脫，白色羽毛象征的是膽小鬼。
One is that the translated names do not conform to British and American culture. For example, Shanghai produces a pair of "white feather" pens, which are translated into "white feather" in English, which is ignored in English speaking countries. The reason is that there is an English idiom "to show the white feather" which means to escape in the face of battle, while the white feather symbolizes a coward.
二是譯名有政治隱喻。如，“大鵬”帆布鞋，被譯成“ROC”.大鵬為中國神話(huà)中的神鳥(niǎo)，roc 也為英語(yǔ)神化中的巨鳥(niǎo)，此翻譯本無(wú)可厚非，但碰巧的是這與“中華民國”的英語(yǔ)縮寫(xiě)一樣，當然有所不妥。
Secondly, the translated names have political metaphors. For example, "Dapeng" canvas shoes are translated into "roc". Dapeng is the divine bird in Chinese mythology, and ROC is also the giant bird in English deification. This translation is not wrong, but it happens that it is the same as the English abbreviation of "Republic of China", which is not appropriate.
三是譯文不雅。如cock一詞在英美國家經(jīng)常喻指某人體器官，如果任何廣告詞中帶“雞”字的詞語(yǔ)，如“金雞”、“雄雞”等直接譯成“cock”會(huì )有損商品形象，給人一種粗俗、缺乏教養的印象。
Third, the translation is not elegant. For example, the word "cock" is often used to refer to a certain human organ in British and American countries. If the word "chicken" is directly translated into "cock", such as "Golden Chicken" and "cock", it will damage the image of commodities and give people the impression of vulgarity and lack of education.
四是譯者既是漢語(yǔ)拼音又是英語(yǔ)詞匯。漢語(yǔ)拼音是用拉丁字母組成，英語(yǔ)單詞也是用的拉丁字母，所以有些廣告詞語(yǔ)的漢語(yǔ)拼音有可能碰巧為英語(yǔ)中的某個(gè)單詞。例如 Puke(撲克的漢語(yǔ)拼音)正好是英語(yǔ)中“嘔吐”的意思。
Fourthly, the translator is both a Chinese pinyin and an English vocabulary. Chinese pinyin is composed of Latin letters, and English words also use Latin letters. Therefore, the Chinese Pinyin of some advertising words may happen to be a word in English. For example, puke (Chinese Pinyin of playing cards) is exactly the meaning of "vomiting" in English.
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