浅论英汉广告与翻译

Conception of English and Chinese Advertisements and Recreation in Advertisement Translation

广告创意是广告创作的灵魂,广告翻译是用目的语对原广告信息的重新组合和对原创意的一次创新。广告创意必须具有相关性、原创性、震撼性、简洁性与合法合规性。广告翻译创新必须立足于突出广告的功能,对原广告的文字、语句和创意进行加工改造,使所译广告符合目的受众的文化习惯和消费观念。

Conception of advertisements is the soul of advertisement writing. Advertisement translation is the process of the rearrangement of the information of source advertisement text and the recreation of the original ideas. Relevance originality impact,preciseness,and legitimacy are the principles of the production of the conception of advertisements. In the process of advertisement translation, the translator has to reform the words, sentence structures and the theme on the base of the function of advertisement to match up with the culture, customs, and consumption motivation.