浅析广告语言文体的翻译特点

On the Translation Characteristics of Advertising Language Stye

广告翻译者首先要体会原文中的词汇、句法及修辞特征,灵活变通,充分采取各种手段,母语和本民族文化因素中的优势,将广告的内涵美与语言美在译文中再现给读者,译出具有特色的译文。广告的翻译强调以消费者为中心,注重的是译文能否有足够的感染力,产生良好的宣传效果。译文应体现"功能对等",这才是广告翻译的实质。

The translator should comprehend the characteristics of the original at morphological, syntactical and rhetoric level and handle it in a flexible way, fully activating various means. The translator represents the readers the connotative and linguistic beauty of advertisement in the translated version and brings the translated veersion with distinctive features, utilizing the advantage of mother tongue and native cultural factors. The translation of advertisements emphasizes whether the translated version can get sufficient attraction to appeal the readers and produce a good effect of propaganda to the target readers. So-called ＂functional equivalence＂ should be embodied in the translated version. This is the essence of the translation of the advertisements.