英译广告中文化因素的处理

Dealing with Cultural Factors in the English Translation of Advertisement

广告翻译不仅是语音、词汇、语法等语言形式的转换,更多涉及的是广告语言的文化转换。在英译广告过程中,应充分意识到中西方的文化差异,对文化因素进行恰当的处理,以使译文达到与原文相同的宣传效果。根据广告翻译的基本标准,着重介绍了英译广告中文化因素处理的常见四种手法,即改译法、重译法,替代译法,音意结合译法。

Translation of advertisement is not only the phonetic, vocabulary and grammatical transformation between languages, but also the cultural transformation of advertisement words. In the process of English translation of advertisement, we should realize the cultural differences be tween China and the West and then deal with the cultural factors properly to make sure the translated text obtains the same promotion effect as that of the original. According to the basic criterion of translation of advertisement, the article mainly explains three usual ways to deal with the cultural factors in the English translation of advertisement, that is, omitted translation, transferred translation, replaced translation and combined translation of pronunciation and semantic meanings.