房地产广告英译策略谈

A Discussion on Asthenia and Sthenia Interphase——English-Chinese Translation Strategy to Real Estate Advertisements

国内许多房地产广告都配有英文译文,尤以广告标语和楼盘名称为甚。翻译理论和实践表明,房地产广告的英译并非机械的文字对应,必须发掘中文原文的核心义,根据具体情况及英文广告的行文习惯进行调整;而广告标语和楼盘名称的翻译策略亦不尽相同。

Nowadays many Chinese real estate advertisements, most of which are slogans and brand names, appear in public with their English versions. The Chinese-English translation of these advertisements is not merely piling up English equivalents of the Chinese original text, but rather a task requires a thorough understanding of the contextual meaning of the original text and adjustments based on varied situations and conventions of advertisements in target language. Besides, methods for translating slogans are not the same as those for brand names. Approaching the topic from the respective linguistic features of Chinese and English real estate advertisements, this paper offers a series of pragmatic strategies for the Chinese-English translation of real estate advertisements.