浅析广告翻译中的机械直译(英文)

浅析广告翻译中的机械直译

本文旨在分析由机械地直译广告带来的问题。作者采用理论与实例相结合的论证方法,指出广告译文是一种特殊的文本,涉及文化、价值观、习俗、语言的一词多义现象、产品的功能和特性等多方面因素,翻译时应尽量避免机械地直译广告。译员应根据具体情况对译文作适当的调整或重新创作,以使译文符合目标国语言的表达方式,实现推销商品的最终目的。

This thesis aims at discussing problems caused by the mechanical literal translation of advertising. Mechanical literal translation must be avoided in the process of advertising translation, for advertising translation is a special version ; various factors should be taken into consideration such as cuhures, values, customs, the phenomenon of polysemy, as well as the features and functions of the products advertised. So a translator should flexibly make appropriate adaptations in light of specific conditions and contrive to re - create the advertising so as to make the translated version in line with the characteristics of the target language, accepted by the foreign consumers in the greatest limi- tation, and reach the final aim of publicizing products.