广告本土化过程中的翻译质量控制研究

On the Quality Control of Translation in the Process of Advertisement Localization

为了提升广告本土化过程中的翻译质量,帮助产品顺利进行国际市场推广,以国际广告策略为切入点,对影响广告本土化过程中翻译质量的各种因素进行分析,通过建立翻译质量管理模型,将影响因素分为企业语言资源组和翻译实施组,进而提出对其进行分层分组管理,从而实现全程、全员、全面的质量控制。此外,对译者的工作原则进行分析总结,从而达到确保翻译工作质量的目的。

In order to improve translation quality in advertisement localization, with the hope to effectively market products in overseas market, this paper,taking international advertisement strategy analysis as its starting point, analyzes faetors which influence translation quality in the process of advertisement localization. It proposes to establish a translation quality control mode, categorizing influencing factors into two groups-enterprise language resource group and translation implementation group. Therefore, it tentatively raises an idea that quality control management needs to be operated in different layers and groups, thus making quality control during the whole process, covering all persons concemed and all aspects. Moreover, working principles for translators are analyzed and summarized to ensure translation quality.