论广告翻译中的情感传递及策略

Emotional Transmission and Strategies in Advertisement Translation

广告翻译不同于其他商务文体的翻译,其表现形式也与一般艺术表现形式不同。广告翻译不仅要供人们欣赏,更重要的是能很好的传播信息、介绍商品、宣传事物,通过"以情传意"吸引人们关注商品,激发人们的购买欲,产生购买行为,从而促进商品的销售,开辟和扩大市场,使得广告的产品或服务利润最大化。要达到这个目的,仅凭强调译文的"语义对等"是远远不够的,而是要突出广告翻译的"情感传递"原则,赋予没有情感的商品以感情色彩,使消费者对商品产生好感,达到促进商品销售的目的,进而扩大市场,塑造良好的企业形象,为企业赢得利润。该文则对广告翻译中的情感传递因素及其策略进行了分析。

Advertisement translation is different from other commercial translation.And its form of expression differs from general arts.Advertisement translation is not only for people's appreciation,but also for disseminating information,introducing products and propagating things.In order to promote goods sales,open up and expand the market and maximize the profits of the advertised goods and service,advertisement translation tries to attract people to pay attention to goods,arouse people's purchases and then purchase the goods by the principle of 'translation with affection communication'.To achieve this objective,it's not enough to stress semantic equivalence of translation,but rather to highlight the principle of emotional transmission of advertisement translation,give emotional coloring to the goods which have no emotional feelings and enable consumers to create a good impression on commodities.So that they can achieve the purpose of promoting products sales,expand the market,build a good corporate image and profit for the enterprise.This article analyzes the factor of emotional transmission and strategies in advertisement translation.