英汉互译广告中的创意与创译

Creative Ideas and Creative Translation in C-E and E-C Advertisement Translation

广告力求用简洁优美的语言传达丰富的信息。如何再现广告语的创意,同时准确传递广告中蕴含的丰富信息,又能给阅读者以美的享受,这就要求广告翻译者,不能拘泥于原文,应巧妙采取创译。从某种程度而言,翻译是原语和译语,以及原语的不同译本之间的竞赛。基于此,广告翻译应充分发挥译语语言优势,再现原文本的美感和意境。

Advertisements strive to convey rich information in succinct beautiful language.Therefore,accurate representation of the creative idea contained in the original text,and retaining or recreation of the original beauty in the text require the translation to be boldly innovative,rather than just stick to the form of the original text rigidly.To some extent,translation is more like a competition between the source text and the translated text as well as a competition between different translated versions.Based on this,advertisement translation should give full play to the advantages of the target language and reproduce the beauty and image of the source text.