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Appreciation and translation of English advertising English

In the process of advertising English translation, in order to ensure the reproduction of advertising language art and advertising discourse style, the translator must have a thorough understanding of the advertising product The content and artistic form of the advertising text follow the characteristics and expression habits of the two different languages, English and Chinese, and reproduce the phonological beauty, image beauty, simplicity and other beauty of language arts of the original text through faithful and accurate translation. This article conducts a comparative analysis of many listed examples to demonstrate the translation practice of advertising English under the perspective of aesthetics.

Advertising, as an applied language, is a widely used communication medium in today’s society. In order to make advertisements have special appeal, attract readers' attention in an instant, stimulate their desire to buy, and ultimately promote purchasing behavior, many advertisements are made after repeated deliberation, with beautiful and unique wording, concise syntax, rich connotations, and strong The artistic appeal and the beauty of language art. Excellent advertisements not only have high commercial value, but also have certain language research value and aesthetic value. With the rapid deepening and expansion of my country's foreign economic and trade exchanges, the large influx of foreign advertising has made it an important source for Chinese enterprises and consumers to obtain commodity economic information. The translation of advertising English involves knowledge from marketing, advertising, customer psychology, aesthetics and cross-cultural communication. This article mainly discusses it from the perspective of aesthetics.

Fu Zhongxuan believes: “Translation is an aesthetic activity in which the aesthetic subject (the translator) converts the aesthetic object (original text) into another aesthetic object (the translation) through an aesthetic intermediary (the translator’s aesthetic consciousness). "[1] (P28～29) The standard of translation beauty requires the translator to faithfully reproduce the content and aesthetic quality of the original text, and requires the translated text to have the same content and aesthetic quality as the original text. Since the historical development of each nation and each country is different, they have formed their own different aesthetic psychology and aesthetic standards.

During the translation process, the translator usually performs aesthetic processing on the original text, trying to make the translated text have the same aesthetic effect as the original text.

When aesthetics and advertising English translation are "married", what specific changes will happen to the translator's translation?

1. Phonological beauty

1 .Big thrills, small bills. (Taxi Advertisement)

a) .Big thrills, small bills.

b) . Huge excitement, tiny expense.

Phonological beauty refers to the loud pronunciation, clear rhythm and musicality of the advertising words, which gives people an auditory enjoyment. Advertising English often uses various speech expression methods, such as syllables, steps, pauses related to sound intensity, rhymes that are consistent with the sound, and rhetorical techniques that are closely related to speech, such as onomatopoeia, homophony, etc., to achieve the beautiful pronunciation effect of advertisements. [2] When translating English advertisements, we should try our best to pay attention to the phonological beauty of the original text, and try to use the characteristics of Chinese double vowels and compound finals, coupled with the Chinese characteristics of changing syllable lengths, to make the slogan read sonorously, powerfully, and smoothly. In the above example, both the original text and the translated text b rhyme, making the translated sentence as exciting as the original sentence, catchy and easy to recite.

2. Red hot fashion at Ravel . Sizzling styles.

All these and many , many more. In a riot of colors ,

plain or what you fancy. You want it . We've got it .

Revel . Who else ? (shoe commercial)

a) . Revel is hot and stylish, all this and more More, fancy, plain, or whatever you like, you want it, we have it, who else but Ravel?

b). Ravel is hot and fashionable, sizzling hot Trendy styles, all these and many more, colorful, simple, everything you need, guaranteed to satisfy you.

You want it, we have it, who else but Lavelle?

If alliteration in English is the pride of English and the pillar of English’s phonological beauty, then the alliteration in Chinese Phonetic words are another more gorgeous phonological landscape. [3] In the above example, comparing translation a with translation b, it is not difficult to find that translation b is catchy because of the use of overlapping words expressed in Chinese. Its phonological beauty also contributes to the creation of artistic conception, and describes it vividly and dynamically. The style, color and style of the shoes are enhanced, so that the product image is vividly reproduced in front of the audience.

The translation a is not a mistranslation, but it reads inferior.

3. Pepsi-Cola hits the spot, Twelve fullounces, that's a lot, Twice as much for a nickel,

too, Pepsi-Cola is the drink for you. (Pepsi-Cola Advertisement)

a) . Pepsi meets the need, 12 ounces, that's all, five bucks for 24 ounces - Pepsi is your drink.

b) . Pepsi-Cola tastes good, and 12 ounces is a lot. You can buy 24 ounces with a five-yuan bill, and you can enjoy Pepsi-Cola.

Comparing the two translations, the difference is highlighted. Translation a only conveys the meaning, the original text is an advertising poem, and translation b is as wonderful as the original text, with the same form and the same rhyme scheme, both a, a, b, b, harmonious and symmetrical, with beautiful rhythm.

2. Beautiful image

4. Easier dusting by stre - e - etch. (dust removal cloth advertising)

a) . Elongated brand dust removal cloth for dust removal Strong.

b) . Pull and stretch, strong dust removal ability.

Image thinking is one of the characteristics of human thinking. People like concrete, vivid, and intuitive language, which is reflected in advertising language. Chinese and Western advertising wordings are very particular about vivid images. In Example 3, the word "stretch" is not only used as the brand name of dust removal cloth, but its spelling is also elongated in a unique way, conveying the original meaning of the word "stretch", making it easy for people to feel that the dust removal cloth can extend people's arms. function. The repetition of the word "pull" in translation b reproduces the elongated effect of the word "stretch" in the original text, forming a sensory extension and truly and vividly rendering the efficacy of the product.

It is heart-pounding . However, translation a easily erases the image beauty of the original text.

5. Apple Thinks Different. (Apple Computer)

a) Apple Computer is different.

b) Apple Computer “thinks” differently.

This advertising slogan Thinks Different succinctly explains the content to be promoted. In translation b, the word "different" is slightly changed, and the homophony is replaced by "different thinking", which is consistent with the context and integrated into the meaning. Compared with translation a, the image is more humorous and gives people a refreshing feeling.

6.Memories bright as a tropical bloom, fresh asa cool seabreeze, deep as the unhurried sea. This is the Sheraton Bal Harbor Resort. Time steps to a different measure here, just for the two of you. Palmbordered beaches gently kiss the water's edge. Sunset dance , nightlife sings under a star - filled sky ;

moonlight drips soft silver to tuck you in.

This is the Sheraton Bal Harbor Resort .< /p>

Where the days hesitate to end, and the memorieslinger forever. (Hotel Advertisement)

a) . Memories are as bright as tropical flowers, as fresh as the cool sea breeze, and as profound as the undulating sea. . For both of you, time slows down here. The beach surrounded by palm trees kisses the sea water, the sunset is dancing, and the creatures of the night sing under the stars;

The silver moonlight shines on you both. This is the Sheraton Hotel,

Here time is reluctant to leave and memories last forever.

b) . Memories are as bright as tropical flowers, fresh as cool sea breeze, and as profound as the undulating sea. For both of you, time slows down here. The beach surrounded by palm trees kisses the waves, the sunset dances gracefully among the waves, and the creatures of the night sing under the star-studded sky; the moonlight is gentle, and the silver and jade flow down, enveloping you both. This is the Sheraton Hotel, a place where happy times linger and beautiful memories linger in our hearts.

The original advertisement makes extensive use of metaphors, personification and other rhetorical techniques to create a distinct artistic conception and vivid image, which can make people generate rich associations and make people connect the quality characteristics of the advertised product with the similarity or correlation of the situation. It creates a moment of enlightenment and arouses people's yearning and pursuit of beautiful things. Comparing the two translations, the former only conveys the meaning,

The latter is a repetition of the four-character structure (kissing the top of the waves, dancing gracefully, densely studded with stars, gentle moonlight, flowing silver and jade, etc.) The scenes are blended together, not only does it not feel like they are stacked together, but the language is natural and full of poetry and painting. The artistic conception created successfully sets off the vivid and vivid scene of the original text.

3. Simple beauty

7. When you're sipping Lipton, you're sipping something special. (Black tea advertisement)

a). When you taste Lipton black tea, you are savoring its uniqueness.

b). Drink Lipton black tea and enjoy its unique flavor.

8. Fresh up with Seven - up. (Beverage Advertisement)

a) . "Seven-up" drink will refresh you.

b). Drink "Seven Joys" to refresh your mind and spirit.

Cleanness is regarded as "beauty", especially in advertising English. Advertising audiences living in a fast-paced modern society are often wary of advertisements, and lengthy advertisements are more likely to arouse their disgust. Therefore, English advertising language pays great attention to concise writing. Compared with translation b, translation a has less beauty because it lacks the short and powerful characteristics of advertising slogans; while translation b has a short structure and eye-catching text, which well expresses the style of advertising language.

4. Creating Beauty

9. What it’s like to be small but good. (Hotel Advertisement)

a) Although it is small, it is good.

b) Although the sparrow is small, it has all the internal organs.

Aesthetic psychology is different from people’s general psychology, but a creative psychology. While it perceives aesthetic objects and obtains aesthetic emotions, it will create or recreate them through association, imagination, fantasy and other forms according to certain aesthetic ideals, thereby creating unique aesthetic objects that express emotions. The essence of beauty is creation and innovation. [4] Comparing the two translations, translation a only conveys the meaning. In translation b, the translator starts from the meaning of the original text and finds a new image, creating a beauty that the original sentence does not have. After seeing this advertisement, travelers who value comfort and completeness, want to save money and receive comprehensive services all want to try it for themselves.

10.All is well that ends well . (cigarette advertisement)

a) . All is well that ends well.

b). As long as the cigarette butt is good, the cigarette is good.

This advertisement is actually an English idiom. Translation a is the meaning of the idiom. When placed in the advertisement, readers will have difficulty understanding the original sentence.

And translation b is It is a wonderful product of inspired thinking. In cigarette advertisements,

ends has a double meaning: the verb "end" and the noun "cigarette butt". You can find the fun of the two meanings of this word. Translator You are sure to enjoy the joy of creation.

11. Fresh food and fresh air. The perfect recipe for a healthy life.

I've chosen. It's candy. (Candy refrigerator advertising title)

a) .Fresh food and fresh air. The best prescription for a healthy life.

I have made a choice, it is Candy refrigerator b). Fresh food + fresh air. A wonderful recipe for healthy living.

I chose Candy. The translation of Refrigerator Translation A is impeccable. However, when we move our attention to Translation B, the translator translated the "and" in the first sentence fragment of the original text as eye-catching. The plus sign "+" translates "perfect recipe" into "excellent prescription", and adopts a comprehensive approach to "I've chosen. It's candy.". The entire translation is concise, expressive, lively and "faithful".

Compared with translation a, translation b is more exciting.

12. There are several ways to explore the crystalclear waters of Greece. Whether from the deck of aluxury cruise ship which can carry you to many ofGreece's 2,500 beautiful islands, from the high -proowed bowof a traditional fishing vessel, or on your own private charted yacht. Whatever your choice,

you will never forget Greece. (Greece Travel Advertisement)

a) . There are several ways to explore Greece. Clear and transparent water: Or on the deck of a luxury cruise ship, let the cruise ship take you to visit the beautiful star-studded islands in Greece; or on the high bow of a traditional fishing boat, or on the small boat you rented yourself.

But no matter which way you choose, Greece will be unforgettable.

b) . There are several ways to explore the crystal clear waters of Greece: you can stand on the deck of a luxury cruise ship and look at the water,

and let the cruise ship take you around Greece Those beautiful islands covered with stars; or board the high bow of a traditional fishing boat to admire the sea water, or sit on your own rented boat and wander in the sea water.

But no matter which way you choose, Greece will be unforgettable.

The process of translation is often a process of changing the way of thinking.

Due to the differences in thinking between China and the West, the frequency of use of verbs, nouns and prepositions in English and Chinese is different. English uses a lot of abstract nouns and prepositions, so it appears empty, quiet, and abstract; Chinese uses a lot of verbs, so it appears real, dynamic, and concrete. Therefore, the process of English-Chinese translation is usually a process of strengthening the dynamic color of the original text in the translation. In addition, English mostly uses long sentences and compound sentences, while Chinese, on the contrary, mostly uses short sentences and simple sentences. Therefore, it is advisable to decipher the complex sentence patterns in English into simple sentence patterns when translating. Translation b perfectly adapts to these characteristics. By adding verbs such as "mount", "view" and "wander", the translation transforms the original text into short sentences with dynamic meanings. The writing is smooth and the language is vivid. It can be read with cadence and momentum, and strong dynamic beauty flows between the lines. .

The process of translation is a process in which the translator converts the semantic content carried by two language symbols, but the ultimate goal of translation is that the translator can allow the reader to get as close to the original text as possible. Aesthetic psychological feelings. Due to different aesthetic experiences, the same original sentence may have various translations, and there is no lack of room for different opinions. But no matter which translation method is used, it must follow the characteristics, rules and idioms of different languages. In order to ensure the reproduction of advertising language art and advertising discourse style, the translator must thoroughly understand the content and artistic form of advertising products and advertising discourse, and select words and sentence patterns from the target language to convey the explicit meaning and meaning of the source language. Meaning, [6] Reproduce the phonological beauty, image beauty, and simplicity beauty of the original text through faithful and accurate translation. If the translator's creative beauty jumps vividly in the translation, it will surely touch the readers' hearts and arouse the screams of beauty. Only such advertising translation can provide consumers with beautiful enjoyment, allowing them to accept the product information in a relaxed and happy way, thus achieving the purpose of advertising