The wrong advertisement ~ ~ ~ ~ is the wrong advertisement in Chinese-English translation ~ ~ ~

1. Lexical errors are inevitable, because some translators have limited foreign language proficiency, low vision but high skills, and have not carefully consulted various reference books and resources. The picture below shows the signboard of a shop in Shanghai. Its English is full of mistakes. Needless to say, the most serious mistake is the improper choice of words. Pare means "cut off" and pare off means to cut off redundant parts, such as long toenails. If feet are added later, people's feet will be cut off. With such a creepy sign, which foreigner would like to visit this store? In fact, the corresponding word in English is "pedicure", so considering the combination of sound and meaning, we might as well translate the signboard into "pedicure service in Ye Zhi". In English, the equivalent of the word "Qian jiao" can be found, so the translation can still be "legal", but the more common problem in translation practice is that it is often difficult to find the equivalent in the target language to translate the original text. Many Chinese and English words do not correspond, which brings great challenges to translation. Some Chinese and English words seem to correspond, but in fact they are quite different. The following example is taken from the slogan of "Jiuhuashan Buddha Tea": Jiuhuashan Buddha Tea moistens the world and purifies the soul! Jiuhua Buddha tea nourishes the world and purifies the heart! The word "moist" in advertising words takes its meaning of "quilt" and cannot be simply understood as "moist", so the translation of "moist" is wrong and can be changed to "beneficial". In addition, although "heart" can also mean "brain" in English, the combination of "clear cardiovascular system" and "clear heart and brain" is ambiguous. Therefore, it is suggested that the translation of this sentence should be changed to: scented tea benefits the world and refreshes the mind. 2. The wrong vocabulary at the sentence level is the most basic unit of language, which solves the problem of vocabulary correspondence, but it does not mean that translation can be completely correct. Translation skills are mainly reflected in the transformation of sentence patterns. If you can't master the rules of English and use authentic language to convert, then even if the meaning is accurate, you can't create an excellent advertisement translation. The following example is taken from the package description of a pickled fish seasoning: "XX" brand pickled fish seasoning is a product developed by our company through continuous exploration, improvement and repeated development. "XX" brand pickled fish auxiliary conditioner is a product researched, improved and developed by our company. This is also a typical advertisement translation of China products. It seems that every word is corresponding and impeccable, but several low-level mistakes will still be found under the excellent products. First of all, the English equivalent of the word "seasoning" is "seasoning", and adding assistant in front of it is redundant. Using "pickled fish" to translate "pickled fish" seems to be exactly the same. In fact, foreigners can't understand what dish it is from the sentence "fish with Chinese sauerkraut", so they must translate it into "fish slices with Chinese sauerkraut" by adding translation. In addition, the translation of "my company" into "my company" is also poor, which does not conform to English expression habits. It is suggested to change it to "our company" or "we". Therefore, the above translation suggestions should be changed to: Our product, "XX" brand condensed into "pickled fish fillet", was developed through painting research and refining. Due to the great differences between different regions and cultures, the spread of advertisements must ensure its cultural applicability. Therefore, truly excellent advertisements should be rooted in local culture and translated and reconstructed according to the strategy of "local consumer culture orientation". If we ignore the differences between Chinese and western cultures and blindly believe that "what is national is the world", we may have a "cultural shock" among foreign audiences and make advertisements lose their due persuasion effect. For domestic enterprises, English advertisements are often translated literally on the basis of Chinese advertisements, which often leads to cultural errors, mainly manifested in cultural overload, that is, the translation is full of words with China cultural characteristics, which confuses western audiences. In fact, the focus of advertising translation is to convince the audience and impress their hearts, instead of sitting still and instilling China's profound national culture into the audience. According to Jiuhua Mountain, in 7 18 A.D. (the sixth year of Tang Kaiyuan), Jin Qiaojue, the closest relative of the king of Silla Kingdom, traveled to the famous mountains in the south of the Yangtze River, brought tea seeds to Jiuhua Mountain in western Zhuoxi and planted them at the foot of Shen Guang Mountain. Take its fragrance to relieve the pain of meditation ... (from the package of Jiuhuashan Buddha Tea) According to the records of Jiuhuashan Tongzhi, in 7 18 AD (the sixth year of Tang Dynasty to Yuan Dynasty), Silla Jin Qiaojue crossed the Tang Dynasty, traveled to Jiuhuashan Mountain, and planted tea seeds at the foot of the mountain. Its exquisite broken shape can also be used for sitting and practicing. There are several spelling mistakes and capitalization mistakes in the original English, so in order to respect the facts, they are all extracted as in this article. ) Ordinary consumers have a clear purpose in watching advertisements and have no patience to study China culture. Therefore, the first sentence of advertising copy doesn't say Buddha tea, but lists a bunch of terms of ancient China culture, which is extremely obscure even for most China people, let alone foreigners, and its communication effect can be imagined. Therefore, in Chinese-English advertising translation, we should adopt the translation strategy of "domestication", replace the cultural factors in the source language with the cultural factors in the target language, or simply abandon the cultural factors in the source language, so as to help the target readers understand the translation. Taking the above article as an example, it is suggested to translate it into: the history of camellia cultivation in China is as long as 1300 years. In 7 18 AD, a royal monk from North Korea brought tea seeds and planted them in Jiuhua Mountain, where he practiced Buddhist meditation, because the fresh smell of tea helped to alleviate his sense of desolation. This kind of translation abandons a lot of cultural information in the source language, which is disloyal from the cultural point of view and can be regarded as a rewriting. Its advantage lies in retaining the most basic cultural information in the original text, that is, the long history of Buddhist tea ceremony and its connection with Buddhist practice, bringing mysterious oriental colors to western audiences, and removing the difficult and obscure cultural symbols in the translation of the original text, which is convenient for western audiences to understand and accept.