On the art of advertising translation from the characteristics of advertising style?

1. Introduction

With China's economic integration with the international community and increasingly frequent exchanges with foreign countries, the translation of Chinese and English advertisements is becoming more and more important. Advertising translation is not only closely related to product reputation, sales and economic benefits, but also reflects the cultural quality of a country and nation to some extent. This paper intends to discuss how to achieve the same effect as the original text in advertisement translation from the stylistic characteristics of advertisements. Translation is an art, and advertising translation is an art, which is a combination of beauty and simplicity.

Second, the characteristics of advertising style

Generally speaking, the sentences of English advertising words are short, agile and powerful, and ellipsis, imperative and broken sentences are widely used, and long sentences with complicated structures are forbidden. For example,

* * 1 * * * Coca-Cola is it. Coca-Cola is better

* *.

* * * 3 * * Good to the last drop. The drops are fragrant and the meaning is still unfinished.

***4*** The taste is great! It's delicious.

* * * 5 * * A Diamond Lasts Forever. Diamonds last forever, and one lasts forever.

In fact, these advertisements have omitted many nouns and phrases that should be in common sentences. These short sentences are catchy and meaningful, and can produce an unforgettable effect for readers.

In addition, advertising discourse is full of rhetoric, and simile, metaphor, personification, pun and exaggeration are widely used in English and Chinese advertising discourse. The vivid use of these rhetorical devices makes the advertising discourse ingenious and unusual, which not only makes people enjoy beauty, but also attracts people's attention to the advertising product and stimulates people's desire and behavior to buy. For example:

* * * 6 * * Featherwater: light as feather. Fazewatt glasses: as light as a feather.

***7*** I am More satisfied! I'm more satisfied with Moore cigarettes.

* * * 8 * * We have hidden a garden full of vegetables where you would never expect. In a pie. We have hidden the whole vegetable garden in unexpected places. It's in the pie

* * * 9 * * * Flowers by interflora speak from the heart. Flowers cultivated in the Botanical Garden pour out their hearts. * * * Xin Chen 1993***

Example ***6*** is a typical simile advertising slogan, which is very vivid and imaginative. Example ***7*** is a pun, and the word More refers to both the brand of cigarettes and the comparative form of adjectives. Example * * * 8 * * is an exaggeration, exaggerating a large number of vegetables in the pie into a vegetable garden. In the example of * * * 9 * *, the flowers are personified, and they tell their hearts like lovers, and they are affectionate, charming and touching.

Third, the translation strategies of advertising styles

In view of the certain differences between English and Chinese advertisements in terms of wording and sentence making, we must treat them with caution in translation to ensure functional equivalence in translation. The main function of advertising is to impress readers and induce their desire for consumption. The same is true of advertising translation, which emphasizes the effect of the translation, not only providing understandable commodity information, but also having the appeal of the original text, so that the target readers can get the same feeling. For example, the slogan of China Construction Bank is "Your life is very busy, and our long card will make it easy". In the translation of this slogan, the dragon card of China Construction Bank was not translated into dragon card, because dragon is an evil animal and a bad symbol in western countries. But in China, the dragon is a symbol of good luck. Due to the cultural differences between China and the West, only translating Dragon Card into Long Card can achieve the same expressive force and appeal as Chinese.

The translation of advertising language requires not only linguistic equivalence, but also emotional expressiveness of words to induce consumers' desire to buy. For example:

Avon perfect day moisture cream

nourishes skin with the moisture it needs or a sofa, more healthy appearance.

Avon moisturizing cream contains rich vitamins and natural moisturizing ingredients, and has nourishing and moisturizing effects. Provide oxygen and moisture for the skin, and make the skin moist, shiny, smooth and soft all day long, and maintain a healthy and moving luster * * * Zheng Yuqi and Guo Yanhong 25***.

both in language and form, the translation gives a simple and pure feeling, and the beauty brought by nutritional cream is everywhere between the lines, which moves readers emotionally and stimulates their desire to buy.

IV. Conclusion

From the above examples, we can draw the conclusion that the expression of the same advertisement is different for different ethnic groups due to cultural and language differences. If you copy a gourd painting, translating a word into another language may not achieve the original effect. Advertising translation focuses on the effect. Therefore, when translating advertisements, we should accurately and creatively translate them into advertisements that meet the aesthetic habits and needs of the target language readers according to the different characteristics of specific advertisements and the culture and characteristics of the target language, so as to promote the sales of products.