在我们的日常生活中，广告无处不在。产品广告翻译是影视翻译比较常见的一种。好的广告可以为产品增色，产生极好的宣传效应。广告翻译无疑是非常重的环节。广告翻译不仅是一种经济活动，而且是传播文化的主要媒介。那广告翻译有什么要领呢？下面就由上海翻译公司的客服人员给大家说下。

　　In our daily life, advertisements are everywhere. Product advertisement translation is a common form of film and television translation. Good advertising can add color to the product and produce excellent publicity effect. Advertising translation is undoubtedly a very important part. Advertising translation is not only a kind of economic activity, but also a major medium of cultural communication. What's the point of advertisement translation? Now let's talk about it to you from the customer service staff of Beijing translation company.

　　1、语音差异：

　　1. Voice differences.

　　在广告语言中，经常运用拟声构成、声音象征和回音词引起受众的听觉美感；但是中西语音、拟声或用韵有所不同特点，给译者带来不少困扰。例如，在英语广告词中，经常采用头韵、元韵、押韵、假韵等韵类增加广告词的音韵美。

　　In the advertising language, onomatopoeia, voice symbols and echo words are often used to arouse the audience's auditory beauty; however, there are different characteristics in Chinese and Western phonetics, onomatopoeia or rhyme, which brings a lot of troubles to the translators. For example, in English advertising words, alliteration, meta rhyme, rhyme, false rhyme and other rhymes are often used to increase the charm of advertising words.

　　例如，广告词“NeverlateonFather’sDay.”，两个元韵［ei］能起一种和谐的音乐美。而要在汉语译文中保留这种音乐美是很难做到的。

　　For example, the advertising word "neverlateonfather's day." and the two meta rhymes [EI] can create a harmonious musical beauty. It is difficult to preserve this kind of music beauty in Chinese translation.

　　2、语义差异

　　2. Semantic differences.

　　这大概存在四种情况：一是译名不符英美文化。例如，上海产“白翎”钢笔，其英译为“White Feather”，在英语国家无人问津；其原因在于英语中有句成语“to show the white feather”意思是临阵逃脱，白色羽毛象征的是胆小鬼。

　　There are four situations: first, the translated names do not conform to the British and American culture. For example, the "white feather" pen produced in Shanghai is translated into "white feather" in English, which is ignored in English speaking countries. The reason is that there is an English idiom "to show the white feather" which means to escape on the spot. The white feather symbolizes the coward.

　　3、译名有政治隐喻：

　　3. There are political metaphors in translation.

　　如，“大鹏”帆布鞋，被译成“ROC”。大鹏为中国神话中的神鸟，roc 也为英语神化中的巨鸟；此翻译本无可厚非，但碰巧的是这与“中华民国”的英语缩写一样，当然有所不妥。

　　For example, "Dapeng" canvas shoes were translated into "roc". Dapeng is a god bird in Chinese mythology, ROC is also a giant bird in English deification. This translation is no mistake, but it happens to be the same as the English abbreviation of "the Republic of China", which is not appropriate.

　　4、译文不雅：

　　4. The translation is not elegant.

　　如cock一词在英美国家经常喻指某人体器官，如果任何广告词中带“鸡”字的词语；如“金鸡”、“雄鸡”等直接译成“cock”会有损商品形象，给人一种粗俗、缺乏教养的印象。

　　For example, the word cock is often used to refer to a human organ in British and American countries. If any advertisement words contain the word "chicken", such as "golden rooster" and "rooster" are directly translated into "cock", it will damage the image of commodities and give people the impression of vulgar and lack of education.

　　5、译者既是汉语拼音又是英语词汇：

　　5. The translator is both Chinese pinyin and English vocabulary.

　　汉语拼音是用拉丁字母组成，英语单词也是用的拉丁字母；所以有些广告词语的汉语拼音有可能碰巧为英语中的某个单词。例如 Puke（扑克的汉语拼音）正好是英语中“呕吐”的意思（贺川生：1997）。

　　Chinese pinyin is made up of Latin letters, and English words are also made of Latin letters; therefore, Chinese Pinyin of some advertising words may happen to be a word in English. For example, puke (Chinese Pinyin of poker) is exactly the meaning of "vomit" in English (he Chuansheng: 1997).

　　6、文字形式差异：

　　6. Differences in the form of words.

　　不同国家、民族和地区所用的文字是不同的，对某些文字的偏好和厌恶也大相径庭。据调查，日本人最喜欢的字为“诚”,梦”,“爱”,“愁”,“美”等。中国人喜欢的汉字为“福”,“寿”,“喜”,“乐”等。根据美国作家IrvingWallace选出的最美丽的英文字是：chime一串铃、golden金色的、lullaby摇篮曲、melody旋律、murmuring低语等。可是这些文字不仅寓意优美，而且外形美丽，引起人们美好心理反应和视觉效果。尤其是汉字是当今世界上仅有的体系最完整、结构最严谨的象形文字，只要“望文”便能“生义”。它给人们的不仅仅是视觉冲击力，而且还能启动灵感，造成巨大的心灵震撼。在广告中常用的“拆字术”，也给翻译带来一定难度。

　　Different countries, nationalities and regions use different characters, and have different preferences and dislikes for some characters. According to the survey, the Japanese favorite words are "sincerity", "dream", "love", "sorrow", "beauty", etc. Chinese people like Chinese characters such as "Fu", "Shou", "Xi", "Le", etc. According to Irving Wallace, the American writer, the most beautiful English words are: chime, golden gold, lullaby, melody, murmuring, etc. But these words not only mean beautiful, but also have beautiful appearance, which causes people's good psychological reaction and visual effect. In particular, Chinese characters are the only pictographic characters with the most complete system and the most rigorous structure in the world today. As long as "Wang Wen" is used, it can be "meaningful". It gives people not only visual impact, but also can start inspiration, resulting in a huge spiritual shock. The commonly used "unwrapping technique" in advertisements also makes translation difficult.

　　7、修辞差异：

　　7. Rhetoric differences.

　　广告语常用修辞手法，为了使表述内容形象化、具体化或使主要词语鲜明、突出，加强语言效果，引起公众注意并帮助公众记忆。但由于中西某些修辞传统的差异会给翻译带来一些困难，主要表现在比喻、象征、对偶、双关等修辞上。其中最难处理的是双关的翻译。双关分谐音双关和多义双关两种，如“黄河冰箱；领‘鲜’一步”和“AskforMore.---More(cigarette)”，翻译这些含双关的广告语要做到两全其美确实很难。

　　Advertising language is often used as a rhetorical device, in order to make the content of the expression vivid, specific or make the main words distinct and prominent, strengthen the language effect, attract the public's attention and help the public remember. However, due to the differences between Chinese and western rhetorical traditions, some difficulties will be brought to translation, which are mainly manifested in metaphor, symbol, antithesis, pun and so on. The most difficult one is pun translation. Puns can be divided into homophonic puns and polysemous puns, such as "Yellow River refrigerator; leading the way" and "ask for more. --- more (cigarette)". It's really difficult to translate these puns with the best of both worlds.