广告的直译和意译 [4]
论文作者:佚名论文属性:短文 essay登出时间:2009-04-20编辑:黄丽樱点击率:7877
论文字数:4371论文编号:org200904201826088605语种:英语 English地区:中国价格:免费论文
关键词:communicationEnglish advertisementtranslationChinese advertisementimportant
ement. If we use literal translation,we can translate like this “没有更好的地方可以飞了”。But if we use liberal translation,we can rendered as “没有更好的选择了”。
(c) It is the taste!
味道好极了!
The original is “It is the taste”. Facturally,it can be recongnized good or bad taste. The translator didn’t understand as “就是这个味道”。If he translate the above sentences word for word as them,no one can understand what was meant,so he used liberal translation.
We may have met before in your wildest dream,somewhere there’s a nice sunny place,with warm breezes and steady palms where all the second places guys train. (NIKE)
(d) 在某些风景优美,阳光普照的地方有温暖的和风遮荫的棕榈,所有没有名气的家伙都在那锻炼。(耐克)
The sentence above “the second places” means “somebody has not been success”. This sentence may be rendered as “没有名气的家伙”。If the original sentence were handled by means of literal translation,the whole sentence would be “第二个地方的家伙”。Then no one could understand what it was meant,so we can see that at times literal translation is indispended if we want to provide full comprehension. Here is another example:
(e) Every flight you take with THAI is a journey torremenber,with Legendery Royal Orchid service,you’ll receive a welcome that comes from the heart of our culture. Fro m take off to touch down,you’ll enjoy unobtrusive courteous service tasty and satisfying refreshment’s and a restful,relaxing ambiance. Travel the world in style with THAI’s Royal Orchid service and enjoy a higher level of hospitality. Thai smooth as silk.
您享受的泰国航空为您提供的传奇式的皇室兰花服务的每一次旅行都将是您难忘的回忆。您将会得到我们泰国文化式的诚心的欢迎。从登机到下机,您将会感受到细微的有礼貌的服务。为您提供可口的茶点以及宁静的舒适的休息空间。乘坐泰国航空为您提供的兰花服务班机,享受高品味的服务。泰国航空如丝般体贴。
“THAI smooth as silk” can not be translated literally as “泰国,如丝般柔滑”. The whole sentence must be turned freely into “泰国航空,如丝般体贴”。
Many English words in general and phrases and idioms in particular, can not be translated because certain English terms,idioms,slang, expressions,metaphors or similes are misunderstood or misinterpreted. Attention should be paid to them in translation if each word is turned into English verbatim. For example:
经过我们大刀阔斧的改革,在我们新的服务中,您在更舒适之间有了选择。
After the revolutionary of our business in a bold and resolute way,in our new business class,you now have the choice between very comfortable and very comfortable. If we translated the above pharases “大刀阔斧” like this “a great knife and abroad axe”. I think no one could understand what was meant,so we used liberal translation,we rendered as “In a bold and resoluted way”.
China has a
history of more than five thousand years and Chinese literature can be dated back approximately from the 15th century. B.C as the Chinese written language is extremely complicated to translate it into English requires careful consideration. Here is an example.
“中华啤酒确实不错”。The translation is as follows “Zhong Hua Beer, I’m really impressed.”
Although it is often necessary to employ free translation,it is advisable not to go too far in adding words to the advertisement. A translator has no right to or obligation to add anything to or subtract anything from the original words. But extremes should be avoided sometimes liberal translation may become random translation,when it departs from the original,because some necessary words are skipped while some unnecessary words are added. For example:
(a) Our mind swept easily over the whole world including many lands and epochs.
纵览全球,了如指掌。
This translation sounds good but it is imperfect because something important in the original has been over looked
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