The following are some commonly used translation techniques: From the perspective of functional equivalence, in order to attract consumers' attention in China market, English advertising slogans need to be sinicized according to China people's language habits, which is called domestication. The existing domestication methods mainly include the following ways.
(1) four-character structure, which is the most balanced and stable phrase structure in Chinese. Especially commercial advertising slogans, this structure is more concise and powerful than a complete sentence, and full of rhythm.
Example 1, Trustus for Life-AIA translation: financial stability, save life. (AIA)
Example 2 Dynamic poetry. Dance close to me translation: dynamic poetry, dance close to me. (Toyota)
(2) Seven-character structure method: Examples of using seven-character structure are as follows:
Example 1, contact with tomorrow-tsohiba translation: show a new realm of tomorrow. (Toshiba)
What is the new Panasonic Translation: Panasonic always has new ideas. Matsushita Electric Co., Ltd. should basically maintain the syntactic and rhetorical features of the original sentence in the process of translating commercial advertising slogans. No matter from the wording, sentence patterns or rhetorical features, the translation should retain the style of the original text, and literal translation according to declarative sentences can preserve the image of goods.
Example 1, the choice of a new generation ~ a Pepsi translation: the choice of a new generation. (Pepsi)
Let's do things better. (Philips Electric). This kind of translation has not lost the information conveyed by the original English, but also retained the influence and appeal of the original English. In the translation of commercial advertising slogans, commonly used rhetorical methods include rhyming, antithesis, personification, metaphor and exaggeration, which are highly artistic. This is a clever comprehensive application of Chinese part of speech, meaning and sentence pattern.
Example 1, Intel Inside-Intel Pentium translation: Give the computer a Pentium "core". Intel Pentium Computer (Humanized)
The essence of life, the energy of life. Absorb the essence of living things and glow the potential of life. The (dual) translation method is a translation method of "using idioms, famous sentences or proverbs flexibly". Applying English proverbs and poems to imitate the language forms and expressions loved by British and American people can make up for the loss of meaning, structure, style and image of the original text in the process of English translation of advertisements, which is easy to cause strong buzz, thus promoting the sales of products.
He who runs the longest laughs best .. He who runs last laughs best. The advertising slogan imitates the English proverb "He who laughs last laughs best", which highlights the excellent quality of durable wear resistance of tires and plays a very good publicity role.
The translation of commercial advertising slogans is a cross-language transformation of cultural information of advertising slogans. Therefore, translators should give full play to their imagination and creativity, tap the cultural connotation in advertising slogans, and adopt flexible translation skills to convey the effective information of the original text smoothly and clearly, so as to achieve the effect of unity of meaning, spirit and form and realize the expected function of advertisements.