TranslationStrategiesofCommercialAdvertisement-2019年文檔

1、TranslationStrategiesofCommercialAdvertisement：It exists constraints in commercial translation.To go over these constraints ， the paper comes up with translation strategies of commercial advertisement from marketing psychology.1bine the different culturesThe marketers usually transfer the meaning to

2、 products through advertisements. The commercial advertisement is facing the world and participate international competition. However， the culture of each country is dissimilar because of different history ， religion ， and customs. A proper translation of commercial advertisement should find out the

3、 sameness between cultures and combine cultures so as to reach the expected effect of advertisement.Language reflects the core of advertisement； a goodtranslation should be coherent， understandable. Forexample ， The soap “safeguard ”（舒膚佳） is a product which first entered into market in America in 19

4、63 and came into China in 1992. The translation of“safeguard ” makepeople feel comfortable and want to use this product.Hereby， “safeguard ” sells very well in China and win in fierce competition.2.Attach importance to consumers positionThe main intention of advertisement is persuading consumers to

5、buy products. The translation of commercial advertisement should attach importance to consumersposition and satisfy their needs. Only in this way， canthe marketer reach goals of selling products.2.1.Consumer s emotional needAdvertisers usually combine products with consumers emotional need. It short

6、ens the distance between consumers and products. The “Procter & Gamble ”（寶潔公司） is a consumer commodity producer in America. It has followed the marketing concept. Before its products enter into china market ， The “Procter & Gamble ” has made depth research in Chinese culture ， customs ， and consumer

7、s emotional demand.2.2.Consumer s aesthetic needThe aesthetic standards between China and western are different. The members of same nation ， regions have much in commonin habits ， traditions ， and emotions. In western countries ， people pay attention to exerting personality.On the contrary ， Chines

8、e chase popularization.“Bettera dinner where There Zhuyeqing spirit is； than a stalledox and Zhuyeqing without ”（寧可食無肉，不可居無竹葉青） is an advertisement for wine. It expresses that people pursuit good qualities ， such as modest， integrity ， which Chinese canonize and favor.2.3.CreativetranslationIn addit

9、ion ， a successful advertisement has its own characteristics compared with similar products so as to have deep impression on consumers.“Good to the lastdrop ” （滴滴香濃，意猶未盡） is an advertisement Maxwell pushed out. The advertisement doesn t propaganda the taste of coffee directly. It serves as a foil to the quality of its product. Creative translation has a great impact on products success.References1 靳涵身.商業(yè)廣告翻譯： 性質(zhì)?特點?技巧J. 四川外語學(xué) 院學(xué)報， 2000