To ensure the language arts and advertising style representation when we translate advertising text, the translator must thoroughly understand the products and advertising content and artistic form, follow two different languages (source and target) characteristics and habits of expression, through accurate translation rhyme to rephrase the original meaning.
Advertising as an application language that is communication medium widely used in today’s society. In order to make the ad has a special appeal, arouse the reader’s attention in an instant, stimulate their desire to buy, and eventually to purchase behavior, many advertisements are formed by repeated scrutiny, formed with unique and beautiful words, syntax succinct but rich in content, with a strong artistic appeal and language arts beauty. A good advertisement, not only has high commercial value, but also has a certain language studies and aesthetic value. With Chinese foreign economic and trade exchanges rapidly deepen and expand, more and more foreign advertisement came into China. Advertising translation related to marketing, advertising, customer psychology, aesthetics and cross-cultural communication and other multi-disciplinary knowledge.
Translation process is often a way of thinking conversion. Because of different thinking ways, different verbs, nouns and prepositions usage frequencies. English use the abstract nouns and prepositions heavily, which seemed empty, static and abstract; While Chinese use multi-purpose verbs, which seemed real, dynamic and specific, We definitely cannot just translate directly, without considering our local life experience, sometimes we can add our imagine, express the main meaning.
The translation process is semantic content and symbol conversion process, while the ultimate goal lies in that the translator can make the readers get the maximum aesthetic similarity to the original as psychological feelings. Due to different aesthetic experience, a same text may have a variety of translations.. But no matter what kind of translation must follow a different language features, rules and idioms. To ensure the advertising language arts and advertising style representation, the translator must thoroughly understand the advertising products and advertising content and form of art, select best phrases and sentences from the target language, to convey the meaning of the source language meaning and explicit deep meaning, through the faithful and accurate translation to rephrase the image of beauty, simple beauty. If the translator can create a beauty image in the translation, which will certainly impress the reader’s heart, causing a beauty resonance. Such advertising can give consumers to enjoy the beauty, make it easy and pleasant to accept the product information, so as to achieve the purpose of advertising appeals.