With the continuous development of foreign trade, it is very important to translate advertisement from Chinese into English. The following is intended to explore several techniques in Chinese-English translation in accordance with the linguistic characteristics of the English advertisement.
First, using a large number of adjectives
Using a large number of adjectives, especially those descriptive adjectives and restrictive adjectives is the main feature in the English advertising language.
But we should pay attention to the following:
(1) The single adjectives as are generally put before modified words in English whereas after in Chinese. For example,
“Standardized specification”, “unique style”
(2) The above examples show a structure of “adj. + n., there is another structure: adj. + prep. + n. such as:
Small in volume, light in weight
(3) Chinese and English is different in idiomatic expressions. In English, if there are several adjectives to modify a noun, the order is decided by their relations of cohesiveness. In general, the most cohesive adjectives is closest to the modified word, that is, the order is arranged from small to big, from secondary to master, from general to special and etc.
China’s famous Buddhist mountains
A beautiful green Chinese woolen carpet
Second, using imperative verbs frequently
Frequent use of imperative verbs is another feature in English advertising language. Words like come, visit, walk, see, look, buy and etc. are often seen in English advertisements.
Third, separating and combining sentences
The characteristics of English advertisements also include simple and clear syntax. But the Chinese advertisements often see several long sentences that include many phrases or a sentence of two or more phrases. Therefore, before translation, the syntax of Chinese sentences should be analyzed: grasping the main meaning so as to organize the translation by separating and combining sentences. For example,
With a long history and numerous varieties, our arts and crafts, with their superior materials, excellent quality, delicate skill and special style, have been enjoying growing favor among buyers abroad.
Fourth, adding and deleting words
It is common seen in Chinese advertisements without subject, therefore adding subject is a must when translating into English. And using adjectives or noun phrases as predicate is generally seen in Chinese sentences, so adding predicate is also very important in translation.
Our Customers and Our Reputation Come First
In addition, it is possible to delete certain words or change the way of expression without influencing the meaning. For example,
The fresh water crab is well-know for its tender and delicious meat.
Fifth, dividing the paragraph
In Chinese advertisements, a paragraph often includes contents of the quality, category, type, size usage as well as package of the goods, which should be divided into several paragraphs by the way of “one subject, one paragraph” when doing translation.