As we all know, translation can not only promote the cultural exchange between countries, but also strengthen the cultural development between countries. It is translation that promotes the exchange and development at home and abroad. Many foreign first-line brand advertisements need to be translated when they are introduced into China. The quality of advertising translation will directly affect people's purchase intention, trust and memory of products.
Due to the differences of language and culture, translators should pay attention to some matters in the process of advertisement translation, so as to make the explanation of advertisement more accurate, so as to attract consumers and stimulate their desire to buy. Therefore, Beijing translation company should pay attention to the translation of advertising.
First of all, Chinese people pay attention to the nature of product advertising and empirical evidence. Westerners are extroverted and pay more attention to the external form of product advertising and sensory effect. Therefore, when translating advertisements, translators should focus on the contents of different countries in order to achieve the effect of translating advertisements. The pronunciation of language will cause different auditory effects and stimulate different psychological reactions, whether soft or soft, or crisp, powerful or dignified. The difference in pronunciation is not only a part of culture, but also a carrier of culture. It can reflect the characteristics of a country, including not only its historical and cultural background, but also its views on life and way of thinking. Therefore, when translating advertisements, translators should pay attention to language differences and highlight the national characteristics of the target language countries.
Different countries, nationalities and regions use different languages, and their preferences and dislikes for certain characters are also very different. Therefore, in advertising translation, attention should be paid to the use of words to avoid ambiguity and unnecessary troubles and conflicts. We should also remember that rhetorical devices are often used in advertising language to make the content more visualized and specific, or to make the main words clear, enhance the language effect, attract the public's attention and help the public remember. Therefore, when translating advertisements, translators should pay attention to the use of rhetorical devices.
Before translating advertisements, translators need to have a deep understanding of the characteristics of the translated advertisements and commodities, as well as the cultural traditions and consumer psychology of the target area, and understand the taboos that should be paid attention to in translation.