Advertisement translation is a public act of information exchange, which takes an important role in promoting a product, service and idea through newspaper, television and broadcast by payment. Advertisement translation therefore is more than an economic activity but a medium to promote culture.
Method for Advertisement translation
1 Re-creation
Advertisement translation is a process of “re-creation”. Translators should look for features that the products have and fit in the target culture so that the translation reads more nature to the audience. They should also pay attention to the principal of functional equivalence and some basic techniques and methods.
2 Literal translation
The translation should follow the rules of the target language without triggering other connotations and keep both the meaning and the form of the original text.
Example 1: Cosmetic Products
“Look young in only two weeks.” (Traditional Chinese: 兩周之內變年輕)
This cosmetics advertisement reminds us of a catchphrase from a Chinese commercial “Jinnian ershi, mingnian shiba (Look like 20 this year, and 18 next year). Both advertisements have the same effect and the hyperbole enhances its artistic appeal.
3 Liberal translation
When the order and structure of the sentence and the metaphor are different in Chinese and English, liberal translation should be used. Translators should let go of the original form and render the advertisement suitable to the target culture using their own imaginations.
Example 1: The who, what, when, where, and Y of Basketball Shoes. (涵盖一切的篮球鞋)
The five Ws (“Y” should be “why”) in the advertisement refer to the element that a piece of news should have. The Chinese version renders it as “include all the necessary part” and its meaning can be easily understood compared to literal translation.
Example 2: 本食品可即開即食。(Ready to serve)
If “Opening and eating immediately” (translated literally) is used, English speakers may think that the product cannot be kept for a long time. Using liberal translation can convey the same meaning to English-speaking consumers.
4 Idiomatic translation
Idiomatic translation refers to the use of an idiomatic expression rich in cultural elements, creating resonance among its target audience.
Example 1: 隨身攜帶,有備無患;隨身攜帶,有驚無險。(A friend in need is a friend indeed)
The Chinese version of the health product advertisement is in a format of four-character sentence, which is commonly seen in Chinese. The repetition and listing in the catchphrase foregrounds the advantages of the pills. As for the English version, the proverb uses repetition and personification, presenting the pills as a friend who will give you a hand. Such rendition is more suitable in creating resonance compared to literal translation.
The Japanese Mitsubishi Motors Corporation fuses their product name in an old Chinese proverb when they sell their automotive in China. The blending of the Chinese proverb successfully creates familiarity and desire among their target consumers.
Summary
All in all, to know the distinguishing features of an advertisement is the key to translate it. The translation should create the same promotional effect as the original while at the same time, taking into consideration the culture background, proper translation techniques, and whether the language is natural, precise, concise and easy to understand. The success of an advertisement depends on the establishment of relation between the audience and the commercial.