商务文本的翻译

商业广告的翻译策略及语言功能简述

商务文本包括商务广告，商业信函，商务合同、协议，经济贸易评论，招商通告，请柬和说明书等文本形式。不同的商务文本应有不同的，具体的翻译标准。根据Nord的观点, 翻译要按照文体功能而确定不同的翻译方法。对于传达信息和祈使命令的文本，应采用交际翻译方法，保证交际的完成。

商业广告的主要功能在于它的劝说功能，即号召读者接受广告所宣传的商品或服务。因此，商务广告的翻译，要做到译文和原文劝购功能相似，保证译文在目标读者中起到和原文读者同样的作用，产生相同的宣传效果，具有相同的信息传递功能和移情感召功能。所以，作为一种与众不同的文体，商业广告的语言短小精悍而具有很强的诱惑力，因此应采用灵活的翻译策略和方法，概述如下：

一，直译法。即把原来的语法结构转化为最近似的对应结构，词汇一一对应。例如，winning the heart of the world. (Air France)赢取天下心。将法国航空公司的广告采取直译法，译语地道，精确，易懂，在意义和形式上对等。

二，意译法。即只保留原文的内容，译文的形式可以和原文的不同。这种方法比较灵活自由。例如：Intelligence everywhere.智慧演绎，无处不在（摩托罗拉手机）。这种翻译方法改变了原文的句式，把原文中两个单词用汉语中的两句话表达了出来，而且对原文也有解释作用。译后的语言效果甚至比原文还要出色。

三，修辞译法。广告由于其特殊的功能，其语言往往会采用各种修辞手法，比如比喻，拟人，双关等等。因此在翻译的过程中要尽可能地将种种修辞手法表现出来，以求得广告词展现出原有的魅力。例如：高露洁（Colgate）的广告是，Good teeth, good health. 译文一，健康的身体来自健康的牙齿。译文二，有了好牙齿，身体才棒。译文三，好牙齿，好身体。译文四，牙齿好，身体就棒。译文五，牙好，身体就好。源语文本中用到了排比，头韵和尾韵的修辞手法，而在翻译出的文本中却没有全部表现出来。只是从汉语表达的效果来看，译文五可以在消费者心目中留下良好的形象，是比较成功的译文。

四，仿译。指的是在语言表达的过程中，有益模仿一些大家都熟悉的现成的语言材料，再根据表达的需要临时创造出新话语，句子和语篇，使语言生动幽默，产生强烈的效果。例如：某报纸的广告-----We take no pride in prejudice.译文1，对于你的偏见，我们没有傲慢。译文2，对于有失偏颇的报道，我们并不引以为自豪。译文3，正义的力量，舆论的导向。这则广告语仿照了小说Pride and Prejudice的词语，在翻译过程中，译者应首先知道这一点，然后才能根据意思进行翻译。译文三在理解并表达出完整意思的基础上进行了重新创造。译文没有斤斤计较与原文的文字对应，而根据译文的社会文化环境，及译文行文的需要进行必要的变通和调整。

五，增补译法。即对原文有些关键词的词义进行挖掘，引申或扩充，将原文的深层意义进行发挥，或使其隐含意义凸显出来。例如：某汽车广告为，Everything you've heard is true. 译文是：真材料，真

感受，真服务。可见，经过挖掘和扩充之后的译文表达的意义更加完整了，体现出商业广告的魅力。

总之，商业广告由于特殊的社会功能而具有特殊的表达方式，因此译文用语的选择必须要充分理解源语意义，要考虑到人民文化生活的各种特点，选择恰当的翻译方式，让目的语国家的消费者同样能感受到广告的魅力，激发出潜在的购买欲望。

但是在当今社会，不尽如人意的翻译时时在媒体当中出现，不仅影响商家盈利，还会损害企业形象，更有可能阻碍不同国家之间的文化和经济交流。因此从事翻译时除了掌握相应的翻译技巧，还应当了解翻译中语言的使用及其价值。

首先最重要的是，在商业广告翻译中使用受众国规范的标准语，包括规范的读音和字体。译者在翻译时要慎用方言。用方言译的广告有很大的局限性，因其只能在某个方言地域才能起作用。

具体来讲，广告翻译要注意语言的特点。要通俗易懂，简明扼要，点明实质。例如：Impossible is nothing. (一切皆有可能)；Nike，Just Do It（耐克，想做就做）。还要注意词汇创新。例如：Give a Timex to all, to all a Good Time. （拥有一块天美手表，拥有一段美好时光。）其中Timex= Time + Excellent。这个广告运用了合成词的做法，构成了一个新词语，达到生动有趣的目的，也有效的传播了商品信息。另外在句子结构方面，也应该注意广告的句式特点。广告是面向大众的，句子应力求简练，少用复合句，让消费者看得懂。All your imaginations can be created. (DELL) 一切依你而为。还应多用祈使句和疑问句。使

句子带有更强的冲击力，能得到消费者更多更迅速的回应。例如：Let us make things better! (Philips) 让我们做得更好！

第三点，广告语言的合理使用能展现出广告在受众中应该表现出的美学价值，跨文化交流价值和商业价值。所以在翻译广告文本的过程中应充分考虑到这一点。

1，广告翻译时，应该以通俗美为基本出发点，再加上简朴美，音韵美和意境美。译者要努力使原文中的美在译文中体现出来。实现等值化。例如：Poetry in motion, dancing close to me. （丰田汽车----动态的诗，向我舞近。）那么在翻译时要了解外国的文化和异域民族的审美心理。“感情转移”也被广告翻译所借鉴。例如我国出口的“瘦身减肥片”原译名为：Obesity-reducing Tablets，在美国无人购买，调查发现这个译名不符合消费者的接受心理，所以更改为：Slimming Pills (苗条霜)后，就打开了销路。

2，中国文化的价值观往往于西方国家的价值观念差别很大，于是在广告翻译中也应该注意。西方人性格外向，注重产品的外在形式，讲感官效果。例如：World in hand, Soul in Cyber (Microsoft)，掌中乾坤，梦之灵魂。而不同的地域环境和人文环境也会对翻译广告提出要求。中国人以家本位为主，责任感强，而西方人强调自由的追求和对现实的超越。例如：Intelligence Everywhere. 智慧演绎，无处不在。

3，广告本身的促销功能是其主要的功能，在翻译成另外一种语言时，要保持功能对等。正是由于广告的独特的商品和信息的促销功能，使得市场的竞争更加激烈和直观。广告的经济功能加速了商品流

通，扩大了产品销售。广告应用于产品的推广和销售，有力地促进了企业的竞争。那么，对广告的翻译正是对这个功能进行了另一种诠释。

在理论和实践结合的基础上，我们要建立广告翻译的基本立足点和策略，力求使人们感受到广告无处不在，无时不有，使广告深入人们的生活，更好地服务于社会，甚至承载着交流文化的使命。因此，广告的翻译既要考虑到语言使用的特点，更要考虑到广告本身所展现出来的特征。

商务英语句子及翻译

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