广告翻译的七个翻译策略
由于广告创作的灵魂是创意，因此，创造性翻译是广告翻译的基础。
那么什么样的广告译文是好译文呢？其实，翻译出来的广告只要能或者最有可能达到广告的主要目的、能使广告发挥最佳的商业功能，达到预期的商业效果，则不管它被译成何种问题，译文是否忠实于原文，是否与原文词义对等、语义对等、风格对等，或对等到何种程度，都无关紧要。
以下是广告翻译的七个翻译策略。
第一：直译
Winning the hearts of the world. 赢取天下心 （Air France 法国航空公司）
We’re Siemens. We can do that. 我们是西门子，我们能办到。（Siemens 西门子）
第二：意译
UPS. On time, every time. UPS-准时的典范。（UPS 快递）
We care to provide service above and beyond the call of duty. 殷勤有加，风雨不改。（UPS 快递）
Begin your own tradition. 代代相传，由你开始。（Patek Philippe Geneve 百达翡丽手表）
第三：再创型翻译/创译
Ma Belle is Diamond. 只因为您更有价值。（MaBelle-jewelry）
It happens at the Hilton. 希尔顿酒店有求必应 （Hilton）
Quality Services for Quality Life. 凝聚新动力，文康展新姿。（香港康乐及文化事务署）
第四：増补型翻译
Elegance is an attitude 优雅态度 真我性格 （Longines-浪琴表）
Be good t yourself. Fly emirates. 纵爱自己，纵横万里。（Emirates-阿联酋航空）
Anytime. 随时随地，准时无误。（Global Express, Logistics&Mail TNT 快递服务）
第五：浓缩型翻译
Overseas. Time set free Overseas. 自由真义。（Vacheron Constantin-江诗丹顿）
Wherever you are. Whatever you do. The Allianz Group is always on your side. 安联集团，永远站在你身边 （Allianz Group 安联集团）
第六：不译
Use the American Express Card to reflect your classic style. (Slogan:) do more.
使用美国运通卡，配衬经典型格（口号：）do more.
Open your eyes to the world (Slogan:) The world’s news leader.
CNN 国际新闻网让您放眼看世界（口号：）The world’s news leader.
第七：编译
What 's in a name?
It sounds ordinary on paper. A white shirt with a blue check. In fact, if you asked most men if they had a white shirt with a blue check, they'd say yes.
But the shirt illustrated on the opposite page is an adventurous white and blue shirt. Yet it would fit beautifully into your wardrobe. And no one would accuse you of looking less than a gentleman. Predictably, the different white and blue check shirt has a different name. Viyella House. It's tailored in crisp cool cotton and perfectly cut out for city life. Remember our name next time you are hunting for a shirt to give you more than just a background for your tie.
On women and children's wear as well as on men's shirts , our label says - quietly but persuasively --all there is to say about our good quality and your good taste.
Our label is our promise.
名牌推荐
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