广告英语的语言特点和翻译技巧 第6页
method of repetition to stress certain information. For example:
When you’re sipping Lipton, you’re sipping something special. ---Lipton tea
This is an advertisement of fruit tea; Lipton is the brand of the fruit tea. By means of the repetition of “you are sipping”, we can feel it is so special that we want to have a try on it.
In a word, we cannot ignore any kind of rhetorical device in English advertisements. Especially, during the promotion of consumer goods, producers of advertisements have to try their utmost to attract customers. Repetition is fundamental to the success of any advertising program. The marketplace proves this fact, as does scientific research. Science has shown through studies that a person must see your product nine times before they feel apathy toward it and are inclined to buy it.
The rhetorical operation of repetition combines multiple instances of some elements of the expression without changing the meaning of those elements. In advertising, we find repetition applied to sounds so as to create the figures of rhyme, chime, and alliteration or assonance.
2 Translation Strategy of English Advertisements
In order to find more secrets about English advertisements, we should take translation strategy into consideration. The following are basic and important strategies.
2.1 Literal translation
Literal translation refers to translating a sentence originally and keeping the original message form, including construction of sentence, meaning of the original words, and metaphor of the original and so on. Translation would be fluent and easy to comprehend by target language readers (Guo Guilong, 2008：95). For example:
Drive carefully---the life you save may be your own.
安全驾驶-----救人一命即救己
This sentence is a very plain and straight advertisement, and we can understand it easily.
A Dream Price, a Dream Opportunity. (Furniture)
一个梦幻般的价格，一个梦幻般的机（Fang Mengzhi，2002：35）.
This advertisement clearly reveals the acceptability of furniture.
The advantage of literal translation is to describe things clearly and directly. In fact, it is also a real reflection of those who are impatient and irritable. When they read such kinds of advertisements, they seldom consider other factors, but feel the simplicity, without worrying more. Even there is a trap, they always ignore, because they seek for the first feeling.
Generally, rhetoric is often used in a passage to make the passage lively. Literal translation retains the rhetoric of the original text, so it is lively as the original text. But free translation only expresses the general idea of the original text; the lively rhetoric of the original text has disappeared. Generally speaking, literal translation is a good choice in translation.
2.2 Free translation
Free translation refers to, according to the meaning of the original, without paying too much attention to the details, and translation would also be fluent and natural. Free translation need not be paid attention to the form of the original, including construction of the original sentences, meaning of the original works, and metaphor of the original and so on. But free translation does not mean to delete or add content to the original and translators must consider the original carefully, know its stress, translate it naturally, and express the meaning of the original. Free translation is a skill, by which translators have to know different kinds of cultures of both source language and target language, and must have extensive knowledge. For example:
If you are doing business in Philipines, it pays to get the pick of the crop（Guo Guilong, 2008:95）.
从事多种事业，保管发财。
Literally speaking, the “if”condition clause refers to the business trade, and the main clause means getting a heavy harvest, but in fact, it implies that a business bank advises business men to build business contact.
If there is any trouble in understanding a sentence in using literal translation, then people can try to use free translation.
Which situation is not suitable for translation in some special situation? Because some sentences have different ways of expression between source无耻悲鄙下流的网"学.网总是抄辣,文^论,文.网
http://www.751com.cn , which will make translation unacceptable. In this situation, free translation should be in use. Free translation expresses the general idea of the original according to the meaning of the original, and does not pay attention to the details. But translation should be fluent and natural.
There are two examples:
I gave my youth to the sea and I came home and gave her (my wife) my old age.
Literal translation: 我把青春献给海洋，我回家时便把老年给了我的妻子。
Free translation: 我把青春献给海洋，等我回到家里见到妻子的时候，已经是
白发苍苍了。
Maybe Kino has cut off his own head and destroyed himself.
Literal translation: 也许Kino会割掉自己的脑袋，把自己毁了。
Free translation: 也许Kino走了绝路，自己毁了自己（Bao Huinan, Bao Ang, 2004: 87）.
From the examples, the original phrase "cut off his head" means having done something badly, and felt into predicament. If a translator translated the original literally, his translation would make target language readers confused. After reading, target language readers would feel unacceptable. Therefore, translators should use free translation in these examples, after all, free translation can tell the true meaning to target language readers.
For some sentences, if literal translation is also fluent and natural that it seems these sentences should translate literally. But if these sentences were literally translated, they could not express the deep meaning of the original. If we use free translation, effect will be better than literal translation. Free translation can express the deep meaning of the original sentences. For example:
Cast pearls before swine.
Literal translation: 把珍珠扔到猪的面前
Free translation: 对牛弹琴
Barbara was born with a silver spoon in her mouth (Hong Qinghua, 2002:86).
Literal translation: Barbara嘴里叼着银调羹出生的
Free translation: Barbara出生最富贵人家
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