翻译实习Material.docVIP

Material One 摘要： 国际广告是国际营销活动的产物，其任务是把一种环境的产物与生长在 另一环境下的人成功地连接起来，使后者接受前者。 Summary: International advertisement is a product of international marketing. Its task is combining a product of environment with people who under another environment successfully ,make the later accept the former. 由于国际广告受众之间存在着国情、文化、法律法规、宗教信仰、风俗习惯、意识形态及教育水平等诸多差异，这就要求国际广告文献的翻译必须力求跨越上述种种障碍，译写出符合译入语市场消费行为和译入语行文习惯的地道译文，避免“橘生淮南则为枳”的貌似而非的“忠实”译文。 Because of the a large number of differences of national situation, culture, laws and acts , religion faith, manners and customs, ideology and education level between target consumers of internet advertisement, translating of international advertisement document is required stepping over the obstacle above to translate the text authentically to matches with consume action of target language nation’s market and writing habits of target language，and to avoid being dishonest false translated text as same as “an orange who grows at south of Huaihe River becomes a metropolis ”. 为达此目的，在特定的条件下，国际广告的翻译可以而且应该摆脱传统的翻译老路，采取一些非常手段，以实现外来广告的当地化，进而打开市场，促进销售。 To reach to this aim ,with certain condition ,international advertisement translating can and should get rid of the traditional translation ways and use some unusual means to achieve the localization of import advertisement, and then open market and improve sales volume。 笔者以为，绎译法（adaptation）即为一种有别于常规翻译方法但于国际广告翻译却较为行之有效的变通手段。 In my opinion, adaptation is just much more active and effective a type of translation variations of international advertisement translating and differ from traditional ways. 所谓绎译，是指根据目的地市场特性及潜在受众的购买心理或习惯，故意改变原文表达方式或增加原文没有的意义的一种传译方法，它不拘泥于译文与原文内容的等值和形式的契合，而重译文与原文功能或效果的对等。 So-called adaptation is according to the market characters of destination and the purchasing psychology or habits of potential target consumers to change the expressing way of origin material or add the meaning which the origin material does not have. It does not stand on the equivalent of details and the fitness of form betwee