英語廣告口號翻譯技巧探析

1PAGE1APreliminaryStudyonStrategiesoftranslatingtheslogansinEnglishadvertisingintoChinese英語廣告口號翻譯技巧探析

論文摘要隨著市場競爭的日益激烈，越來越多的企業(yè)躋身國際市場，參與國際競爭。因此，廣告翻譯的重要性與日俱增，已成為商界參與國際市場競爭的重要手段。然而，廣告中的口號具有宣傳鼓動(dòng)和加深印象的作用，它能維持一則廣告的連續(xù)性。好的廣告口號，廣為流傳，持續(xù)多年，使消費(fèi)者對商品和企業(yè)形成固定的良好印象。這一研究宗旨在歸納總結(jié)出英語廣告口號的一些翻譯技巧。作者在大量的英語廣告口號和其相應(yīng)的翻譯中做語言上的初步對比分析。在這一過程中，作者希望得出英語廣告口號翻譯領(lǐng)域里切實(shí)可行的翻譯技巧。本論文包括四部分。第一部分，論述歸納廣告及廣告口號的定義，以及翻譯英語廣告口號的總體原則。在第二部分，作者在廣告口號語言特征上做分析，分別從詞匯及句法著手。第三部分，作者就英語廣告口號本身的特征分析它們各自的翻譯技巧。主要的翻譯方法為直譯及意譯。然而，在意譯的翻譯方法中作者總結(jié)出四種適合英語廣告口號的翻譯技巧：（1）巧用漢字的四字結(jié)構(gòu)，（2）擴(kuò)展詞或句子為一句話，（3）適應(yīng)性及意譯，（4）借用漢語的熟悉表達(dá)方式。第四部分，作者將就分析數(shù)據(jù)提出廣告口號翻譯上的幾點(diǎn)建議。最后，綜述本研究。這一研究表明，廣告口號的翻譯是一個(gè)細(xì)致的問題。但如果領(lǐng)會到目標(biāo)語言的習(xí)慣，迎合目標(biāo)語言人們的審美心理，還是可以總結(jié)出恰當(dāng)?shù)姆g方法的。通過這一研究，作者意在了解英語廣告口號的翻譯特征并把總結(jié)出的翻譯技巧應(yīng)用到今后的翻譯實(shí)踐中。關(guān)鍵詞：廣告口號，翻譯標(biāo)準(zhǔn)，翻譯方法

AbstractAdvertisingisoneofthemarketingstrategiesintheinternationalbusinessactivities.Advertisementexistseverywhereandinfluencesuseveryday.Sothetranslationofadvertisingbecomesmoreandmoreimportant.However,theadvertisingsloganhasthefunctionofstimulationandpropagandizing.Anditalsodeepenstheimpressionoftheproducts.Theslogancanmaintainapieceofadvertisementcontinuous.Thegoodsloganspreadswidely,continuesmanyyears.Itcanmaketheconsumersformafixedgoodimagetoboththeproductionsandtheenterprises.Therefore,itisveryimportantandmeaningfultoknowthelinguisticfeaturesofEnglishadvertisingslogananditstranslationstrategies.TheresearchaimstoexploresomestrategiesoftranslatingEnglishadvertisingslogan.ApreliminarystudyistobemadeonthebasisoflinguisticandculturalfeaturesofEnglishadvertisingslogan.Intheprocessofanalyzing,theauthorwantstodrawaconclusionoftheapplicabletranslationskillsandstrategiesinthefieldofEnglishadvertisingslogantranslation.Theresearchconsistsoffourparts.Inthefirstpart,theauthorwillsearchthedefinitionofadvertisinganditssloganaswellassomegeneraltranslationprinciples.Inthesecondpart,theauthorwilltalkaboutthelinguisticfeaturesofEnglishadvertisingsloganfromitslexicalandsyntax.Inthethirdpart,theauthorwillmainlydiscussthestrategiesoftranslatingtheslogansinEnglishadvertising.Therearetwomaintranslationmethods:LiteraltranslationandFreetranslation.However,theauthorfindsfourproperwaysinthefreetranslationtotranslatetheEnglishadvertisingslogan:(1)UsingChinesefour-characterstructure,(2)Expansionwordorphraseintosentence,(3)Adaptationandinterpretation,(4)TranslationbyborrowingfamiliarChineseexpressions.Finally,theauthorwillputforwardsomesuggestionsinthetranslationofEnglishadvertisingslogananddrawconclusionsoftheresearch.TheresearchshowsthatEnglishadvertisingslogantranslationisadelicatesubject.Butappropriatetranslationstrategiescanbefoundifonesaysawareofthecultureandlinguisticdifferenceinthetargetlanguagereaders.Bycarryingoutthisresearch,theauthorhopestogetaclearpictureoftheskillsthatusedinthetranslationofEnglishadvertisingsloganandmotivatetheauthor’sfutureinterpretationcareerbyputtingforwardsomepracticaltranslationstrategies.Keywords:Englishadvertisingslogan,Strategiesoftranslation,Standardsoftranslation

TableofContentsPages1.Introduction…………..ProjectBackground……….ProjectObjective……………ProjectOrganization1111………2.Rationale……………….…………….2Definitionoftworelevantterms…………….DefinitionofAdvertising……Definitionofslogan………….223PrinciplesofTranslatingEnglishAdvertising……………CharacteristicofEnglishAdvertisingSlogan…………...Words…………..Syntax…………..2.4TranslationStrategiesDataDescription…….333443.DataDescription………54.DataAnalysis………………….4.1LinguisticcharacteristicsofEnglishAdvertisingSlogan…Lexicalcharacteristics………….NounPhrase…………………….4.1.3Adjectives………..4.2SyntaxCharacteristic……………SimpleSentence………………..ImperativeSentence……………4.3TranslationStrategies……………FreeTranslation………………1UsingChinesefour-characterstructure…..2Expansionwordorphraseintosentence….3Adaptationandinterpretation.…………...4TranslationbyborrowingfamiliarChineseexpressions...LiteralTranslation……………ResultsandSuggestions…………..……………..5.2Suggestions……………………….6.Conclusion……………..6.1Objectivesandproceduresoftheresearch…………………6.2ResultsandLimitations………..Bibliography……………….Appendix:TheselectedEnglishadvertisingslogansandtheirtranslations……………….5556777899991011111212131414151718…1PAGE111APreliminarystudyonStrategiesoftranslatingtheslogansinEnglishadvertisingintoChineseIntroductionProjectBackgroundWiththedevelopmentofeconomyandthetrendofglobalization,enterprisesbegintolaunchsimilarproductsintothemarket,whichcausessharpcompetitionamongenterprises.Theyallmakegreatefforttoproducehighqualitygoodsandservicetoattractcustomers.Soitmayseemtobeverydifficultforcustomerstodistinguishbetweencountlesssimilarproductsandservice.Therefore,theenterprise’ssloganisconsideredtobeanessentialfactortomakethecustomersremembertheproductsandevenbuytheproducts.Thesloganhelpstoestablishtheimageoftheenterpriseaswellasenhancethecompetitivenessofitsproducts.Sotheenterprisesneedperfectslogantranslation.ProjectObjectiveTheresearchisintendedtodiscoverthestrategiesoftranslatingthesloganinEnglishadvertising.AtentativestudyistobemadebetweencertainEnglishadvertisingslogansandtheirChineseversions.Attheendofanalyzing,theresearcherhopestodrawconclusionsontheapplicableskillsintheareaofEnglishadvertisingslogantranslation.ProjectOrganizationTheresearchpaperconsistsoffourparts.Inthefirstpart,itmadeabrieflyintroductiontothedefinitionofadvertisingandadvertisingslogan.AndintroducethestandardsoftranslatingtheEnglishadvertisingslogan.Inthesecondpart,theauthorwilltalkaboutthelinguisticfeaturesofEnglishadvertisingsloganfromitslexicalandsyntax.Inthepartoflexical,theresearcherwillfocusonword-relatedfeaturesofEnglishadvertisingslogan.Astothesyntax,theresearcherwillanalyzeitsstructureintermsofsimplesentenceandimperativesentence.Theauthorwillelaborateontheirfeaturesindividuallyaccompaniedbyadequateexamplesandtheirtranslations.Inthethirdpart,theauthorwillmainlydiscussthestrategiesoftranslatingtheslogansinEnglishadvertising.Therearetwomaintranslationmethods:literaltranslationandfreetranslation.However,theauthorfindsfourproperwaysinthefreetranslationtotranslatetheEnglishadvertisingslogan:(1)UsingChinesefour-characterstructure,(2)Expansionwordorphraseintosentence,(3)Adaptationandinterpretation,(4)TranslationbyborrowingfamiliarChineseexpressions.Eachofthemwillgowithabundantexamples.Finally,theresearcherwillgetabriefconclusionoftheresearchandlookforwardtothefuturetranslationofEnglishadvertisingslogan.ProjectRationaleDefinitionoftworelevanttermsDefinitionofAdvertisingAstheresearchisintendedtoconcludesometranslationstrategiestowardEnglishadvertisingslogan,andsloganbelongstoadvertising,sothereistheneedtoknowthedefinitionofadvertising.AccordingtoWangYanxi(2021:6),fromherworkEnglishAdvertising,Theword“advertising”comesfromLatinword“advertere”,whichmeanstocallonthepublicattention.Atthepresenttime,therearedifferentexplanationsofadvertisingfromdifferentcountries’scholars,butthebasicmeaningofitissimilar.ThefamousAmericanMarketingAssociationgivesthedefinitionis:Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.DefinitionofsloganThewordsloganisfirstcomfrom“slughgairm”,whichhasthemeaningofbattlecry,intheworkofCuiGang’sACoursebookonPragmaticTranslation（1993:229）.InChinese“標(biāo)語”(biaoyu)and“口號”(kouhao)areexpressedwiththesamewordsloganinEnglish,accordingtoSongHong’sworkAdvertisingEnglish–ReadingandAppreciation（2021:15）.TheOxfordDictionaryexplainsitasawordorphrasethatiseasytoremember,usedasamoto,e.g.byapoliticalpartyorinadvertising.Sothefeatureofsloganisstrikingandeasy.PrinciplesofTranslatingEnglishAdvertisingAccordingtoHeSanning（2021:189）,inhisworkAPracticalCourseinEnglish-ChineseTranslation,Thegeneralprinciplesofadvertisingslogantranslationshouldbesmoothness,precisionandconciseness.SmoothnessmeanstousesmoothandnaturalChineseexpressionsthatChinesecustomerscanaccepttogivetheinformationaboutaproduct.Precisionisalsodemandedbytheslogan’sfunctions.Ifthemeaningoftheoriginalsloganwerealertedinthetranslation,thecustomerswouldbemisledbytheChineseversion.Concisenessmeansthetranslatorshoulduseinformativeandconcisedictionorsentencestructures.CharacteristicsofEnglishAdvertisingSloganWordsSloganexpressionshavemanycharacteristics.Ononehand,thereismuchuseofone-syllablewords.Withthesewords,thesloganistallywiththefeatureofsimple,understandableandeasy-to-read.Ontheotherhand,thecompoundwordsandnounphrasesareoftenused.Also,thesloganneedstocreateavividimageoftheproduction,soitoftenusedadjectives.ThesearesaidbySongHong（2021:17）,fromtheworkofAdvertisingEnglish-ReadingandAppreciation.SyntaxIntheworkofEnglishAdvertising（WangYanxi）（2021:51）,shestatedthereisagreatnumberusesofsimplesentencesandimperativesentencesintheEnglishadvertisingslogans.Theycanattractthepublicattentionquickly,andalsotheycanexpresstheconceptoftheproductsandservices.Theimperativemeansveryurgentorimportant,needingimmediateattention.（OxfordAdvancedLearner’sEnglish-ChineseDictionary,the4thversion2021:742）.Andtheimperativesentenceisexpressingacommand,requestorencouragementorhavingpowertoretain,controlordirect.APracticalCourseinChinese-EnglishTranslation（HeSanning）（2021:195）.TranslationStrategiesAccordingtoAnewCoursebookonPragmaticTranslation（ChenXiaowei）（2021:62）,LiteraltranslationisoftenusedinthetranslationofsloganinEnglishadvertising.Whenthesloganiseasyorshort,wetranslateittokeepthesamesentencestructureandwordorder.Theliteraltranslationreferstotranslateasentenceoriginally,keeptheoriginalmessageform,includingconstructionofsentence,meaningoftheoriginalwords,metaphoroftheoriginalandsoon.While,sometimesintranslationwork,literaltranslationcan’texpresstheunderlyingmeaningsoftheoriginalandthereforeitfailtoachievetheslogan’spurpose,soweneedfreetranslation.AccordingtoAnewCoursebookonPragmaticTranslation（ChenXiaowei）（2021:67）,thefreetranslationisdefinedasasupplementary,meanstomainlyconveythemeaningandspritoftheoriginalwithoutcryingtoresponseitssentencepatternsorfiguresofspeech.Anditisadoptedonlywhenandwhereitisreallyimpossiblefortranslatorstodoliteraltranslation.Inthefreetranslationmethod,therearefourcommonmethodsoftranslatingthesloganinEnglishadvertising.:(1)UsingChinesefour-characterstructure,(2)Expansionwordorphraseintosentence,(3)Adaptationandinterpretation,(4)TranslationbyborrowingfamiliarChineseexpressions.3.DataDescriptionThedatatobeanalyzediscomposedofalargenumberofEnglishadvertisingslogans,whichwereoriginallywritteninEnglishandtranslatedintoChinese.Translationskillsandstrategiesarelikelytobedrawnonthepreliminarylevelafterstudyingthesetranslations.Alltheselectedadvertisingsloganscamefromthefollowingfourworks:（1）“APracticalCourseinEnglish-ChineseTranslation”《實(shí)用英漢翻譯教程》，editedbyHeSanning(何三寧)andpublishedbySoutheastUniversityPress（東南大學(xué)出版社），2021.（2）“AdvertisementEnglish-ReadingandAppreciation”《廣告英語閱讀與欣賞》，editedbySongHong(宋宏)andpublishedbyNationalDefenseIndustryPress(國防工業(yè)出版社),2021.（3）“EnglishAdvertising”《廣告英語》,editedbyWangYanxi(王燕希)andpublishedbyUniversityofInternationalBusinessandEconomicsPress（對外經(jīng)濟(jì)貿(mào)易大學(xué)）,2021.(4)“ANewCourseBookonPragmaticTranslation”《新編實(shí)用翻譯教程》,editedbyChenXiaowen(陳小慰)andpublishedbyEconomicSciencePress（經(jīng)濟(jì)科學(xué)出版社）,2021.DataAnalysisLinguisticcharacteristicsofEnglishAdvertisingSloganLexicalcharacteristicsThewordsandphrasesintheEnglishadvertisingarecolorfulandlively.Theonlypurposeofchoosingawordinthesloganistopromotetheproducts.One-syllablewordsaccordwiththefeatureofadvertisingslogan,whicharesimple,vividandreadable.ThesewordsaremostlyusedinEnglishadvertisingslogansuchasmake,go,trust,love,take,start,haveandsoon.Thesewordshavedifferentmeanings.Someofthemshowtherelationshipbetweentheproductsandconsumers.Forexample,“Trustusforlife”,theword“trust”isaone-syllableword,anditexpressesthattheconsumersshouldbelievethisproduct,itisworthyofbuyingit.Ofcourse,thisisthesloganofAmericanInternationalAssurrance.Soitsuccessfullydeliveredtheinformationandtheconsumerswillfeelreassuring.Also,someshowthatpeoplewanttohavetheproduct.Suchastheexample10,“TakeToshiba,taketheworld.Itisahyperbole,saysthattheToshibacomputerdominatesthistradeintheworld.Andtheconsumerwillthinkitissogoodthattheyshouldhaveit.However,inthetranslationwork,inordertomakethetranslationsmoothly,eye-reaching,itisbetternottranslatetheone-syllablewordliterally.Weshouldconsiderthewholesentenceandchooseasuitableexpressivewaytotranslateit.Astheaboveexamplesshow,“Trustusforlife”,wetranslateditas“信守一生”andtheother“takeToshiba”istranslatedas“擁有東芝”.Sowecanconcludethatitisveryflexibletotranslatetheone-syllablewords.NounPhraseCopywritersoftentrytoshortenthelengthofadvertisingslogantocutdownitscost.Forthispurposenounphrasesarefrequentlyusedinmanyslogans.Thetranslatorshouldmakesureofthemeaningofsuchwordsandsubstitutethemwithnaturalequivalentsintranslation.Takeexample37forinstance,“Communicationunlimited”,theChinesetranslationis“溝通無極限”.ThisisasloganofMotorolamobilephone.Itusedanounphrase.However,thoughtheexpressionisveryshout,itconveyedthelargestinformation.Itreinforcedthespreadingeffectandsuccessfullypropagandizedtheusageoftheproducts.Anotherexampleis“Advancementthroughtechnology”(Example2)isrenderedinto“突破科技”.ThisisalsoasloganofMotorolamobilephone.Toachievethespecialpromotivepurposeofslogan,thetranslatorshouldconsiderthefeelingofconsumers(readers).SoitusedChinesefour-characterstructureanditkeepstheoriginaleffectandenrichesthesloganmeaning.Sofour-characterstructuresareusedtomeetChinesereaders’version,Chinesereaderswillfeeltheseexpressionsfamiliarandwelcome.4.1.3AdjectivesEnglishadvertisingslogansneedtogivethevividandanimatedimpression,sotheychoosetouselargenumbersofmodifiers.Themodifierscanhighlightthemeritsofaproduct;describevividlythespecialfeaturesoftheproductandtoenhanceitsappealtotheprospectivecustomer.InEnglishadvertisingslogan,therearecountlessadjectives,butwecanconcludesomeoftenused,suchasgood,possible,better,comfortable,smoothly,satisfied,newandhigh.Forexample,‘Goodtothelastdrop”（example17）.theChinesetranslationis“滴滴香濃，意猶未盡”.Itisagoodexampleoffreetranslation.Itisasloganofcoffee.TheChineseversiondoesn’treaditword-for-word.Intheoriginal,itusedtheadjectiveword“good”anditistranslatedas“滴滴香濃”,sothetranslatorusehisimaginationtrytoattracttheconsumers,anditcreatesthetasteoftheproductandthefeelingofdrinkingit.Soitfulfillsthefunction.SyntaxCharacteristicSimpleSentenceConcisenessisacommoncharacteristicofmostadvertisements.Advertisementismadeforpublic,soitrequiresusingsimpleandshortsentenceinordertostrikethepublicsensesofsightandhearingandcausetheirattention.Complexsentenceisnoteasytounderstandanditwilldullthereaders’interests.ThisistrueofEnglishadvertisingslogan.Thereforeitislikelytousesimpleandbriefsentences,whicharereadableandcomfortable.Forexample,“Fresh-UpwithSeven-up.”（example5）istranslatedas“請飲七喜，倍添精神”.Itisthesloganofbeverage.Thecopywriterusedjustfourwordstohighlighttheexcellenceoftheproducts.Thissloganisnotonlyeasytorememberbutalsoboostingthebrand’simage.ThetranslatorusesChinesefour-characterstructureintheslogansothattheChineseversionsareassuccinct,readableastheoriginal.Anotherexampleis“I’mmoresatisfied”（example27）,itistranslatedas“我更加滿意”.ItisanAmericanbrandnameMORE—akindofcigarette.Thiskindofcigaretteisslightnessandsoft,itisverypopularforwomen.MOREhasthesamepronunciationwithmore,butdifferentmeanings.Theconsumerwillbelikelytoconnectthesetwowordstogether.So,thoughitisasimplesentenceandeasytoread,toremember,itplaysanimportantroleforthepromotion.ImperativeSentenceThepurposeofthesloganistoappealtocustomerstobuytheadvisedproduct.Theuseofimperativesentenceenhancestheappellativefunctionoftheslogan,andgooduseofimperativesentencewillgivepeoplethesenseofintimacyandconfidence.Take“Let’smakethingsbetter”（example24）asanexample,itistranslatedas“讓我們做得更好”.Itisasloganofmobilephone.Itusedone–syllableword“make”andtheadjectiveword“better”atthesametime,andalsoused“l(fā)etus”toarousepeople’sattention.Itsuccessfullyconveyedtwomeanings,oneisthecompanywantstotellconsumerthattheywillofferbetterandbetterproducts.Theotheristheconsumerwhohasthismobilephonewillbecomemoresuccessful.Soitgivestheconsumerimaginationtoappreciatetheproducts.Foranotherexample,“Livelifewithasmile”（example7）istranslatedas“笑對生活”.Itisasloganofcosmetic.Usingthisimperativesentenceistopersuadepeopletotakeapositiveattitudetolife.Whileatthesametime,thetranslatorconveystheproduct‘seffectivefunctionsuccessfully.Itisalsokeepstheoriginalmeaningaccurateandtouchestheconsumerswhotakethecosmeticthingsveryseriously.TranslationStrategiesTheanalysisisbasedontwotranslationmethods:FreetranslationandLiteraltranslation.However,inthefreetranslationmethod,therearefourcommonmethodsoftranslatingthesloganofEnglishadvertising:(1)UsingChinesefour-characterstructure.(2)Expansionofwordorphraseintosentence.(3)Adaptationandinterpretation.(4)TranslationbyborrowingfamiliarChineseexpressions.FreeTranslation.1UsingChinesefour-characterstructureAstodoagoodjobinslogantranslation,weshouldfirstconsiderthepurposeoftheslogan,whichistoattractcustomers’attention.Then,considerdifferentcustomandculture,andusingsmoothandnaturalChineseexpressions,suchasfour-characterstructure.Todoso,theChinesecustomerscanaccepttheinformationaboutaproduct.TheChinesefour-characterstructureisverysimple,readable,vividandattractiveastheoriginal.TheExamples1to10allindicatethis.Thisfour-characterstructureiscommonlyusedinChineselanguage.Thisisalsotrueofadvertisingslogan.Theyaremorerhythmicandconciseaswellassmooth,elegantandimpressive.“Trustusforlife”(Example1)istranslatedinto“財(cái)政穩(wěn)健，信守一生”and“Advancementthroughtechnology”(Example2)isrenderedinto“突破科技，啟迪未來”.Toachievethespecialpromotivepurposeofslogan,thetranslatorshouldconsiderthefeelingofconsumers(readers).Theabovetwoexamples‘translationenhancetheoriginalproduct’simagesmoreorlessbyusingphrasessuchas財(cái)政穩(wěn)健and啟迪未來.Theykeeptheoriginaleffectandenrichthesloganmeaning.Sofour-characterstructuresareusedtomeetChinesereaders’version,Chinesereaderswillfeeltheseexpressionsfamiliarandwelcome..2ExpansionwordorphraseintosentenceThisisacommonusedwayintranslatingEnglishslogans.TranslatorscanaddfamiliarChineseexpressionstotranslateEnglishadvertisingslogans.Inaword,theymustbefamiliarandattractivetotheChineseconsumers.Sentencesinexamples11-14allobeythisruletogiveconsiderationtobothvividnessandmeaning.Forinstance,“Workingbeautifully,everywhere(NipponPaint)”istranslatedinto“立邦漆處處放光榮”.Inthisslogan,“everywhere”isputattheendofthesentenceinordertoemphasisanditisreplacedby“處處”inChineseversion.Andatthesametime,inoriginaltextitisaphrase,butconvertintoasentencestructureaftertranslation.Inmostcases,itissuitableforthetranslatortochangethephraseintoasentencetoexpressthecompletemeaningoftheoriginal.Foranotherexample,“Wings(Motorola)”(example12)istranslatedas“摩托羅拉，飛越無限”.Inthisslogan,theoriginalusesjustoneword,whichisfullofimaginationtoemphasisMotorola’simage.Ifwetranslateitwordliterally,Chinesereaderscan’tunderstandtheimportanceoftheoriginal.However,thephrase“飛越無限”givesconsumersimaginationtoappreciatetheproduct.Forexample,usingaverbphrasetoexpressacompleteconcept,suchasExample13“startahead”,itisasloganofshampoo.Itstranslationis“成功之路，從頭開始”.Thetranslatoruseshisimaginationtoconveytheproduct’seffectivefunction.Whileatthesametime,keeptheoriginalmeaningaccurate..3Adaptationandinterpretation.Thethirdmethodoffreetranslationisadaptationorinterpretation,whichmeansthetranslatorexpresshisownunderstandingoftheoriginalmeaningandattractconsumers’interests.Alsobyfreetranslationwerefertotheneedtochangetheoriginalstructure.Agoodtranslatorshouldnotonlyunderstandtheoriginalmaterialsbutalsoleanandunderstandbackgroundorculturethatrelatedto.Sohecanexpresshisownunderstandingaswellasattractreaders’attention.Theslogans15to20areallobeythisrule.RegardingExample17”Goodtothelastdrop”.theChinesetranslationis“滴滴香濃，意猶未盡”.Itisagoodexampleoffreetranslation.Itisasloganofcoffee.TheChineseversiondoesn’treaditword-for-word,butitcreatesthetasteoftheproductandthefeelingofdrinkingit.SoitfulfillsThereisanEnglishslogan“Mygoodness!myGuiness!”istranslatedinto“此酒只應(yīng)天上有”.Itismoresuitableandsignificantthantranslation“我的天，我的Guiness酒”.Thefirsttranslationissuccessfullyexplainedtheuniqueofthebeer..4TranslationbyborrowingfamiliarChineseexpressionsTherearemanyculturedifferencesbetweenChineseandEnglish.Thoughsomeexpressionsaresharedbythetwolanguages,theyinmostcasesareverydifferentfromeachother.Sowe’dbettertoconsiderboththeimageandthemeaningoftheslogan.TranslatorscanborrowfamiliarChineseexpressionstotranslateEnglishslogans.SuchexpressionsmayincludepoemsorsomepopularslogansusedinChinese.However,theborrowingexpressionsshouldnotbeusedmechanically.Translatorsshouldhaveanimaginationmindandfollowtheprinciplesofcreativeness.ThestrategiesadaptedinExample21to23arethemethodoftranslationbyborrowingfamiliarChineseexpression.Example22isacaseinpoint.Theslogan“Aworldofcomfort”istranslatedinto“充滿舒適與溫馨的世界”.Wecanclearlyseethattheadditionof“溫馨”intheChinesetranslationwillhelptoattractmoreChinesereaders.Foranotherinstance,theExample21“ThingsgobetterwithCoca-Cola”istranslatedinto“喝了可口可樂，你會事事如意”.Theexpressionof“事事如意”intheChineseversionwillhelptoattractmoreChinesereadersandeasytomeetChineseconsumers’receptivepsychology.LiteralTranslationThismethodisoftenusedinthetranslationofslogansinadvertisement.Whenthesloganiseasyorshort,wetranslateittokeepthesamesentencestructureandwordorder.Theliteraltranslationusedintranslatingslogansareexamples24to36.Theexampleof33“M&M’Smeltinyourmouth，notinyourhands”istranslatedinto“只融在口，不融在手”.AndanotherExampleof30,“Therelentlesspursuitofperfection”isrenderedinto“不懈追求完美”.Wecanseetheirtranslationsareequivalenttotheoriginalsintermsofmeaning,wordorders.ButtheyarealsosmoothandnaturalinChinese.ResultsandSuggestionsResultsSloganisanimportantpartintheEnglishadvertisingtranslation.Intheprocessoftranslating,translatorshavetodealwiththecontroversythatcausedbytheoryandpractice.Itisimportanttohavenodifferencebetweenoriginalworksandtranslationversions.However,basedontheaboveanalysis,wefindthatpaymoreattentiontotheoriginalworks’linguisticfeaturesandatthesametimetheculturedifferencesshouldtakeintoconsideration.Asthethirty-sevenexamplesshowing,slogansmayhavedifferentsignificancemeanings.Theytellusmorethanthemselves.SotheyneeddifferenttranslationmethodstofitChineseversionstomaketranslationloyalty,smoothlyandeye-reaching.Thetwomaintranslationstrategiesareliteraltranslationandfreetranslation.AndtheauthoralsoincludedfourproperwaystotranslatetheslogansinEnglishadvertising.(1)UsingChinesefour-characterstructure.TheadvantageofusingChinesefour-characterstructureisverysimple,readable,vividandattractiveastheoriginal.(2)Expansionwordorphraseintosentence.TranslatorsuseChinesefamiliarexpressionsiswelcomedbyChinesereaders.Itfeaststheirtastesandmakesthemfeelcomfortable.(3)Adaptationandinterpretation.Agoodtranslatorshouldunderstandboththeoriginalmaterialandbackgroundorculturethatrelatedto.Todothis,theycantransfertheoriginalimageintoanotheronethatisfamiliartothetargetl