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About ARTLANGS >News >What are the difficulties in advertising translation?

What are the difficulties in advertising translation?

Advertisements are generally divided into economic advertisements and non-economic advertisements. The latter generally refers to advertisements that are not for profit, such as government announcements, announcements or statements of political parties, religions, education, culture, municipalities, social organizations, etc. Economic advertising generally refers to advertisements for the purpose of profit. Our common commodity advertisements belong to a kind of economic advertisements. It is a means of disseminating commodity and service information to consumers or users through advertising media in a paid manner.


In our life, advertising can be said to be everywhere, and good advertising can add color to the product and produce an excellent publicity effect. With the continuous deepening of external communication, the audience of advertisements has a wide range of ages, and also faces various audiences from different countries and different occupations. Therefore, in the external output of advertisements, advertisement translation is undoubtedly a very important link.


Advertising translation needs to fully understand the cultural differences between the two countries, and if necessary, make a free translation that is consistent with the local culture. Today, Artlangs Translation Company will introduce to you where the cross-cultural factors of advertising translation are mainly manifested, hoping to be helpful to you.


The first is different cultural values. The values ​​of Chinese culture have a profound humanistic spirit, forming the introverted character of Chinese people. While Westerners are extroverted, they pay more attention to the external form of product advertisements and pay attention to the effect of perception.


The second is the different psychological structure. The stable psychological structure of the Chinese people, with "benevolence", "pragmatism" and "forbearance" as the basic content, has formed the unique cultural psychology of the Chinese. The psychological structure of Westerners is more complex and loose, with "humanity", "cognition" and "behavior" as its basic contents, forming a unique Western cultural psychology. different regional and cultural environments.


Furthermore, advertising culture is a subculture and is attached to the main culture. With the development of the world economy and the increase of international exchanges of economy, science and technology, the world is developing in the direction of "global village", and the integration of advertising culture is inevitable. China's pursuit of commodity culture also tends to be "new, famous, refined and beautiful". Chinese traditional functional consumption is gradually being replaced by cultural aesthetics.


In general, the languages ​​used in different countries, ethnic groups and regions are different, and the preferences and dislikes for certain words are also very different. Rhetorical devices are often used in advertising slogans, in order to visualize and concretize the content of the expression or make the main words clear and prominent, strengthen the language effect, attract the public's attention and help the public remember. However, due to the differences in some rhetorical traditions between China and the West, it will bring difficulties to translation, so special attention should be paid to advertising translation.



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