广告汉译英翻译策略研究（英语论文）

PAGEPAGE26广告汉译英翻译策略研究ATentativeStudyofTranslationStrategiesfromChineseintoEnglishonAdvertisement论文摘要广告在经济生活中扮演着一个举足轻重的角色,它随处可见，已经成为我们日常生活中的一部分。一方面，广告能够促进销售，通过广告，企业或公司把产品的功能、特性和用途等信息传递给消费者，引起消费者的注意和兴趣，促进购买。广告宣传也会影响或改变消费者对某一产品的潜在需求，使其变为现实的购买力，从而扩大产品销售。另一方面，商家通过广告来宣传产品的特性和企业的文化，即宣传了自家的产品，又能提升企业和公司的知名度。因此，广告发挥着越来越大的作用。众所周知，它是最大、最快、最广泛的信息传播媒介形式之一。随着全球经济的发展，国与国之间的交流日趋频繁，广告翻译语言会越来越重要。本论文旨在通过中英文广告翻译实例来讨论广告英语翻译的语言特点，通过综述前人关于广告翻译中常用到的翻译原则和策略，并结合本研究选取的语料进行分析与讨论。通过这些分析与讨论，使我们了解到广告英语的特点和翻译方法。本论文所使用丰富的事例来说明广告英语的语言特点，并借此来介绍各种常用的翻译方法。这些语料主要来自各类广告，语料的类型为词语或创新的合成词。本文以功能对等理论为指导，对语料进行分析，归纳出相应的五种翻译策略和方法：1）直译2）意译3）创译4）增译5）减译法。讨论与分析的结果是针对不同的广告，上述这些方法可单独运用，也可以相结合的进行翻译。通过对比中英语言的差异和分析与讨论广告英语翻译中的翻译策略和方法后，我们在进行广告英语翻译时，应准确理解原广告，并对其进行分析，关键在于选择适当的翻译策略、运用准确的翻译和修辞方法，去更好的体现原广告的内涵，并更加贴切、准确、生动的完成一则广告的翻译。关键词：广告广告特点翻译方法翻译策略

AbstractAdvertisingplaysanimportantroleineconomicworld.Itcanbeseeneverywhere,andithasbecomeapartofourlife.Ontheonehand,itistruethatadvertisementcanpromotesales.Thecharacteristics、functionanduseofproductwillbedeliveredtocustomersthroughadvertisingpublicizingwhichwillattractcustomers’attentionandtheirinteresting,sothattopromotesalesofproducts.Italsoaffectsandchangesthepotentialdemandofcustomers,whichwillmakeconsumerstoarousetheirdesiretoincreasethepurchasingpower,andtoexpendproductsales.Ontheotherhand,sellerspublicizefiguresofproductandcorporateculturebyadvertising,whichbothpublicizeproductoftheirownandalsopromotereputationofcompanies.So,advertisingisplayinganincreasinglyimportantrole.Everybodyknowsthatadvertisingisoneofthebiggest、fastestandmostextensiveinformationmedia.Withtheglobaleconomicdevelopmentandmorefrequentexchangesbetweencountries,translationonadvertisinglanguagehasbecomemoreandmoreimportant.ThispaperattemptstohaveastudyoftranslationstrategiesonadvertisementbasedonthecharacteristicsofEnglishdiscussedinadequateexamplesofbothChineseandEnglishadvertisements.Throughtheanalysisanddiscussion,wehaveabetterunderstandingofEnglishadvertisement’scharacteristicsandthetranslationskillsinconveyinginformationthanbefore.Withabundantexamples,thispaperdescribesthefeaturesofadvertisementEnglishandintroducesthevarioustranslationmethods.Theexamplesusedinthispaperarefromdifferentkindsofcommodityadvertisement,inwhichthewordscomefromcreatedcompoundwords.Inthispaper,accordingtothefunctionalequivalencetheory,itanalyzesthedataandthefollowingfivetranslationstrategiesandmethods:1)Literaltranslation2)Freetranslation3)CreativeTranslation4)AmplificationTranslation5)OmissionTranslation.Asperthedifferentadvertisings,thesemethodscanbeusedindividually,andalsocanbecombined.AftercomparewiththedifferencesbetweenChineseandEnglishlanguages,andthenanalyzeanddiscussthetranslationstrategiesandmethodsduringadvertisingtranslation，whenwearedoingtheadvertisingtranslation,weshouldaccuratelyunderstandoriginaladvertisement,andanalyzetheoriginalone.Thekeyistochooseanappropriatetranslationstrategy,usingaccuratetranslationmethodandrhetoricmethod,whichcanpresenttheoriginalimplicitmeaning，andthepurposeistoattempttocreateanatural,vividandappropriateadvertisingtranslation.KeyWords:Advertisement;Advertisementcharacteristics;Translationmethods;TranslationStrategiesTableofContentsPages1.Introduction……………….….1.1ResearchBackground………..……1.2ResearchObjective……….…….………1.3ResearchStructure………………..……88891.1…………2.Rationale……………….……..2.1TheDefinitionofAdvertisement…………………2.1.1Definitionofadvertisement……………….………………2.1.2ClassificationofAdvertisement………………2.2TheCharacteristicsofAdvertisingLanguage………………2.3ThePrinciplesofAdvertisingTranslation….……….2.3.1ThePrinciplesofAdvertisementTranslation……………2.3.2TheStrategiesandMethodsofAdvertisingTranslation….LiteralTranslation……………………FreeTranslation…………CreativeTranslation…………………….Amplification&OmissionTranslation………………999910101111121313133.DataDescription……………..144.DataAnalysisandDiscussion…………….4.1DataAnalysisandDiscussiononLiteralTranslation……………4.2DataAnalysisanddiscussiononFreeTranslation…………………4.3DataAnalysisandDiscussiononCreativeTranslation……………4.4DataAnalysisanddiscussiononAmplification&OmissionTranslation……ResultandSuggestion……………………..5.1Result……………………….5.2Suggestion…………………1818186.Conclusions…………………..197.Bibliography………………….20Appendix:21ATentativeStudyofC-ETranslationStrategiesonAdvertisement1.Introduction1.1ResearchBackgroundAdvertisementisnotonlyasciencebutalsoanart.Itisdifferentfromthemassmediaandpromotionalactivities.Advertisingplaysanimportantroleinlife,andithasbecomeanimportantandindispensablecomponentineconomiclife.Advertisingisacommunicationtool,itisthroughacertainmediaandforms,andprofitwillbeacommodityforthepurposeofinformationdisseminationtousersandconsumers.Oneadvertisementcanbeasuccessfuladvertisingasacommercialmethod,whichisusedtohelpadvertisersbuildbrandawareness,andthusgeneratesubstantialprofitsandoutstandingreputation.Withasteadydevelopmentinthewholeglobaleconomy,alargenumberofforeigngoodssurgeintotheChinesemarkets,moreandmoreChineseproductsalsohavetheopportunitiestoentertheinternationalmarkets,competingwithforeignbrands.Inordertocompetefortheworldmarket,countriescompetetoselltheirownproducts.Oneoftheimportantpromotionaltoolsisusingadvertising.Thenationalreputationofthegoodsandmanufacturerswillbepresenttotheinternationalrecommendationbyadvertising.Soadvertisingplaysadecisiverole.AuniqueAdvertisingcanhelpproductstosuccessfullyentertheconsumer'slifeandvisionintheirmindsoccupiedacertainposition,itmakesanexcellenteffectonbrandofproducts,andmakesthebrandanimageasavalue-addedproduct,moreover,itwillbringbackmoreandmorenumberoftargetconsumers.1.2ResearchObjectiveThispaperaimstostudyonthecharacteristicsofadvertisinglanguagetranslationandstrategies.Inthispaper,C-Eadvertisementlanguagearediscussed,whichiscloselyrelatedtothelanguageoftheSino-Britishadvertisinginthesoundmeaningtheformofwordsandrhetoricaldifferences.Byanalyzingthecharacteristicsofadvertisinglanguagetranslation,translationprinciplesandstrategiesarediscussed.Thecreatorcanunderstandandknowhowtotranslateasuccessfuladvertising.Anditsreadersareinfectedbythisadvertisingandachievegoodresults.AsperthereadingofMr.LiKexing’sbookwhichisnamed“ATheoreticalandPracticalApproach”.TheStrategiesofadvertisementtranslationcanbepresentedfor5items,whichareLiteralTranslation、FreeTranslation、CreativeTranslation、AmplificationTranslation&OmissionTranslation.1.3ResearchStructureTheresearchisdividedintosixparts.PartOnepresentsthecharacteristicsofadvertisinglanguage.ParttworeviewstherelatedmaintheoriesandthestrategiesormethodsforChineseandEnglishadvertisingtranslation.Partthreeandfourattempttodiscussthetypesofcurrentadvertisingtranslationandanalyzethedataofadvertisingtranslation,thenpresentthesuggestionsontranslatingtheadvertising.Finally,thestudysummarizesthewholeresearch.Introduction2.Rationale2.1TheDefinitionofAdvertisement2.1.1Definitionofadvertisement“Advertisement”isderivedfromtheLatinadvertere,means“toarousepublicattentiontocertainthings,andinducesacertaindirectionintheuseofamethod”.（WangYanxi,2022:6）“WebsterDictionary”definitionofadvertising:Advertisingisdefinedasdirectlyorindirectlybystrengtheningsalesofgoods,disseminationofadoctrineorinformation,calltoparticipateinvariousmeetingsandralliesconductedundertheintentofallthedivisionsofactivitiesintheform(WebsterDictionary,1977Edition).2.1.2ClassificationofAdvertisementAccordingtodifferentclassificationstandard,advertisingisdividedintodifferentsorts.Firstly,asperprofitachieves,itisdividedintocommercialadvertisingandnon-commercialadvertising.Secondly,asperadvertisingmediumasthestandard,itisdividedintonewspaperads,magazineads,radioads,televisionads,andoutdooradsandetc.Thirdly,asperadvertisingobject,itisdividedintoconsumeradvertising,industrialadvertising,serviceadvertising.Finally,aspergeographiclocation,itisdividedintointernationaladvertising,nationaladvertisingandregionaladvertising.2.2TheCharacteristicsofAdvertisementLanguageAdvertisinglanguagehasitsowndistinctcharacteristics:conciseandeasytoremember,livelyandhard-warming,vividimage.（SongHong,2015：15）.Advertisingisacommerciallanguage,thusadvertisinglanguagetranslationneedstobebrief,vividandeye-catching.Sentencesimplification,conciselanguage,structuresimplification,vividimageoftheadvertisingcanattracttheattentionofconsumersatthefirstsight.Advertisinglanguagetranslationcanpresenttheproductstoamaximalexpressionofthecharacteristics.Asuccessfuladvertisingcanoccupythestatusofpeople'sminds.Asasayinggoes,onewordworthathousandpiecesofgold.Whichcouldbestindicationthelanguageintheadvertising（SongHong,2015：25）.Advertisingphraseswiththeexquisite、phonologicalharmony、clearimagescanalsobringconsumersthemostinformation,sothatconsumersbecomeimpressedwiththeproducts.Advertisinglanguagewithartisticrequirements,usingacertainrhetoricaldevicesaremodified.（GuoGuilong,2017：16）.Advertisingwithitsrefinedlanguage,fullofrichcontentandappropriaterhetoricaldevicestoannounceproducts,andthenmeettheproductsarewellknown.Advertisinglanguagehasauniquestyleofbeingadistinctivelanguage.Itsrhetoricwithvarietyofvividlanguageistoincreaseandenhancetheappealandtheappealofthelanguage.Advertisinglanguagemakesthetargetgroupinfluencedbypromotionalproductsandcreatesgoodwill.Asuccessfuladvertisingdirectlyaffectstheproduct'spurchasingpower.Translationinadvertisinglanguageisextensiveuseofrhetoric,showingofproductvisualizationandspecific.Sothatadvertisinglanguagefluently,whichwillbringthepublicattentionandtohelpthepublicmemory.InEnglishadvertising,extensiveuseofmetaphor、personification、pun、parallelism、hyperbole、rhymeandetc.Translationintheadvertising,alotofrhetoricwillmaketheuseofwordsorthearticleisevenmorelivelyandfullyexpresstheirfeelingsandideas.2.3ThePrinciplesofAdvertisementTranslationAdvertisingisanindispensablecomponentintoday'seconomicglobalizationworld.Itisthecatalystforthedevelopmentofmoderncommodityeconomy.Itisalsoaroletocontacttheproductionassaleofbondsandbridges.Productswereintroducedtocustomersthroughtheadvertisementbroadcast,whichcanattractpeople’sattentionandhelptoincreasethepurchasingdesire.Sotheadvertisingtranslationismoreandmoreimportanttoday.2.3.1ThePrinciplesofAdvertisementTranslationEugeneA.Nida,anAmericantranslationtheorist,whoraisedthetheoryoffunctionalequivalenceat60sinthelastcentury.Hethoughtthatthetranslationneedstobeconsideredisfocuson“translationreceivercancorrectlyunderstandandappreciatethetranslationonwhichlevel”.Theessenceoftheoryof"Functionalequivalence"is“tocomparethewayoforiginalreceiverunderstandingtheoriginalandthewayoftranslationreceiverunderstandingthetranslation.”（2001：86）.Nida'stheoryonadvertisingtranslationplaysanimportantroleinguidingfunction,andithasbeenconsideredasthestandardsbytranslators.“Functionalequivalence"isanotherdifferentformulationwhichisbasedonthe"dynamicequivalence".Theso-called“dynamicequivalence”,whichmeans:"thereaderofthetranslationandtheoriginalreadersoftheinformationshownontheoriginalinformationconsistentwiththereflection"(1969:24),"FunctionalEquivalence"and"dynamicequivalence"areinfactconsistentintermsoftheirmeanings.TheoryofFunctionalequivalenceisfromtheperspectiveofthereadersandstresses"reader’sresponse".Itasksthereadernotonlytounderstandtheoriginalmeaning,butalsoneedtotakeaction.Nidaarguesthatifthetranslationreadercanunderstandandappreciateastheoriginalreader,itcanbesaidthatsuchatranslationhasachieveda"functionalequivalence.”AdvertisingtranslationwhichisundertheguidanceofthetheoryofFunctionalEquivalenceshouldrigidlyadheretotheoriginalstructure,usingtheacceptedlanguageformtore-organizetheadvertisingtranslationlanguage,whichwillachievethegoalofpromotingproductsbymakingfulluseofthecharmofadvertisingandthenresultingettinggoodeffectofsuchadvertisement.2.3.2TheStrategiesandMethodsofAdvertisingTranslationUndertheguidanceoffunctionalequivalencetheory,translatedadvertisingismostlikelytoachievethepurposeofadvertisinganddemonstratesthebestpartofitsbusinessfunction,whichwillachievethedesiredbusinessresults.Basedontraditionaltranslationstandard,anumberofdifferenttranslationstrategieshaveemerged.Amongofthemarefivestrategiesfrequentlyuse.TheyareLiteraltranslation、Freetranslation、Creativitytranslation,Amplification&Omissiontranslation.Thesetranslationstrategiesarefeasibleinpractice.Duringadvertisingtranslation,thetranslatorcanasperthecharacteristicsofdifferentproducts,flexibleusethem.Generallyspeaking,charactersusedindifferentcountries,ethnicandregionalaredifferent.Thesignificantdifferencesexistedinsound,meaningandtextformamongthecountries.Translatorshouldnotonlyconsiderthereceivedcountry'sculturaltraditionsandconsumer’spsychology,butalsoneedtounderstandandpayattentiontothecountry'snationalcustomsandtaboos.FortheadvertisingtranslationbetweenChineseandEnglish,sometimes,weoftenseetheuseofwordbywordtranslationway.Thiskindofadvertisingtranslationsometimescanneitherbeconveyedtotheconsumerandexpresstheoriginalmeaning,ormakesentencesclear,simpleandeasytoreadandremember.Therefore,whenwetranslatefromoneadvertisinglanguagetoanother,itisabsolutelynotjustconvertbetweendifferentcodes,butmaintainthefoundationofthein-depthmeaningofwords.Withthesamefunction,re-constructtheoriginalinformationandcompletetranslation.LiteralTranslationLiteraltranslationisakindoftraditionaltranslationmethodwhichistotranslatebasedontheoriginalmeaningofsentences.Literaltranslationis“changetheoriginalformintoarelevantlysimilarcorrespondingformintoanotherlanguage”（ChenDehong2000:60）.Itmeanstoretaintheoriginalcontentandoriginalform,especiallytomaintaintheoriginalmetaphor,imageandnationalcharacteristicandetc.Thiskindoftranslationmethodisastraightforwardtranslating,althoughreaditisnotlikeoriginalmothertonguesosmooth,buttheinformationtheyconveyisveryclear.Liketheexampleswhichinvolveinthepaper,literaltranslationisveryeasytounderstand.Sloganandtitlescandirectlyexpresstheirsuperficialandin-depthmeaningsbysuchwayoftranslation.FreeTranslationFreeTranslationistokeepthecontentsandignoretheiroriginalform.Itis"translationwithinlanguageitself"afterdigestion.Itallowsthetranslatortohavesomecreativity,butthebasicinformationoftheoriginalshouldbepreserved.Thiskindoftranslationmethodismoreflexibleinthetranslationprocess,consideringthedifferencesbetweenreadingandunderstandingwhicharecausedbycultureofthedestinationreaders.Fromthereaders’pointofview,suchtranslationismoreauthenticandreadable.Butitsfidelitytotheoriginalformislessthanliteralway.Tosomeextent,freetranslationreflectsthespecialnatureoftranslationitself,reflectingthecharacteristicsandroleofadvertisingandmakesthetranslatedadvertisingcomplywiththecultureandaestheticofreceivingcountries.Buttheessenceordeepmeaningoforiginaladvertisingstillretainsinthetranslation.Suchmethodiswidelyusedintranslationandeventakesuphighpercentage.CreativeTranslationCreativetranslationmeansitisbeyondtranslation,it’sessentiallyare-creation.（LiKexing,2019:70）Suchtranslationmethodisnotpurelycreativewritingbutadistinctivetypeoftranslation.Itusesavarietyofeffectiverhetoricapproaches，givingavividfeaturetovividlife.Liketheadvertising“Thediamondisforever.”.Itusestherhetoricalmethodofantithesistomakethemeaningofadvertisingcontentsdeeperandmoreinfluentialthantheoriginaltext.Creativetranslationofanadvertisementisnotonlytranslatingthesuperficialmeaningoftheoriginalsentence,butalsomakesitmoresubstantialandmoreexpressive.Asthiscategoryoftranslationmethod,thetranslatorshouldgraspthethemeoftheadvertisings.Accordingtothecountrythatwillreceivetheadvertisingbasedontheirlevelofacceptance,modifyorelaboratewhichwillbringthecontentofadvertisementmorepowerful.Amplification&OmissiontranslationSupplementarytranslationandCondensedtranslationarealsobothcommontranslationmethodsinadvertisingtranslation.Thesupplementarymethodiswellinformed.Itintendstodigfurtherextendorexpandoncertainkeywordsbyelaboratingtheoriginalmeaningofthesentencesormakeitshiddenindicationexposedtoreaders.Sothetranslatedmeaningofthesentenceisobviouslymorethantheoriginalone,andincreasesomeinformationwhichdoesnotexistedbefore.Condensedtranslationistomakesupplementordosomethingalittleplaywhichisbasedonunderstandingoforiginalmeaning.Andaddrhetoricandidiomsintothetranslation.Itmakesthetranslationartisticconceptionmorerelevant,advertising,withrichertaste.Relativetotheincreaseintranslation,thetranslationusedbyrelativelysmallproportion,however,reducetranslationhasitsuniquerole.Notwrittenforthosewhorefinedtheoriginalad,thetextoftheexcessofinformation,especiallywhenuseful.Bytranslationandnotunderminingtheoriginalmeaning,suchastheexample,advertisinglanguagetranslationcanbemoreconcise,presentingabriefadvertisementforpeopletounderstand.3.DateDescriptionInthefollowingsection,30EnglishandChineseadvertisementshavebeenusedasexamples.Mostofthemareselectedfromthebook,whichisnamed“ATheoreticalandPracticalApproach”.Therearefivetranslationmethodspresentedtoillustratetheadvertisingtranslation,whichareLiteraltranslation、Freetranslation、Creativetranslation、AmplificationtranslationandOmissiontranslation.Foreachcategory,thebookshowsmanyexamplestoexplainitsspecialfunctions,andmostofthemaredomesticandinternationalfamousproducts.Thedateasbelowwhichareselectedandallofthemarebasedonthemethodsofadvertisementtranslation,andtheycoverthefivemaintranslationmethodsofadvertisinginordertomaketheanalysisresultinvolvingthewholeadvertisingtranslation.ThedistributionoftheselecteddataforadvertisingtranslationisshownatAppendix,andwhicharedividedintofivecategories.4.DataAnalysisandDiscussionAdvertisingisakinddifferentfromtheliteraryandothertypesoftextinaspecialstyle.Itinvolvesmanytranslationmethods,amongthem,thefivemainmethodsaremostlyadoptedwhentranslateadvertising.Thispaperaimsatfindingthemostappropriatemethodwhendoingadvertisingtranslation.So,themethodcombineduseorseparateapplicationisnotcorrectabsolutelyorinaccurate.Thefollowingexamplesareusedtoillustratethesemethods.4.1DataAnalysisandDiscussiononliteralTransliterationLiteraltranslationistomaintaintheoriginalbeauty,theoriginalstyleandform.Andthismethodoftranslationcanbeeasilycomprehendedbyreadersorconsumers.Forexampleone:“Nike,justdoit.”,thiskindofadvertisementhasasimplesentenceandillustratesmeaningscompletely.Itisentirelyfaithfultotheoriginaltranslation.Therefore,inaccordancewiththeliteralmethod,totranslatetheadvertisementisnotonlytoexpressitssurfacemeaningofadvertisingbutalsounderstandthedeepmeaning.Literaltranslationisthemostancientmethodofadvertisingtranslation,whichoccupiesanimportanttranslationposition.ForExample2:“Adidas:Impossibleisnothing!”,ForExample3:“Haier:Tobetrueforever.”andtheadvertisingfor“Nest:Thetasteisgreat.”.Mostoftheiradvertisinglanguageofthestatementgivesustheimpressionofsimplicityandalsoinpursuitofartisticconception.Theotherexamples:5and6,expressadvertisingsaboutHKtelecommunicationandUnitedAirlines.Thetranslationisinaccordancewithoriginalformanditsstructure,soastoeffectivelyexpressthemeaningoftheoriginaltext,reflectingtheoriginalstyle.Generallyspeaking,Literaltranslationcanfaithfullytransmitthecontentoftheoriginal.ButtheLiteraltranslationdoesnotmeanone-to-oneandequaldietranslation.However,it’sveryimportanttouseappropriatetranslatedsentenceandtherhetorictoexpresstheoriginaladvertisingcharacteristics.Withinthetranslationprocess,itisfaithfultotheoriginalcontentandstructure,anditcanmaximizetoretainthedeepmeaningofadvertisementandsurfaceaccordingtothecharacteristicsoftargetlanguage.4.2DataAnalysisandDiscussiononFreeTranslationFreetranslationisunlikeliteraltranslation,theoriginalmeaninganditsstructurecannotbeexpresseddirectly,butwillfocusontheanalysisfirstandthenisexpressedoutbyanotherform.Thatmeansitdependsonmeaningtranslationbutnotrigidlyadheretothesurfacetext.ForExample7、8&10,“Askformore.”&“Fornextgeneration.”fromPepsi-colaand“Liveyourdream”fromBearQingdao,thesethreetranslationsarepaidmoreattentiontothemeaninginsteadoftheforminthetransitionfromthesourcelanguagetothetargetlanguage.Theyarethetranslationthatreproducesthegeneralmeaningoftheoriginaltext.Freetranslationdoesnotmeantodeleteoraddcontentoftheoriginaltext,andtranslatorsmustconsidertheoriginaltextcarefully,knowitsstress,translatesitnaturallyandexpressesthemeaningoftheoriginal.Forexample:9,11,12,theyareallfreetranslations.Itisnotpaidmoreattentiontotheformoftheoriginalsentenceandthedetails,buttheoriginalmeaningcanbepresentedcorrectlyandthetranslationcanbereadnaturallyandsmoothly,sothatitcanbeacceptedbytargetlanguagereadersandcustomers.Examplesbelowpresentthefeaturesofproducts,thetranslationlanguagesaresmoothandfluent.Moreover,theyarealsoacceptedbytargetreadersandinaccordancewithdifferentculture.Freetranslationisaskillwhichtranslatorsneedtohavemoreknowledgeanduserhetoricapproachestotranslatetheadvertisement,ignorethestructureoforiginaltexttoexpresstheoriginaladvertisementcontentinanotherform.4.3DataAnalysisandDiscussiononCreativeTranslationCreativetranslationpresentsacompletelydifferentcreativeidea,whichwillusesomewordsbutstillremaintheoriginalformofadvertisinglanguage.Fortheexample13“Thediamondisforever.”whichistheclassicalandtransmittedtotodayfrommanyyearsago.ForitsChinesetranslation,thelanguageiswithrichcontent,strongperformance,deepartisticconceptionwhichiscatchyinChineselanguage.Thetranslationmethodisnotonlypaidattentiontothecontextoftheoriginalmeaning,butalsosocialandculturalcommunicationrequirementsfromtheperspectiveoflanguageuse.Goodadvertisingisnotasimpletranslationofthemeaningforwords,butisare-creationafterunderstandingtheoriginalintentionliketheexampleof14to18.WhichdoadvertisingtranslationusedbyCreativeMethod.Theyarere-creativeactivitiesonthebasisoftheoriginaltext.Sometimes,thoughitscontentisnotequaltotheoriginaltext,whichisthetreasontothewords,itmustbeloyaltotheoriginaloneonthespirit,purposeandfunctionthattheoriginaltextwantstoexpress.Creativetranslationreferstothetranslationwhichistotallydifferentfromtheoriginaltextinordertosatisfytheneedsoftargettext’sreaders.Itisalsoakindoftranslationwhichabandonstheformbutkeepsthefaithtothecontextoforiginaltext.Thismethodisalwaysusedintranslatingthecolortermswithnon-equivalenceinreferentialmeaning.4.4DataAnalysisandDiscussiononAmplification&OmissionTranslationAmplificationtranslationisthroughadding,expanding&extendingcharacterstomaketheadvertisingmoreabundantthanoriginaltext.Theaddedcharacterscanexpressthemeaningofthemissingoradditionalinstructions.Forexamples19to24,intheprocessofChinesetranslation,ChinesecharactersareincreasedwhichcannotbefoundintheoriginalEnglishtext.Theyarethesupplementandreplacementforthemissingpart.Thismethodtakesvarietyofrhetorictomakemorefar-reachingconceptionoftranslationsandtorichthemeaning.Omissiontranslationisthroughcuttingcharacters&concentratingtomakeadvertisinglanguagemorerefinedandsimple.Liketheexampleshowedbelow,Omissionmethodistodeletetheoriginaltranslationwherecontentisnotsuitabletothecultureorcustom.Removetheunnecessaryordifficultinformationforthereaders,sothattheadvertisingtranslationlanguagew