When translating advertisements, translation companies should first understand the characteristics of advertisements. Take whether the translation achieves the same publicity effect as the original as the standard, pay attention to the differences of cultural background, select appropriate translation skills, and make the language natural, accurate, concise and easy to understand, so as to cater to the psychology of different audiences, so as to achieve the purpose of advertising.
The translation preserves both the content and the form of the original text on the premise that it conforms to the norms of the target language and will not cause false associations.
The so-called set translation refers to the application of famous sayings and sentences with strong cultural color, so as to create a cordial atmosphere and make the target language readers have a sense of deja vu, so as to resonate.
When there are great differences in word order, grammatical structure and rhetorical devices between Chinese and English, free translation should be adopted. The translator must get rid of the original form and give full play to his imagination to make the advertisement more in line with the target language culture.