俄语商业广告的词汇特点及翻译策略

俄语商业广告词汇类别特点包括:美词、易懂词、缩略词、外来词和信息词,翻译时要体现促销力、创意、美感和文化适宜性。这四个策略是一个有机的整体,缺一不可。一则广告的广告词,没有非凡的创意、没有慑人的美感,就不能经久不衰,代代相传;没有文化上的适宜性,就不能使商品在不同的市场上踏出胜利的第一步。同时,翻译人员必须要很好地掌握本语和译语,处理好文化差异产生的影响。

Lexical Features and Translation Strategies of Russian Commercial Advertising

Lexical categories of Russian commercial advertising include: nice words,understandable words,abbreviations,loanwords and informative words.Sales promotion,originality,aesthetic sense and culture suitability should be embodied in the translation.These four strategies form an organic whole and not a single one can be omitted.Without remarkable originality and attractive aesthetic sense,the advertising commentary cannot be handed down from age to age.Lack of culture suitability will block the first successful step of the production in different markets.In the meantime,translators should master the source language and target language so as to deal with cultural differences.