英語-服飾廣告英漢翻譯策略

ChapterOneIntroductionAsawayofmassmedia,advertisinghasbeenwidelyusedinallkindsofcommercialpublicityandpromotionactivities,andhasbecomeapartofpubliclife.WiththerapiddevelopmentofChina'seconomyandthecontinuousexpansionofforeigntradeexchanges,marketcompetitionisbecomingincreasinglyfierce,andadvertisingplaysanincreasinglyprominentroleinseizingthecommercialmarketandpromotingcommoditysales.Asaspecialindustry,advertisingisplayinganincreasinglyimportantroleintoday'ssociety.Itnotonlybringssensoryimpacttopeople,butalsoisoneoftheimportantmeansforbusinessestomakeprofits.Intoday'seconomicglobalization,businessesneedtopublicizetheirproductsabroadinordertoopenuptheinternationalmarket.therefore,advertisingtranslationisbecomingmoreandmoreimportant.However,intoday'ssociety,especiallyinChina,unsatisfactorytranslationappearsinthemediafromtimetotime,whichnotonlyaffectsbusinessprofitsanddamagescorporateimage,butalsohinderseconomicandculturalexchangesbetweencountries.Therefore,itisnecessaryforpeopleengagedintranslationpracticetounderstandthestrategiesofadvertisingtranslation.ChapterTwoCommercialAdvertisementTranslationCommercialadvertisingreferstothepaidformofinformationdisseminationadoptedbytheownersofcertaingoodsorservicesinordertopromotetheirgoodsandservices,influencetheattitudeandbehaviorofconsumers,andachievethepurposeofprofit.Thetranslationofcommercialadvertisementsneedstotakeintoaccounttheculturalbackground,language,customsandotherfactorsoftheaudienceandconsumers,andwhatismoreimportantistoflexiblyusevarioustranslationstrategiestoachievethepurposeofadvertising.2.1TheHistoricalStatusofCommercialAdvertisingTranslationSincethe1990s,moreandmoredomesticandforeignexpertsandscholarshavepaidattentiontoadvertisingtranslation.Theresearchcontenthasdevelopedfromtheearliestcollectionofexamplestothetranslationofstylisticadvertisingtermsanderroranalysisatthesemanticlevel,tothestudyoftheprinciplesandstandardsofadvertisingtranslation,andthentothestudyofadvertisingtranslationbasedonthelatesttheoreticalachievementsofvariousrelateddisciplines.Advertisingtranslationpracticeisinseparablefromtheguidanceoftranslationtheory.Undertheguidanceoftraditionaltranslationtheories,suchastheprincipleof"faithfulness,faithfulnessandelegance"andthetranslationstrategyof"faithfulness"and"equivalence"betweenthetargettextandthesourcetext,advertisingtranslationhasbeenunabletomeettheneedsofthesociety.Therefore,translatorshavebroadenedtheirhorizonsandstudiedadvertisingtranslationfromdifferentperspectivessuchasculturaldifferences,corpuslinguistics,functionaltheory,socialsemiotics,receptionaestheticsandsoon.However,advertisingisapracticalstylewithrichconnotations,whichinvolvesnotonlylanguagephenomena,butalsomanyfactorsotherthanlanguage,suchassocialculture,nationalpsychology,aestheticstandardsandsoon.Theexistingtheoreticalguidanceisnotapanacea,andsomenewquestionsinadvertisingtranslationpracticeneedtobesolvedurgently.Therefore,somescholarstrytoexploreadvertisingtranslationfromarelativelynewperspectiveofpragmatics.Pragmatics,whichoriginatesfromphilosophyandlogic,mainlystudiestheunderstandinganduseoflanguage,aswellasspecificutterancesinspecificsituations,withparticularemphasisonhowtounderstandanduselanguageindifferentlanguagecommunicationenvironments.Thestudyofpragmaticsiscloselyrelatedtotranslationstudies,whichprovidesauniqueinterpretationandsolidtheoreticalbasisforexploringthecomplexnatureandproblemsoftranslation.Withregardtothetranslationofadvertisinglanguage,foreignstudiesarerelativelyearly,sothetheoreticalsystemismorematureandstandardized.InhisbookTranslationcourse,Newmark,afamousBritishtranslator,divideslanguagetextsintothreetypes.Oneispureexpressivetexts,whicharegenerallyliteraryworksandpersonalautobiographies.Thesecondcategoryisthetextofinformation,whichmainlyconveysthecorrespondinginformation,suchasmeetingminutesandacademictextbooks.Thethirdcategoryisthecallingtext,suchassomebrochures,brochuresandadvertisements.Inessence,advertisinglanguagebelongstocallingfornewtext,soitcanbereorganizedflexiblyintheprocessoftranslation,soastomakethetextmoresmooth,inlinewiththelocalculturalbackground,andconvenientforpeopletounderstand.TherelevantresearchonadvertisinglanguagetranslationinChinastartedrelativelylate,andthecorrespondingexplorationbeganin1992.However,underthebackgroundofthattime,theresearchonadvertisingtranslationisstillfocusedonsimplegrammaticalerrorcorrection.Itwasnotuntilthebeginningofthe21stcenturythatChinabegantopayattentiontotheimportanceofadvertisingtranslation.Atthattime,BeijingForeignStudiesUniversitylaunchedanonlineresearchplatformforadvertisinglanguagetranslation,callingforthecorrecttranslationofpublicsignsnationwide,whichplayedapositiveroleinpromotingthetranslationofpublicsignsinChina.Atthebeginningofthe21stcentury,thelevelofadvertisinglanguagetranslationinChinaisstilllow,somanyforeignerswillhaveacertainsenseoftensionwhentravelingandvisitingourcountry,becausetheycannotunderstandpublicsigns.Inviewofthisproblem,theChinaTranslationAssociation,togetherwithBeijingsecondForeignStudiesUniversity,jointlyheldaseminaronthetranslationofChinesepublicsignsin2005,callingonthestatetoissuecorrespondingtranslationstandardssoastostrengthentheconstructionofadvertisinglanguagetranslationinChina.Itispreciselysince2005thattherehavebeenmoreandmorestudiesonadvertisinglanguagetranslationinChina,whichhasraisedthelevelofadvertisinglanguagetranslationtoanewlevel.2.2TheSignificanceofCommercialAdvertisementTranslationChinaisthemostpopulouscountryintheworldandhasastrongmarketconsumptionpower,somanyforeigncompaniesputtheirproductsintoourmarket.Inordertobetterpromotetheirownproductsandenhancethecorporateimage,foreignenterpriseswillputinalargenumberofadvertisements,ontheonehand,itcanconveytherelevantinformationoftheproduct,ontheotherhand,establishtheimageoftheenterprise.SuccessfultranslationcanmakeforeignadvertisingwordsmorerelevanttotherealityofChinaandberecognizedbythegeneralpublic,soastoselltheproducts.Intheprocessofadvertisinglanguagetranslation,theinformationmustbeaccuratelytransmittedtoconsumers,soastoachievethepurposeofadvertisingtranslation,andthenbetterguideconsumerstobuy.However,ifhistoricalandculturalfactorsarenottakenintoaccountintranslation,thecenteroftheadvertisementmaynotbeexpressedbyliteraltranslation,sothatconsumerscannotunderstandtheproductbetter.italsohasacertainimpactontheimageofthesellingcompany.Someforeignenterprises,inordertoensuretheloudnessoftheiradvertisements,oftenspendalotofmoneyoncopywriting.Ifitsoriginaladvertisementhasformedabrand,manylanguageexpertswillbeinvitedtotranslateitsadvertisinglanguagewhenenteringthemarketofothercountries,sothatthetranslatedadvertisementcanadapttothemarket,attractconsumers'attentionandstimulateconsumptioninthemarket.Withtheaccelerationofglobaleconomicintegration,enterprisesallovertheworldarefullofopportunitiesfordevelopment.Therearealsomanychallenges.Enterprisesarenolongerlimitedtooccupyingthedomesticmarket,theyareactivelycommittedtoThedevelopmentoftheinternationalmarket.Forenterprises,advertisingisanimportantmeanstooccupytheinternationalfrontiermarket.Asanewresearchfield,advertisingtranslationisincreasinglyconcernedbymoreandmoreexpertsandscholars.Asforthestudyofadvertisingtranslation,theearlythesismainlyfocusesonthetranslationofstylisticadvertisingtermsandtheproblemsexistingintheEnglishtranslationofChineseadvertisements.Sincethen,thecontentofthestudyhasbeenin-depthandbegantoinvolveadvertisingtranslation.Principlesandstandards.Inthisdiscussion,consideringmanyaspectsthatshouldbepaidattentiontoinadvertisingtranslation,suchastextinformation,languagebeauty,consumerpsychologyandsoon,itseemsthatconsumers'consumerpsychologyhasbeenintroduced.IthasattractedtheattentionofChineseandforeignscholarsandgraduallyoccupiesamoreandmoreimportantpositioninadvertisingtranslation.ChapterThreeInfluencingFactorsintheTranslationofGarmentAdvertisingPeoplelivingindifferentculturalbackgroundshavedifferentculturalhabits,especiallyinthehabitsoflanguage.Intheprocessoftranslation,sometimesthesemanticexpressionisnotclearbecauseofthelackofunderstandingofculturaldifferences.Duetocross-lingualreasons,itisdifficulttofullytranslatesomeofthecontentsthatneedtobeexpressed.Coupledwiththeculturaldifferencesbetweenthetwosides,thetranslatedmeaningmaybecompletelydifferentfromtheoriginalmeaning.Problemsoftenoccurintranslationquestionsthatarenegative.Iftranslatedaccordingtothemeaningweunderstand,theYesthatrepresentsthepositivemeaningmaybecomethemeaningintheconsentrhetoricalquestion,butonthecontrary,theNothatrepresentsthenegativemeaningisthemeaningintherhetoricalquestionoftheconsentsentence.ThereisagreatdifferencebetweenChineseandEnglishtoacertainextent.Weshouldtryourbesttoavoiderrorsinthemeaningofthetext,andweshouldnottranslatecompletelyaccordingtotheliteralmeaningofthesentenceintheprocessoftranslation.Intranslation,weshouldfirstclarifythegrammaticalstructureofthesentence,fullyconsiderthecontextinwhichthesentenceisused,andfullyconsiderthedifferencesbetweenthetwosides.Onlyinthiswaycantheoriginalmeaningbeexpressedcomprehensively.IntheprocessoftranslationbetweenEnglishandChinese,translatorsshouldconsidernotonlythedifferencesbetweenthetwolanguagesthemselves,butalsotheculturaldifferenceshiddeninthelanguagesthemselves.3.1AudienceObject3.1.1AgeDifferenceChildhoodattitudetowardsadvertisingbecausemostchildrenhavelimitedreadingability,TVadsaccountforatleast90%ofadvertisementsinChina,especiallythosetargetedatchildren.TVadvertisementscaneasilyarousechildren'sinterestandaffectionforadvertisingproducts,arousetheirpotentialdesireforconsumption,andthenfirmlyremembertheproductnameandbrand,andpromotechildrentobuydirectlyorincreasethepurchaserequirementsputforwardbychildrentotheirparents.Themindsofyoungpeoplebecomematureandgraduallyformtheirownevaluationcriteriaforadvertising.Theypayattentiontotheirownpersonality,andadvertisementsthatconformtotheirpersonalitycharacteristicsandmeettheirgrowthneedscanbefavoredbythem.atthesametime,theyarealso"moderate"balanceseekers,andintentionallyunconventionaladvertisementswillarousetheirdisgust.Contemporaryyoutharegenerallyhighlyeducatedandcanrationallydealwithpurchasedecisionswithhighinvolvement,thatis,activelyunderstandthenewinformationobtainedfromadvertisementsandadjustorformtheirbrandattitudesaccordingly.Comparedwithotheragegroups,adults'attitudetowardsadvertisingismorerationalbecauseoftheinfluenceofworkandfamily,andtheypaylessattentiontoTVadvertisements.Theywillseekverificationwhenbuyingproductsandpaymoreattentiontotherecommendationinformationofcolleagues,relativesandfriends.Whiletheyareconcernedaboutthequalityoftheproductsdeliveredbyadvertisements,theyarealsoconcernedabouttheirtaste,imageandculturalvalue.Theydonotblindlypursuefashion,butaremoreconcernedaboutthepracticalityoftheproduct.Therefore,advertisingshouldtakeintoaccountbothperceptualandrationaldemands.Theattitudetowardsadvertisingintheelderlyduetothegradualdecreaseofcontactwithsociety,theirunderstandingofsocietyismainlythroughthemedia,andmediaadvertisinghasagreatinfluenceonthem;andbecauseoftheinconvenienceoftravel,theyrelymoreonadvertising.Therefore,theelderlyhaveagoodattitudetowardsadvertisingandhavethehighestdegreeoffavor.TheyhavemoresparetimetowatchTV,listentotheradio,readnewspapersandmagazines,andstoptoenjoyroadsignadvertisementswhentheytakeawalk.Theelderlypreferemotionalappeal-basedadvertisingform,mostofthemaretheirchildrenarenotaround,feellonely,eagertocare,warmandintimateadvertisingcanresonatewiththemmore.3.1.2EducationalAttainmentClothingadvertisementsareaimedatthepublic,andduetodifferentlevelsofeducation,differentstrategiesareusedforadvertisingtranslation.Indifferentculturalandlinguisticenvironments,thetranslationofadvertisinglanguageneedstotakeintoaccounttheculturalbackgroundandeducationallevelofconsumers.Forhighlyeducatedconsumers,theymaypaymoreattentiontothelanguagestyle,logicandexpressionofadvertisinglanguage,sothetranslationofadvertisinglanguageneedstobemorerigorousandaccurate.Forlesseducatedconsumers,theypaymoreattentiontothesimplicity,vividnessandinterestofadvertisinglanguage,sothetranslationofadvertisinglanguageneedstobemoreeasytounderstand.Inaddition,theeducationlevelofconsumersmayalsoaffecttheirunderstandingandacceptanceofclothingadvertisinglanguage.Consumerswithhighereducationmaybemorerationalandrational,andpaymoreattentiontothequality,functionandperformanceofproducts,whileconsumerswithlesseducationaremoreemotionalandemotional.paymoreattentiontotheappearance,colorandstyleoftheproduct.Therefore,inthetranslationofclothingadvertisements,itisnecessarytotranslateaccordingtodifferentconsumers'education,differentlanguagestyles,logicalityandexpressions,aswellasdifferentperceptualandrationalneeds.Inaddition,theeducationlevelofconsumersmayalsoaffecttheirunderstandingandacceptanceofclothingadvertisinglanguage.Consumerswithhighereducationmaybemorerationalandrational,andpaymoreattentiontothequality,functionandperformanceofproducts,whileconsumerswithlesseducationaremoreemotionalandemotional.paymoreattentiontotheappearance,colorandstyleoftheproduct.Therefore,inthetranslationofclothingadvertisements,itisnecessarytotranslateaccordingtodifferentconsumers'education,differentlanguagestyles,logicalityandexpressions,aswellasdifferentperceptualandrationalneeds.3.1.3PsychologicalFactorsIntheeconomicsociety,theroleofadvertisingisself-evident,butifadvertisingwantstoplayitsexpectedrole,wemuststudyconsumerpsychology.Thepsychologicalfactorsofconsumershaveanimportantinfluenceonthetranslationofclothingadvertisements.Thepurposeofclothingadvertisingistoattractconsumers'attentionandinducethemtobuyproducts,sotranslationneedstoconsiderconsumers'psychologicalneedsandbehaviorpatterns.Becauseconsumerdemandisthedirectcauseofadvertising,advertisingisanimportantwaytomeetconsumerdemand.Therefore,consumerpsychologycaninfluencethedecision-makingandimplementationofadvertisinginvaryingdegrees:accordingly,advertisinglanguagecaninfluenceor"hit"consumerpsychologyfromdifferentangles.Inmodernsociety,advertisingisthemainformofcommoditypromotion,soitsobjectisconsumers,andpeople'spsychologicalactivitiesdirectlydominateconsumers'purchasingbehavior.firstofall,advertisingtranslatorsshouldfullyunderstandconsumers,andevenalltypesandlevelsofconsumers,makeafussonconsumerpsychology,inordertogivetheirpreferenceanddedicatedqualityservice,andmeetthepsychologicalneedsofconsumersasmuchaspossible.Thisisthetruthoftheso-called"knowyourselfandknowtheenemy,notdefeatinahundredbattles".Theemotionalfactorsofconsumershaveagreatinfluenceonthetranslationofclothingadvertisements.Whenpeoplebuyclothing,theyareoftendrivenbyemotionalandaestheticfactors,sothetranslationofadvertisinglanguageneedstoreflecttheaesthetic,fashionableandpersonalizedcharacteristicsoftheproduct,andatthesametimerendertheemotionalneedsofconsumersthroughemotionallanguage,suchasimprovingself-confidence,showingpersonalityandsoon.3.2ExpressionContent3.2.1CulturalTransmissionIntheprocessoftranslationofclothingadvertisements,culturaltransmissionisofgreatsignificance.Advertisinglanguage,asameansofpublicity,conveysproductinformationandbrandimagethroughlanguage,andcultureisoneoftheindispensablefactorsinadvertisinglanguage.Indifferentculturalenvironments,consumers'needsforclothing,aestheticconceptsandconsumptionhabitswillbedifferent,sothetranslationofadvertisinglanguageneedstopayattentiontothetransmissionofculturalfactors.Firstofall,culturaltransmissioncanhelpadvertisinglanguagebetteradapttothelocalculturalenvironment.Thelanguage,vocabularyandexpressionsusedinadvertisinglanguageneedtobeconsistentwiththetargetcultureinordertobetterattracttheattentionoflocalconsumers.Inthetranslationofclothingadvertisinglanguage,attentionshouldbepaidtothelocalizationofvocabularyandtheuseofculturalsymbolsinordertobetterconveyproductinformationandbrandimage.Secondly,culturaltransmissioncanhelpadvertisinglanguagebetterintegrateintothetargetculture.Thetranslationofclothingadvertisinglanguageneedstotakeintoaccounttheaestheticandculturalcharacteristicsofthetargetcultureandchooselanguagesandexpressionssuitableforlocalconsumersinordertobettermeettheneedsandhabitsofconsumers.Culturaltransmissioncanhelpadvertisinglanguagebetterintegrateintolocalcultureandmakeadvertisinglanguagemoreinlinewithconsumers'cognitionandacceptancehabits.Finally,culturaltransmissioncanhelpbrandsestablishasenseofculturalidentity.Inthetranslationofclothingadvertisinglanguage,weneedtopayattentiontothetransmissionofbrandimageandtheestablishmentofculturalidentity,soastomakeadvertisinglanguagemoreinlinewiththevaluesandbrandimageofthetargetculture,soastoimprovetherecognitionandreputationofthebrand.Tosumup,culturaltransmissionplaysaveryimportantroleinthetranslationofclothingadvertisements.Inthetranslationofadvertisinglanguage,weneedtopayattentiontotheimportanceofculturaltransmission,choosethelanguageandexpressionsuitableforlocalculture,sothatadvertisinglanguagecanbetterconveyproductinformationandbrandimage,soastoimproveadvertisingeffectandbrandrecognition.3.2.2VisualCommunicationAdvertisinglanguageisarefinedslogantospreadtheconnotationandconceptofadvertisinginworks,usuallythemaintitle,subtitleorarefinedcopy.Excellentadvertisinglanguageisthefinishingtouchofanadvertisementandtheessenceofadvertisingconcentration.Therefore,excellentadvertisinglanguageplaysaguiding,eye-catching,vividandembellishingroleinthevisualcommunicationofadvertisingdesignworks,althoughadvertisinglanguage,asatextmessage,doesnothavethesameprofoundcreativeconnotationasgraphics.however,theexcellentadvertisinglanguageisconciseandcatchyenoughfortheaudiencetoacceptandnotforget.ChapterFourBasicPrinciplesofTranslationofGarmentAdvertisementsAsameansofpromotinggoods,advertisingisadoptedbymanybusinesses,whicharousesconsumers'desiretobuythroughthetransmissionofinformation.Withthemorefrequentinternationalexchangesandtherapiddevelopmentofcommoditytrade,theimportanceofadvertisinglanguagetranslationisbecomingmoreandmoreprominent.Advertisingisgrowingrapidlyinmodernsociety.andmanyinternationalcompaniesareusingdifferentlanguagestopromotetheirproductstodifferenttargetmarkets.Thereisalsotargettextualizationthataffectsthedifferenceofadvertisingeffectinthistargetmarket.Therefore,thetranslationoftrademarkandadvertisingtopicsentencescannotonlystayattheleveloflanguage,butalsotheblendingofculture.Culturaltransfer,exchangeandadaptationareinevitableinthiskindoftranslation.atthistime,theprinciplesofadvertisingtranslationareparticularlyimportant.4.1PrincipleofFaithfulness4.1.1FormalFaithfulnessIntheprincipleoftranslationofclothingadvertisements,formalfaithfulnessreferstokeepingtheformandstructureoftheadvertisinglanguageconsistentwiththeoriginaltextasfaraspossible,thatis,notchangingthewordorder,vocabulary,intonationandtoneoftheoriginaltext.First,formalfaithfulnesscanensurethatthebrandimageandstyleofadvertisinglanguagecanbeconsistent.Inclothingadvertising,brandimageandstyleisaveryimportantpart,theyareusuallyexpressedthroughtheintonation,tone,vocabulary,wordorderandsoon.Iftheformandstructureoftheadvertisinglanguagearechangedintheprocessoftranslation,itmayaffectthebrandimageandstyleconveyedbytheadvertisement,thuscausingtheadvertisementtobeinconsistentwithconsumers'expectationsandbrandimage.Second,formalfaithfulnesscanensurethatthemessageofadvertisinglanguageisaccuratelyconveyed.Inclothingadvertising,advertisinglanguageisoftenthroughshort,conciselanguagetoexpressthecharacteristicsandadvantagesofproducts,sothestructureandlanguageformofadvertisinglanguageisveryimportant,theycanhelpconsumersbetterunderstandthemessageconveyedbyadvertising.Iftheformandstructureofadvertisinglanguagearechangedintheprocessoftranslation,theinformationconveyedbyadvertisingmaybeinaccurateorincomplete,thusaffectingthecommunicationeffectofadvertising.Tosumup,formalfaithfulnessisofgreatsignificanceinthetranslationofclothingadvertisements.Itcanensuretheconsistencyofthebrandimageandstyleoftheadvertisinglanguage,andatthesametime,itcanalsoensuretheaccuratetransmissionoftheinformationoftheadvertisinglanguage,soastoimprovethecommunicationeffectoftheadvertisementandtherecognitionofthebrandimage4.1.2MeaningFaithfulnessFirstofall,thefaithfultranslationofmeaningcanensurethatthemessageoftheadvertisinglanguagecanstillbeaccuratelytransmittedtothetargetaudienceaftertranslation.Thisisparticularlyimportantforclothingadvertising,becauseconsumerspaygreatattentiontothequality,materials,designandotherdetailsofclothing.Secondly,faithfultranslationcanensurethatthebrandimagewillnotbeaffected.Inclothingadvertising,brandimageisusuallyassociatedwithvaluessuchasculture,fashion,qualityandsoon.Therefore,correcttranslationcanavoidmistakesordamagethebrandimage.Moreimportantly,faithfultranslationcaneffectivelyattracttargetconsumersandincreasesales.Inclothingadvertising,accuratetransmissionofkeyinformation,suchasquality,fashion,comfort,etc.,canhelpconsumerstomakepurchasedecisions.Forexample,"Unleashyourinnerwild"isthesloganofaclothingbrandH&M.Thesloganmeanstoletpeoplereleasetheirinnerwildnessandenthusiasmandtrytowearbolderclothes.Intheprocessoftranslatingthisadvertisinglanguage,meaningfaithfulnessisveryimportant,becausetheoverallmeaningoftheadvertisinglanguageiscloselyrelatedtotheimageofthebrand.Ifthereareanymistakesinthetranslationprocess,itmaycauseconsumerstomisunderstandthebrandimageandproductcharacteristics,thusaffectingsales.Therefore,whentranslatingthisadvertisinglanguage,translatorsneedtoensurethatthetranslatedtextexpressesthesamemeaningandemotionastheoriginaladvertisinglanguage.toensurethatthebrandimageandpromotionalmessageareaccuratelyconveyed.Thetranslationof"釋放你內(nèi)心的野性"retainstheemotionandtoneoftheadvertisinglanguageandconveysthesamemeaningastheoriginaladvertisinglanguage.4.2PrincipleofAccuracy4.2.1AccurateWordSelectionIntheprocessoftranslatingclothingadvertisements,accuratewordselectionisveryimportant,becausesomesubtlesemanticdifferencesmayhavedifferenteffectsonthetargetaudience.Accuratewordselectioncanensurethatthemeaningconveyedbytheadvertisinglanguagecanbeaccuratelyconveyedtothetargetaudienceandavoidambiguityandmisunderstanding.Choosingtherightwordscanstrengthenthebrandimageandmakethebrandmoredistinctiveandattractive.Accuratewordselectioncanmakeadvertisinglanguagemoreattractiveandincreasetheaudience'sinterestandcuriosityinadvertising,soastoimprovetheeffectofadvertising.Thecorrectchoiceofwordscanhighlightthesellingpointsandcharacteristicsoftheproduct,sothatconsumerscanbetterunderstandandrecognizetheproduct.Inthetranslationofclothingadvertisinglanguage,accuratewordselectioncanenhancetheculturaladaptabilityoftheadvertisementandmakeiteasiertobeacceptedandunderstoodbythetargetaudience.Forexample,Chanelisahigh-endluxurybrandthatusespoeticwordssuchas"Eleganceisrefusal"and"Timelessallure"initsadvertisingslogantohighlightthenobility,eleganceandclassicsofthebrand.WhileZaraisafastfashionbrand,itsadvertisingslogansoftenchoosesomeconcise,clearandfashionablewords,suchas"Lessismore"and"Herenow,Zara",highlightingthebrand'ssimplicity,fashionandrapidresponsetothemarket.Inshort,theaccuracyofwordselectionisveryimportantforthetranslationofclothingadvertisinglanguage,whichcandirectlyaffectthecommunicationeffectofad