We would much thank for our client high-level requirement that makes us have more improvement. And hope we would have more chances to cooperate with high-standard clients, help them to fulfill their dream.
We meet one of our client that needs to translate the words in creative for their products. In general, we translate the products according to the source, making the words adapt to local culture and not change the original intent, which would use the native translators to process it.
The first submission that we followed the below process:
Cosmetic advertisements & products as well as customers’ mentality decide its three basic requirements, (1) truth, (2) persuasiveness (3) artistry. Based on these three basic requirements, the cosmetic advertisements have formed a series of characteristics from wording, grammar to rhetoric.
Translate cosmetic advertisements from Chinese to English:
First, using compound words to translate the verb + object structure in Chinese.
Second, Combine with the ways of transliteration and paraphrase with meliorative words. These words include wonderful, special, satisfying, amazing, unbelievable, fresh, exciting, and soft and etc.
Transliteration + common translation + Special translation:
海飞丝：Head & shouders
The common translation of English cosmetics include: face powder, perfume, face cream, shampoo, hair Vaseline, lipstick cold cream, hair oil
Third, using ways of rhetoric
In cosmetic advertisements, the producer use a lot of rhyme speech and vivid words to create impressive effect through figure of speech, including:
However, our client told us that our translation is arriving at the requirement of truth and persuasiveness, lacking in artistry. They pursue the words with poetry and creative, not following the original words to express the meaning.
Summarized as the following requirements:
1. Rewriting English words, which required creativity and break the limitation of the original text.
2. Experienced writing skills that need our translator to have the translation skill of poetry.
3. Native, which demands are accepted by the locals easily.
4. Have much knowledge about the cosmetics.