(5) 重新改写

重新改写法是指根据译作需要，对原作重新进行加工，代之以适合译语读者所喜闻乐见的内容，迎合他们的口味，以达到广告宣传的目的。例如下面的这则广告原文就与其“译文”迥异：

原文：

What's in a name?

It sounds ordinary on paper. A white shirt with a blue check. In fact, if you asked most men if they had a white shirt with a blue check，they'd say yes.

But the shirt illustrated on the opposite page is an adventurous white and blue shirt. Yet it would fit beautifully into your wardrobe. And no one would accuse you of looking less than a gentleman. Predictably , the different white and blue check shirt has a different name. Viyela House. It's tailored in crisp cool cotton and perfectly cut out for city life. Remember our name next time you are hunting for a shirt to give you more than just a background for your tie.

On women and children's wear as well as on men's shirts，our label says—quietly but persuasively—all there is to say about our good quality and your good taste.

Our label is our promise.

译文：

名牌推荐

英国人以其衬衫的风度闻名世界。其知名品牌就是维耶拉衬衫，它以精纺棉布为面料，由英国维耶拉品牌店精心裁制，质量上乘，畅销世界。维耶拉特此郑重承诺：篮格白底，是白马王子的首选，风度翩翩，惹来窈窕淑女的青睐。穿上维耶拉，男人闯天下。穿上维耶拉，生活真潇洒。维耶拉还请您关注我们出品的妇女和儿童服装，百分之百的一流品味，百分之百的质量保证。

另外，因宣传载体改变而对广告进行重新改写也很常见。比如，原文是印刷广告，译文的对象却是电台听众，这时译者可以根据译文广告载体的形式对原广告重新进行改写，以适合新的媒体形式和读者选观众对象。

责任编辑：admin