《广告英语翻译》PPT课件.ppt
广告英语翻译,4/16/2*12,吸引力(attractivecatch attention)创造力(creative-project on image)说服力(persuasive urge to take action)影响力(impressive produce an impact),广告英语的翻译技巧,1.注重文化差异，如：“白象”牌干电池 white elephant 在英语中意为“无用而累赘的东西”。2.善用修辞手法3.内容传达灵活化，翻译形式多样化,活用词汇,tides in,dirts out.汰渍到，污垢逃。（汰渍洗衣粉）比较：汰渍放进去，污垢洗出来 有汰渍，没污渍。,谐音,apple thinks different.苹果电脑，不同凡“想”。（苹果电脑）Intel Inside.(Intel Pentium)给电脑一颗奔腾的“芯”。（英特尔 奔腾）,双关（pun）,Start Ahead.(Rejoice)成功之路，从头开始。（飘柔）,born to run.,天生奔驰。（奔驰汽车）,双关（pun）,Ask for More（摩尔牌香烟的广告）,押韵,快餐食品：求快感，吃快餐。feel good.fast food.通讯：全球通信，就近付款。talk global,pay local.the Global brings you the world in a single copy.一册在手，纵览全球。（环球杂志）,比喻,Feast your eyes.（Ponds Cucumber Eye Treatment)滋润心灵的窗户。（庞氏眼贴片）Mom depends on Kool-Aid like kids depend on Moms.（妈咪依赖Kool-Aid果乐，就像孩子依赖妈咪）,四字译法,Goodtothelastdrop滴滴香浓，意犹未尽。（麦斯威尔咖啡）TakeTOSHIBA,taketheworld.拥有东芝，拥有世界。（东芝电子）Joinorldenglish，EnjoyEnglishworld.(新世界国际英语)国际英语,欢乐无限。,Taste that beats the other Colds.(Pepsi-Cola广告)百事可乐，冷饮之王。Tastes too good for words(某食品广告)其味无穷，妙不可言。The more you write the more you satisfy.(某自来水笔广告)一写满意，再写难忘。,Askformore.渴望无限。（百事）Timeiswhatyoumakeofit.(Swatch)天长地久。（斯沃奇手表）,the first ever,the last youll ever need.一朝拥有，别无所求。（精工手表）“飞亚达”表，一旦拥有，别无所求。FIYTA Watch,Once Possess,Nothing More Is Expected.,直译法,.,Winning the hearts of the World。,赢得天下心,雀巢冰激凌：尽情享受吧,Take time to indulge,雪碧：服从你的渴望,Obey your thirst,The taste is great.,雀巢咖啡：味道好极了。,Anything is possible。,“一切皆有可能”（李宁服饰）,Always with you.,与你同行。（中国电信),Justdoit.只管去做。（耐克运动鞋）,Youre worth it!,你值得拥有!(Loreal 欧莱雅),Ask for more.,摩尔香烟多而不厌,2.意译,Make yourself heard,爱立信:理解就是沟通,LIVE YOUR DREAM,激情成就梦想,Every time a good time!,秒秒钟欢聚欢笑,可口可乐：饮可口可乐，万事如意,Things go better with Coca-Cola,3.创译,给译入语广告注入与原语广告完全不同的创新意念，但仍保留原广告的语言形式,You cant beat the feeling!,挡不住的诱惑。,雷达牌驱虫剂：蚊子杀杀杀！,Mosquito Bye Bye Bye,born to run.,天生奔驰。（奔驰汽车）,Ask for more.,渴望无限。,Connecting people,科技以人为本,麦斯威尔咖啡：滴滴香浓，意犹未尽,Good to the last drop,A diamond lasts forever.(De Bierres),钻石恒久远，一颗永流传。（第比尔斯）,4.增译,通过添加、增补、扩充、引申，甚至联想，使译入语广告的含义比原语更丰富,1.对原文某些关键词的词义进行挖掘、引申或扩充，将原文的深层意思加以发挥，或使其隐含意思凸现,英特尔奔腾,给电脑一颗奔腾的芯,Intel Inside,2.出于中文表达习惯上的考虑，常使用四字成语，以求言简意赅，寓意深长时而用点对偶、押韵等修辞技巧,Your Future is our Future,与您并肩，迈向明天,5.缩译,对原语广告进行砍削或浓缩，使译入语广告更加精炼简约,Your key to a better life and a better world,通往美好生活的秘诀,Wherever you are,whatever you do.The Allianz Group is always on your side.,安联集团永远在你身边,6.不译,1.企业、品牌、产品系列的名称2.口号类,My way,this is what I create.Slogan:for life.,路，由我闯出来口号：for life,音韵美,Big thrills,small bills.(出租车广告),大刺激，小花费,莫大的激动，微小的费用。,简约美,Fresh up with seven up,“君”饮七喜，醒脑提神。,Think different,不同凡想,形象美,创造美,What its like to be small but good.(旅店广告),麻雀虽小，五脏俱全。,讨论练习,1.你不理财，财不理你2.中药材广告：“药材好，药才好。”3.国酒茅台，酿造生活的品味。4.她工作，你休息。（洗衣机广告）5.要想皮肤好，早晚用大宝。（护肤霜广告）,1.Not all cars are created equal.(日本三菱汽车广告)2.You know who you are.(法国Peugeot汽车广告)3.Now you can have your cake and diet too.(蛋糕广告)4.A deal with us means a good deal to you.(百货公司广告)5.Give a SEIKO to all,and to all a good time.(日本精工手表广告)6.The driver is safer when the road is dry;the road is safer when the driver is dry.(交通广告)7.No Excuses,Guaranteed,Best for Quality,Always Available,Right Price,At Your Service.(ASDA超市广告),
