Chapter5商业广告的翻译.ppt
第五章 商业广告的翻译,品牌的英译,雪碧Sprite,乐百氏 Robust 金利来Goldlion,司舒肤佳 Safeguard 纳爱斯Nice,汰渍Tide雷达Raid,飘柔Rejoice 立士洁Luxury,苏泊尔Super 雅戈尔美登高Meadowgold,耐克Nike,商业广告的功能和语言特点,广告的目的,功能和构成广告语言的特点,广告的目的,功能和构成,广告的目的和功能信息功能,美化,表情功能,呼唤功能功能的实现:说理和移情,广告的构成标题,正文,口号,商标,插图,广告语言的特点,词汇特征句法特点修辞特征,词汇特征,(1)大量使用形容词 fine,great,wonderful 表称赞和推荐 crisp,delicious,fresh,rich在食品广告中常用;clean,fresh,soft 常用在牙刷,洗发水等产品广告中;super-常构成超级,超类的形容词中 supercalendered特别光洁的,supercooked熟烂,superfine过于精细的,supertaste超级品位,(2)创新的拼写方式,增强吸引力.有时候故意拼错,有时候故意加上前后缀.Forget hot taste.Only Kool,with pure menthol has the taste of extra coolnees.Come up to cool.忘掉辛辣的确滋味,只有,包含纯粹的薄荷,带有特别的凉爽,来支香烟吧 We know eggsactly how to sell eggs,(3)借用外来词,加强传播效果.Order it in bottles or in canes Perrier with added je ne sais quoi 我不知道的那个(4)灵活运用复合词 mass-product成批生产的,light-blue浅蓝色的,frist class一等,home-made国产的,warm-heated热心的,money-saving省钱的,innocent-looking看起来天真的.,句法特点,比较口语化,句式大多简单明了,采用多种句式。(1)使用简单句,一目了然 飞利浦电器,没有最好,只有更好,Lets make things better.你的人生伴侣.It is for a lifetime 钟表,(2)使用疑问句,制造悬念,激发好奇心.Do you teach?If so,Please read on 你会教书吗?如果会,请看看招聘广告The Seiko Ladied Quartz,Prettey,isnt she?精工牌女士石英表,潇洒漂亮,不是吗?,(3)使用祈使句,简单明快,车鼓动性强.别再犹豫了Take it now!读,记忆,行动 Red,remembered,rushed.(4)使用省略句,语言凝练,重点突出当代的经典,永久的记时 A contemporary classic,a timeless timepiece.生机勃勃的领带,献给那些沉静而有信心的人们.Bright ties,ties for the cool,and certainly the confidence.,(5)使用第一,二人称,曾强亲和力和可信度.我相信它的疗效,我喜欢它的价格.I trust the cure!I like the price!,修辞特征,(1)明喻妈妈依赖果乐Kool-Aids,就像孩子依赖妈妈.Mom depends on Kool-Aid,like kids depend on Moms.戴在你手臂上的东西应该和你手臂上的人一样美丽 Whats on your arm should be as beautiful as whos on it.,(2)暗喻To spread your wings in Asia share our vantage point.在亚洲展开您的翅膀,来分享我们的利益.Sophisticated,sweet-to drink pink Lady高级,可口的粉红佳人.,(3)双关Mr Kipling(蛋糕牌子，又是对人的称呼)烤制出绝好的蛋糕Mr Kipling makes exceedingly good cakes.Youll go nuts for the nuts you get in Nut.It fills you up and gives you lots of go.您会因为所含的坚果而变得狂热,它会使你的精神振奋,精力充沛(Nut是产品的名称,第一个nuts是狂热的意思,第二个nuts是坚果的意思,(4)对偶The choice is yours,the honor is ours.选择在你们,荣耀在我们 See,sun,sand,seclusion and Spain!You can have all this when you visit the new Hotel Caliente.大海,阳光,沙滩,幽静-西班牙!,(5)压韵(头韵,尾韵)健康,幽默,幸福这就是我们的赠礼.Health,Humor,and HappinessGifts wed love to give.高保真,高乐趣,高时尚-只来自索尼Hi-fi,Hi-fun,Hi-Fashion,Only from Sony.闪光,炫耀,经典的飞溅.Flash.Dash.Classic splash.,(6)反复电脑设计,激光消音,机器人制造.Designed with a computer;Silenced by a laser;Built by a robot,(7)排比THE CORDIA,shaped by the wind,born for the road.CORDIA汽车,流线型设计,天生地实用与道路行驶We will tell you the odds before they are out.We will published what other publications dare not.We will give you inside information you wont find elsewhere.我们要向您预示未来的结果;我们要发表别人不敢发表的东西;我们要给您在别的地方找不到的内部消息(杂志广告).,第二节 广告翻译的原 则和基本方法,广告翻译的原则,考虑译文对接受着的效果,既要保留源语言的形式,风格,有要产生与之相同的效果,达到音,意,韵的和谐统一.简洁,优美,符合接受语的文化传统和语言表达习惯.,广告语句的翻译方法,直译对原文进行字面的翻译,既保留原文的内容,有保留原文的形式.(丁家宜化妆品)The secret for perfect skin.拥有完美肌肤的秘诀,转译翻译人员提取原文中最具有表情功能和呼唤功能的部分来引申,发挥后用地道的语言表达出来.,意译The unique spirit of Canada 酒类,品加拿大酒,体会加拿大人的精神.Good to the last drop麦氏咖啡,滴滴香浓,意尤未尽增补翻译Start ahead飘柔洗发水,美丽从头开始Anytime 快递公司,随时随地,准时无误,缩减Wherever you are.Whatever you do.The Allianz Group is always on your side.安联集团,永远站在你身边The man who have achieved success are the man who have dared,who have had the courage to act upon their convictions招商,感想又感干,成功机会多;成功永远属于敢于冒险的人,套用警句格言Not all cars are created equal.三菱汽车,不是所有的车生来的都是平等的,昔有千里马,今有三菱汽车Tasting is believing 食品,百闻不如一尝,使用四字结构Finest food,most attractive surroundings,and friendly disposition.最好的食物,最吸引人的环境,最友好的接待,广告文本的翻译处理,广告文本应该在谋篇布局上应该本着功能相似的原则,不拘泥与原文的遣词造句,因该以文本为翻译单位,再现原文的功能.,The perfect companion for 2001 Since you depend on a diary every day of the year,Pick the one thats perfect for you.Bright,attraction,colourful,always for a smile 日记本,既然你每天都离不开日记本,就请用您选用这种吧,它对您再适合不过了:印刷鲜明,装饰精美,让您称心如意,100%COTTONGENTLE AND SOFT enough for a babys skin.A NATURAL WAY to remove,makeup and cleaner,nail polish,lotion,cream,etc.PERFECT for any use where a soft absorbent applicator is needed本品采用100%天然棉精制而成,品质柔软贴切,适合化妆使用.经特殊化学高温杀菌脱脂处理,清洁,卫生,可靠.棉质柔软细致,能彻底清除油垢残妆,让你的肌肤更具健康活力.最适合用于上妆,卸妆;试除面霜,唇膏,指甲油;清洁贵重物品.,主要问题,1.准确传递广告中的信息2.根据广告性质采用不同的翻译方法.3.对说理类广告多用直译,移情类广告比较自由,实现关高宣传和劝购,4.Double Star Takes you Afar穿上双星,潇洒一生 5.考虑社会文化因素,注意读者的审美需求.It is the taste.味道好极了6.译文要符合译入语的广告文体.Safe,Easy,Quick,and with fun!7.使用安全,操作简单,高效快捷,乐在其中!,Exercises and Keys,It is gives me hair a top-quality look.Just do itYou and northwest,business at its bestOld product.New Design,它带给我一流的头发想做就做吧您与西北同行,生意最佳水平老产品,新设计,Kodak is Olympic Colour.A word to wealthyThe world smiles with Readers Digest.,柯达就是奥林匹克的色彩一言致富为世人带来欢笑,The Globe bring you the world in a single copyUnlike me,my ROLEX never needs a restChromatic exclusive sunglasses,一册在手,纵览全球和我不一样,我的劳力士从来不休息五光十色,独一无二的太阳镜,A Mars a day keeps you work,rest and play.Quality first,advanced technology,scientific management and best service.,每日一块Mars巧克力,使你工作满意,娱乐惬意.质量一流,技术先进,管理科学,服务上乘,Where there is South,there is a wayEverything is extraordinary;Everything tempts.,有南方,事竟成一切都不同一般,一切都是诱人的.,
