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1、ADs Translation 廣告翻譯,德國大眾:“小即是好?!?經(jīng)典廣告語,German public:The small is good.,,可口可樂:“享受清新一刻。”,Coca-Cola:Enjoy delightfully fresh moment,,耐克:“只管去做?!?NIKE: Just do it,Just do it,Startahead.成功之路,從頭開始。(飄柔) Taketimetoindulge盡情享受吧?。ㄈ赋脖ち瑁?Advertising Media,1. Press Advertising 報(bào)刊廣告 2. Television and radio Adve
2、rtising 電視和無線電廣告 3. Outdoor and Transport Advertising 露天廣告和交通廣告 4. Window and Point-of-Sale Display 櫥窗和銷售點(diǎn)陳列廣告 5. Exhibition and Trade Fairs 展覽會(huì)和商品交易會(huì) 6. Direct Mail Advertising 直接郵件廣告 7. Cinema 電影廣告,廣告功能,信息功能 (informative function) 美感功能(aesthetic function) 表情功能(expressive function) 祈使功能 (vocative
3、function) 英美現(xiàn)代廣告學(xué)認(rèn)為,廣告的作用在于: 1. Information (提供信息) 2. Persuasion (爭(zhēng)取顧客) 3. Maintenance of Demand (保持需求) 4. Creating Mass Markets (擴(kuò)大市場(chǎng)) 5. Quality (確保質(zhì)量),廣告口號(hào)(slogans)、廣告語句(catch-phrases)的特點(diǎn),吸引力 (attractive --- catch the readers attention) 創(chuàng)造力 (creative --- project an image) 說服力 (persuasive --- urge
4、 the reader to act) 影響力 (impressive --- produce an impact),Obey your thirst. (雪碧) 服從你的渴望。 Feel the new space. (三星電子) 感受新境界。 Focus on life. (奧林巴斯相機(jī)) 瞄準(zhǔn)生活。 A Kodak moment. (柯達(dá)相紙 / 膠卷) 就在柯達(dá)一刻。 Started Ahead. (飄柔洗發(fā)水) 成功之路,從頭開始。 Make yourself heard. (愛立信手機(jī)) 理解就是溝通。 Intelligence everywhere. (摩托羅拉手機(jī)) 智慧演繹,
5、無處不在。,The choice of a new generation. (百事可樂) 新一代的選擇。 We integrate, you communicate. (三菱電工) 我們集大成,您超越自我。 Poetry in motion, dancing close to me. (豐田汽車) 動(dòng)態(tài)的詩,向我舞近。 Lets make things better. (飛利浦電器) 讓我們做得更好。 Good teeth, good health. (高露潔牙膏) 牙齒好,身體就好。,英語廣告的翻譯方法,直譯法 意譯法 套譯法 四字結(jié)構(gòu)法 創(chuàng)譯法 增
6、補(bǔ)型翻譯,,英,中,,一、直譯法,1)He laughs best who runs longest. (He laughs best who laughs last) 誰跑到最后,誰笑得最好。(輪胎廣告),2)“一切皆有可能” (李寧服飾) Anything is possible. 3)At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.Unlike me, my Rolex never needs a rest. 時(shí)速60英里的新款“勞斯萊斯”轎車
7、,它最大的噪聲來自電子鐘。和我不一樣,我的勞力士從不需要休息。(勞力士手表),No problem too large. No business too small.,沒有解決不了的大問題, 沒有不做的小生意。,(IBM),2) Essence of living beings, energy for life. 汲取生物精華,煥發(fā)生命潛能。,二、意譯法,1) Were not in the computer business. Were in the results business.(IBM) 唯我電腦,成效更高。,A Mars a day keeps(helps) you work
8、,rest and play.,一天一塊瑪斯巧克力,令你工作玩樂不知疲!,三、套譯法,2) Where there is South, there is a way. 有了南方,就有了辦法。(咨詢公司),1) Tasting is believing. 百聞不如一嘗。,3) All is well that ends well.,煙蒂好,煙就好。,Ugly is only skin-deep. 其貌不揚(yáng)。,四、四字結(jié)構(gòu)法,1) One Warrior in the pass and ten thousand lose heart. 一夫當(dāng)關(guān),萬夫莫開。 (保險(xiǎn)門),2) FIYT
9、A watch, once possess,nothing more is expected. “飛亞達(dá)”表,一旦擁有,別無所求。,,形容詞+名詞,novel design設(shè)計(jì)新穎,復(fù)合名詞,bright-colored 色彩鮮艷,形容詞+名詞+介詞短語,a wide selection of colors and designs 花色繁多,形容詞+and+形容詞,cheap and fine 價(jià)廉物美,形容詞+介詞+名詞,elegant in smell 香氣高雅,,形容詞+不定式,convenient to use 使用方便,名詞+形容詞,orders welcome 歡迎選購,四字結(jié)
10、構(gòu),名詞+動(dòng)詞,everying attempts 樣樣迷人,動(dòng)詞+名詞+(其他),prolong the life 延年益壽,動(dòng)詞+物主代詞+名詞,relieve ones thirst 甘醇生津,動(dòng)詞+賓語+賓補(bǔ),make one feel at ease and energetic 安心益氣,動(dòng)詞+副詞+形容詞+名詞,sell well all over the world 暢銷全球,介詞+冠詞+形容詞+名詞,with a long reputation 久負(fù)盛名,副詞+形容詞,gloriously golden 名貴高尚,四字結(jié)構(gòu),,,,,luxuriant in design 設(shè)
11、計(jì)華麗 guaranteed quality and quantity 保質(zhì)保量 high quality and inexpensive 價(jià)廉物美,priceless nourish perfect 無價(jià)之寶 營養(yǎng)豐富 完美無瑕 fruitful aroma distinctive 產(chǎn)量豐富 香氣馥郁 與眾不同,a great variety of styles aesthetic appearance convenient in use courteous service Exquisite workmanship guaranteed
12、 quality and quantity Long-standing reputation,款式多樣 樣式美觀 使用方便,服務(wù)周到 做工講究 保質(zhì)保量 久負(fù)盛名,The Global brings you the world in a single copy. 一冊(cè)在手, 縱覽全球。 (雜志),創(chuàng)譯指有一定創(chuàng)造性的翻譯,但不是純粹的創(chuàng)作。 創(chuàng)譯要求譯者有豐富的知識(shí)、大膽的想象和拓展性的思維方式。 創(chuàng)譯不能局限于字面意思,要善于挖掘深層涵義,同時(shí)大膽地加入其個(gè)人創(chuàng)造。,五、創(chuàng)譯法,1) Connecting People.(Nokia) 科技以人為本。(諾基亞)
13、,創(chuàng)譯法,3) Quality Services for Quality Life 凝聚新動(dòng)力 文康展新姿。,2) It happens at the Hilton.(Hilton) 希爾頓酒店有求必應(yīng)。,Good to the last drop! 滴滴香濃,意猶未盡! (麥斯威爾咖啡 ),六、增補(bǔ)型翻譯,適當(dāng)增加譯文內(nèi)容,,(一) 對(duì)原文某些關(guān)鍵詞的詞義進(jìn)行挖掘、引申和擴(kuò)充。大多數(shù)情況下,譯文的意義明顯超出原文,是典型的超額翻譯。,(二) 出于中文習(xí)慣上的考慮,比如漢語里的四字成語,言簡(jiǎn)意賅、寓意深刻、內(nèi)涵豐富,所以在廣告用語中常常會(huì)看到對(duì)仗工整的成語,增補(bǔ)型翻譯,1)Beyond your imagination.(Korean Air) 意想不到的天空。(韓國航空),2)Elegance is an attitude.(Longines) 優(yōu)雅態(tài)度 真我性格。(浪琴表),3)Your Future is Our Future.(HSBC) 與您并肩 邁向明天 。(匯豐銀行),Taking the lead in a Digital World. 領(lǐng)先數(shù)碼,超越永恒。(三星電子),Thank you,