topic five商业广告的翻译.handout_商业广告翻译

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Topic five

商业广告的翻译

•广告的目的, 功能和构成 •广告语言的特点

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，(2)创新的拼写方式Forget hot taste.Only Kool, with pure menthol has the taste of extra coolnees.Come up to cool.We know eggsactly how to sell eggs

(3)借用外来词Order it in bottles or in canes Perrier… with added je ne sais quoi

(4)灵活运用复合词 ma-product, light-blue, frist cla, home-made, warm-heated, money-saving, innocent-looking 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 你的人生伴侣.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…

•The Seiko Ladied Quartz, Prettey, isn’t she?

(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 claic, a timele 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 who’s on it.(2)暗喻

•To spread your wings in Asia share our vantage point..•Sophisticated, sweet-to drink pink Lady.(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.You’ll go nuts for the nuts you get in Nut.It fills you up and gives you lots of go •(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.(5)压韵(头韵,尾韵)•健康,幽默,幸福……这就是我们的赠礼.Health, Humor, and Happine…Gifts we’d 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.•Flash.Dash.Claic 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 won’t find elsewhere.(杂志广告).缩减

•Wherever you are.Whatever you do.The Allianz Group is always on your side.安联集团

•The man who have achieved succe are the man who have dared, who have had the courage to act upon their convictions招商

套用警句格言

•Not all cars are created equal.三菱汽车 • Tasting is believing 食品

使用四字结构

•Finest food, most attractive surroundings, and friendly disposition.•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 that’s perfect for you.Bright, attraction, colourful, always for a smile… •

•100%COTTON •GENTLE AND SOFT enough for a baby’s 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

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

5.考虑社会文化因素, 注意读者的审美需求.It is the taste.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 it •You and northwest, busine at its best •Old product.New Design •Kodak is Olympic Colour.•A word to wealthy •The world smiles with Reader’s Digest.•The Globe bring you the world in a single copy •Unlike me, my ROLEX never needs a rest •Chromatic exclusive sunglaes •A Mars a day keeps you work, rest and play.•Quality first, advanced technology, scientific management and best service.•Where there is South, there is a way •Everything is extraordinary;Everything tempts.