第十六讲广告的翻译广告的定位：独特性、诱导性、针对性、口语化常见手段：1. 巧设问句。
每30句话就有一个是疑问句，容易引起注意。
例子：Only gas gives youTankful after tankful of hot water3 times fasterWhy gas gives youtankful after tankful of hot water3 times fasterWould you be more careful if it wasyou that got pregnant?Wouldn’t you protestif shell ran a pipeline through thisbeautiful countryside?They already have!You can be sure of Shell.2. 使用省略句，诱发联想例子：they laughed when I sat downat the Pianobut when I started to play!3.使用祈使句，发出召唤例子：come to where the flavor iscome to Marlboro country!4.突出利益例子：HOW TO WIN FRIENDSAND INFLUENCE PEOPLE5.利用反论例子：Ugly is only skin-deep.6.活用成语、名句或谚语例子：A Mars a day keeps you work, rest and play.Now you can have your cake and diet too.（以上内容和学生相同）（以下内容学生没有中文翻译）广告的翻译技巧1.直译法。
形式与内容统一。
例子：At 60 miles an hourthe loudest noise in this new Rolls-Roycecomes from the electric clock.时速60英里的这种新式“劳斯莱斯”轿车最响的噪音是来自车内的电钟。
They laughed when I sat down at the Piano. But when I started to play! 当我坐到钢琴旁时，他们开始狂笑。
但是当我开始演奏时！2. 意译法。
达到预期目的。
例子：Women Can Indeed Go Bald. 谁说女子不秃头？A Mars a day keeps you work, rest and play. 每天一颗火星，让你万事称心。
Can’t Beat The Real Thing. 挡不住的诱惑！3.四字结构法。
朗朗上口，便于记忆。
例子：Taste that beats the other Colds. (pepsi-cola 广告) 百事可乐，冷饮之王Good to the last drop. (Maxwell 咖啡广告) 滴滴香浓，意犹未尽FIYTA Watch, Once Possessed, Nothing More is Expected. 飞亚达表，一旦拥有，别无所求4.套译法。
借用成语、谚语等耳熟能详的表达。
例子：I’ll do a lot for love, butI’m not ready to die for it.情爱诚销魂，生命价更高新闻文体的翻译新闻的类型：狭义：新闻报道广义：新闻报道+报刊杂志文章一、新闻标题的特点与翻译新闻报道一般由标题headline、导语lead和正文body组成。
标题是新闻的眼睛，是文章内容的浓缩与概括，其通常具有简洁、醒目、清晰的特点，并在词汇、语法和修辞上独具特点。
1.词汇特点①多用短小词有限字数表达新闻内容。
例如：支持：back,少用support; 被捕：多用back,少用arrest; 解雇：多用axe,少用dismiss.Exporters Back Resolution; Governor to Axe Aid?; Suspects HeldTie=relation; top=exceed; step=process; check=examine; ease=lessen②广泛使用缩略词首字母缩略词：PC; WTO; IMF; PLO; UN; UNESCO;缩短缩略词：mag=magazine; hi-tech=high-technology③虚词的省略省略虚词，节省篇幅，言简意赅，简洁明了。
例子：U.S Attacked;Clinton Inauguration Most Expensive Ever;Nuke Protesters Convicted;2.语法特点：多用“新闻现在时”动词的恰当使用给人以形象生动、跃然纸上的感觉。
新闻标题常用的新闻现在时主要包括三种：一般现在时、将来时和现在进行时①现在时有新鲜感、现实感和直接感。
例：Comeback gives China a sensational Thomas Cup WinStreet Battle in Heavy Shelling as Peace Talks Proceed②将来时多用不定式来表达Japan to Help Elderly JoblessChina to Continue Fiscal Program to Aid Economy③现在分词表进行Deposits, Loans Rising in ShanghaiSK Car Sales Surging Up3.修辞特点修辞使标题生动、形象、幽默、风趣。
①头韵和准押韵Million MissionScreen Violence----How Much is Too Much?②比喻Remembering HellA Frosty Summit in Moscow③双关Soccer Kicks Off with ViolenceThe Sun Sets for the Last Time④套用典故和习语Crying Over Unsold MilkLiberty is the True Mother of Invention⑤成语Refuges in Dire StraitsUnion Calls to Strike Falls on Deaf Ears二、新闻文体的语言特点与翻译1.新颖别致的词汇①新词层出不穷新词新意：cyber chatting; hacker; iphone; ipad;旧词新意：sources 代替人士或官员，如authoritative sources, diplomatic sources;Diplomatic sources in Beijing say the Chinese are upset with the restrictions banning transfer of the U.S. technology to other countries.Think tank 代替consultant, 如：China has got up a think tank to study strategic and national defence questions concerning both china and foreign countries, the government announced yesterday.②借用词外来词的借用：PRETORIA (Agencies via Xinhua)---- Nelson Mandela took the oath of office yesterday to become South Africa’s first president in a glorious celebration ending the agony of apartheid and marking the country’s return to the world community.人名、地名、建筑物的借用：white house, white hall, pentagon, Beijing; Washington, Kremlin③短词和缩略词:略④各种表达“说”的词汇Chinese Ambassador on Sino-US TieThe new Chinese ambassador to the united states has urged Americans to consider the british agreement to return Hong Kong to China as an example for Taiwan, warning that US-Taiwan ties could lead to serious friction with Beijing.In an interview with a news agency, Han Xu, the third Chinese ambassador to US since china-US ties were restored in 1979, noted other problems in relations, including the deadlock over nuclear cooperation caused largely by Beijing’s refusal to accept US controls. He also mentioned points of discord on trade.But he emphasized the Taiwan question, which he called a crucial issue. Mr. Han warned that the United States must carry out its pledge to stop supplying weapons to Taiwan, and voiced regret at the slowness with which the sales were being reduced.2.复杂多样的句式3.灵活运用的时态4.频繁出现被动语态5.丰富多彩的修辞练习：请翻译下列标题与句子新闻标题：1.BMW stresses Rover support2.strike shuts VW’s factory in South Africa3.Thailand, Malaysia ink sea treaty1.宝马高调宣布获得了路虎支持2.罢工导致南非大众工厂关门3.马泰签署海洋公约新闻内容：4.MANILA: Former Philippine first lady Imelda Marcos may return home one day earlierthan expected, according to records of the state-run Philippine Airlines(PLA).5.Leaders of demonstrators accused the government of trying to hinder the teach-in byhastily organizing pop concerts and commandeering the city’s mobile toilets.6.Bank Robbers make first Portuguese euro heist: reportLISBON, Dec 29(ASP)---- three armed men wearing wigs held up a Portuguese bank and made off with an undisclosed sum in escudos and euros, the country’s first such robbery, the daily 24 Horas(hours) said on Saturday.公共标牌翻译1. 语篇类型、功能与翻译目的公共标牌属信息+鼓动类语篇，具有发散性、公众性、空间有限、瞬间阅读等特点，语篇特点是浅白、简洁、明了、生动、短小精悍、一目了然。