3倾诉衷肠 倾诉衷肠
3
Better late than the late
迟到总比丧命好 All is well that ends well. 烟蒂好,烟就好 一天一块玛斯巧克力,让您工作像工作,娱乐像娱乐 柔顺如丝
4
Time for Coke
可乐时光
Basketball and flying Coca-Cola bottles 篮球和可乐飞瓶
一种前所未有,不同
寻常的发乳问世了. 它可以使您的头发随 心所愿—更光滑,更 丰茂,更平直,更卷 曲,更自然,甚至保 持湿度—却不含一滴 酒精或油脂.
14
2. 创造新词,怪词以引起新奇感 P221
Example 2: TWOGETHER
The ultimate all inclusive one price sunkissed holiday.
还是可口可乐好!
(可口可乐,我的选 择)
18
P.223
独特的设计,
独特的品味. 如今的"苗条"牌香烟, ቤተ መጻሕፍቲ ባይዱ价格也很"苗条".
各种口味,不含任何脂肪和胆固醇.
19
2.省略句多,语言凝练.
Example 9:
You'll enjoy relaxed sunny days.
您会享受这阳光明媚
致使新型626与众不同. 质量是马自达的核心.
24
三,广告的修辞特征
Featherwater: light as a
feather 鸿毛 (明喻) Hi-fi, Hi-Fun, Hi 高保真,高乐趣,高 Fashion, only from 时尚,只能来自索尼. Sony. (头韵) My Paris in a perfume 巴黎恰在香水中(暗 喻) A contemporary classic. A timeless timepiece. 当代的经典作;永久 的记时器.(对偶)
我们根本不必说新型
Audi 100 is the best in its class, we don't have to.
Example 13: If you can't relax
here, you can't relax.
奥迪100是同类车中最 好的.没有这个必要. 此地不能放松,无处 能放松.
5
6
I'd Like to Buy the World a Coke!
7
Things Go Better with Coke"
8
Coke Adds Life
9
1993
Always Coca-Cola"
永远的可口可乐
10
Northern Lights
11
Polar Bear Swim
12
Warm, crystal clear lagoons. Cool, green foliage. Waterfalls. Flowers. Exotic scents. Bright blue skies. Secluded beaches. Graceful palms. Breathtaking sunsets. Soft evening breezes. And food that simply outstanding.
走进买当劳.享用三
明治.
想更多了解美国,来
enjoy Big Sandwich.
Example 11:
For more of America, look to us.
找我们.
22
5.否定句少,即使使用否定句,也多是为了用其他商品来反衬,或从反 面来突出产品的特性.
Example 12: We would never say the new
套译法 – All is well that ends well. – 烟蒂好,烟就好. – Better late than the late. – 迟到总比丧命好.
30
侧重译法 – The driver is safer when the road is dry; The road is safer when the driver is dry. – 路面干燥,司机安全;司机清醒,道路安全. 补偿译法 – OIC – 哇!我看见了
翻
译
理
论
与
实
践
广告文体的特点与翻译
13
一, 广告的词汇特点
1. 形容词及其比较级,最高级的使用 P220
Example 1: For the first time, there's a remarkable gel that can give your hair any look you want --- sleeker, fuller, straighter, curlier, more natural, even wet --- without a drop of alcohol or oil.
商务广告的翻译
1
商务广告的功能及类型 – 功能 – 类型:消费广告(consumer advertising) 服务广告( service advertising) 产业广告 (industrial advertising)
2
独特的设计,
独特的品味. 如今的"苗条"牌香烟, 连价格也很"苗条".
契合译法 – Easier dusting by a stre-e-etch! – 拉拉拉长,除尘力强 . 分别表义法 – The Unique Spirit of Canada. – 别具风味的加拿大酒,独特的加拿大精神.
29
– I'm More satisfied. – 摩尔香烟,我更满意.
31
总结:广告翻译中应该注意的事项:
1.首先最重要的是要表达清楚原文的意义,译文要根据
广告的所宣传的产品特性遣词造句.要始终考虑广告的功 能,使其在译文中得以再现. 2.其次要注意广告的文体特征,要尽可能地在译文中保 留这些特殊的语体风格,包括词汇特征,句法特征和修辞 特征等,但是这绝不以为着死套原文句式,一成不变,而 要根据汉语的表达习惯,适当变通,做到语义明确,语言 流畅,读来朗朗上口,便于深入人心,达到促销的目的. *广告翻译中译者尤其要注意美学要素的再现,兼顾音, 形,意几个重要方面,做到音美,意美和形美.
两人共度一个阳光灿烂的
假日,一切费用均包括在 单人价格之内.
15
3. 使用缩略词和复合词(以节省广告篇幅)
Example 4: Where to leave your 坐日航班机,一路无
troubles when you fly JAL.
烦恼.
16
4. 雅俗兼具
Example 5: Moms depend on Kool 妈咪依赖果乐,就像
A Mars a day keeps you work, rest and play. (成语 成语 或俗语双关 ) 一天一块玛斯巧克力,让您工作像工作,娱乐 像娱乐. You'll go nuts for the nuts you get in Nux. 纳克斯坚果让你爱不释口.
28
双关语的翻译
的轻松日子.温暖, 清澄的环礁湖,清凉, 碧绿的树叶,瀑布, 花丛,一样的芬芳, 明亮的蓝天,幽静的 海滩,优美的棕榈, 壮丽的日落,轻柔的 晚风.还有那绝妙的 食物.
20
走东方,住威斯汀.
21
3.祈使句多,具有强烈的鼓动色彩.
Example 10:
So come into McDonald's and
32
�
代. Spoil yourself and not your figure .(语义) 尽情大吃,不增体重. A deal with us means a good deal to you. 和我们做买卖意味着您做了一笔好买卖.
27
Coke refreshes you like no other can. (语法) 没有什么能像可乐那样令您神清气爽.
法泽瓦特眼镜:轻如
25
1. 拟人
Flowers by Interflora speak form the heart. 倾诉衷肠 Strong tractor strong farmer. 拖拉机,农民好帮手. 拖拉机,农民好帮手.
26
2. 双关
Ask for More. (谐音) 再来一只,我还抽摩尔. More sun and air for your son and heir. 充足的阳光,清新的空气,一切都为了您的子孙后
23
6.常用主动语态和现在时,给人一种直接感,并暗示商品的持久性和永 恒性.
式样与性能的协调一 Example 14: Harmony of style and performance set this new 626 apart. Qualities are at the heart of every Mazda.
Aid like kids depend on moms.
宝宝依赖妈咪一样.
17
二,广告的句法特点 1. 多用简单句,目的是为了醒目,易懂,易记 . 多用简单句,目的是为了醒目,易懂,
Example 6: Fresh Up with seven-Up
请饮七喜,倍添精神.
(饮七喜,添精神)
Example 7: Coca-cola is it.