广告与旅游翻译.docVIP

广告与旅游翻译广告的功能1.传递信息 2. 唤起需要 3.说服功能 4. 促使行动功能 5. 扶植信用功能广告的分类1. 以广告客户是否为营利组织为标准：商业广告和非商业广告2. 以广告媒介为标准：报纸广告、杂志广告、广播广告、电视广告、邮政广告、电影广告、包装广告、户外广告等。3.以广告对象为标准：消费者广告（Consumer advertising）、产业广告（Business advertising） 、服务业广告（Service advertising）广告的构成1、完整的书面广告: 插图（illustration）、标题(headline)、正文(body copy)、口号(slogan)、商标(trade mark)五部分2、标题headline+正文body copy+口号slogan3、正文+口号4、标题+口号广告翻译的原则“自然” “准确” “简洁” “生动” “易读“ “易记”广告翻译的方法和特点直译、意译、套译、创译、增译(augmentation)、缩译(reduction)、不译、编译; 超额翻译（over-translation）、欠额翻译（under-translation）、省译法（omission）广告翻译最大的特色就是其改写性经典英文广告1、We do not tear your clothing with machinery. We do it carefully by hand.我们不用机器撕毁您的衣服；我们会小心翼翼地用手撕。(原意是要表达：我们不使用机器，以免撕毁您的衣服。我们会用手工小心地修补衣服。)2、I saw a city with its head in the future and its soul in the past;I saw ancient operas performed on the modern streets;I saw a dozen races co-exist as one;I didnt see an unsafe street;Was it a dream I saw?-Singapore! So easy to enjoy, so hard to forget.译文1：我看到一个城市，她是过去与未来的结合。我看到古老的歌剧在摩登的街头上演。我看到不同种族融合共存为一。我看不到一条不安全的街道。只疑身在梦中？-新加坡！逍遥其中，流连忘返。译文2：有一座城市，工业立足高科技，民间传统不忘记。有一座城市，海边花园建高楼，摩登街头演古戏。有一座城市，十余民族一方土，情同手足睦相处。有一座城市，大街小巷无盗贼，夜不闭户心不俱。是天方夜谭、痴人说梦？啊，新加坡如此享受，铭心刻骨。3、家政广告Tired of cleaning yourself? Let me do it.厌倦自己洗澡了吗？让我来帮你洗吧。(原意是要表达：厌倦自己打扫房间了吗？让我来帮你做吧。)4、宠物广告Dog for sale: eats anything and is fond of children.出售小狗：不挑食，喜欢吃小孩。(原意是要表达：出售小狗：不挑食，喜欢与儿童相处。)5、二手车广告Used Cars: Why go elsewhere to be cheated? Come here first!Used Cars公司：为什么要去其它地方受骗呢？还是先来这里吧！(原意是要表达：UsedCars公司：为什么要选择去别的地方？当心受骗！还是先来我们这里看看吧！)6、招聘广告3-year-old teacher need for pre-school. Experience preferred.幼儿园招聘3岁大的老师。有经验者优先。(原意：幼儿园招聘照看3岁幼童的老师。有经验者优先。)7、 公益广告（public service advertising）Illiterate? Write today for free help.不识字吗？今天就写信请求得到免费帮助吧。(原意是要表达：我们可以为不识字的人提供免费帮助。)经典英语广告欣赏1. Time is what you make of it. (Swatch) 天长地久。（斯沃奇手表）2. Make yourself heard. (Ericsson) 理解就是沟通。(爱立信）3. Engineered to move the human spirit. (Mercedes-Benz) 人类精神的动力。（梅塞德斯-奔驰）4. Start Ahead. (Rejoice) 成功之路，从头开始。（飘柔）5. A diamond lasts forever. (De Bierres) 钻石恒久远，一颗永流传。（第比尔斯）6. Fresh-up with Seven-up. (Seven-up) 提神醒脑，喝七喜。（七喜）7. Intel Inside. (Intel Pentium) 给电脑一颗奔腾的“芯”。（英特尔 奔腾）8. Connecting People. (Nokia) 科技以人为本。（诺基亚）9. For the Road Ahead. (Honda) 康庄大道。（本田）10. Let us make things better. (Philips) 让我们做的更好。（飞利浦）11. Enjoy Coca-Cola. (Coca-Cola) 请喝可口可乐。（可口可乐）12. Generation Next. (Pepsi) 新的一代。（百事）13. The Relentless Pursuit of Perfection. (Lexus) 追求完美永无止境。（凌志汽车）14. Communication unlimited. (Motorola) 沟通无极限。（摩托罗拉）15. Feast your eyes.（Ponds Cucumber Eye Treatment）滋润心灵的窗户。（庞氏眼贴片）16. Focus on life. (Olympus)瞄准生活。（奥林巴斯）17. Behind that healthy smile, theres a Crest kid. (Crest toothpaste)健康笑容来自佳洁士。（佳洁士牙膏）18.Good to the last drop滴滴香浓，意犹未尽。（麦斯威尔咖啡）19.Obey your thirst服从你的渴望。（雪碧）20.The new digital era数码新时代。（索尼影碟机）21.We lead, others copy我们领先，他人仿效。（理光复印机）22.Impossible made possible使不可能变为可能。（佳能打印机）23.Take time to indulge尽情享受吧！（雀巢冰激凌）24.Poetry in motion, dancing close to me动态的诗，向我舞近。（丰田汽车）25. Come to where the flavour is. marlboro country光临风韵之境万宝路世界。（万宝路香烟）26. To me, the past is black and white, but the future is always color.对我而言，过去平淡无奇；而未来，却多姿多彩（轩尼诗酒）27. Just do it.只管去做。（耐克运动鞋）28. Ask for more.渴望无限。（百事流行鞋）29. The taste is great.味道好极了。（雀巢咖啡）30. Feel the new space.感受新境界。（三星电子）31. Intelligence everywhere.智慧演绎，无处不在。（摩托罗拉手机）32. The choice of a new generation.新一代的选择。（百事可乐）33. We integrate, you communicate.我们集大成，您超越自我。（三菱电工）34. Take Toshiba, take the world.拥有东芝，拥有世界。（东芝电子）35. No business too small, no problem too big.没有不做的小生意，没有解决不了的大问题。 （IBM公司）Exercise 英译汉Advancement through technology -AudiThe Future of the Automobile - Mercedes BenzTo protect others, first protect yourself. -BMWTravelling to the end of the earth? -United Airlines突破科技，启迪未来领导时代，驾驭未来防范之上环游世界 安坐家中硬卖（hard-sell）与软卖（soft-sell）1、“硬卖”型广告采用的是“以理服人”的策略。这类广告突出广告的信息功能，通过逻辑说理的方法来强调商品信息的可信度，语气客观、冷静，以理性来激发人们的消费欲望；这类广告的语言一般具有准确客观、稳重朴实的文体特点。2、“软卖”型广告采用的是“以情动人”的策略，这类广告的主要特点是：广告通过丰富多彩的文学语言被赋予了很强的艺术魅力，广告具有特殊的美学、移情功能，并以此来感染读者，激发人们对商品的好感和购买冲动，达到其预期的推销目的。“软卖”型广告的语言往往华丽典雅、文字讲究，追求文体风格的形式美。（一）“硬卖”型广告示例 AIM for Market Leaders with AIM Blue Chip Fund AIM BLUE CHIP FUND INVESTMENT RESULTS OF DECEMBER 31, 1996 Average Annual Total Returns Growth of $10,000 Excluding Sales Charges 1 Year.23.75%.$12,375 3 Years.19.58.17,097 5 Years.12.90.18,356 Inception 2/4/8712.46.31,997 Want to add quality to your portfolio? Consider AIM Blue Chip Fund. The Fund buys stocks from all the major sectors of the market, so its broadly diversified. But it seeks to own only the leaders from each of those sectors-the cream of the crop. FAST-GROWING EARNINGS AND ATTRACTIVE STOCK VALUES The funds managers look for established, well-known companies that have the fast-growing earnings in their sector, and for blue-chip companies whose stock values are attractive compared to the overall market. No other companies belong in the Funds portfolio. PROVEN INVESTMENT STRATEGIES The AIM Blue Chip Fund unites AIMs proven stock selection disciplines for growth and value in one investment. These are the same disciplines that have produced strong results for the AIM equity funds over the years. Of course, past performance cannot guarantee comparable future results. TALK TO YOUR FINANCIAL CONSULTANT For the more complete information, including sales charges and expenses, please ask your financial consultant for a free prospectus and Investors Guide. Please read the prospectus carefully before you invest or send money. CALL FOR YOUR FREE INVESTORS GUIDE 1-800-246-4246 AIM Note:英国伦敦的创业板市场AIM（Alternative Investment Market,香港称GEM: Growing Enterprise Market), 是专门为小规模、新成立和成长型公司服务的投资市场。（二）“软卖”型广告示例 Shisheido Replinish skin with the water-fresh feeling of oil-free moisture. Each precious drop rushes cool, clear moisture to dry zones-without adding oil-to keep skin soft, clean and refreshed. PURENESS OIL-FREE MOISTURE ESSENCE A moisturizer so pure and refreshing, even skin with an oil nature will drink in its benefits. PURENESS Gentle Care For Skin in Distress 这是日本资生堂公司（Shiseido）生产的护肤品“清爽控油保湿精华素”（PURENESS OIL-FREE MOISTUR ESSENCE)的广告。广告运用大量评价性形容词：water-fresh,precious,cool,clear,soft,clean,refreshed,pure,refreshing等来强化该产品的护肤效果，并以拟人（personification)的手法（drink in)来突出该产品良好的吸收性。其目的是为了给消费者造成一种强烈的诱惑感，以刺激其消费冲动，这是典型的“软卖”型广告广告英语的文体特点和翻译一、广告英语的主要词语特点1、误拼和创新词（nonce words）Krazy Clearance Toy Sale Continues这则清仓的拍卖广告故意把Crazy,一词误拼为Krazy,既借其新奇醒目的形式来吸引读者的关注，又强化了“疯狂甩卖”的语义：“疯狂清仓”狂到头脑发昏、写字不清的程度，其价格之低廉可见一斑。The Complete Balanced DietChefCats Purrrrrrfer ChefPurr: to make the low continuous sound produced by a pleased cat 猫在高兴时发出咕噜咕噜声 “猫儿偏爱Chef食品”2、评价性形容词以及形容词最高级的大量使用1）、Smirnoff is the worlds smoothest, cleanest tasting vodka.Smirnoff Vodka 80 & 100 Proof distilled from the finest grain.“司木露”非凡的品质：口感纯正、最爽口、最富余韵（smoothest, cleanest tasting vodka), 并且是精选最上等谷物提炼酿制而成的（distilled from the finest grain),因而其标准酒度达到80和100。2）、 Clean Look. Clean Feeling. Clean Moisture. So Pores Stay Clean All Day ITS A FIRST. A COMPLETE LINE OF SKINCARE WITH ALMAYS PATENTED CLEAR PORE COMPLEX CONTAINING: Salicylic Acid to deep-clean pores all day. Continuous moisturisation with Hydrolysed Vegetable Protein That actually repels oil, makeup and impurities. ALMAY HYPO-ALLERGENIC3、缩略词的运用Is Your Res Really Des?Res: residence Des: desirable 押韵、悬念广告英语的句法特点及翻译要诀1、以动词“to be”构成的陈述句（约占20%，李克兴）通常，广告主会选择一个警句或简单的句子去表述一个事实或真理：即什么是最好的或最重要的。Life is an attitude of life. Elegance is an attitude. 优雅态度，真我性格。（Longines 手表） 2、以动词 “make”、“create” 为代表的陈述句We Make Fund Investment Easy 基金投资 倍感轻松 （Dao Heng Bank-道亨银行）Whatever makes you happy. 为您设想周全 让您称心如意 (Credit Suisse)We make it easy. Lets make things better.Brainpower makes it real. Music makes us 生有趣 乐无穷Makes a world of difference.3、祈使句及现在分词短语祈使句流行的重要原因是句子简洁有力，富于鼓动性。基本都是别人做Just do it! (Nike -Sneaker) 想做就做Fight corruption The mission continues 。（ICAC） 打击贪污，再接再厉Trust us for life. （American International Assurance) 财务稳健 信守一生但祈使句往往给人一种咄咄逼人、颐指气使的感觉。看多了，听多了，容易引起受众的反感，因为能够独立思考的消费者都不愿意受人指使。而只要在祈使句的动词词尾加-ing，语气马上变得温和。我做或一起做Empowering 魅力凝聚（Shiseido)Shining and Caring 关怀周详 一生照亮（加拿大永明人寿保险公司）Winning the hearts of the world 赢取天下心（Air France)Striving today for all your tomorrows. 为你未来， 做好现在4、否定句的特点否定句、贬义词都只起个对比或陪衬的作用。No two eyes see the same world. No two businesses are identical. And now one company creates internet solutions unique to you.(Fujitsu-telecommunication solution)The Best, for less.上上之品，上上之算（Mannings Store万宁）Dont dream it. Drive it.(Jaguar-automobil)Life is nothing without connections( Pirelli Cables & Systems)5、疑问句We asked ourselves, whats the difference between an unmet need and a problem? A solution. (Slogan: Your aspirations. Our passion.) （Zurich Financial Service)Whats missing in airline alliance? You.(Slogan: Caring more about you (Skyteam Airline)Go to the cinema? We live at the cinema.(Slogan: lets make things better.)( Philips)Travelling to the end of the earth? Well make you feel more at home. (Slogan: Life is a journey. Travel it well.) (United Airlines6、特殊句型： Where +主语+动词Where money lives 让财富充满活力（Citibank)Where Business Blossoms Where Wealth Begins非凡之聚 商务之最（The Garden Hotel Guangzhou)Exercises 翻译下列广告标题或口号1. Pepsi Cola. Taste that beats the other colds. 百事可乐，冷饮之王。2. Balloons. Easy on your feet, Easy on your pocket. （ Balloons 为一种气垫式运动鞋） 气垫软底鞋，穿着舒服，价格合理。3. The orangemost drink. 橙汁饮料，天然纯正，无与伦比。4. Only White Wings bring mmmmmmoisture. (护肤霜广告） 白祤系列滋润霜给您水般滋润。5. The driver is safer when the road is dry; The road is safer when the driver is dry.道路不沾水，司机更安全；司机不沾酒，道路更安全。1. MilK Made Soothing Milk Bath and Shower OilShare Cleopatras secret!Cleopatra doted on be her skin with deliciously rich milk baths. Get in on the beauty trend with a skin-loving combination of moisturizers, vitam A & E, and milk-derived ingredients.牛奶温和沐浴露分享埃及美人的美容秘诀！埃及美人克里奥帕特拉用芳香、润滑的牛奶呵护自己的皮肤。加入最新的美容潮流吧，使用保湿分子、维生素A、E以及牛奶提取成分合成的护肤沐浴露。2. 20% Discount on Ladies Spring Collections.Its going to be a Mad March Here at Simpson Piccadily.( 提示：a Mad March 暗示英语成语mad March hare ) 春季女装八折。辛普森皮卡迪利时装店泻货狂卖。3、 LIPTON JIGGLES UP HERBAL TEAHerbal teas dont have to be dull.Because now theres a delicious new range from Lipton.Fruity, spicy, tangybut well let their names tell you how wonderful they taste.Gentle Orange, Refreshing Mint, Lemon Soother, Quietly Chamonile and Cinamon Apple.And theyre also caffeine free.So you can jiggle a Lipton Herbal as often as you like.Lipton Herbal TeaCaffeine free(提示：jiggle up 指泡茶时轻轻晃动茶袋上 的线头） 立顿草本袋泡茶 草本茶不一定乏味。 因为立顿推出了全新的美味系列产品。 有果味的、浓香的、咸味的就让它们的名称告诉您这些草本茶美妙无比的口味吧。 香醇橘子、清新薄荷、舒心柠檬。幽香甘菊、玉桂苹果。 口味纯美，不含咖啡因。 您可以随时享受立顿草本茶。 立顿品牌 草本茶 不含咖啡因广告修辞与翻译广告为了达到良好的效果，经常利用各种修辞手法来对广告语言加以渲染1.词义上修辞手法Pun: Live with focus. -Ford Focus Pun 分为两种，即：谐音双关（Homophonic pun 同音异形异义，如 write-right) 和语义双关（Homographic pun 同形异义)。前者指“谐音同字” 和“谐音异字” ；后者指利用词语的多义性构成的双关。1）、谐音同字 When you cant take the pain, take “Anadin” (“忍受痛苦” take the pain 与 “吃药” take Anadin) Sharp Minds, Sharp Products (Sharp) I am More satisfied. (More 香烟） 生活可以更美的！ -美的电器 德国科技，大众首选。-大众汽车 万事俱备，只欠东风。-东风汽车2） 、谐音异字 More sun and air for your son and heir.(海滨浴场宣传广告） 1 .趁早下“斑”，请勿“痘”留。 2 .“脑”当益壮！ -造脑丸 3 .一见钟“琴” -上海钢琴公司 4 .华力牌电蚊香，默默无“蚊”的奉献3）、Syllepsis （轭式搭配） Parody模仿: Tasting is believing. Slim Express (大家归瘦，大家闺秀）Where there is life, there is hope. -Hong Kong Government Wearing is believing -Lovable 内衣 Oxymoron(矛盾修辞法 paradox）: More haste, less speed. Less is more. Hyperbole夸张: Heaven on Earth 天堂，就在地上2.结构上的修辞手法 Rhetorical question设问：New XO excellence 人头马 XO Excellence How high will you go for Excellence? 纯美境界 飞跃巅峰 Dirty dispensers? No way. -Watsons Water Repetition 重复 Parallelism 排比: Maybe shes born with it 美来自内心 Maybe its Maybelline 美来自美宝莲 Antithesis 对偶: Our dedication is your assurance. -Fidelity Investment 富达投资 Pitch in. Keep Hong Kong clean. 多一点投入，多一份清洁3. 音韵上的修辞手法 Alliteration 头韵: Exceed. Excel. 开拓 超越 Refined. Reliable. -Olympus Assonance 叠韵： All yummy, no tummy -Popsicle/Ice-lolly 冰棒 Shining and Caring Marching shoulder to shoulder Braving the challenge together. Onomatopoeia 声喻法，拟声 Interjection 感叹词，插入语招聘广告的写作与翻译一、一般招聘广告包括单位的简介、招聘职位、工作职责、应聘资格、提供的待遇以及应聘方法等五个方面。二、大型机构招聘和小型机构招聘，前者语言规范，句式工整，遵循某种固定的套路，给人以庄重、严肃、正统之感；而后者往往开门见山，言简意赅，从措辞到句型都较灵活、随意，大量采用省略句和人们熟知的缩略词，给人以简洁明快之感。三、招聘单位的名称（The Name of the Recruiting Unit)置于首行，用黑体粗体字，以标题形式出现。有的还有机构的标识（The Logotype of the Recruiting Unit), 一般置于广告标题的左边或右边。四、招聘职位（The Job Title Being Offered) Accounting Supervisor Administration Clerk Managing Director Controller (审计员） Finance Manager （财务经理） Investment Adviser招聘单位的简介1. Maersk is one of the worlds largest container shipping lines devoted to providing quality shipping and transportation services to its customers worldwide. Maersk 是世界上最大的集装箱航运公司之一，致力于为全球的顾客提供优质的货物运输业务。2. CIGNA is one of the worlds leading international benefits, insurance and financial services organizationsWe are committed to growing the business continuously through a global network of the best, highly trained professionals. Opportunity now presents itself in the Hong Kong operation for a high caliber individual to join a most successful and dynamic group.CIGNA 是世界最领先的福利、保险和金融服务机构通过全球顶尖的专业人才网，本公司致力于业务的不断开拓。现在香港的业务开展，为才子能人加盟最有成就和活力的集团提供了难得的机遇。3. Come to join the largest insurance group in the world, GO AHEAD with your careermake AXA your First Choice! The AXA group has a history dating back to the early 19th .c and commenced business in Hong Kong in 1986. Ranked as one of the largest insurance groups in the world, we secure the future of 50 million people to trust us in protecting their families. 快来加入世界上最大的保险集团，择业首选AXA，事业更上一层楼。 19世纪初就开始创业的AXA集团，1986年落户香港。如今，我们已跻身于全球最大保险公司行列，受5千万人信托，为他们家庭的未来提供保障。4. CROWN WORLDWIDE GROUP Help you begin lifes next chapter.CROWN RELOCATIONS is recognized as one of the worlds leading international relocation companies, with over 90 offices in 40 countries across the globe, backed by a 35 year history of providing high quality removal and relocation services to executives and families. We cordially invited high caliber candidates to fill the vacancies of :皇冠全球集团，开启你人生的新篇章！依托35年来为行政人员及家庭提供的优质服务的历史，皇冠迁置是世界领先的国际化迁置公司之一，在全球40个国家拥有90间分公司。本公司诚聘英才填补下列空位。小公司招聘往往在广告中省去介绍，直接招聘5. Hong Kong Post is looking for committed and motivated persons to fill the following non-civil services contract managing positions.香港邮报欲觅尽职、有上进心者担任下列非公务合约制管理职位。6. We are hiring the following posts to work in our Asia Pacific Headquarters.本公司诚聘下列职位加盟亚太总部。7. To support our business activities, we invited professionals to apply for the following positions.为支援本公司的运营，我们诚聘专业人士申请下列职位。8. We invite suitable candidates to join us in the following capacities. 本单位诚聘下列职位者加盟。9. To cope with rapid growth of the Group, we would like to invite high caliber candidate to fill the following position. 为适应集团飞速发展的需要，本公司诚聘卓有才干者担任下列职位。10. Vacancies now exist for the following post, the requirements for which are detailed below 现有下列职位空缺，应聘条件如下：五、工作职责（The Job Being Offered） Responsibilities /duties 最典型的句式为：Reporting to the General Manager, you will be responsible for doing; Responsibilities include 这种是you-approach,旨在拉近招聘机构与应聘者之间的距离，语气比较亲切。但大部分招聘广告措辞比较中性，以第三人称称呼应聘者。 The incumbent will report to the Deputy General Manager. He/she is charged with the responsibilities of doing; Special duties/responsibilities include doing He/she will also be required to provide assistance in doing 也有只用动词不定式，甚至省去To To be responsible for To report to To lead To conduct To assist To perform To act/work as To handle and supervise To respond to To establish and manage To develop and implementExamples: 1. Your role is to provide company-wide phone handling support and guest greeting duties at reception counter. 2. Be responsible for the sales activities including coordinating exhibitions, in a few overseas jewelry markets in order to attain the business targets. 3. To work as part of the English Section team, to organize instructional activities, such as lectures, training program, competitions, classroom visits, and etc. 4. To assist in formulating competitive pricing policy of the products.六、应聘资格条件（The Qualifications for Application/Appointment)“必须的、必不可少的” “a must, “essential”， “necessary” be required be expected to, should possess /have, be definitely advantageous an advantage a plus, desirable, preferable/preferred, helpful1).个人素质（Personal qualities/attributes)1. To meet the challenge, you should possess the following qualifications and attributes:2. Key personal attributes will include strong interpersonal and communication skills and the ability to forge relationships in the spirit of a mutually beneficial business partnership is key to your success in this role.3. This influential position requires natural entrepreneurial spirit, decisive leadership skills and genuine creative flair.4. A person with ability plus flexibili