商务英语翻译ppt.ppt

Advertising Translation by: 月尔比叶，左维伟，王玉娇，刘彦,“Advertising“ is a word coming from Latin, which means “yelling“. It is said that,in the ancient time ,the Roman businessmen compete with each other and hire some people to shout in the city streets,in order to attract customers to buy their goods.,So what is advertising translation?,It is a translation of advertising in order to sell a standardized product to local and not local consumers with different languages and cultures.,Role? When a new product enters a market,a sales promotion or advertisement can effectively help consumers learn more about the product.,Differences beween China and West In China, much of the documentation, brochures and suchlike created by producers or providers, is written in a very polite way with long and flowery descriptions. In the West the same is brief and to the point. The western audience simply will not read long glowing descriptions of your product, and are not impressed by elaborate descriptions, extravagant claims, or of the awards that have been won from agencies that are unknown outside China.,The structural characteristics and rhetoric in advertisieng,Sentences should be short, simple powerful,impressive. Use appropriately Simile, metaphor, personification, pun, alliteration, etc, All sorts of figure with concise and vivid humorous.,例如： CocaCola is it. 还是可口可乐好！（使用简短句） Introducing FITNESS magazine. Its about health, its about exercise, its about your image, your energy, and your outlook. 向你推荐健康杂志：说健康，说锻炼，说形象，说精力，说展望。（使用并列句） Its a moment you planned for. Reached for. Struggled for. A long-awaited moment of success. Omega, for this and all your significant moments. 这是你计划的时刻，期望的时刻，争取的时刻，长久等待的成功时刻。欧米茄，记下此刻，和所有重要时刻。（使用省略句） Catch that Pepsi spirit. Drink it in. 喝百事饮料，感受百事精神！（使用祈使句）,Characteristic of rhetoric,英语广告中，广告撰稿人为了生动有趣地宣传商品的特征，形象逼真地描述消费者使用商品后的感受，常常运用多种修辞手段，以增强语言的表达效果，加强消费者对商品的印象，最终达到商品宣传、推销的目的。 下面主要阐述英语广告中常用的修辞手段及翻译。常用修辞手法有： 明喻 （simile）、隐喻（metaphor）、拟人（personification）、 双关（pun）、押韵（rhyme） 设问（rhetorical question）等。,隐喻（metaphor） 瑞士EBEL的手表广告“EBEL, the architects of time.” EBEL手表，时间的缔造者 推销酒的广告 “Sophisticated, sweet-to-drink Pink Lady.” 高级、可口的粉红佳人 比喻（analogy）：Featherwater：light as a feather（法泽瓦特眼镜：轻如鸿毛。）,拟人（personification） 花卉公司的广告 “Flowers by Interflora speak from the heart.” 英特拂劳拉的鲜花倾诉衷肠 Interflora 鲜花是发自内心的表达 “The world smiles with Readers Digest.” 读者文摘为世人带来欢笑,双关（pun） 一则面包广告“Shes the nimblest girl around. Nimble is the way she goes. Nimble is the bread she eats. Light, Delicious, Nimble” 她是周围最轻捷聪慧的女子。轻捷是她的举止特点。Nimble 是她食用的面包。松软味美，Nimble “摩尔”牌香烟广告“Im More satisfied” 摩尔令我更满意,双关（pun）,Ask for More（摩尔牌香烟的广告）,设问（rhetorical question） “The Economist?” “Isnt that a peculiar name for a journal that also discusses America, Britain, Europe, science & technology, world politics, books plus arts, current affairs along with business, finance and economics?” “经济学家？” “这不是一家杂志的专用名称吗？它讨论美国、英国、欧洲、科学技术、世界政治、书籍、艺术、时事还有商业、财政和经济。”,押韵（rhyme） 饮料广告“Flash. Dash. Classic splash.”-尾韵 闪光、炫耀、经典的飞溅 Pepsodent 牙膏广告 “Wonder where the yellow went.”-头韵 黄斑牙到哪里去了？ Hifi Hifun Hifashion only from Sony（高保真，高乐趣，高时尚，只来自索尼。）（索尼音响的广告）,夸张（hyperbole） Citibank 银行广告-A word to wealth 一言致富 对偶（antithesis） Budget 出租车：Big thrills. Small bi