广告翻译修辞方法举例.ppt

AdvertisingTranslationby:月尔比叶，左维伟，王玉姣，刘彦,AdvertisingisawordcomesfromLatin,meaningyelling.Itissaidthat,intheancienttime,theRomebusinissmancompetingwitheachothersandhiresomepeopleshoutinginthecitystreets,inordertoattractcustomerstobuytheirgoods.,Sowhatisadvertisingtranslation?,Itisatranslationofadvertisinginordertosellastandardizedproducttolocalandnotlocalconsumerswithdifferentlanguagesandcultures.,Role?Whenanewproductentersamarket,asalespromotionoradvertisementcaneffectivelyhelpconsumerslearnmoreabouttheproduct.,DifferencesbeweenChinaandWestInChina,muchofthedocumentation,brochuresandsuchlikecreatedbyproducersorproviders,iswritteninaverypolitewaywithlongandflowerydescriptions.IntheWestthesameisbriefandtothepoint.Thewesternaudiencesimplywillnotreadlongglowingdescriptionsofyourproduct,andarenotimpressedbyelaboratedescriptions,extravagantclaims,oroftheawardsthathavebeenwonfromagenciesthatareunknownoutsideChina.,Thestructuralcharacteristicsandrhetoricinadvertisieng,Sentencesshouldbeshort,simplepowerful,impressive.UseappropriatelySimile,metaphor,personification,pun,alliteration,etc,Allsortsoffigurewithconciseandvividhumorous.,例如：CocaColaisit.还是可口可乐好！（使用简短句）IntroducingFITNESSmagazine.Itsabouthealth,itsaboutexercise,itsaboutyourimage,yourenergy,andyouroutlook.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）Itsamomentyouplannedfor.Reachedfor.Struggledfor.Along-awaitedmomentofsuccess.Omega,forthisandallyoursignificantmoments.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）CatchthatPepsispirit.Drinkitin.喝百事饮料，感受百事精神！（使用祈使句）,Characteristicofrhetoric,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（rhetoricalquestion）等。,隐喻（metaphor）瑞士EBEL的手表广告“EBEL,thearchitectsoftime.”EBEL手表，时间的缔造者推销酒的广告“Sophisticated,sweet-to-drinkPinkLady.”高级、可口的粉红佳人比喻（analogy）：Featherwater：lightasafeather（法泽瓦特眼镜：轻如鸿毛。）,拟人（personification）花卉公司的广告“FlowersbyInterfloraspeakfromtheheart.”英特拂劳拉的鲜花倾诉衷肠Interflora鲜花是发自内心的表达“TheworldsmileswithReadersDigest.”读者文摘为世人带来欢笑,双关（pun）一则面包广告“Shesthenimblestgirlaround.Nimbleisthewayshegoes.Nimbleisthebreadsheeats.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“ImMoresatisfied”摩尔令我更满意,双关（pun）,AskforMore（摩尔牌香烟的广告）,设问（rhetoricalquestion）“TheEconomist?”“IsntthatapeculiarnameforajournalthatalsodiscussesAmerica,Brit