第六讲广告翻译.doc

第六讲 广告翻译(1)广告的语言特征简洁性创新性说服性审美性1. Unlike me, my Rolex never needs a rest. (Rolex) 2. Shes the nimblest girl around. Nimble is the way she goes. Nimble is the bread she eats. Light, Delicious, Nimble. (Nimble Bread) 3. A contemporary classic. A timeless timepiece. (Watch Advertisement)4. Sea, sun, sand, seclusion and Spain! (Spain Tourism Advertisement)5. East is east and west is west. But Browns meat is best. (Meat Advertisement)6. We take no pride in prejudice. (The Times) 7. Born in Germany. Bred in Japan. Honored in France. Talk about an international upbringing. (MAZADA Motor Corporation)8. It keeps going, and going, and going.（Energizer Batteries）9. Where there is a mountain, there is a road. Where there is a road, there is a Toyota. (Toyota) 10. If people keep telling you to quit smoking cigarettes, dont listen. Theyre probably trying to trick you into longevity. (Public Welfare Advertisement)11.Weve hidden a garden full of vegetables where youd never expect. In a pie. (Food Advertisement)12. Make a date with 136,000 women every Wednesday(Evening News Advertisement)广告修辞格的翻译 1. 直译法（Literal Translation） 例1原文：像母亲的手一样柔软。（某童鞋广告） 例2原文：To take BA or not to take BA? What a silly question! （British Airways） 例3原文：We are proud of the birthplaces of our children, the grapes of Almaden. (Almaden Wine) 2. 意译法（Free Translation） 例4原文：岁月的小皱纹不知不觉地游走了。（美加净化妆品） 例5原文：Youre better off under the Umbrella. （保险公司广告） 例6原文：Health, Humour & Happiness, gifts wed love to give. （星期六晚报广告） 3. 套译法（Loan Translation） 例7原文：有目共赏上海牌电视。 例8原文：百闻不如一尝。（浙江省粮油食品进出口公司） 例9原文：东西南北中，好酒在张弓。（张弓酒） . 例10原文：要想体力好，常饮健力宝。（健力宝） 例11原文：随身携带，有备无患；随身携带，有惊无险。（速效救心丸） 4. 增译法（Amplification） 例12原文：The unique spirit of Canada （加拿大酒广告） 例13原文：A trust will take care of a family. (Trust Company Advertisement) 14.Intelligence everywhere. (Motorola) 15.Every time a good time. (McDonalds) 16. A diamond lasts forever. (De Bierres) 17. Good to the last drop(Maxwell) 5. 词类转换翻译 1.I Chocolate you. (LG Mobile Phone） 2.Poetry in motion, dancing close to me. (Toyota) 3.The relentless pursuit of perfection. (Lexus) 4.Intel Inside. (Intel Pentium) 5.Communication unlimited. (Motorola) 6.No business too small, no problem too big. (IBM）Task I 讨论下列广告所使用的修辞格，并将之翻译成汉语。 1.Asia Garden HotelA Home Away From Home!（Asia Garden Hotel） 2.For the modern Marco Polo.（Cathay Pacific Airlines) 3.Big thrills, small bills. (Budget Car Leasing Center) 4.A day without orange juice is like a day without sunshine. (FLORIDA CITRUS COMMISSION) 5.The driver is safer when the road is dry; The road is safer when the driver is dry. 6.Its a matter of pride. Proud tradition. Proud heritage. Proud taste. (L&M cigarette)Task II 翻译下列广告语 1. Impossible made possible. (Cannon) 2. Give a Timex to all, and to all a good time. (Timex) 3. Leave “Managing Money” alone, and money manages to leave you alone. 4. For me, the past is black and white, but the future is always color(Hennessy) 5. Poetry in motion, dancing close to me（Toyota） 6.沟通从心开始。（中国移动） 7.药材好，药才好。（仲景六味地黄丸） 8.汰渍到，污渍逃。（汰渍洗衣粉） 9.条条道路通罗马，款款百羚进万家。（百羚餐具） 10.一代“王朝酒”，三次获金牌。（“王朝”牌葡萄酒） 11.Not all cars are created equal. (Mitsubishi) 12. Where there is a way, there is a Toyota. (Toyota) 13.Cant beat the real thing. (Coca-Cola） 14.For the Road Ahead. (Honda).第六讲 广告翻译(1)Task III 把下列英语广告翻译成汉语。 1.Take TOSHIBA, take the world. (TOSHIBA) 2. If you drive, dont drink; If you drink, dont drive. (Public Welfare Advertisement) 3. Every kid should have an apple after school. (Apple PC) 4. The only thing we didnt improve was the road. (Toyota) 5. To smoke or not, thats a question. (Cigarette Advertisement) 6. If it wasnt in VOGUE, it wasnt in vogue.（Vogue Fashion） 7. A world of comfort. (Japan Airlines) 8. M&Ms melt in your mouth, not in your hand. (M&Ms) 9.Wherever you are. Whatever you do. The Allianz Group is always on your side. (Allianz Group) 10.Theres never been a better Time. （时代周刊）Task IV 运用所学的翻译技巧，将下列广告翻译成英文。 1. 蚊子，杀杀杀。（某蚊香广告） 2. 谁跑在最后，谁笑得最好。（某轮胎广告） 3. 城乡路万千, 路路有航天。（ 航天牌汽车） 4. 有了南方，就有了办法。（南方科技咨询公司） 5. 要想皮肤好，早晚用“大宝”。（大宝） 6. 东奔西走，要喝宋河好酒。（宋河酒） 7.大家好才是真的好（广州好迪） 8.千家万家，不如梦迪一家。（梦迪旅馆）Task V 翻译下列广告，讨论增译技巧。 1. 原文：Beyond your imagination.（Korean Air） 译文： 2. 原文：Elegance is an attitud