BETranslation13广告的翻译.ppt

广告的翻译 TranslationofAds BasicKnowledgeofAds Theword advertise originatesfromLatin advertere meanstocausetheattentionorknown ameanstoarousethepublicattentionandpersuadethemofaspecificinclination 唤起大众对某种事物的注意力并诱导于一定的方向所使用的手段 Wehaveitsshortform ads orsynonym commercials TheGenresofAds Accordingtotheircontents adscanbedividedintofourcategories product consumer ads serviceads corporationads andpublic welfareads Thebasicfunctionsofads First itisinformative itcanofferspecificinformation Second itispersuasive itcanpersuadethepublicofaspecificinclination TheGenresofAds Third itisaesthetic itcanbringthepublicakindofaestheticaffection asenseofbeauty Fourth itisemotive that stosayitcanexpressakindofemotionandcanarousethepeople stenderfeelingsintheheart Tomotivatetheinterestofthepotentialconsumerstobuytheproductsistheultimategoalofanadvertisement Persuasionisthetopfunctionofanad Example Mymotherwantedmetohavepianolessons MyfatherwantedmetogotoHarvard Myteacherwantedmetobecomealawyer Mywifewantsmetostayathome Aren tyourdesiresjustasimportant Carsthatarecreatedtoimpressonlyyourself Whatadisit Howdoyoutranslate want Whatarethefeaturesofthewordsusedinit Example Don tyouthinkthispieceofadmotivatesthepublicinpursuitofacarwithitssimplewords afriendlytoneandamovingcare Thepurposeisclearlyexpressed Othershavedesiresonyou butdon tyouhaveadesireofyourown to want acarthatisimpressivethatcanimpressonlyyourself TheStructureofanAd Acompleteadvertisementconsistsoftwoparts averbal 语言 andnon verbal 非语言 part Theverbalpartiscomposedofheadline includingsub headline bodytext slogan nonverbalpartthetrademark illustrationandpicture editionoftheverbalpartandthetypeface whicharesupplementaryelementsofanadvertisement Example CUTTYSARKSCOTSWHISKYSomepeopleweartrendyclothestoattractattention Othersdriveflashycars AglassofCuttySarkwon tturnanyheads Butifyouinsistoncreatingastir youcanalwaysaskthebartenderforoneofthem ScotsWhiskyUncommonlysmooth 参考译文 卡地沙克苏格兰威士忌有些人穿时髦服装以引人注目 有些人驾驶亮闪闪的车招摇过市 但一杯卡地沙克酒绝不会叫你忘乎所以 你也想潇洒风流吗 自己到酒吧来尝尝吧 苏格兰威士忌口感滋润非同凡响 King sGardenVilla LocatedintheLiangmaheAreaInBeijingWhereforeignbusinesspeoplegatherOnlyoneroadawayfromKunlunHotelandLufthansaCentre surroundedbyoldandnewembassyareaClosetoEast3rdRingRoad onlya10minutedrivetoTian anMenortheCapitalAirportCompleteserviceutilitiesmakeKing sasuper luxuryfive starvillathatenjoysalargearea primelocation cityclub andrecreationalfacilities King sGardenVilla Water Electricity Gas Heatandothermunicipalfacilitiesthatthehomeownersareconcernedaboutareavailable purchasethisyearandoccupythisyearTheimposingbuildingdesignedbyworldrenownedarchitects 20year sexperienceinpropertymanagement internationalstandardquality 24 hoursecurityguarantee alltheseensureyouacomfortableandprestigiouslifeCapitalgainin2 2yearsA45 investmentreturn King sGardenVilla Hotlines 8610 64660890 64628175Fax 861064662674Developer BeijingKingResourcesRealEstateCo Ltd SalesOffice No18 22XiaoyunRoad ChaoyangDistrict Beijing LanguageFeatures TheEnglishwordsusedincommercialadsareusuallyverysimpleandprecise vividandfigurative affectionateandinspiring whichareeasytoremember Lexicalfeatures 1 TheuseoforalwordsMosquitoByeByeBye 蚊虫杀杀杀 LanguageFeatures 2 Theuseofsimpleverbs especiallythesinglesyllableverbssuchasmake come get go know have keep look see need buy love use take feel like start taste save choose etc 石莉美 1997 商务英语翻译 P220 StartAhead 成功之路 从头开始 飘柔洗发液 Webringhightechnologyhome NEC我们把高科技带回家 日本NEC电气 Everythingisextraordinary Everythingtempts Cartier件件超凡脱俗 样样新颖诱人 卡地亚饰品 LanguageFeatures 3 TheuseofadjectivesThefollowingadjectivesarethetop20oftheadjectives newgood better best free fresh delicious full sure clean wonderful special crisp fine big great real easy bright extra safe richaccordingtoasurveymadebyG N Leech 1965 4 Theuseofslang idiomsBigtimebargainonsizablecottonshirts bigtime isAmericanslangmeans thebest thefirst 最高级的 一流的 LanguageFeatures 5 Theuseofcoinage whichisfullofcreativityGiveaTimextoall andtoallagoodtime 拥有一块天美时表 拥有一段美好时光 Timex Time Excellent whichemphasizestheaccuracyofthewatchTheOrangemostestDrinkintheworld 译文 Orangemoistest Orange most est whichemphasizesthetopqualityandpurityoftheoriginaljuice奥林饮 饮中极品 LanguageFeatures Ezyrub 易擦 鞋油easy rubWeknoweggsactlyHowtoTellEggs Eggsactly exactly whichisinconcordwithEggs DrinkaPintaMilkaDay DrinkapintofMilkaDay Ofisoftenreadas LanguageFeatures 6 ThefrequentuseofcompoundsPiping hotcoffee滚热的咖啡The up to the minutefashion最新款式的服装7 StronglypurposefulTide sin Dirt sOut 太渍放进去 污垢洗出来 LanguageFeatures SyntacticFeatures Afrequentuseofsimpleandelliptical imperative andquestionsentence UseofRhetoricalMeans A lexicalrhetoricmeans词义上的修辞 pun双关 syllepsis轭式搭配 parody仿拟 oxymoron矛盾修辞法 hyperbole夸张etcB structuralrhetoricalmeans结构上的修辞 rhetoricalquestions设问 repetition重复 parallelism排比 antithesis对照C