英文广告翻译

广告语的翻译,Translation of Advertising English,企业经典广告语,OLAY：惊喜从肌肤开始。李宁：一切皆有可能。金帝：金帝巧克力只给最爱的人。舒服佳：爱心护全家,尽在舒服佳。海尔：真诚到永远。柯达：分享此刻,分享生活。光明牛奶：一杯牛奶强壮一个民族。动感地带：我的地盘我做主。,Warm-up: English Classical Ads,Start Ahead. (Rejoice) 成功之路，从头开始。（飘柔）A diamond lasts forever. (De Bierres) 钻石恒久远，一颗永留传。（第比尔斯）Fresh-up with Seven-up. (Seven-up) 提神醒脑，喝七喜。（七喜）Connecting People. (Nokia) 科技以人为本。（诺基亚） Communication unlimited. (Motorola) 沟通无极限。（摩托罗拉） Lets make things better. (Philips) 让我们做的更好。（飞利浦）,Take Toshiba, take the world. 拥有东芝，拥有世界。（东芝电子） Where there is a way for car there is a Toyota. (Toyota) 车到山前必有路，有路必有丰田车。,Thetasteisgreat.味道好极了。（雀巢咖啡）,Good to the last drop 滴滴香浓，意犹未尽。（Maxwell 麦斯威尔咖啡）,Obeyyourthirst.服从你的渴望。（雪碧）,CometowheretheflavorisMarlboro Country. 光临风韵之境万宝路世界。（万宝路香烟）,Tome,thepastisblackandwhite,but the futureisalwayscolor.对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒）,Justdoit.只管去做。（耐克运动鞋）,Askformore.渴望无限。（百事流行鞋）,Intelligenceeverywhere.智慧演绎，无处不在。（摩托罗拉手机）,Thenewdigitalera.数码新时代。（索尼影碟机）,Impossiblemadepossible.使不可能变为可能。（佳能打印机）,Welead. Otherscopy.我们领先，他人仿效。（理光复印机）,广告的定义,广告是将各种高度精炼的信息，采用艺术手法，通过各种媒介传播给大众，以加强或改变人们的观念，最终导致人们行为的事物和活动。,广告手段 (Advertising Media),1. Press Advertising 报刊广告2. Television and radio Advertising 电视和无线电广告3. Outdoor and Transport Advertising 露天广告和交通广告4. Window and Point-of-Sale Display 橱窗和销售点陈列广告5. Exhibition and Trade Fairs 展览会和商品交易会6. Direct Mail Advertising 直接邮件广告7. Cinema 电影广告,广告的功能,广告具有信息功能 (informative function) 美感功能 (aesthetic function) 表情功能 (expressive function) 祈使功能 (vocative function)英美现代广告学认为，广告的作用在于： 1. Information （提供信息） 2. Persuasion （争取顾客） 3. Maintenance of Demand （保持需求） 4. Creating Mass Markets （扩大市场） 5. Quality （确保质量）,广告语言的创作特点,ACPI吸引力(Attractivecatch the readers attention)、创造力(Creativeproject an image)说服力(Persuasiveurge the reader to act) 影响力 (Impressiveproduce an impact),广告语的创作原则,AIDA原则（法则）AAttentionIInterest DDesireAAction,文字游戏 (Play on words),你不理财，财不理你If you leave “Managing Money” alone,Money will manage to leave you alone. 中药材广告：“药材好，药才好。” Only fine medicinal herbs Make fine herbal medicines.,茅台酒的广告语：茅台一开，满室生香；国酒茅台，渊源流长。Moutai - a vintage liquorA VIP treat which diffuses the finest aroma；A national favor that won a 1915 diploma (Originated in 135 B.C.).,茅台酒的另一条广告语：国酒茅台，酿造生活的品味。Moutai: A liquor of national status that makes your life gracious.,广告英语的词汇特点,1. 形容词及其比较级、最高级的使用。finest food, most attractive surroundings and a friendly disposition (餐馆广告)Incredible sale: beautiful, beautiful, beautiful lynx and mink, top quality, latest styles fur garments (服装广告)Famous world-wide gourmet cuisine. Excellent daily specials and mouthwatering desserts 世界著名的美食烹调。精美的每日特色饭菜和令人垂涎的点心。,2. 创造新词、怪词以引起新奇感，突出产品的新、奇、特，满足消费者追求新潮、标榜个性的心理。For twogether, the ultimate all inclusive one price sunkissed holiday两人共度一个阳光灿烂的假日，一切费用均包括在单人价格之内。Give a Timex to all, to all a good Time. 拥有一块天美手表，拥有一段美好时光。Timex=Time+Excellent，由此对表的计时准确等特点给予了充分强调。,3. 词汇的重复。词汇的重复是一种常用的技巧，可以起强调、渲染的作用，而这恰恰是广告语言所要追求的效果。Easy to use, easy to clean, easy to assemble(日光牌简便烧烤架),4. 使用缩略词和复合词以节省广告篇幅。Where to leave your troubles when you fly JAL 乘坐日航班机，一路无忧。 JAL是Japan Airlines的缩写形式。,5. “雅”语、“俗”语平分天下，色彩缤纷。The home of your dreams awaits you behind this doorWhether your taste be a country manor estate or a penthouse in the sky, you will find the following pages filled with the worlds most elegant residences 打开门，等着您的就是梦寐以求的家。无论您想要一座乡间宅第，或者是一间摩天大楼的顶屋，翻开下面几页就可以看到世界上最美的住宅，供您挑选。,广告英语的句法特点,1. 简单短句多，醒目易懂。Fresh Up with Seven-up请饮七喜，倍添精神。Good morning, world!早上好，世界。（越南航空公司）,2. 并列句多，简洁明了，易于理解；平行结构，加深印象。Introducing FITNESS magazine Its about health; its about exercise; its about your image, your energy and your outlook向您推荐健康杂志：说健康、说锻炼、说形象、说精力、说展望。,3. 省略句多，语言凝练。Youll enjoy relaxed sunny days Warm crystal clear lagoonsCool, green foliage. WaterfallsFlowersExotic scentsBright blue skiesSecluded beachesGraceful palms. Breathtaking sunsetsSoft evening breezesAnd food that simply outstanding. 您会享受这阳光明媚的轻松日子。温暖、清澈的环礁湖，清凉、碧绿的树叶，瀑布，花丛，异样的芬芳，明亮的蓝天，幽静的海滩，优美的棕榈，壮丽的日落，轻柔的晚风。还有那绝妙的食物。,4. 祈使句多，具有强烈的鼓动色彩。So come into McDonalds and enjoy big Mac Sandwich 走进麦当劳，享用大三明治。,5. 常用主动语态和现在时，给人一种直接感，并暗示商品的持久和永恒特性。Harmony of style and performance set this new Mazda 6 a part Qualities are at the heart of every Mazda式样与性能的协调一致使新型马自达6与众不同。质量是马自达的核心。,广告英语的修辞特点,1. 比喻（analogy）Featherwater：light as a feather法泽瓦特眼镜：轻如鸿毛。 Contact lens,2. 拟人（personification）Flowers by Interflora speak from the heartInterflora 的鲜花倾诉衷肠。Unlike me, my Rolex never needs a rest.和我不一样，我的劳力士从不需要休息。,德国黑森林布谷鸟钟（咕咕钟）,3. 双关（pun）Ask for More. （摩尔香烟广告 ）再来一支，还吸摩尔。The label of achievements. Black Label commands more respects. 酒是功成名就的标志。黑色标志使您更显尊贵。 Spoil yourself and not your figure. (Weight-Watcher 冰淇淋广告）尽情享用，不增体重。Every Kid Should Have An Apple After School。每个小家伙放学回家都该有个苹果。(苹果个人电脑),4. 押韵（rhyming）Hi-fi, Hi-fun, Hi-fashion, only from Sony. （索尼音响的广告）高保真，高乐趣，高时尚，只来自索尼。BETA Builds it Better (家具广告) Spend a dime, Save you time(电器广告) Never Late, on Fathers Day (礼品广告),5. 重复（repetition）Dish after dish after dishPeople expect us to be better一盘一盘又一盘。人们盼望我们更好。When youre sipping Lipton, youre sipping something special. Free Hotel! Free Meals! Free Transfers! For a free Stay-on-the-Way in Amsterdam, you can rely on Kim. 免费住宿!免费餐点!免费兑汇!你可以信赖Kim,在Amsterdam过一个休闲愉快的假期.(旅游广告),6. 夸张（hyperbole）YKK-Three letters that Bring the World Together.(日本吉田拉链公司广告),广告口号(Slogans)的翻译,直译法转译法仿译法 parody,直译法,“一切皆有可能” （李宁服饰） Anything is possible. “给我一个机会，还你一个惊喜” （嘉亨印务） Give me a chance, and youll have a big surprise. “拥有完美肌肤的秘诀” The secret for perfect skin.,转译法,国酒茅台，相伴辉煌。Good and vigorous spirit. 运动休闲，我行我速。Go my own way.我有我的品质。What we do, we do well.,仿译法,爱您一辈子（绿世界化妆品） Love me tender, love me true. 一册在手，纵览全球(全球杂志的广告语) With a copy of The Globe in your hand, the world unfolds before you so grand. 随身携带，有备无患；随身携带，有惊无险。 （速效救心丸） A friend in need is a friend indeed.,“美的”牌家用电器的广告语,“美的” 家电， 美的全面、美的彻底Midea home appliances are beautiful-beautiful from head to toe, beautiful inside out.,“三包”承诺,我们实行“三包”：包修、包退、包换We offer 3-R guarantee, namely guaranteed repair, replacement and refund.,集邮杂志的广告语,方寸之间，深情无限On these tiny postage stamps Philatelists friendship “franks”,全球杂志的广告语,一册在手，纵览全球With a copy of The Globe in your hand, the world unfolds before you so grand.,故事会杂志,为您提供美，为您提供乐， 为您提供爱，为您提供趣。It gives you joy. It gives you fun. It gives you beauty. It gives you love.,某皮鞋的广告语,皮张之厚无以复加，利润之薄无以复减The leather we use is quite thick; the profit we make is fairly thin.,青岛啤酒的广告语,“不同的肤色，共同的选择”Peoples skin colors are different - far and near, but their choice can be the same for Qingdao Beer.,Exercise:,1. Mosquito bye by