广告语的翻译课堂

1、1,Part,英汉语言对比,广告及其语言特点,2,英,汉,语,言,对,比,形合和意合,综合性语与分析性语,紧凑与松散,物称与人称,被动与主动,静态与动态,替换与重复,抽象与具体,间接与直接,繁复与简单,3,I,Definition of,Advertisement,American,Marketing,Association,AMA,defines,advertising,as,the,non-personal,communication,of,information,usually,paid,for,and,usually,persuasive,in,nature,about,product

2、s,services,or,ideas,by,identified,sponsors,through,the,various,media,广告是个人或组织通过有偿取得的媒,介，向一定的社会群体宣传其产品、服务,或观念，并劝说他们购买或采取相应行为,的活动,4,II. Categories of Advertisements,According to Target Audience,Consumer Advertising,消费者广告,Business Advertising,企业广告,According to Target Area,Local Advertising,地方广告,Nationa

3、l Advertising,全国广告,International Advertising,国际广告,According to Media,Print Advertising,印刷广告,Electronic Advertising,电子广告,Out-of-home Advertising,户外广告,According to Purpose,Commercial Advertising,商业广告,Non-commercial Advertising,非商业广告,Public Interests Advertising,公益广告,5,平面广告,6,电视广告,7,公益广告,8,1,The identi

4、fication function,2,The information function,3,The persuasion function,III. Functions of Advertisements,9,The,identification,function,Advertisements,are,to,identify,a,product,and,differentiate,it,from,others,this,creates,an,awareness,of,the,product,and,provides,a,basis,for,consumers,to,choose,the,ad

5、vertised,product,over,other,products,10,The,information,function,Advertisements,are,to,communicate,information,about,the,product,its,attributes,and,its,location,of,sale,11,The,persuasion,function,Advertisements,are,to,induce,consumers,to,try,new,products,and,to,suggest,reuse,of,the,product,as,well,a

6、s,new,uses,12,明星效应,13,识别标记,Identification Marks,口号、商标及品牌,广告标题,Headline,广告正文,Body,Component of advertisements,Verbal,即语言文字部分,14,IV. Types of writing,Dialogic,对话体,Poetic,诗歌体,Argumentative,纪实体,Descriptive/Sense-appeal,描述体,Narrative/Story-style,叙述体,15,V. Features of Advertising,English,1,Vocabulary,Brie

7、f,Colloquial,coined,16,动词,Verb,广告英语大量使用动词,特别是单音节动词，如,get, make, live,love, buy, need, use,Take,TOSHIBA,take,the world,拥有东芝，拥有世界。（东芝电子,形容词,Adjective,形容词可以使语,言形象、生动，出现频率较高的形容词,如,new, good, better, best, fine,fresh, great, easy, extra, special,Lets make things,better,让我们做得更好。（飞利浦电子,17,复合词,Compound,用来描绘

8、产品的特性,和优点；广告英语撰稿者可以大胆创新、虚,构,错拼,Misspelling,Hi,Fi,Hi,Fun,Hi,Fashion,only,from Sony,在这里,Hi,这个前缀是,high,的谐音,表示,高”的意思。在翻译时也采用直译法,译,成“高保真、高乐趣、高时尚,只来自,索尼。,新词,Coinage,词语搭配反常,Collocation,外来词,Loanwords,18,No business too small, no problem too big,没有不做的小生意，没有解决不了的大问题,IBM,公司,To me,the past is black and white,bu

9、t the future is always color,对我而言，过去平淡无奇,而未来，却是绚烂缤纷,轩尼诗酒,Just do it,只管去做。（耐克,19,Good to the last drop,滴滴香浓，意犹未尽。（麦斯威尔咖啡,Obey your thirst,服从你的渴望,雪碧,One world One dream,同一个世界，同一个梦想（北京奥运广告,Ask for more,渴望无限。（百事,20,句法特点,广告英语在句法上的特点表现为,多用,简单句、肯定句,慎用,复合句、否定句,巧用,疑问句、分离句,频用,祈使句、省略句,广告语言要求简洁明了，引人注,目。因此广告英语除了

10、斟词，还要酌,句。即在句法上要有其独有的特色,21,简单句,Simple Sentence,Things go better with Coca-Cola,可口可乐，万事如意,Tides in, dirts out,汰渍到，污垢逃,疑问句,Interrogative Sentence,有极强的表现力和浓郁的生活气息,让听众注意，且能引起他们的思考与共鸣,Have you driven a Ford lately,最近，你开福特了吗,Need a cleaner that,shines without,scratching,需要一种光亮而不留擦痕的洗涤剂吗,简洁短句，醒目突出。简练的句子能抓住,

11、受众，引起兴趣,22,增强感召力。作为“鼓动性语言”，广,告英语多用本身含有请求、命令号召意,义的祈使句,以达到行文简练又能使人印,象深刻的目的常用的动词有,get, let,have, try,等,祈使句,Imperative Sentence,You,re worth it! ( Loreal,欧莱雅,你值得拥有,Turn it on,puma,彪马,穿上它,23,利用句号,full stop,破折号,dash,分号,semi-colon,和连字,hyphen,等，将句子,分割成更多的信息单位，增大信息量，着重,宣传产品质量、用途和特质,分离句,Disjunctive Sentence,S

12、ensuously smooth.Mysterriously,mellow.Gloriously golden.Who can resist,the magic of Camus XO Cognac,酒广告,诱人美感的的温和。神秘的醇香。荣耀的金色。有,谁能拒绝,24,1.Always with you,中国电信,与你同行,分析,always,形象地表明,电信覆盖面广这一特点,平实的话语又拉近,了客户跟公司之间的距离,省略主语、谓语或其他任何成分，甚至只,留一个词，成为独词句,省略句,Elliptical Sentence,2.We lead. Others copy.,理光复印机,我们领先,

13、他人仿效,分析：虽然只用了,lead,和,copy,两,个简单的动词,却巧妙的点出其作为复印机,的复印功能,copy,和理光品牌在同类产,品中领先的地位,lead),可以说是构思巧,妙、一举两得,25,广告英语的修辞手法,比喻,拟人,双关,反复,押韵,夸张,对偶,26,明喻,借喻,比喻,暗喻,Kodak is,Olympic color,相机,柯达就是奥林匹克的色彩,分析：此处用了判定式的暗喻，将柯达彩卷的,特色和奥林匹克的宗旨“更高、更快、更强”相,提并论，强调了柯达彩卷对于竞技场上力与美的,瞬间扑捉逼真无比,Eg:Light as a,breeze,soft as a,cloud,衣服,轻

14、如风,软如云。（像风一样轻,像云一般柔,Eg:EBEL,the architects,of time,手表,EBEL,手表，时间的缔造者,Like,as,Be,to be,27,双关,双关亦称文字游戏,其特点是用一个词或一,句话表达两层,或两层以上,不同的意思,即俗语所说的“一语双关”。双关常常是含蓄的,因而耐人寻味,引起丰富的联想,1.I,m,More,satisfied,我更满意摩尔牌香烟,我更满意,More,2.A deal with us means a good deal,to you,a good deal,常用意义为,许多,在此也可理解为,一笔好买卖,28,4,反复,反复是通过重

15、复某一词或词组使人加深印象,给人强烈刺激,增强广告效果,如,Extra Taste. Not Extra Calories,额外的口味,并无额外的热量,食品广告,它暗含了不会使人发胖的意思,Make up your mind before you make up your face,化妆前慎用化妆品,5,押韵,押韵可使广告富有节奏感，读起来朗朗上口,听起来赏心悦耳,如,Hi-fi,Hi-fun, Hi-fashion,only for Sony,高保真，高乐趣,高,时尚,只来自索尼,Health, Humour & Happiness,Gifts we,d,love to give,健康，幽默

16、，欢乐,这些礼物我们都愿奉献,29,6,夸张,夸张的特点是本质上符合事实，表达上言过其实,在广告中恰当使用夸张修辞格可以给人某种鼓动,力和感染力，达到宣传商品，树立商品在消费者,心目中的形象的目的,Come to Marlboro country,Come to where the flavor is,请君光临世外桃源,万宝路,欣赏这风味特别的地方,大刺激，小花费,30,7,对偶,对偶是把两个字数相等、结构相同、内容,相关或相对的短语、句子或句群，对称地,排列在一起的修辞方法。它是广告中比较,常用的修辞手法。运用对偶手法，可以使,广告语言精炼、简洁、易记易诵，给人印,象深刻,A contemp

17、orary classic,A timeless timepiece,时代经典之作。历史永恒之表,Budget,出租车中心广告,Big thrills. Small bills,31,Part,英汉广告的,翻译及方法,32,广告翻译的基本原则,自然准确、简洁生,动、易读易记,公司介绍也好，产品推广宣传也好，都是要让市场和,客户了解自己；所以这类文字不宜过于高深、晦涩,它应该是高度归纳，又通俗易懂,广告的功能主要有说服功能、美感功能及信息功能,而其中尤以前两个功能为重，因此在广告翻译中译者,切忌拘泥于原文的字、词、句等表层结构，而应仔细,体会原文的主要功能并充分发挥自己的想象力和创造,力来灵活机

18、动地处理原文，以最大限度地达到原文与,译文在功能上的对等。如,Fresh up with Seven-up,Seven-up,七喜,清新好感受,33,1,Once tasted, always loved,对照）一次品尝，永远喜欢,2,She is the nimblest girl around. Nimble,is the way she goes. Nimble is the bread,she eats. Light, delicious, Nimble,她是邻近最敏捷的女孩，敏捷是她的特点。她只,食用“敏捷”味，双份愉快,双关,3,Extra taste. Not extra cal

19、ories,重复）额外的美味并无额外的热量,4,The choice is yours. The honor is ours,对偶）任君选择，深感荣幸,34,要使译文在功能上与原文对等，翻译时译者除了在语言,层面（音韵、词法、句法、修辞等）有效再现原文特征,外，还要充分考虑双语间的文化及民族心理差异等因素,美国的,Coca Cola,之所以在中国如此畅销，恐怕与“可,口可乐”这一完美的译名不无关系；而香港产饮料,Watson,s,在国内几乎难觅其踪影，这与其译名“屈臣,氏”具有令人不快之意（译文令人想到“屈服的臣子”,是有一定关系的。由此可见广告翻译中充分考虑文化差,异及民族心理差异的重要性,

20、Good Lion,金利来,35,直译法,意译法,套译法,四字结构法,广告翻译方法,36,直译法：翻译过程中基本保持原句的句法和修辞,特点,At 60 miles an hour the loudest noise in this new,Rolls-Royce comes from the electric clock,时速,60,英里的新款“劳斯莱斯”轿车，它最大的噪声来,自电子钟,He laughs best who runs longest,谁跑到最后，谁笑得最好。（轮胎广告,Unlike me, my Rolex never needs a rest,和我不一样的是，我的劳力士从不需

21、要休息,37,Breakfast without orange juice is like a day,without sunshine,没有橘汁的早餐犹如没有阳光的日子（明喻,Light as a breeze, soft as a cloud,轻如拂面春风，软如天上浮云。（对照,Pity the pickpockets,可怜那三只手啊,暗喻,为服装专门设计的安全袋,We,ve hidden a garden full of vegetables,where you,d never expect. In a pie,在您意想不到的小小馅饼里，我们为您准备了满园的,蔬果,夸张,She work

22、s while you rest,她工作，你休息,对照,幻灯片,31,38,意译法：改变原文的修辞特点或者基本句式,Essence of living beings, energy for life,汲取生物精华，焕发生命潜能,Our aim: Mark a global hit,Shengjia Auto Electric,上时交通”驰名世界，让世界遍布“声佳”电器,We are one of America,s most sought-after national,comsluting firms for one reason,our technological,edge,暗喻,我们之所以

23、成为美国最受欢迎的国家级咨询公司之一，是因,为我们拥有技术优势,Good to the last drop,幻灯片,31,滴滴香浓，意犹未尽,麦斯威尔咖啡,39,套译法：活用成语、名句或谚语,Ugly is only skin-deep,其貌不扬,Where there is South, there is a way,有了南方，就有了办法。（咨询公司,Tasting is believing,百闻不如一尝,No pain, no gain,一份耕耘，一份收获,Where there is a will, there is a way,有志者事竟成,幻灯片,31,40,四字结构法：汉语常用四字

24、结构或成语表达。汉语注,重形式，在听觉上和视觉上讲究对称之美，故修辞特,色富于排比、对仗登元素。因此英翻汉时要多用意译,技巧,The Global brings you the world in a single,copy,杂志,一册在手，纵览全球,One Warrior in the pass and ten thousand lose,heart,保险门,一夫当关，万夫莫开,The carpets made in our factory are well,known for their novel design, elegant colors,beautiful looks, and ma

25、gnificent air,我厂生产的地毯图案新颖、色调雅致、美丽大方、富,丽堂皇,41,Priceless Nourish,无价之宝,滋补营养,Perfect Fruitful,尽善尽美,卓有成效,Aroma Distinctive,香气馥郁,独树一帜,广告中常用的词句,42,A great variety of styles,款式多样,Aesthetic appearance,式样美观,Convenient in use,使用方便,Courteous service,服务周到,Exquisite workmanship,做工讲究,Guaranteed quality and quantit

26、y,保质保量,Long-standing reputation,久负盛名,43,总之，衡量广告翻译的优劣，主要看译文,在多大程度上体现了原文的宣传效果和表,情、说服等功能，多大程度上保留了原文,的语言特色及神韵。为此，翻译时选词上,要力避生涩艰拗，造句上要尽量简洁明快,修辞上要多保留原文辞格。译文要注重整,体把握，不为一词一句所限，要充分发挥,译者的主观能动性。此外，广告翻译还应,充分考虑中英两种语言间的文化差异。只,有这样，才能使译文体现原文的各项功能,为产品畅销打下良好的基础,44,Part,汉语广告的翻译方法,45,1,汉语广告的语言特点,词汇特点：用词讲究，四字结构,Time is w

27、hat you make of it.(Swatch,天长地久,斯沃奇手表,Focus on life,瞄准生活,奥林巴斯相机,Ask for more,渴望无限,百事流行鞋,46,句法特点：以陈述句为主,The choice of a new generation,新一代的选择。（百事可乐,Mosquito bye bye bye.(RADAR,蚊子杀,杀、杀,雷达牌驱虫剂,Impossible made possible,使不可能变为,可能。（佳能打印机,47,2,翻译方法,1,套译法,供不应求,supply is unable to meet the,demand,in short su

28、pply,品种齐全,wide selection,宁神养气,tranquilize the mind,无可比拟,unmatched/peerless,48,CIY,型游梁式抽油烟机结构简单，安全可靠,制造简易，维修方便，广泛应用于世界石油生,产,Type CIY beam pumping unit is simple in structure,dependable in operation, easy in manufacture and,convenient in maintenance. Thus, it finds wide,application in petroleum produc

29、tion all over the,world,溪口千层饼采用传统工艺，制作精细，质地,松脆，清香可口,Xikkou Qianceng Cake, with numerous clear,sheets in it, is finely made in a traditional way,It is tasty and crisp,49,我们领先，他人仿效。（理光复,印机,We lead. Others copy,味道好极了。（雀巢咖啡,The taste is great,对我而言，过去平淡无奇；而未来，却是绚,烂缤纷。（轩尼诗酒,To me,the past is black and whi

30、te,but the,future is always color,50,2,词性转换法,我厂产品的主要特点是工艺精湛，经久耐用,The products of our factory are characterized by,their fine workmanship and durability,上海丝绸、纤维织品,一摸就知,Shanghai silk and other fibre knitwear,with the touch thats just right,燕京地毯商店举办地毯展销，提供各种精美,华丽的手织地毯，欢迎前来参观选购,A Carpet Display and Sale

31、 sponsored by Yanjing Carpet,Shop will offer a vareity of exotically and beautifully,hand-knitted woolen carpets. Come and visit the,wonderful carpet world and orders are welcome,51,3,常用句式的译法,祈使句,我厂生产的檀香皂不仅具有檀香的独特优点，而,且对皮肤无害。君请试之，方知言而有信,Our sandalwood soap not only possesses all the merits,sandalwoo

32、d soaps may have, but also does no harm,whatever to your skin. Just try it, and you will see our,sincere recommendation is rather convincing,请试试吧！你的地板会更加光亮无比,Try it and your floors will sparkle with new,cleanliness,52,让我们做得更好,飞利浦电器,Lets make things better,跟着感觉走,耐克运动鞋,Just do it,53,省略句,上海中华铅笔：品质优良，书写

33、润滑，美观,大方,Beautiful handwriting comes out of Zhonghua,pencils,世界首创，中国一绝。天然椰子汁,Natural Coco Juice: a world special with,enjoyment beyond all your words,54,3,句型转换法,熊宝”营养液为您提供健康的佳节饮,品,Never forget Health Drink, “Bear Treasure,Your Holiday Comfort,喝一杯即饮柠檬茶令你怡神醒脑,For refreshment? A Glass of Instant Lemon Tea,中原之行哪里去？郑州亚细亚,While in Zhengzhou, do as the Zhengzhounese do,go,shopping in the Asian Supermarket,55,5,段落层次法,太平饼干与齐宝公司联手合作，共同致力,为您所喜欢的各款饼干贡献更佳品质,Pacific Biscuits has joined forces with,Keebler Company. We offer you high,quality biscuits. They are for your taste and,pleasure,56,抽纱产品是我省江南一