经典广告翻译课件34页

1、广告翻译,广告,Advertising,is a form of communication,that typically attempts to persuade,potential customers to purchase or to,consume more of a particular brand of,product or service,广告的语言特点,1,词汇特点,2,句法特点,3,修辞特点,1,词汇特点,1,通俗易懂，大众化词汇。例如,Just,do,it,只管去做。（耐克运动鞋,Generation,Next,新的一代。（百事,Ask for more,渴望无限,The

2、taste is great,雀巢咖啡：味道好极了,2,创新词汇，突出产品的新,奇、特,youngor,雅戈尔）谐音,younger,越发,年轻,3,活用词汇，生动形象,如,Tide,s in. Dirt,s out,汰渍放进去，污垢洗出来,雷达牌驱虫剂,蚊子杀杀杀,Mosquito Bye Bye Bye,born to run,天生奔驰。（奔驰汽车,2,句法特点,1,简洁短句，醒目突出,A diamond lasts forever. (De,Bierres,钻石恒久远，一颗永流传。（第比尔斯,Youre worth it,你值得拥有,Loreal,欧莱雅,2,祈使句，增强感召力,例如,T

3、urn it on,穿上它,( puma,彪马,雀巢冰激凌：尽情享受吧,Take time to indulge,3,省略句，短小有力,例如,We lead. Others copy,我们领先,他人仿效,理光复印机,Always with you,与你同行。（中国电信,麦斯威尔咖啡：滴滴香浓，意犹未尽,Good to the last,drop,4,并列句多，平行结构，加,深印象,It says what it does. it does what it,says,言行一致，说到做到。（李斯德林漱口水,No,business,too,small,no,proble,m,too,big,没有不做

4、的小生意，没有解,决不了的大问题,IBM,公,司,5,否定句少,即使使用否定句，也是为了用其他商品来,反衬，或从反面突出产品特性,例如,We would never say the new,Audi A4 is the best in its class,We,don,t have to,我们根本不必说新型奥迪,A4,同类车中最,好的。没有这个必要。,You cant beat the feeling,挡不住的诱惑,6,套用习语,广告撰写者借习语原来的结构或含义诱发,读者的联想，诙谐成趣，耐人寻味，带来,特殊效果,3,修辞特点,比喻、拟人、押韵、双关等，各种修辞格,赋予广告简洁、生动、幽默等特点,比喻,analogy,Featherwater,light as a,feather,法泽瓦特眼镜：轻如鸿毛。,双关,pun,Ask for More,摩尔牌香烟的广告,谐音,homophonic,Oh, I see,哦,我看见了,( OIC,眼镜公司,押韵,the Global brings you the world in a,single copy,一册在手，纵