广告口号的翻译课件

广告口号的翻译TranslationofAdvertisementSlogansContents1.TheCharacteristicsofAdsslogans2.TheRhetoricalDevicesinAdsSlogans3.TheTranslationofAdsSlogans1.TheCharacteristicsofAdsslogansSomeexamples:Adiamondisforever(戴比尔斯钻石公司）Justdoit!(Nike)Goodtothelastdrop!(麦氏咖啡）Let’smakethingsbetter(菲利浦电器）国酒茅台，相伴辉煌大红鹰，胜利之鹰2.TheRhetoricalDevicesinAdsSlogansPuns语音双关(HomophonicPuns)；语义双关(HomographicPuns)；语法双关(GrammaticalPuns)；成语、俗语双关(IdiomPuns)。语音双关(HomophonicPuns)谐音双关是用拼写相似，发音相同或相近的词构成的”

(1).Moresunandairforyoursonandheir.

译文：这里有充足的阳光，清新的空气，一切为了您的子孙后代.在这则海滨浴场的宣传广告中，制作者巧妙地运用了sun-son,air-heir这两对谐音字，使广告语言不仅和谐悦耳，读来朗朗上口，而且颇风趣、幽默，具有感召力。语义双关(HomographicPuns)(1)Spoilyourselfandnotyourfigure.

译文：尽情大吃，不增体重。

这是Weight-Watcher冰淇淋的广告标题，这种冰淇淋是专为节食者生产的。双关不仅存在于商品商标名称中，标题中的spoil也是双关所在。spoiloneself意为“尽兴”；而spoilone’sfigure则意为“破坏了体形”。这则广告通过一语双关，使减肥者在轻松幽默的语气中很自然地接受该广告，并能使其产生购买欲望。

(2).Adealwithusmeansagooddealtoyou.

译文：和我们做买卖意味着您做了一笔好买卖。

该句的妙处在于很好地利用了句中deal的三种含义，“做买卖”、“一笔好买卖”和“许多”。agooddeal构成一个绝妙的双关。

成语、俗语双关(IdiomPuns)广告语言特别善于引用一些人们耳熟能详的成语或俗语。这些广告以人们原有的社会、文化知识为基础，以鲜明、独特的语言形式形成双关，既增强了广告的吸引力，又体现了广告语言的艺术性，更使广告具有令人回味的弦外之音。EastiseastandWestiswest.ButBrown'smeatisbest.

这是澳大利亚布朗公司的肉类商品的广告,根据广告词,人们自然会联想到所仿拟的一句谚语“EastandWest,homeisthebest”,

该谚语所要传达的那种“金窝银窝不如自己的狗窝”的那种家的温馨、自在、惬意感染着消费者,使消费者一下子从心理上亲近该公司的商品。

ParodyDefinition

AccordingtoADictionaryofLiteraryTermParody:Theimitativeuseofthewordsstyle,attitude,toneandideasofanauthorinsuchawayastomakethemridiculous.Thisisusuallyachievedbyexaggeratingcertaintraits,usingmoreorlessthesametechniqueasthecartooncaricaturist.Infact,it’skindofsatiricalmimicry.Asabranchofsatire,itspurposemaybecorrectiveaswellasderisive.ClassificationWordparody(仿词)Proverbsparody(仿语)Passageparody(仿篇)Wordparody(仿词)

仿词:即新词的拼凑、杜撰。为了吸引顾客,广告商在文字上大做文章,利用各种构词法模仿、拼凑或按谐音的拼法变体等偷梁换柱的手段,杜撰新词、怪词乃至错别字,以求标新立异、离奇醒目,增强广告的“记忆价值”,从而给予产品及其广告以极大的魅力。Wetakenoprideinprejudice.我们不以偏见为荣(《泰晤士报》广告)这是《泰晤士报》中的一句广告,仿自简·奥斯汀的名著PrideandPrejudice的书名,以表达此报所报道的新闻没有偏见,主张公道。CatchtheRaincheetahsandcheattherain.(有了Raincheetah牌雨衣,你就可以与雨嬉戏)这则广告登在加拿大《多伦多每日星报》(TonrontoDailyStar)上,Raincheetah是雨衣的牌子,它与Raincheater同音。Raincheater仿拟windcheater(防风夹克衣)。Proverbsparody(仿语)仿语:广告中仿拟某一现成且大家熟知的习语,谚语,格言或警句。Likeson,likefather.Likedaughter,likemother.男女老少都喜爱。(爽身粉广告)此广告仿拟的是英语习语“Likefather,likeson(有其父必有其子)”Eastorwest,Hondaisthebest.日本本田汽车广告,仿拟英语谚语Eastorwest,homeisthebest.(金窝银窝,不如自己的狗窝)。

AMarsadayhelpsyouwork,restandplay.(一日一块蚂丝糖,保你能干会玩精力旺。)是一种糖果广告,其句式使人想到英语谚语Anappleadaykeepsthedoctoraway.(一日一苹果,医生不找我。),仿拟句中workandplay两词并列,使人想起另一谚语AllworkandnoplaymakesJackadullboy.(只干不玩,变成呆汉。)。这两条广告使人产生的联想有助于让人产生购买的欲望,因为它们有极强的说服性。Parodydiscourses(仿篇)

仿篇:仿照前人著名诗歌、曲调,并作一定改动,创造出新的意境。多见于电视等有声广告。Pepsi-ColahitsthespotTwelvefullounces,that’salotTwiceasmuchforanickel,tooPepsi-Colaisthedrinkforyou这则百事可乐广告是仿拟英国民间曲调编写的小韵文,英语叫做Pepsi-ColaJingle,它使节奏鲜明,抑扬顿挫,押韵严谨,和谐匀称,格调优美,容易记忆,被视为十分成功的广告。百事可乐口味好,十二盎司真不少,花五便士喝个够,百事可乐请享受.ConclusionThereareabundantadvertisementsinthecommoditysocietyandparodyisoneofthemostcommonrhetoricaldevicesusedinbothEnglishandChineseadvertisements.Generallyspeaking,parodyinadvertisingEnglishisdeemedtoembodysuchrhetoricalfeaturesaseye-catching,flexible,vividandshort-lived.

Translatingadvertisementwithparodyintoanotherlanguagerequiresthatatranslatorreproducestothemaximumthesourcemessage,flavorandstyleinthetargetlanguage.Therefore,knowingthecharacteristicsofparodyandhowtoeffectivelyrendertheminthetargetlanguagewillbeofgreathelpinthepublicityoftheproductsadvertised.2.广告口号的翻译方法2.1直译法一切皆有可能（李宁服饰）Anythingispossible给我一个机会，还你一个惊喜（嘉亨印务）Givemeachance,andyou’llhaveabigsurprise拥有完美肌肤的秘诀（丁家宜化妆品）Thesecretforperfectskin让世界遍布“声佳”电器OurAim:Makeaglobalhit—ShengjiaAutoElectric.1)穿上“双星”鞋，潇洒走世界DoubleStar

TakesyouAfar.

用直译法翻译口号能忠实地传递原文的主旨。但需要注意的是，直译法并非对原形的“愚忠”，不等于字字对译。必要时，译者应对原文的语言形式进行适当的修改，是译文表达更加地道规范，易于为译语读者理解接受。2.2转译法转译法是指摘取口号原文中最具表情功能和呼唤功能的部分，加以引申、发挥后用地道的译入语表达出来。这种方法在翻译中最为常见，即可以照顾到原意，也可兼顾译语读者的阅读习惯和审美心理。国酒茅台，相伴辉煌（茅台酒）Goodandvigorousspirit.鹤舞白沙，我心飞扬（白沙集团）Flyhigher.运动休闲，我行我速（CBA运动休闲系列）Gomyownway.我有我品质（龙的牌真空吸尘器）Whatwedo,wedowell.方便旅行，到达平安(箱包）

Smoothtrip,smootharrival.3.仿译法仿译法是指套用译入语中与产品所宣扬的理念相近的名言警句、俗语谚语等。仿译法让消费者倍感亲切，而且具有独特的修辞美。对这一方法的成功运用往往会受到绝佳的效果。爱您一辈子（绿世界化妆品）Lovemetender,lovemetrue.一册在手纵览全球（《环球》杂志）TheGlobebringsyoutheworldinasinglecopy.中原之行哪里去？郑州亚西亚。WhileinZhengzhou,doastheZhengzhounesedo----GoshoppingintheAsianSupermarket.随身携带，有备无患；随身携带，有有惊无险。（速效救心丸）Afriendinneedisfriendindeed!Exercises给您一个新的选择。不求今日拥有，但求天长地久。百闻不如一尝。似火浓情，炙热燃烧。（香水）从从容容，用心生活。（服饰）给您一个精彩的视界。（显示器）百衣百顺Hundredsofsuits,hundredsoffans(郭鑫）Everysuitisahoney(郭鑫）Yourstyle,yourcharm.(赵亮）Itgivesyouanyfigureyouwant.(刘志欢）Eastorwest,__fitsyoubest.Theclothesiseverything.(周瑜）Enjoythewear,enjoythelife.(胡玮莉）Whateveryouchoose,it’ssuitable.(田敏）Ilike,Ichoose.(李宁）Supersuit,suitablesuit.(刘尧）Everypieceisjustfitforyou.(钟声）烧胜一筹Ifyouwanttocatchaman’sheart,youmustcatchhisstomachfirst.Pleasebuyitimmediately,itwillhelpyoubecomethebestcookassoonasyouwant.(王婷）Betterfire,betterlife.(夏青）Happinesslies,firstofall,inkitchen.(许泽华）Bestcookusethebestcooker.(杨琴）Betterburning,lesstime-consuming.(钟声）Betterburning,lesshaste.Thefirststepofgoodcookingisusing…(王静）码到成功Owningthecomputer,getyoursuccess.(赵亮）Digitaliscoming,successwillnotbebeyondus!(范珊珊）Ifdigitaliscoming,cansuccessbefaraway?Yourachievementsneedtheadvancedcomputer.(田敏）Keystosuccess.(李博）Thedigitalleadstosuccess.(肖维）Successresultsfromdigital.(唐薇）Onceaccess,you’llneverbeworried.(刘嫣）Wherethereis..,thereissuccess.(杨琴）Alltypesleadtosuccess.(钟声）No..,nosuccess.(王静）闲妻良母Ifyouloveyourwife,pleasetakeittoher.(王婷）Thewashingmachinecanworkasagoodwifeandagoodmother.(刘薇）Busywomanneedit.(刘志欢）Enjoyit,wifeisplus?(范珊珊）Nowifewithoutlife.(周瑜）Gentlewifeandlovingmother---youkeytobetterlifeandbetterworld(田晶晶）Goodmother,virtuouswife,letherhandfree.(易芳）Cleverwifegetsherhandfree.Goodwashingmachine,goodwife.(许泽华）Asuitablemachinefordutifulwife.(余昊）Letyourwifefree.(刘嫣）Itcanmakeyouagracefulladyandlovingmother.(冯晶）Freewifemakesagoodhome.(彭峻峰）Aneverwashingmother,stillagoodmother.(杨琴）Bestwifeinyourlife.(倪晓宇）Goodwife,goodmother.(王执玉）Freewifebutlovingmother.(仇晓丹）Dutifulwifeandlovingmother(任俊璇）Carewife’shand,thewashingmachineinstead.(骆丽丹）Betterwashingandbetterwife.(钟声）Agoodmachinemakesthewifeleisur