广告翻译课件

廣告翻譯廣告翻譯1AnatomyofanAdvertisement1.1FunctionsofAdvertising1.1.1Informative1.1.2Persuasive1.1.3Demandcreation1.1.4Goodwillestablishment1AnatomyofanAdvertisement11AnatomyofanAdvertisement1.2StructureofanAdvertisement1.2.1 Headlinea)straight-forwardheadlineFastestToNorthernEurope(Finnair)往北歐最快航班b)newsheadlinesIntroducingaMillionWaystoGetYourMessageAcross.(Nokia)信息傳達，方法千萬1AnatomyofanAdvertisement11.2StructureofanAdvertisement1.2.1 Headlinec)informationheadlines1.2StructureofanAdvertisem1.2StructureofanAdvertisement1.2.1Headlined)emotionalheadlinesNoroadunconquerable,Nochallengeunmet(Hyundai)e)curiosityheadlinesWhydoCEOslovegolf?It’sthatfeelingofperfecttiming.(UPS)1.2StructureofanAdvertisem1.2StructureofanAdvertisement1.2.2Sub-headlineONEAIM–We’reheretomeettheF1challenge.(Toyota)力圖上進/奪標/戰車─迎戰F11.2StructureofanAdvertisemHeadlinesBecauselifeistooshorttowastetime.LG Digitallyyours人生苦短 不得浪費**生命點滴 彌足珍貴LG數碼產品留住您生活寶貴時刻Allianz.FinancialsolutionsfromA–ZAllianz為您提供全套理財服務足本理財Allianz辦到HeadlinesBecauselifeistoosHeadlinestry~MildSeven─TheMomentYou’veWaitedFor你所期待的一刻美景良辰由你創Goon.BeaTiger.

(Accenture)如虎添翼There’sneverbeenabetterTIME最好的時代Theartofwritingyourlife

(Montblanc)書寫生命的藝術灑脫生活，由你書寫TheGreatLeapForward

(SaudiArabianAirlines)天馬行空邁步全球馬翔天際跨步寰宇Headlinestry~Headlinestry~BeautifulinitsSimplicity.InspiringinitsReliability.

(Rolex)簡樸雅致氣宇如一IplanttheTreessoMyChildrenGettheShade.Wealth.What’sittoyou?(BarclaysWealth)前人種樹，後人乘涼財富，理當如何？TheBestofUs()我們當中最好的*最好的我們*我們是最好的*發揮極限做到最好*勇邁極致力臻完美挑戰極限精益求精Headlinestry~Headlinestry~Wisdomandvisionforearlierdiagnosis.OLYMPUS YourVision,OurFuture洞悉先機診察秋毫奧林巴斯 眼前所見未來所繫奧林巴斯 視野無邊全為你獻Create,shareandthinkasone.

(Ricoh)創作、分享、巧思，一應俱全Theworldisinourhands

(CLP)手牽手，愛地球Headlinestry~TAGHeuertry~WhatareYouMadeof?豪雅表你用甚麼造的？*匠心巧手 剛毅無匹獨領風騷 繫乎寸心造化TAGHeuertry~1.2.3Body/Texta)reason-whycopyCanonPowerShotS90PowerShotS90isslim,lightweightandcompactwiththemetallicblackcamerabody.Thef/2.0brightlensisequippedtoprovideauniqueshootingeffect.ThenewLensControlRingincreasestheflexibilityofadjustingthesettingssuchasISO,exposurecompensation,etc.Marryingmoderntechnologieswithacompactdesign,PowerShotS90deliversanunprecedentedshootingexperienceforusers.Featuringthenew10megapixelHighSensitivityCCDimagesensor,DualAnti-NoiseSystemcanbeachievedinco-operationwiththestunningcomputingspeedofDIGIC4DigitalImageProcessor,Noisecanbereduceddramaticallyevenshootingatnightordarkenvironment.ThenewLowLightshootingmodesupportsthemaximumISOspeedof12800*whichenablesuserstocapturethepreciousmomentatnight.1.2.3Body/Texta)reason-why1.2.3Body/Texta)reason-whycopyCanonPowerShotS90採用黑色金屬外殼的PowerShotS90機身纖巧，配備特大f/2.0光圈高質素鏡頭，為用家提供更獨特的拍攝效果。新增的鏡頭快速控制環設計，能夠靈活地調校各項常用拍攝設定，例如ISO感光度、曝光補償等等，纖巧機身配搭完美的拍攝功能，為用家帶來全新的拍攝體驗。配備最新的1,000萬像素高感光度CCD影像感應器，結合DIGIC4數碼影像處理器的極速運算能力，達致雙重雜訊抑制系統，能夠大幅度抑制雜訊，於夜間拍攝相片時同樣展現高質素影像效果，捕捉完美影像。新增支援最高ISO12800*低光拍攝模式，即使在昏暗環境下亦能記錄完美一刻，攝盡每個日與夜。1.2.3Body/Texta)reason-why1.2.3Body/Text

b)emotionalcopy/suggestivecopyRolexYo-yoMafavorsItalianInstrumentsmadeintheearlyeighteencentury.Occasionally,however,hemakesanexception.Yo-yoMasaysthe1712Stradivarius

heplaysis“likeagreatBordeaux,”whilethe1733Montagnana

is“earthier,likeaBurgundy.”Aboutathirdinstrument,hisRolex,hesays,“Ijustloveit.Youcanuseitforanyoccasion.”1.2.3Body/Text

b)emotiona1.2.3Body/Text

b)emotionalcopy/suggestivecopyRolex馬友友偏愛十八世紀早期製造的意大利樂器。但有時候他也會青眼另加。馬友友說他拉的那把1712年製史特拉第瓦里銘琴「像波爾多佳釀」，而1733年製的蒙塔尼亞那名琴則「像勃艮地醇醲，充滿泥土芬芳」。至於他第三件愛器，他的勞力士手錶，他如此說：「我就是愛我的勞力士，甚麼場合它都能派上用場。」1.2.3Body/Text

b)emotiona1.2StructureofanAdvertisement1.2.4SloganLet’sMakeThingsBetter(Philips)讓我們做得更好(飛利浦)Trustusforlife(AIA)財政穩健，信守一生(友邦保險)In

Touch

with

Tomorrow

(Toshiba)盡顯明日新境界(東芝電器)1.2StructureofanAdvertisem1.2.4SlogansUsingIllegalPayTVDecoders

CanBringLegalConsequences盜看收費電視 難逃法律責任未來空氣

今日靠你CleanAir-ClearChoices全城投入為藍天打氣CleanAirforaCoolHongKong1.2.4SlogansUsingIllegalPay1.2.4SlogansE-PAYMENT

FASTAND

CONVENIENT電子繳款

快捷方便InternetBanking

Convenient&Safe網上銀行

方便又安全YourHealth

YourLife

Weneedyourhelptoreformourhealthcaresystem掌握健康

掌握人生

共同改革我們的醫療制度1.2.4SlogansE-PAYMENT

FASTA1.2.4SlogansInsureProperly

LiveHappily

-PublicLiabilityInsurance公眾責任保險

私人大廈要投保

業主安心無煩惱GetInsured

RestAssured法團購買第三保

業主安心無煩惱SaveWater SaveDollar識慳水 即慳水1.2.4SlogansInsureProperly

1.2.4Sloganstry~Checkyourwindows,

keepthemsafe愛護鋁窗

安全至上SaveWaterfortheFuture

EveryDropCounts珍惜點滴

積聚未來1.2.4Sloganstry~1.2.4SlogansEatSmartRestaurant

Yummy!有營食肆

好有「營」呀！GoodDrivingHabitsReduceRoadTrafficNoise駕駛有妙法 噪音自然減Bebright.Doitright.Obeytrafficlights!遵守交通燈號

精明使用道路1.2.4SlogansEatSmartRestauraWhendayscannotbeaddedtolife,addLifetoDays(SPHC)天為生命定壽元 人為生命賦意義(善寧會)HikeforHospice登山善行紓己寧人WhendayscannotbeaddedtolElection我會做好呢份工！I’llGettheJobDone!有得揀，你至係老闆It’saMatterofChoice向普選進發 全賴有你EveryEffortYouMadeCounts一個有前景的政黨(民建聯)APartywithaFuture(DAB)TheCivicSpirit,theHKSpirit為公為民 香港精神Election我會做好呢份工！CLP中電MorethanaCenturyofLighttobeaLeaderinAsiaPacificCreateaBetterWorldtoLiveALeadingLightfortheFuture發放世紀光芒昂然邁向亞洲締造美好生活開創光輝前景CLP中電CanonNaturalselectionatwork辦公室的自然首選CanonNaturalselectionatworkORBIS奧比斯Orbis–MerrillLynchWalk2008TakeaStepToGivetheGiftofSightThegiftofsightstartswithasinglestep奧比斯─美林「步步獻光明」復明之路，奧比斯與您攜手開拓！復明之行始於足下ORBIS奧比斯Orbis–MerrillLynORBIS奧比斯savingsightworldwide燃點光明新希望ORBISHongKong—

SavingSight,RebuildingLives香港奧比斯—

燃點光明新希望

ORBIS奧比斯savingsightworldw翻譯的自由度直譯vs意譯不同的自由度1)逐字對譯(wordforwordtranslation)2)字面翻譯(literaltranslation)3)語意翻譯(semantictranslation)4)傳意翻譯(communicativetranslation)5)編譯(freetranslation)6)改寫(adaptation)翻譯的自由度直譯vs意譯2StrategyforTranslatingAdvertisements2.1Keeptheadvertisementuntouchedretainsbothgraphicsandtextapplicabletoproductsneedinglittleverbalsupportperfumes,cigarettes,alcohol,wines,fashions,CDs…2StrategyforTranslatingAdv2StrategyforTranslatingAdvertisements2.2Exportadvertisementsplayonpositivestereotypesoftheoriginatingculture,retaininglogo,sloganetc.intheoriginal.Ifnecessary,haveadditionalcopyintargetlanguage.theculturaloriginoftheproductneedstobestressediffelttobeanasset.additionalappealisaddressedinthetargetmarketlanguagecopy.2StrategyforTranslatingAdv2StrategyforTranslatingAdvertisements2.3Straighttranslationsusuallyfailstoadjusttotheculturaldemandsofthenewmarket.leastfrequentandleastpreferred.2StrategyforTranslatingAdv2StrategyforTranslatingAdvertisements2.4Adaptationkeepvisuals,changetextslightlyorsignificantly.makesnecessaryadjustmentsintermsofaddresseeneedsandexpectations,culturalnorms,framesofreference.dominantstrategyusedbyinternationaladvertisers.2StrategyforTranslatingAdv2StrategyforTranslatingAdvertisements2.5Revisionkeepvisuals,writenewtext.themessagecannotdeviatesubstantiallyfromtheoriginalconcept.Advertisementscouldbeangledtodifferentmarketingobjectives.2StrategyforTranslatingAdvPatekPhilippeWhowillyoubeinthenext24hours?分秒間…誰可千變萬能*try~浪淘盡，千古風流PatekPhilippeWhowillyoubePatekPhilippeYouneveractuallyownaPatekPhilippe.Youmerelylookafteritforthenextgeneration.BeginyourowntraditionPatekPhilippeYouneveractualPatekPhilippe百達翡麗腕表，原創典範，高雅不凡，不但長伴身旁，還是傳家風範。代代相傳，由您開始PatekPhilippe百達翡麗腕表，原創典範，高雅不凡MTVtry~Guesswherehis(eye)Ballsare?他的眼球在哪裡？*什麼吸引他的眼球？*他看甚麼？視野遠大，目光不凡。*他有多屌？*佢有乜咁把炮？*MTVtry~QantasThebest5starrestaurantbetweenhereandMelbourne.QantasTheSpiritofAustraliaQantasThebestQantas香港與墨爾本之間最頂級餐廳在此try~你的飛行餐廳遨遊長空，美食相隨美食伴夢飛行Qantas澳洲精神*飛揚澳洲神采Qantas香港與墨爾本之間Olympus–FocusonLifeEnjoythemomentwhileit’sstillthemoment.CamediaHigh-GradeDigitalCamera&DigitalColorPrinter人生難忘片段，永留印記愉快片段，一刻永留Camedia高級數碼相機及數碼彩色印相機Olympus–FocusonLifeEnjoytOlympus–FocusonLifeTheDigitalCameraThat’sAsCreativeAsYourVisionCreativelicensetobringyourvisionstolifeCamediaHigh-GradeDigitalCamera&DigitalColorPrinterOlympus–FocusonLifeTheDigOlympus–FocusonLifeCamedia數碼相機與您創意共融匯為您開啟創意的大門靈感不絕、創意無窮Camedia高級數碼相機及數碼彩色印相機Olympus–FocusonLifeCamediaMitsuakiIwago.

RacingTowardsTheDigitalFuture.MistuakiIwagoandhisOlympusCAMEDIAwereupatdawnonarecenttriptoVietnam.Everywhereyoulooked,bikesloadedwithanimalswereracingofftothemarketasbuffaloesplowedricefields.“Inthiscountry,peopleandanimalscoexistinharmony.IfeltasifIweresteppingbackintime.”Thankstodigitaltechnology,it’satimehecanpreserveforever.MitsuakiIwago.

RacingTowards岩合光昭

航向數碼未來破曉時分，岩合光昭和他的奧林巴斯CAMEDIA起個大早，踏上他們的越南攝影之旅。觸目所見，各式動物滿滿擠在摩托車上，由人們載著趕往市集。水牛也不悠閒，犁著片片稻田。「在這個國度，人和動物和諧相處。我有點時光倒流的感覺。」得感謝數碼科技，他可把這刻永留心田。岩合光昭

航向數碼未來破曉時分，岩合光昭和他的奧林巴斯CAWhereissundown

aproductivetimeforbusiness?try~Whereendlessnightlifechoicesmakeextendingyourbusinesshoursapleasure.SINGAPOREWhereGreatThingsHappenWhereissundown

aproductive華燈初上，夜幕低垂

商旅洗滌塵勞的國度無盡繽紛精采的夜生活，讓你的公務變成樂趣。新加坡。 精采超乎想像。華燈初上，夜幕低垂

商旅洗滌塵勞的國度無盡繽紛精采的夜生活，LouisVuittonIsthereanygreaterjourneythanlove?Room27.LateJune,NewYork.SteffiGraf,AndreAgassiandLouisVuittonareproudtosupportTheClimateProject.LouisVuittonIsthereanygreaLouisVuitton愛‧相隨愛‧伴‧侶27號房。六月。紐約初夏。嘉芙、阿加斯和LouisVuitton支持「氣候計畫」。LouisVuitton愛‧相隨LouisVuittontry~Ajourneybringsusfacetofacewithourselves.BerlinWall.Returningfromaconference.MikhaïlGorbachevandLouisVuittonareproudtosupportGreenCrossInternational.LouisVuittontry~LouisVuitton重臨舊地 檢視人生旅程天地者，萬物之逆旅 光陰者，百代之過客參加會議之後，途經柏林圍牆。 戈爾巴喬夫和

LouisVuitton支持「國際綠十字組織」。LouisVuitton重臨舊地Zingaro星躍馬術奇藝坊OnceinaLifeTimeAnExtravaganzaofHorses超近距離接觸一生難得一次適合一家大小共歡的奇幻演出tryyourown~Zingaro星躍馬術奇藝坊OnceinaLifeZingaro星躍馬術奇藝坊OnceinaLifeTimeAnExtravaganzaofHorses馬躍香江 千載難逢駿馬騰飛眼前，馬蹄達達響不停老幼咸宜的開心騷Zingaro星躍馬術奇藝坊OnceinaLife“BrandHongKong”香港品牌形象AsiaWorldCity–亞洲國際都市communicatingHongKong展現優勢弘揚國際“BrandHongKong”香港品牌形象“BrandHongKong”HarbourDaysThestunningskylineofAsia’sworldcity.海港風光亞洲國際都會聳峙海天之間，令人怦然心動。“BrandHongKong”HarbourDays“BrandHongKong”try~Asia’sHub,China’sGateway.ReadyfortakeoffatHongKongInternationalAirport,ChekLapKok.亞洲心臟中國大門香港國際機場內，飛機等候著直上雲天的訊號。“BrandHongKong”try~“BrandHongKong”StreetLifePeakhour,MTRstation;lifeimitatesart,orviceversa;morningreadonthemorningtrain;onthewayoutforthenight.街頭風貌高峰時間，地鐵站以特有的節奏運轉；生活與藝術，交融難分；早晨的火車上，乘客不失時機，了解最新資訊；夜生活，向人們投送(著)迷人幻彩。“BrandHongKong”“BrandHongKong”TradeandCommerceThegraceful‘wings’oftheHongKongConventionandExhibitionCentreExtension.商業貿易香港會議展覽中心，在維港畔振翅欲飛。“BrandHongKong”TradeandCom“BrandHongKong”try~TradeandCommerceNeonsignsandthelightsoftrafficembodythefreneticactivityofacityonthemove.商業貿易夜幕裡輝煌的燈影，營造著大都會的繁華。“BrandHongKong”try~“BrandHongKong”Retaildimsumlunchonaland-lockedship;eyeingneweyeware;Thesymmetryofescalators,FestivalWalk,KowloonTong.零售蓬勃一家船型中式酒樓裡，沒有海風吹拂，

只有香氣四溢；一場考眼光的挑選；九龍塘又一城商場的電梯，在時空中穿梭。“BrandHongKong”Retail“BrandHongKong”CultureandtheartsChiLinNunnery,DiamondHill—apeacefulretreatamidsthigh-densityhousing.文化藝術鑽石山的志蓮靜苑，是繁華都市裡的一方靜土。“BrandHongKong”Cultureandt“BrandHongKong”Contrastsincurves:TaichiisfrozeninbronzeatTheForuminExchangeSquare,hometoAsia'slargeststockmarketoutsideTokyo,whileataHongKongtemple