广告翻译技巧

1、3.5 Translation techniques,（一）直译法,直译:基本依照原文的语言形式，保持原文意义。 （3）上海丝绸内衣系列与你共享完美。 Shanghai silk underwear shares perfection with you. （4）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。,（9）Anything is possible. （李宁服饰） 一切皆有可能。 （10）Tides in, dirts out. （汰渍洗衣粉） 有汰渍，没污渍。 4ord c

2、osts 5ive% le$ (Ford) 福特为您省5,中国丝绸，如微风一样轻盈，似彩云一般温柔。 Chinese silk is light as a breeze and soft as cloud. 皮张之厚无以复加；利润之薄无以复减。（上海鹤鸣皮鞋） The leather shoes made here are thick enough; the profit thats obtained is slight enough.,（一）直译法,When can we translate literally? No cultural barrier; similar structures

3、 in Chinese and English; full conveyance of meaning.,（二）意译法(free translation),（1）Ericsson: make yourself heard.爱立信 理解就是沟通。,（4）To me, the past is black and white, but the future is always colorful. （轩尼诗酒） 对我而言，过去平淡无奇；而未来，却是绚烂缤纷。,（7）衣食住行，有龙则灵 Your everyday life is very busy, Our LongCard can make it e

4、asy.,For the Road Ahead. (Honda本田) 康庄大道。,For 25 years, weve been flying to only one destination-EXCELLENCE.(航空业广告) 卓尔不群- 25年不变的追求To love, to laugh, to understand each other. 娱乐世界广告 爱心，开心，相互交心。,They feel right, work right and sell right. 它们触感舒适，性能卓越，价格合理。,（二）意译法,When should we use free translation? d

5、ifference in sentence structures; difference in ad features;,（三）增译法(addition),（1）Maxwell: good to the last drop 滴滴香浓，意犹未尽。 （2）溪口千层饼采用传统工艺，制作精细，质地松脆，清香可口。 Xikou Qianceng Cake, with numerous clear sheets in it, is finely made in a traditional way. It is tasty and crisp.,（3）Rejoice: start ahead（飘柔洗发水）

6、飘柔：成功之路，从头开始。 （4）Elegance is an attitude. （浪琴表） 优雅态度，真我性格。,Ad of Maotai: 茅台一开，满室生香； 国酒茅台，渊源流长。 Maotai a vintage liquor A VIP treat which diffuses the finest aroma A national favor that won a 1915 diploma,青岛啤酒： 不同的肤色，共同的选择。 Peoples skin colors are different far and near， but their choice can be the s

7、ame for Qingdao Beer,Taking the lead in a Digital World (三星公司) 领先数码，超越永恒,（三）增译法,adding important information; conforming to the conventions of the target text.,（四）创译法(creative translation),（1）国酒茅台，相伴辉煌。 Good and vigorous spirit. （2）Intel Pentium: Intel Inside. 英特尔奔腾：给电脑一颗奔腾的“芯”。,It happens at the Hi

8、lton. (希尔顿酒店) 希尔顿酒店有求必应。 Connecting People (诺基亚) 科技以人为本,泰晤士报的广告语： We take no pride in prejudice 舆论的导向，公正的保障。,Come to where the flavor is. Come to Marlboro Country Marlboro 万宝路香烟：追寻牛仔风度 西部潇洒走一回。,（四）创译法,difference in culture; difference in conventions of ads; difference in language.,五）套译法(loan transla

9、tion),套译法: 套用中英文的固有表达模式、俗语、谚语、名句、诗词及流行语，巧妙地使译文符合消费者的心理习惯，从而保持产品形象，达到宣传效果。,五）套译法,套译法: 套用中英文的固有表达模式、俗语、谚语、名句、诗词及流行语，巧妙地使译文符合消费者的心理习惯，从而保持产品形象，达到宣传效果。 （1）Where there is a way for car, there is a Toyota. 车到山前必有路，有路必有丰田车。,五）套译法,套译法: 套用中英文的固有表达模式、俗语、谚语、名句、诗词及流行语，巧妙地使译文符合消费者的心理习惯，从而保持产品形象，达到宣传效果。 （3）Apple

10、thinks different. 苹果电脑，不同凡“想”。 （4）百闻不如一尝。 Tasting is Believing. （5）红玫相机新奉献 My love is like a Red Red Rose!,“绿丹兰” 爱你一辈子（绿丹兰系列化妆品广告） Ludanlan CosmeticsLove me tender, love me true. 桂林山水甲天下 East or West, Guilin Landscape is the best! By water, by mountains, most lovely, Guilin.,直译法； 意译法； 增译法； 创译法； 套译法。

11、,Exercises,No all cars are created equal.Performance or economy? Thats the question every car buyer asks. Mitsubishi （三菱）said instead “Performance and Economy”; then set out to achieve it.(三菱汽车),No all cars are created equal.Performance or economy? Thats the question every car buyer asks. Mitsubishi

12、 （三菱）said instead “Performance and Economy”; then set out to achieve it.(三菱汽车) 不是所有的汽车都生而平等。要性能优越还是要经济实惠？这是每个购车者都会问的问题。三菱则说“既要性能优越又要经济实惠”，并为之而奋斗。,What can be imagined, can be realized. (香港电讯) 只要有梦想，万事可成真,Complete home gym Reebok power bike Thinking of adopting a healthier lifestyle? Why not do it fr

13、om the comfort of your own home. Get started now-order on line and have it all delivered straight to your door for free if your order is over $150.锐步健骑机 您是否考虑过一种更健康的生活方式？为什么不从舒适的家中开始？马上行动吧在线定购价值150美元以上的商品我们就为您免费送货上门。,My hair was dry, coarse and unmanageable. But from the time I began to use Pantene

14、（潘婷）Shampoo, it has become healthy and shiny. This is because Pantene Shampoo contains unique Pro VB5（维他命原B5）,which deeply penetrates your hair from root to tip. Its new improved formula gives your hair extra protection against damage, leaving it healthier and shiner. 以前我的头发干枯，粗糙，难以梳理，自从用了潘婷洗发露，头发变得

15、健康，亮泽。因为潘婷洗发露含有独特的维他命原，能由发根渗透到发尖，其全新改良配方，能加倍保护头发，免受损害，令头发分外健康，加倍亮泽。,Rolex手表: To the ends of the earth and to the top of the world. Only two of us have made it. . Its the only thing thats been on all the trips with me and its never once let me down 惟你伴我走过天涯海角，登上世界屋脊。 劳力士表，与我经历过所有旅程的唯一侣伴，从未让我失望过,什么是新的历史里程碑？购买了本公司的升级换代产品，您就明白了。 What is the new historical milestone? You will realize it if you purchase our new generation products.,集东方文化瑰宝，聚民族艺术精华。（工艺美术品公司广告） It has a good collection of the oriental treasu