lecture-2-广告翻译精讲.ppt

1、Ads 定义,广告( Advertising ) 一词源于拉丁文 advertere, 意思是“使人注意、知晓”的意思，其目的是向公众推介某种商品或者服务。广告是指通过一定的媒体如广播电视、报刊杂志、条板张贴、网络等形式向公众提供警示、商品推介等的一种宣传方式。广告按其内容可以分为四大类，即：商品广告（Product Advertisement）、劳务广告（Service Advertisement）、企业形象广告（Corporation Advertisement）和公益广告（Public-Welfare Advertisement）。 一则成功的商务广告应当能够实现以下几种基本功能：传播信

2、息功能、劝说功能、美感功能、刺激消费功能。或者理解为ACCA要求，即认知（Awareness）、理解（Comprehension）、说服（Conviction）、行动（Action）。其中最主要的是劝说功能，起到最大的诱导说服作用，来影响更大的消费群体，其他功能起辅助作用。,分类,Classification by Medium: Newspaper Advertisement, Magazine Advertisement, Television Advertisement, Radio Advertisement, Direct Mail Advertisement, Outdoor Ad

3、vertisement and others. Classification by Target Audience: Consumer Advertisement, Business Advertisement, Service Advertisement,Classification by Scope: Product Advertisement, Enterprise Advertisement Classification by Life Span of Product: Introduction, Sales Advertisement Classification by Differ

4、ent Geographical Area: International, National and Regional Advertisement,广告的目的和功能信息功能, 美化,表情功能, 呼唤功能功能的实现: 说理和移情 广告的构成标题, 正文, 口号, 商标, 插图,商业广告的翻译,广告语言的特点,词汇特征 1.大量使用形容词 fine great, wonderful 表称赞和推荐; crisp, delicious fresh rich在食品广告中常用; clean, fresh, soft 常用在牙刷,洗发水等产品广告中;super-常构成超级,超类的形容词中 supercale

5、ndered特别光洁的, supercooked熟烂的,superminent超凡的, superfine过于精细的,supertaste超级品位 2.创新的拼写方式,增强吸引力. 有时候故意拼错, 有时候故意加上前后缀. Forget hot taste. Only Kool, with pure menthol has the taste of extra coolnees. Come up to cool.忘掉辛辣的确滋味, 只有,包含纯粹的薄荷,带有特别的凉爽,来支香烟吧 We know eggsactly how to sell eggs 3.借用外来词, 加强传播效果. Order

6、 it in bottles or in canes Perrier with added je ne sais quoi 我不知道的那个 4.灵活运用复合词 mass-product成批生产的, light-blue浅蓝色的, frist class一等, home-made国产的, warm-heated热心的, money-saving省钱的, innocent-looking看起来天真的.,句法特点 比较口语化, 句式大多简单明了, 采用多种句式. (1). 使用简单句, 一目了然 飞利浦电器, 没有更好, 只有更好, Lets make things better. 你的人生伴侣.I

7、t is for a lifetime 钟表 (2).使用疑问句, 制造悬念, 激发好奇心. Do you teach? If so, Please read on The Seiko Ladied Quartz, Prettey, isnt she? 你会教书吗? 如果会, 请看看招聘广告, 精工牌女士石英表,潇洒漂亮, 不是吗? (3). 使用祈使句, 简单明快,车鼓动性强. 别再犹豫了Take it now! , 读, 记忆, 行动 Red, remembered, rushed. (4). 使用省略句, 语言凝练,重点突出 当代的经典, 永久的记时 A contemporary cla

8、ssic, a timeless timepiece. 生机勃勃的领带, 献给那些沉静而有信心的人们. Bright ties, ties for the cool, and certainly the confidence. (5). 使用第一,二人称, 曾强亲和力和可信度. 我相信它的疗效, 我喜欢它的价格.I trust the cure! I like the price!,修辞特征 (1)明喻双关语对偶, 押韵 Kool-Aids, Mom depends on Kool-Aid, like kids depend on Moms.(妈妈依赖果乐就像孩子依赖妈妈. ) 戴在你手臂上的

9、东西应该和你手臂上的人一样美丽 Whats on your arm should be as beautiful as whos on it. (2) 暗喻 To spread your wings in Asia share our vantage point.在亚洲展开您的翅膀,来分享我们的利益. Sophisticated, sweet-to drink pink Lady高级, 可口的粉红佳人.,(3) 双关 Mr Kipling(蛋糕牌子，又是对人的称呼)烤制出绝好的蛋糕Mr Kipling makes exceedingly good cakes. Youll go nuts fo

10、r the nuts you get in Nut. It fills you up and gives you lots of go.您会因为所含的坚果而变得狂热, 它会使你的精神振奋,精力充沛(Nut是产品的名称, 第一个nuts是狂热的意思, 第二个nuts是坚果的意思 (4). 对偶 The choice is yours, the honor is ours.选择在你们, 荣耀在我们 Sea, sun, sand, seclusion and Spain! You can have all this when you visit the new Hotel Caliente.大海,阳

11、光, 沙滩,幽静-西班牙!,(5). 压韵(头韵,尾韵) 健康,幽默,幸福这就是我们的赠礼. Health, Humor, and HappinessGifts wed love to give.高保真, 高乐趣, 高时尚-只来自索尼Hi-fi, Hi-fun, Hi-Fashion, Only from Sony. A Mars a day keeps you work, rest and play.每日一块Mars巧克力, 使你工作满意, 娱乐惬意. 闪光,炫耀,经典的飞溅. Flash. Dash. Classic splash. (6). 反复 电脑设计,激光消音,机器人制造. Des

12、igned with a computer; Silenced by a laser; Built by a robot一切都不同一般,一切都是诱人的. Everything is extraordinary; Everything tempts.,(7).排比 THE CORDIA, shaped by the wind, born for the road. CORDIA汽车,流线型设计,天生地实用与道路行驶 We will tell you the odds before they are out. We will published what other publications da

13、re not. We will give you inside information you wont find elsewhere.我们要向您预示未来的结果;我们要发表别人不敢发表的东西; 我们要给您在别的地方找不到的内部消息(杂志广告).,广告翻译的原则,1.考虑译文对接受着的效果,既要保留源语言的形式,风格,有要产生与之相同的效果,达到音,意,韵的和谐统一. 2.简洁,优美, 3.符合接受语的文化传统和语言表达习惯,广告语句的翻译方法,直译 对原文进行字面的翻译,既保留原文的内容,有保留原文的形式. (丁家宜化妆品)The secret for perfect skin. 拥有完美肌肤

14、的秘诀 转译 翻译人员提取原文中最具有表情功能和呼唤功能的部分来引申,发挥后用地道的语言表达出来. 1.意译 The unique spirit of Canada 酒类, 品加拿大酒, 体会加拿大人的精神. Good to the last drop麦氏咖啡, 滴滴香浓, 意尤未尽,增补翻译 Start ahead飘柔洗发水, 美丽从头开始 Anytime 快递公司, 随时随地, 准时无误 缩减 Wherever you are. Whatever you do. The Allianz Group is always on your side.安联集团,永远站在你身边 The man wh

15、o have achieved success are the man who have dared, who have had the courage to act upon their convictions招商, 感想又感干, 成功机会多; 成功永远属于敢于冒险的人,套用警句格言 Not all cars are created equal. 三菱汽车, 不是所有的车生来的都是平等的, 昔有千里马, 今有三菱汽车 Tasting is believing 食品, 百闻不如一尝 Where there is South, there is a way有南方,事竟 成 使用四字结构 Fine

16、st food, most attractive surroundings, and friendly disposition.最好的食物, 最吸引人的环境, 最友好的接待 Quality first, advanced technology, scientific management and best service. 质量一流, 技术先进, 管理科学, 服务上乘,广告文本的翻译处理,广告文本应该在谋篇布局上应该本着功能相似的原则, 不拘泥 与原文的遣词造句, 因该以文本为翻译单位, 再现原文的功能. 1.The perfect companion for 2001 Since you d

17、epend on a diary every day of the year, Pick the one thats perfect for you. Bright, attraction, colourful, always for a smile 日记本, 既然你每天都离不开日记本, 就请用您选用这种吧, 它对您再适合不 过了:印刷鲜明, 装饰精美, 让您称心如意,2. 100%COTTON GENTLE AND SOFT enough for a babys skin. A NATURAL WAY to remove, makeup and cleaner, nail polish, l

18、otion, cream, etc.PERFECT for any use where a soft absorbent applicator is needed 本品采用100%天然棉精制而成, 品质柔软贴切, 适合化妆使用.经特殊化学 高温杀菌脱脂处理, 清洁, 卫生,可靠. 棉质柔软细致, 能彻底清除油垢残妆, 让你的肌肤更具健康活力.最适合用于上妆, 卸妆; 试除面霜, 唇膏,指甲 油; 清洁贵重物品.,主要问题,准确传递广告中的信息 根据广告性质采用不同的翻译方法. 对说理类广告多用直译, 移情类广告比较自由, 实现关高宣传和劝购 穿上双星, 潇洒一生 Double Star Tak

19、es you Afar 考虑社会文化因素, 注意读者的审美需求. It is the taste. 味道好极了 译文要符合译入语的广告文体. Safe, Easy, Quick, and with fun! 使用安全,操作简单, 高效快捷, 乐在其中!,口译练习,安心益气 make one feel at ease and energetic 保健治病 promoting health and curing diseases 保暖防风 warm and windproof 保质保量 quality and quantity assured 备有现货 stocks are always avai

20、lable,便于保存 easy storage 操作简便 easy to operate 畅销全球 selling well all over the world popular both at home and abroad 驰名中外 除烦止渴 clear out annoyance and quench thirst,典雅大方 elegant and graceful 冬暖夏凉 cool in summer and warm in winter,高效服务 efficient services 工艺精良 sophisticated technologies 功效神奇 highly effec

21、tive 供应及时 prompt delivery 规格齐全 complete in specifications 花色繁多 A wide selection of colors and designs,花色新颖 fashionable styles 欢迎惠订 orders are welcome 欢迎惠顾 inquiries and orders are warmly welcome 欢迎恰询 inquiries are welcome 回味隽厚 pleasant in aftertaste,货源充足 ample supply 技艺精湛 exquisite craftsmanship 价格公

22、道 reasonable price 价格适中 moderate price,jade white 洁白如玉 economical and durable 经济耐用 durable in use 经久耐用 经验丰富 rich experience,strong resistance to heat and hard wearing 抗热耐磨 mild and mellow 口感和醇 a great variety of models 款式多样 novel design 款式新颖 suitable both for old and young 老幼皆宜,attractive and durabl

23、e 美观耐用 wholesale and retail 批发零售 numerous in variety 品种多样 reduce weight and prolong life 轻身延寿 relieve inflammation and internal heat 清火祛热,clear and distinctive 清晰突出 pleasant to the palate 清香爽口 meticulous dyeing process 染制精良 for your selection 任君选择 soft and anti-slippery 柔软防滑 moderate softness 软硬适中 s

24、triking colors 色彩夺目 bright in color 色彩鲜艳,highly appreciated 深受青睐 prestige first 声誉至上 poetic and pictorial splendor 诗情画意,comfortable feel 手感舒适 comfortable and easy 舒适轻便 ideal gift for occasions 送礼佳品 agreeable sweetness 甜而不腻 elegant shape 外型大方 easy to repair 维修简易,pure and mild 香味纯和 enjoy a long standi

25、ng reputation 享誉远久 modern and elegant in fashion 新颖大方 distributed all over the world 行销世界 reliable performance 性能可靠,superior performance 性能优越 with careful choice of materials 选料考究 effect refreshment 怡神醒脑 customers first 用户第一,quality first 质量第一 loved by all 众之所爱 round-the-clock business 昼夜营业 latest t

26、echnology 最新工艺 最新款式 with latest designs exquisite workmanship 作工考究,分译法,一般说来，英语中习惯于用长句。英语的句子成分前后都可能跟各种各样的修饰语，主句和从句之间常有确切的连接词，从句套从句，形成多级从句，短语套短语，形成多级短语，加之并列成分或并列句又常常穿插其间，形成结构复杂严谨的长句。而汉语的词句大都用意义结合，习惯于短句。这就要求我们在翻译过程中采用分译法把英语长句化整为零，译成并列的汉语散句或分立的单句，只有这样才能符合汉语的表达习惯，达到通顺易懂的要求。分译法就是将原文中的单词、短语或者从句扩展成若干汉语单句。,1

27、. 词语的扩展 翻译时可将英语中单个做定语的形容词、副词、名词等扩展翻译成的单句。例如： （1）They, not surprisingly, did not respond at all. 译文：他们根本没有回答，这是不足为奇的。（把副词译成句子） （2）That region was the most identifiable trouble spot. 译文：那地区是个麻烦的地方，这是大家最容易看得出来的。（把形容词译成句子） （3）He shook his head and his eyes were wide, then narrowed in indignation. 译文：他摇了

28、摇头，两目睁得圆圆的，接着又眯成一条线，脸上露出了愤怒的神色。（把名词译成句子）,2. 短语的扩展 为了使译文符合汉语的语法规范，翻译时可以将英语中作宾语、定语、状语等的名词短语、不定式短语、分词短语、介词短语等进行扩展，译成单句。例如： （1）We are disappointed at the buyers disregard for proper international trading rules. 译文：买方无视正当的国际贸易法则，对此我们很失望。（把介词短语译成句子）,（2）We find both quality and prices of your products sati

29、sfactory and enclose our trial order for prompt supply. 译文：我们对你方产品的质量和价格均感满意，现寄去试订单，请供应现货。（把介词短语译成句子） （3）We hope you will favor with your orders, which shall have our best attention to give you entire satisfaction. 译文：希望贵公司给予我们惠顾。对此，我们必尽最大的努力，务使贵公司满意。（把非限制性定语从句译句子）,3. 句子的扩展 句子的扩展是把原文的一个句子拆开，译成两个或两个以

30、上的句子。例如： （1）The process of cooperation began in the 1950s with the initiation of our commercial relations with Japan. 译文：这种合作进程始于50年代，最早是与日本建立贸易关系。 （2）We have forwarded the catalogs and drawings you sent us to some large manufacturers and now have an affirmative answer from a factory in Shanghai. 译文

31、：我们已将寄来的目录和图纸转交几家大厂。现已接到上海一家工厂愿承办的答复。,（3）Owing to the large number of orders we are receiving, we would advise you to work fast and place an order with us as soon as possible. 译文：由于本公司目前的订单甚多，兹建议从速预定，尽早惠赐订单。 （4）It is our constant endeavor to make our service as nearly perfect as possible, and no mis

32、take is too small to receive our closest attention. 译文：使我们的服务尽可能完善是我们一贯的努力。任何错误不管多么微小，我们都能密切注意。,合译法,合译法是指把原文中两个或两个以上的单句或主从复合句、并列复合句等翻译成一个单句，或将原文的一个句子紧缩为一个短语或一个单词的翻译方法。例如： （1）We received your letter of June 3, 2008. In your letter you asked about purchasing software for use in your accounting departm

33、ent. 译文：从贵公司2008年6月3日函获悉，贵方拟购会计部使用的电脑软件。 （2）An offer is a promise to supply goods on the terms and conditions stated. It must be made and accepted before a contract can exist. 译文：发盘就是按所述条件供货的一种承诺，要在订立合同前提出与接受。（把两个简单句合译为一个单句）,（3）When I negotiate, I get nervous. When I get nervous, I eat. 译文：我在谈判时总是有些

34、紧张。紧张时我就吃点东西。（把主从复合句翻译为一个简单句） （4）If you require, we can provide first-class reference. 译文：如有需要，我司可提供一流的资信证明。（把主从复合句译为一个简单句） （5）We appreciate the good quality of your shoes, but unfortunately your prices appear to be on the high side even for shoes of this quality. 译文：我们欣赏贵方鞋的质量，但是美中不足的是贵方的价格，即便对这种质量

35、的鞋来说，也显得偏高。（把并列句译成一个简单句）,In-class translation exercises,Sec 4,Sec 3,Sec 2,Sec 1,Sec 8,Sec 6,返回, 以下是广告中常出现的词语，请把它们语翻译成汉语。 （1）,（1）solicit your kind patronage （2）full 12 months unconditional service guarantee （3）novel design （4）top quality & cheap price （5）buy on wholesale （6）retail price （7） best sell

36、er,惠承光顾,_,保修一年,_,设计新颖,_,物美价廉,_,批发价,_,零售价,_,畅销货,_,Sec 4,Sec 3,Sec 2,Sec 1,Sec 8,Sec 6,返回, 以下是广告中常出现的词语，请把它们语翻译成汉语。 （2）,（8） buy on cash （9） meeting delivery date （10） up to standard （11） bargain offer （12） installment （13） buy on credit （14） prompt delivery,现金购买,_,准时交货,_,符合标准,_,降价优惠,_,分期付款,_,赊购,_,交货迅速

37、,_,化妆底霜(foundations),Is her skin really this beautiful? Not without a little help, it isnt. Max Factor Foundations are too sheer, too light, to be seen. But the results cant be missed. Choose from: Velvet Balanced Make-up, a pH balanced, oil-free liquid to maintain your skins natural acid balance. V

38、elvet Touch. A gossamer light, basic foundation to give your skin a fresh radiant look. Ultra Moisturized foundation thats especially kind to drier skins. Use one of these foundations from Max Factor and they could be asking it of you. Is her skin really that beautiful! Dont you love being a woman?,

39、化妆底霜(foundations),Is her skin really this beautiful? Not without a little help, it isnt. Max Factor Foundations are too sheer, too light, to be seen. But the results cant be missed. Choose from: Velvet Balanced Make-up, a pH balanced, oil-free liquid to maintain your skins natural acid balance.,她的皮肤

40、是否真的如此丽质？ 如果不借助我们小小的帮助，是不会的。 Max Factor系列底霜清纯淡雅，无色透明。但其功效更值得称道。柔中牌化装霜为无油液体，pH值为中性，能保持皮肤自然酸含量的均衡。,Velvet Touch. A gossamer light, basic foundation to give your skin a fresh radiant look. Ultra Moisturized foundation thats especially kind to drier skins. Use one of these foundations from Max Factor an

41、d they could be asking it of you. Is her skin really that beautiful! Dont you love being a woman?,柔触牌底霜淡薄明透，使您的面庞清灵俊秀。 超润牌底霜适于皮肤偏干的女性。 您若使用Max Factor 系列底霜之一，就会有人问起：她的皮肤是否真的如此丽质？ 做女人真好。,法国白兰地酒(cognac),The Art of Precious Elements Earths rarest ore. Natures most exquisite nectar. Each brought to its u

42、ltimate refinement in Martell LOr: the quintessence of cognac in 24kt. gold.,法国白兰地酒(cognac),The Art of Precious Elements Earths rarest ore. Natures most exquisite nectar. Each brought to its ultimate refinement in Martell LOr: the quintessence of cognac in 24kt. gold.,天华物宝，风甘雨露 精酿其中 马太劳尔 法国白兰地之精髓 滴滴

43、是金,威士忌酒(whisky),Canada at Its Best Now and then, a fine spirit can evoke the very essence of the land that produced it. So it is with Canada Misty. Americas number one Canadian. Pleasingly mellow. Yet clean, honest, and true. Like Canada itself. When its at its best. Light, Smooth, Mellow Imported &

44、 bottled by Brown-Forman Beverage Co., Canadian Whisky. A Blend, 40% Alc. by volume.,Canada at Its Best Now and then, a fine spirit can evoke the very essence of the land that produced it. So it is with Canada Misty. Americas number one Canadian. Pleasingly mellow. Yet clean, honest, and true. Like Canada itself. When its at its best. Light, Smooth, Mellow Imported & bottled by Brown-Forman Beverage Co., Canadian Whisky. A Blend, 40% Alc. by volume.,加拿大之首酿 一款佳酿，代表一方水土之精