6.1广告翻译-1

1、1,三、广告手段 (Advertising Media),1. Press Advertising 报刊广告 2. Television and radio Advertising 电视和无线电广告 3. Outdoor and Transport Advertising 露天广告和交通广告 4. Window and Point-of-Sale Display 橱窗和销售点陈列广告 5. Exhibition and Trade Fairs 展览会和商品交易会 6. Direct Mail Advertising 直接邮件广告 7. Cinema 电影广告,2,标题： CUTTY SARK

2、SCOTS WHISKY 正文：Some people wear trendy clothes to attract attention. Others drive flashy cars a glass of Cutty Sark wont turn any heads. But if you insist on creating a stir, you can always ask the bartender for one of them. 本广告文案的口号： Scots Whisky Uncommonly smooth,3,卡地杀克 苏格兰威士忌 有些人穿时髦时装以引人注目；有些人驾驶

3、亮闪闪的车招摇过市，但一杯卡地杀克酒不会让你忘乎所以。你也想潇洒风流吗？自己到酒吧来尝尝吧。 苏格兰威士忌 口感滋润 非同凡响,4,(3)广告英语繁用复合词 如Kodak Single-use-cameras take pictures where you would not normally take your camera. （柯达一次性相机在你通常不带相机的场合拍出不平凡的照片） 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, In

4、nocent-looking-看起来天真的.,5,(2）惯用祈使句 祈使句本身含有请求、号召人们做某事的意思，简单明快,鼓动性强。 如Catch that Pepsi spirit. Drink it in.（喝百事饮料，振百事精神百事饮料广告）。 Come to where the flavor is. Come to Marlboro Country- Marlboro 光临风韵之境！万宝路世界。（万宝路香烟）,6,（3）常用疑问句 疑问句在商业广告中也是常见的，制造悬念, 激发好奇心。如 How to save on food cost？(怎样在食物的价格上省钱？)； Have you

5、talked to Rahco lately？ (你知道等会怎么和Rahco交谈吗？)。,7,（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 classic, 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.,8,（1）明喻 Mom depends on Kool-Aid, like kids depend on Moms. 妈妈依赖果乐Kool-Aids, 就像孩子依赖妈妈. Wh

6、ats on your arm should be as beautiful as whos on it. 戴在你手臂上的东西应该和你手臂上的人一样美丽,9,（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.,10,（3） 双关 Mr Kipling makes exceedingly good cakes. Mr Kipling (蛋糕牌子，又是对人的称呼)烤制出绝好的蛋糕,As

7、k for More. (摩尔牌香烟的广告),11,（4） 对偶 The choice is yours,the honor is ours. (商场广告) 任君选择,深感荣幸,12,(5)押韵(头韵,尾韵) Health, Humor, and HappinessGifts wed love to give. 健康,幽默,幸福这就是我们的赠礼. Hi-fi, Hi-fun, Hi-Fashion, Only from Sony. 高保真, 高乐趣, 高时尚-只来自索尼 Flash. Dash. Classic splash. 闪光,炫耀,经典的飞溅. Go for the sun and f

8、un. (旅游广告),13,(6)重复 重复词汇和语法结构可以加强语气，渲染气氛追求广告语言效果。例如： Free hotel! Free meals! Free transfers! For free “stay-on the way” in Amsterdam, you can rely in KIM. Always light, always fresh, always chilled, always right.( 一气呵成，扣人心旋 ),14,(7)排比 One of the greatest pleasures in life is simply to be treated as

9、an individual. To speak and be heard. To ask and be helped. We will tell you the odds before they are out. We will published what other publications dare 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).,15,（8）夸张(hyperbole) Take

10、TOSHIBA, take the world We have hidden a garden full of vegetables where youd never expect in a pie. (食品广告)在您意想不到的一个地方,我们珍藏了满园的蔬菜,那是在一个小小的馅饼里.,16,（9）拟人 拟人上广告英语中常用的一种修辞手法，它把所宣传的事物人格化，赋予商品以人类情感和生命，给消费者一种亲切感和人情味。例如： Flowers by Interflora speaks from the heart. （使鲜花人格化） We are proud of the birthplaces o

11、f our children, the grapes of alameda. On our classic variety wines, you will find the birthplaces of our children. （把葡萄酒比作孩子）,17,（10）仿拟(parody) 仿拟是指故意模仿某一著名诗歌、文章、段落、或某一名言、警句、谚语、格调等，改动其中部分词语以达到一种新的思想内容，从而获得打动人心的艺术效果。例如： To smoke or not, thats a question. A Mars a day keeps you work, rest and,18,(11)

12、 反语(irony)If people keep telling you to quit smoking cigarettes, dont listen Theyre probably trying to trick you into living.(公益广告)如果有人苦口婆心地劝你戒烟,不要理他他们大概是想骗你活得长久些.,19,(12) 对比(Contrast)对比是利用反义词或相互对照矛盾的词语来加强句子的气势,给人留下深刻的印象.Outdoors the earth frozen to a 3-foot depth; Indoors warm and cozy like spring.

13、(电暖器广告),20,“雪莲”牌羊绒衫 北京生产的”雪莲”牌羊绒衫,系选用优质的山羊绒作原料制成.本品具有色泽鲜艳,手感柔滑,穿着舒适,轻,软,暖等特点,由于该产品品质优良,做工精细,花型,款式新颖,尺码齐全,受到国 外消费者的热烈欢迎. “Snow Lotus” Cashmere Sweaters “Snow Lotus” Cashmere Sweaters from Beijing are made from superior Chinese Cashmere fiber. They are lustrous in color, supple, light, warm and comfor

14、table to wear. Owing to their fine quality, excellent workmanship, novel designs and styles, and complete size range, they have gained popularity from consumers abroad.,21,以前我的头发干枯，粗糙，难以梳理，自从用了潘婷营养洗发露，头发变得健康，亮泽。因为潘婷营养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。 My hair was dry, coarse a

15、nd unmanageable. But from the time I began to use Pantene Pro-V Treatment Shampoo, it has become healthy and shiny. This is because Pantene Pro-V treatment Shampoo contains unique Pro VB5,which deeply penetrates your hair from root to tip. Its new improved formula gives your hair extra protection ag

16、ainst damage, leaving it healthier and shiner.,22,欢迎到青岛来 这里有美丽的风景，激动人心的奇观，一流的设施，高效的服务。你可以在美丽的沙滩上，金色的阳光里，恣情嬉戏，尽情享受。 Welcome to Qingdao Here you will see beautiful scenes, breathtaking wonders, First-class facilities and efficient services. You can bask, indulge, and luxuriate on the beautiful beaches

17、, and in the golden sunshine.,23,4. 招聘、招标类广告,聘请钢琴教师 现聘请一钢琴教师教一五岁女孩弹钢琴。每周两次，每次两小时在家上课有意者请打电话 Wanted A piano teacher to teach a 5-year-old girl at home. 2 hours each time, twice a week. Call 0298306814.,24,First of all, because now Yoplait is thicker.Second of all,because it is creamier.Third of all,b

18、ecause its still 100% natural and really very good for you. Fourth of all, because 这则酸奶广告给人以丰富的想象,在受众心里打下特殊的烙印,使他们产生潜在的购买动机。 Garden of Sweden.这是一则瑞典(Sweden)的旅游广告。,25,（一）直译法,“一切皆有可能” （李宁服饰） Anything is possible. “给我一个机会，还你一个惊喜” （嘉亨印务） Give me a chance, and youll have a big surprise. “拥有完美肌肤的秘诀” The s

19、ecret for perfect skin.,26,（二）转译法,国酒茅台，相伴辉煌。 Good and vigorous spirit. 运动休闲，我行我速。 Go my own way. 我有我的品质。 What we do, we do well.,27,（三）仿译法,爱您一辈子（绿世界化妆品） Love me tender, love me true. 一册在手，纵览全球(全球杂志的广告语) With a copy of The Globe in your hand, the world unfolds before you so grand. 中原之行哪里去？郑州亚细亚。（亚细亚商

20、场） While in Zhengzhou, do as the Zhengzhounese do - Go shopping in the Asian Supermarket. 随身携带，有备无患；随身携带，有惊无险。 （速效救心丸） A friend in need is a friend indeed.,28,“美的”牌家用电器的广告语,“美的” 家电， 美的全面、美的彻底 Midea home appliances are beautiful-beautiful from head to toe, beautiful inside out.,29,“三优”牌家具的广告语,优良的质量 优惠的价格 优质的服务 Unrivalled quality Unbeatable prices Unreserved service,30,“三包”承诺,我们实行“三包”：包修、包退、包换 We offer 3-R guarantee, namely guaranteed repair, replacement and refund.,31,故事会杂志,为您提供美，为您提供乐， 为您提供爱，为您提供趣。 It give