商务英语翻译1（第四版下）.ppt

1、商务英语翻译1（第四版下）凌成德,1. John fell off his bike his father had bought for him and broke his leg. 约翰从父亲给他买的自行车上摔了下来，把腿折断了。 2. Once you are in, you wouldnt be allowed to get out. 进来了，就休想出去。 2. We have the pleasure of acknowledging the receipt of your letter dated Feb. 25, which tells us that you are very i

2、nterested in our leather shoes. But you think that the price we offered in Feb. 20 is on the high side, therefore we cannot conclude the transaction. 3月25日来函收到，得悉贵方对我方的皮鞋很感兴趣，但认为我方2月20日报价偏高，无法成交。,第11讲： 重复法,1. Repetition 重复法 重复法：为指代明确 为强调或夸张 为修辞生动 英译汉时，英语承前省去或用其他词代替的词都要在译文中重复出来。 重复法实质上是一种增词法。,A：为指代明确

3、 1、重复名词。 1）重复主语或宾语名词。 We have to analyze and solve problems. 我们必须分析问题，解决问题。 Progressive and democratic tendencies in ones thought often show themselves in ones speech. 某人思想上的进步倾向和民主倾向常在言语中表现出来。,2) 重复表语名词。 The American invasion of Panama is not only the violation of their professed democracy but also

4、 of international law. 美国入侵巴拿马不仅违反他们自己公开声称的民主主义，而且违反了国际法。 3）重复介词前的名词。 Ignorance is the mother of fear as well as of admiration. 无知是羡慕的根源，又是恐惧的根源。,4）重复先行词名词(定语从句或同位语)。 He lent me a thousand dollars, which was exactly the amount I needed. 他借给我一千美元，这笔钱正好够我用。 He was left on a desolate island, where he s

5、tayed for as long as three months. 他被抛到一个荒岛上，在那里他呆了三个月之久。（关系副词） They considered John, a good musician. 他们考虑到了约翰， 他是一位优秀的音乐家。,2、重复动词 1）一个动词连接多个宾语或表语时。 People forget your face first, then your name. 人们先忘记你的面貌，接着忘记你的名字。,2）动词加介词连接多个宾语（动省或动介都省时） （1）Then he spoke of economical reforms and open policy on t

6、rade, of stability and unity, and particularly of the four cardinal principles. 接着他谈到了经济改革和贸易开放政策， 谈到了安定团结，并特别谈到了四项基本原则。 （2）FOB is suited to either importer or exporter, preferably the former. 船上交货既适用于出口方，又适用于进口方，尤其是前者。,(3) Grammar deals with the structure of language, English grammar with the struc

7、ture of English, and French grammar with the structure of French, and so on. 语法是讨论语言结构的。英语语法讨论英语的结构，法语语法讨论法语的结构，等等。 (4) All living things depend on the sun for their growth, but man still specially on water and fire, besides the sun, for their existence. 万物生长靠太阳，但是人类的生存，除靠太阳外，还特别靠水和火。,3、重复代词 1）前指代词一

8、般可被重复 Exchange of ideas is necessary. For without it，it is impossible to achieve mutual understanding. 有必要进行思想交流，没有思想交流，便不能达到相互了解。 But there are clues, and they seem to bear out my earlier suspicion. 但是还是有蛛丝马迹可寻的；这些蛛丝马迹看来足以证明我先前的怀疑是有根据的。,2）物主代词：its, his, their etc. Big families have their own diffic

9、ulties. 大家庭有大家庭的困难。 3）强势关系代词或副词：whoever, whenever, wherever etc. You may take whatever you like. 你喜欢什么，就拿什么。,4）some.and others (some, others.) = “的”字结构或“有的-，有的-” Some are planting trees, others are watering flowers. 有的在种树，有的在浇花。 (种树的在种树，浇花的在浇花。) 4、内容上（非形式上）重复。,B、为了强调。 1、原文中有重复，译文中重复。 Work while you

10、work, play while you play. 工作时工作，游玩时游玩。 Up, up went the plane. 飞机飞上去了，飞上去了。,We are human and human beings are far from perfect. To be human implies that we will make mistakes. But its more than that we feel human. We now feel entitled. 我们是凡人，而凡人远非十全十美。作为凡人，意味着我们会犯错误。但我们觉得自己是凡人，不仅仅在于会犯错误而已。我们如今感到有权利犯

11、错误。,2、对仗重复，译文重复。 No pains, no gains. 无劳动，无收益。 To do or not to do？ 做还是不做？,3、原文中重复，译文同义词重复。 She loved giving orders to the servants and they loved obeying her. 她喜欢对仆人发号施令，他们也乐意听从她的指挥。 During their stay in Beijing, they visited some old friends of theirs, visited several universities and visited the Gr

12、eat Wall 他们在北京逗留期间，看望了一些老朋友，参观了几所大学，还游览了长城。,C、为了生动。 1、运用两个同意或近义四字词组重复。 Before he knows it, he have idled away so many years. 转眼间，很多年就在他游游荡荡，无所事事中过去了。 Year in and year out, there has been no change at all. 年年岁岁，岁岁年年，万物依旧。 年年岁岁，岁岁年年，人依旧，物依旧。,2、运用叠词。 Talking and laughing, they walked together into the

13、house. 他们说说笑笑地一起进了屋。 You can meet all kinds of people there. 在那里，你会遇到形形色色的人。,3、运用对偶四字词组。 We should never cherish unrealistic fancies about our careers. 我们对于自己的前程不应有不切实际的胡思乱想。 He cannot be conceited with success not discouraged by failure. 他不会因成功而得意忘形，也不会因失败而灰心丧气。 tongue-tied 张口结舌 grim 冷酷无情 ignorant

14、愚昧无知,4、其他一些重复法。 Live or die, we shall be loyal to our country. 生也罢，死也罢，我们都要忠于我们的祖国。（增词重复） Ill go, what shall I be afraid of ? 去就去，我怕什么？ （谓语动词重复） Youll have enough to eat and sufficient to put on. What more will you think of? 要吃有吃，要穿有穿，还想要什么？ （谓语动词重复）,商号的翻译,商号（trade name） 主要是指商事主体所有的、在商事交易中使用的、具有明显识别

15、价值的专有名称。商号是一种无形资产。 从一家商号的名称可以了解商家的一些信息，例如： Birmingham Food Products Limited: 公司经营、注册地：伯明翰 公司业务范围：食品 公司性质：有限公司,常见的英文商号名称有以下三种： 1） 反映公司生产对象或经营范围，如： Phillips Petroleum Company 菲利普石油公司（美国） 2) 用普通名词命名 Rain Bird International Inc. 雨鸟国际公司（美国),3) 与其产品名称相同 Coca-Cola Enterprise Inc. 可口可乐企业公司,商号的翻译 企业拥有一个好的名字会

16、产生一种无形的魅力。名字不单纯是一个符号，其背后蕴藏着丰富的思想寓意、文化背景，是企业理想和实力的展现。成功的商号翻译对企业来说往往至关重要，适当而妥帖的商号翻译是企业开拓国际市场的有力工具。,1. 商号翻译的原则 1）. 准确：要准确体现商号的原名，避免出现不同公司同名，或同一公司有不同译名的情况。译名尽可能地在音、义上与原名相近。如： Compaq Computer corporation 康柏电脑公司（美） 2). 简洁而响亮：选词尽可能简洁并具有褒义或吉祥的意义，要做到上口、响亮，同时还要特别，具有美感，易于识别和传播。 如： Procter now that contempt was

17、 no longer cordial. 长期以来，他的同僚们虽然看不起他，却还是对他有些亲切感；现在，除了看不起之外，亲切感已没有了。,3) And a growing minority of western intellectuals agreed. 越来越多的西方知识分子当时接受这种看法，虽然从数量上来说他们仍是少数。 4) At present people have a tendency to choose the safety of the middle-ground reply. 现在，人们都倾向于采取不偏不倚的态度来回答问题，因为它安全，不招风险。,5) He stalked a

18、way, but with a gnawing uncertainty in his breast. 他傲然阔步地走开，但胸中疑虑不定，十分痛苦。（译成词组，构成复谓语） 6) He shook his head and his eyes were wide, then narrowed in indignation. 他连连摇头，眼睛睁得大大的，接着眯成一条缝，怒不可遏。（译成分句，英语并列句变成汉语多谓语简单句）,7) American prisoners are permitted to receive Red Cross food parcels and write censored

19、letters. 美国囚犯获得允许接受红十字会移送来的成包的食品，并且获得允许写信，但信是要经过检查的。 8) One problem in trying to discuss my reporting is its sheer volume. 我的报告篇幅特长，要对它进行讨论，这就成了一个问题。,9）It will also have its own offices, associates or agents in the countries with which it trades, and a long experience of dealing with the many catego

20、ries of people involved in import and export. 他们在那些与他们进行贸易的国家中都设有自己的办事处、联号或者代理，并能与从事进出口业务的各类人打交道，经验堪称丰富。,10) Would Britain and Italy be willing to match those rates and see their own economies plunge deeper into an already punishing recession? The answer turned out to be resounding no. 英国和意大利是否愿意相应地

21、提高利率，而使自己已遭到衰退沉重打击的经济跌入深渊呢？回答是“不愿意”，而且声音洪亮，理直气壮。,2. 单词在句法结构上的分译 在英语句子中有一种情况，即修饰性词语是作者的主观评论，而被修饰的词语是对事实的客观描述。这种搭配关系不适合汉语的表达方式。需要将修饰词从句子中拆出，另外扩展成单独的子句。 1) We recognize that Chinas long-term modernization program understandably and necessarily emphasizes economic growth. 我们认识到，中国的长期现代化计划以发展经济为重点，这是可以理解

22、的，也是必要的。,2) They，not surprisingly，did not respond at all 他们根本没有答复，这是不足为奇的。 3) That region was the most clearly identifiable trouble spot 那个地区是个麻烦的地方，这是大家都容易看得出来的。,4) Ordinarily, he would have been there three hours ago. 若照往常的情况，他早在三小时前就到那了。(变成条件复句) 5) Illogically, she had expected some kind of mirac

23、le solution. 她期望有某种奇迹般的解决办法，这是违背逻辑的事。（译成句子，全句变成并列复句）,3. 短语的分译 1) They were at home in the home of their friends，moving confidently without fear 他们在朋友家里感到自在，行动时心里踏实，无忧无虑。 2) Shanghai, once the paradise for adventurers, is now the largest industrial base in china. 上海曾经是冒险家的乐园，现在是中国最大的工业基地。,3) I wrote

24、four books in the first three years, a record never touched before. 我头三年写了四本书，打破了以往的记录。 4) The military is forbidden to kill the vessel, a relatively easy task. 军方被禁止击毁这艘潜艇，虽然要击毁它并不怎么费事。,5) He took a house on a lease of ten years. 他租了一栋房子，租期为十年。 6) In the doorway lay at least twelve umbrella of all

25、sizes and colors. 门口放着一堆雨伞，少说也有十二把，五颜六色，大小不一。,7) He was lying on his side watching her. 他侧身躺着，双眼注视着她。（译成分句，成为复谓语句） 8) Overcome with surprise, she was unable to utter a word. 她惊呆了，一句话也说不出。（英单变汉复）,9) All the secretaries in the office like George, a nice capable bachelor. 乔治单身，正派而且能干，办公室里没有哪个秘书不喜欢他的。 1

26、0) Winston Churchill, Britains Prime Minister during the Second World War, died in 1965. 温斯顿丘吉尔 死于1965年，他在二战期间曾任英国首相。,11) With the sun down, night came on. 太阳西下，夜幕降临。 12) The night was beautiful with the moon shining brightly. 皎洁的月光撒满大地，夜晚分外迷人。,4. 句子的分译: （1）句子中某一重要成分译成一个句子 1) In 1921 his mothers dea

27、th was closely followed by that of his three-year-old daughter。 1921年，他的母亲去世，紧接着他三岁的女儿也死去。 2) His failure to observe the safety regulations resulted in an accident to the machinery. 因为他没有遵守安全规则，机器出了故障。,3) His irritation couldnt withstand the silent beauty of the night. 夜色宁静，美景宜人，他的烦恼不禁烟消云散了。 4) The

28、society dismisses much of accepted modern thinking about the shape of the earth as sheer nonsense. 该协会否定现代关于地球形状的公认看法，认为都是一派胡言。,5） There are many wonderful stories to tell about the places I visited and the people I met. 我访问了一些地方，遇到了不少人。要谈起来，奇妙的事可多着呢。,6）They both happened to have been the same age t

29、o the day. 他俩巧得很，同样年纪，又同一天生。 7） He woke to surprise a thief in the room. 他醒来，忽然发现屋里有个贼。,9） Scientists issued reports on the severe climate changes that could result from the “greenhouse effect”. 科学家发表了一些关于严重气候异常的报告，是“温室效应”导致了气候异常。,（2）复杂长句分译 顺译法：将原文意群拆开后按原文顺序逐一翻译出来。 1）These factors mean that importin

30、g and exporting are subject to a lot of formalities, such as customs entry and exchange control approval, from which the home retail and wholesale trades are free. 这些因素意味着进出口贸易受许多手续的牵制，诸如报关或外汇审批；而国内的零售 及批发业务则不受此限制。,2) They have known that for a long time now in the industrial Mideast , where Japanes

31、e competition eviscerated the auto, steel and machine-tool industries. 在工业化的中西部，人们知道这一点为时已久。在那里，日本的竞争挫伤了汽车、钢铁和机械制造诸行业的元气。,倒译法：将原句按意群分开以后，逆序而上，自最后逐片进行翻译。 3）Nakasone gives very sign of being sincere in his desire to reduce a Japanese surplus in trade with the U.S that hit 36.8 billion dollars in 1984

32、and could soon top 50 billion. 日本对美国贸易的顺差在1984年达到368亿美元，而且可能很快超过500亿美元。中曾根要减少日本对美贸易顺差的意愿从多方面讲都表现得很有诚意。,4) His delegation welcomed the fact that UNDP was prepared to respond to emergency needs as they arose, despite the basically long-term operations that characterized those programmes. 尽管联合国开发计划署的特点

33、是开展基本上比较长时期的业务活动，但是该机构也作了应急准备；对此，他的代表团表示欢迎。,半倒拆译法：不完全按照原文的意群先后次序顺译或倒译，而是根据汉语逻辑顺序来翻译。 5）For most individuals, small-company funds are the best and easiest way to invest in this risky sector where a few big scores offsets a lot of also-rans, making diversification especially important. 在股票交易这个高风险的行当里，

34、即使许多地方失利，也会被一些赢利所抵消，这就使得投资多样化显得尤为重要。因此，对个人投资者来说，投资于小公司是最好、最便捷的途径。,合译,合译法是将两个或两个以上的单词，单句，复合句和并列句压缩糅合在一起翻译的情况，使其更符合汉语的洗练简洁的特点，从而避免译文的拖泥带水和罗嗦的缺点。 合译法是汉译英时常用的方法。,两个或两个以上的单词,She shook and trembled with fear. 她吓得不停地发抖。,两个或两个以上的单句、并列句,1) He was very clean. His mind was open. 他为人单纯而坦率。 2) The young man was

35、very miserable. He had no money about him. All his savings had been stolen. 这个年轻人很惨，已到了身无分文的地步，因为他所有的积蓄都被偷走了。,3) That was long ago. A very long time ago. Almost 30 years ago. 那是很久很久以前的事，将近30年了。 4) He would miss many things and many people. He would miss Helen. 他会想念许许多多往事和许许多多朋友，也会想念他的海伦.,5) Home aft

36、er ten years. Home. The word had meant so much to him. 家，阔别了十年的家，这个字对他来说多么重要啊。,6) Her father became the mayor of the city. He was a murder in the Second World War. 她的父亲，二次世界大战中的一个杀人凶手，竟当上了这个城市的市长。 7) She went back home to take care of her husband. He was seriously ill. 她回家去照料病重的丈夫。,8) They sat down

37、in the waiting-room to do some reading. People came to and from there. 他们在人来人往的候车室里坐下来看点书。 9) It was April 1945. The Second World War was coming to an end. 1945年4月，第二次世界大战已接近尾声。,复合句,1) And as he thought, his mind became more bewildered. 他越想越觉得脑子糊涂。 2) I dont like people who lose their temper easily.

38、 我不喜欢爱发脾气的人。,3) I know nothing about her except that she is fond of swimming. 我只知道她喜欢游泳。 4) It was the fall of 1944, and Franklin D. Roosevelt was president. 1994年秋，富兰克林罗斯福是 在任总统。,Exercise: 1. We give 10% discount for cash payment. （分译法） 2. The price limits its production. （分译法） 3. Let us have a goo

39、d look at the following figure showing how supply and demand determine price. （分译法） 4. Chinese trade delegations have been sent to African countries who will negotiate trade agreements with the respective governments. （分译法）,1. We give 10% discount for cash payment. 如果用现金付款，我方予以9折优惠。 2. The price lim

40、its its production. 它价钱昂贵，限制了批量生产。 3. Let us have a good look at the following figure showing how supply and demand determine price. 让我们仔细看看下图，它说明供求关系是如何决定价格的。 4. Chinese trade delegations have been sent to African countries who will negotiate trade agreements with the respective governments. 为了与各国政

41、府商谈贸易协定，中国派了贸易代表团前往非洲各国。,第14讲 王婆卖瓜，自卖自夸商务广告英汉翻译 上,1 广告的内涵 Advertise: ad (to) + vert (turn) + ise (v): turn (ones) attention to 把注意力转向 1. make something generally or publicly known 2. praise something publicly in order to encourage people to buy or use. 英文“advertise”（广告）源于拉丁语advertere一词，意为“唤起大众对某种事物的

42、注意并诱导于一定的方向所使用的手段”。就商业广告而言，其最基本的功能就是通过信息的传递唤起消费者的购买欲望，拉动消费需求，以实现产品利润最大化。,Advertisement: a notice, such as a poster, newspaper display, or paid announcement in the electronic media, designed to attract public attention or patronage. 在非正式场合，美式英语通常把advertisement 写作ad，复数就是ads；英式英语则写作advert.,另外， commerci

43、al一词也有广告的意思。所不同的是commercial 指的是 an advertisement which is broadcast on television or radio, 即电视和广播中的广告；而advertisement 侧重的却是海报、报纸、期刊及电子媒体上的广告。 Ex. It is estimated that the average person in the USA sees or hears as many as 1,200 ads and commercials each day.,2. 商务广告的语言特点 语言精炼，精雕细琢，匠心独具，生动有趣，新颖别致，耐人寻味

44、，过目难忘。 英语商务广告语言是商务英语中最浪漫、最亮丽、最好听的语言。,2.1 广告英语的词汇特点 1. 常用形容词以及比较级、最高级 有位广告学家把广告称为一个“永远没有丑恶，没有苦难，没有野蛮的奇妙世界”。广告中常用大量褒义的、赞美的形容词来说明产品的性能、品质和优点。英国语言学家G.H. Leech将英语广告中经常出现的形容词按其出现频率高低依次排列，,前二十个是：（1） new （2）good / better / best （3）free （4）fresh （5）delicious （6）full （7）sure （8）wonderful （9）clean （10）special

45、（11）crisp （12）fine （13）big (14) great (15) real (16) easy (17) bright (18) extra (19) safe (20) rich。 这二十个词全部都是非常“百姓”的词，因为广告的目的是让尽可能多的人知道，,其中评价性形容词占大部分。 例如： 1）. 茶叶广告：Why our special teas make your precious moments even more precious? 2） Smirnoff is the worlds smoothest, cleanest tasting vodka. (“司木露

46、”伏特加，非凡品质：口感最纯正、最爽口、最富余韵。),2.2. 广泛使用人称代词，尤其是第二人称you的使用，拉近商家与顾客的距离，体现商家处处为顾客着想。(参看教材P123) 例如： 1) 酒店广告： Our philosophy is simple. To give you the most important things you want when you travel. 2) 手表广告： We made this watch for you to be part of you.,3) Make yourself at home. 让您温馨，让您自在。 4) Better ideas.

47、 Driven by you. 更为先进的理念。由您来推进。 5) Change the way you see the world. 看待世界的方式从此改变。,2.3. 杜撰新词怪词：广告中常使用词汇变异的手段创造新词、怪词，用来体现产品的新、奇、特，满足消费者追求新潮的个性心理，还可取得一定的修辞效果。 例如：1) Lenovo 联想电脑 Nov = new: innovation / renovation 2) What can be delisher than fisher? Delisher 是谐delicious之音故意杜撰出来的，目的是与后面的fisher造成押韵的效果，突出钓鱼

48、的乐趣。,3). Krazy Clearance Toy Sale Continues 这则清仓甩卖的广告故意把Crazy一词误拼为Krazy，以其醒目的形式吸引顾客的注意。让人认为“疯狂清仓”到头脑发昏、写字不清的地步。 4) We know eggsactly how to sell eggs. 我们肆无忌惮地知道如何卖鸡蛋。,3. 广告英语的句法特点 多用简单句：经济实惠，易于记忆，容易激发消费者的情绪。英语广告写作可概括为KISS 原则 keep it short and sweet 尤其是广告的标题和口号，是广告的主题和核心，一则好的广告标题能迅速引起读者的兴趣，吸引读者阅读广告正文

49、，使其留下深刻的印象。标题和口号的分量占一篇广告的80%. 语言特点是：用字节俭，精炼醒目，形象生动，感染力强，别出心裁，标新立异，激发兴趣。,例如： 1. 戴比尔斯钻戒广告：A diamond lasts forever.（钻石恒永久，一颗永流传。） 2. 花旗银行（Citibank）广告: A word to wealth （一言致富） 3. 诺基亚手机广告：Use me. 4. 中国移动广告： 3G 就是。 5. 蓝天六必治广告：牙好，吃嘛嘛香。 6.海尔广告：中国造,可口可乐公司尤其注意广告标题和广告口号的设计，几乎每年都有新的广告口号。 可口可乐广告： 1925 Six Millio

50、n a Day 六百万一天（人次） 1957 Sign of Good Taste 好品味的象征 1963 Thing Goes Better with Coke 有可乐相伴，你会事实如意 1976 Coke Adds Life 可乐加生活 1982 Coke Is It! 这就是可口可乐 1993 Always Coca Cola 永远是可口可乐,2006 Taste the Coke side of life 2006 Great taste, Zero sugar 2007 Make every drop count 2008 Welcome to the Coca-Cola side

51、of life 2009 Open Happiness 2009 The impossible, its,4. 英语广告中的声音美 语音层面上的修辞艺术 词语是声音和意义的组合体，声音是词的形式，意义是词的内容。好的语言，从内容上讲要准确贴切生动；从声音上讲要上口悦耳，给人美的享受。特别是在商务英语广告和商标中，人们常选用头韵（alliteration）元韵(assonance)辅韵(consonance)尾韵(end-rhyme)同音异义双关等语音修辞手法，使语音和谐悦耳，语意突出，韵律美和节奏感得到增强。,4.1. 头韵 （alliteration）头韵是指同一词组、一句话、或一行诗中重复

52、出现开头音相同的单词。 头韵指重复出现首字母相同的单词,起到突出重点、加深印象、平衡节奏的作用。 1）Much coin, much care. 钱多操心多。 2) Lovers live by love as larks live by leek. 情侣靠爱情，云雀靠韭葱。 3) Penny wise, pound foolish. 小处精明，大处浪费；小事聪明，大事糊涂。 4) Many dishes, many disease. 食多病多。,5) Sea, sun, sand, seclusion and Spain. You can have all this when you vis

53、it the new Hotel Caliente. 海滨，阳光，沙滩，幽静 更有西班牙风情！ 只要您住进新旅馆“客恋塔”，您就能享受这一切。 这是一则旅游广告，巧妙利用清辅音/s/押头韵，使人仿佛感到徐徐的海风阵阵吹来，令人惬意清爽，心旷神怡。宾馆名称音义结合，诙谐新颖。,6) 索尼产品广告： Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony. 索尼音响- 高保真，高享受，高时尚。 7）骑上“金狮”，潇洒轻快。 Smart and swift riding on Golden Lion. 8) Small. Smart. Smile. Pentax: See

54、 the difference. (p128) 小巧。灵便。微笑。 宾得相机：不一样，就是不一样。,9）爽口顺口，和醇耐味，名贵高尚。 Sensuously smooth, mysteriously mellow, gloriously golden. 10）We take no pride and prejudice. (p130) 傲慢与偏见，均与我们无缘。,4.2. 尾韵(end-rhyme) 1） A Mars a day keeps you work, rest, and play. 一日一块Mars巧克力，令您生活愉快，精力充沛。 此广告套用了英语谚语：An apple a day

55、 keeps the doctor away 和 All work but no play make Jack a dull boy. 广告中的day”和 “play”构成尾韵。念起来朗朗上口，给人深刻印象。,2）太平洋联合航空公司(Union Pacific)广告： Be Specific Go Union Pacific. 太平洋联营：服务独特，别具一格。 3) Pepsi-Cola hits the spot Twelve full ounces, thats a lot Twice as much for a nickel, too Pepsi-Cola is the drink fo

56、r you 百事可乐顶呱呱。十二盎司毫不差。五个便士买两打。百事可乐饮料佳。 此则广告两组押尾韵，像儿歌一样轻快上口。,4) 食在四川 East or west, Sichuan cuisine is the best. 5）要想皮肤好，早晚用大宝。 Fair skin now? Dabao knows how.,6) 仁者近山，智者近水。（某房地产广告） Gentlemen prefer the mountain, wise men the fountain. 7） 随身携带，有备无患。（速效救心丸） A heart reliever in need is a heart reliever

57、indeed.,4.3. 双关（pun）： 双关是指同形异义或同音异义的巧妙运用。在广告英语中双关语能增添趣味性和幽默感。一般常见的有谐音双关和语义双关。 A. 谐音双关 1） OIC 这是一家一“OIC”为商标的眼镜公司推出的广告，读音为“Oh, I see”。除了声音效果之外，还有视觉效果。,2） More sun and air for your son and your heir. 我们这里有充足的阳光，清新的空气，对您的儿子 事业和财产的继承人 大有裨益。 此广告中，巧妙应用同音异义词，即sun和 son， air和 heir 这两对谐音词。说起来琅琅上口，和谐悦耳，极易打动父母的心

58、。,3）七喜(7-up)广告： Seven days without 7-up will make one weak. 七天不喝七喜，浑身软弱无力。 4) Make your every hello a real good-buy. (p125) 每次的问候，多亏了这种电话的物有所值。,B. 语义双关 3) Im More satisfied. 摩尔香烟，我更满意；再来一支，还要摩尔。 此广告利用“More”这个同音异义词，能够激发消费者吸了“More”，赛过活神仙的购买欲望。 4). Todays Slims At a very slim price. (Slim 香烟广告) 5）英语教学磁带广告：A Sound Way to