11. 广告的翻译

,单击此处编辑母版标题样式,*,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,第六章 广告的翻译,一、什么是广告,广告的定义：,广告是传递信息的一种方式，其目的在于推销产品、劳务，影响舆论；广告又是向公众介绍商品、服务内容或文娱体育节目的一种宣传方式,二、广告文体,广告文体是语言的五种功能文体之一。,广告文体很大程度上与文学文体相似。,广告文体是界乎文学文体和新闻文体与科技文体之间的文体,1,、对话体,Ad Agency: How about a beautiful shot of beer being poured?,Client: Every beer does that.,Ad Agency: Well then, a close-up of the bottle.,Client: Every beer does that.,Ad agency: We could go with a celebrity.,Client: Join the line.,Ad Agency: How about your chairman as a spokesperson?,Client: Cars, airlines, razors, etc.,Ad Agency: A shot of grain fields.,Client: Boring.,Ad Agency: Music?,Client: its a magazine ad.,Ad Agency: scratch and sniff?,Client: Everyone hates thatespecially me.,Ad Agency: Girls in bikinis?,Client: Thats original.,Ad Agency: Maybe we need more time.,Heineken,Just being the best it enough.,2,、诗歌体,I came back.,I came back to softness and comfort.,I came back to Dr. Whites.,And I wonder why I ever went away.,Because only Dr. Whites gives me two kinds of comfort.,The super-comfort of their cotton-wool content.,That makes them so much softer.,And the comfort of a safer, more absorbent towel,With a flush-away design .too,For even more convenience.,I tried the rest, but I came back.,Isnt it time you came back to Dr.Whites?,Dr.Whites,Two kinds of comfort.,3,、记实体,SIEMENS,Siemens Industrial Automation Ltd.,SIAS is a J.V.of Siemens and Shanghai Automation Instrument Co., Ltd. The business scope of SIAS covers manufacturing, sales, engineering ,services and training based on PLC,DCS, instrumentation and related automation products of Siemens. With the rapid development of our business, we are seeking suitable candidates for the following position:,广告文体又具备了新闻体和科技体语言的特点，其语言主要用来传递基本信息，反映客观事实，讲究稳重、准确。,MAGIMIX ice cream make & quality ice cream scoop.,Home-made ice cream ,sorbet or iced yoghurt is not only delicious but also extremely easy to make in the modern electric machines that are now available.,This,Magimix,machine makes 1.5 pints of ice cream which is enough for a family or for a dinner party. It is very simply to use-just place the bowl in a freezer for 19 hours(the bowl measures approx,7in diameter by 5.5 in height), prepare your ice mixture, placed the lid which holds the electric motor and pour the mixture through the feeder inlet at the top, the machine will gently chum and freeze to give perfect soft ice cream in only 20minutes. Enjoy it immediately or store it in your freezer for later use. The,Telflon,lined bowl is easy to clean and the machine comes fitted with a plug. Also supplied is a comprehensive set of instructions 35 delicious recipes and a full one manufacturers guarantee.,The ice cream scoop, which has been designed in the USA, is high quality and extremely sturdy. The body of the scoop is made form stainless steel; the handle is made form durable, hardwearing A.B.S.plastic. it will provide many years of use even on very solid ice cream.,三、英语广告的语言特点及其翻译,1,、词汇特点,（,1,）错拼,Drinka,Pinta,Milka,Day,Drink a pint of Milk a Day.,一天请喝一品脱牛奶。,译文：,一日请喝一品牛奶,We know,eggsactly,how to sell eggs.,eggsactly,来自,exactly,，,按照基本意思翻译成：,我们怎不知如何卖蛋。,（,2,）杜撰新词,When your taste grows up, Winston out-tastes them all.,随着你的鉴赏能力的提高，您会觉得温丝顿香烟味道超群。,Give a Timex to all, to all a good Time.,给诸君一块“天美时”表，各位就掌握了好时光。,（,3,）词语搭配反常,When it is difficult to communicate clearly with words, speak PolaroidWhen you talk about life, speak Polaroid.,言词难以清楚交流时，找“拍立得”吧！谈到生活时，找“拍立得”吧！,语义上的奇特,In the best circles, washing machine is pronounced,Parnall,.,在上层社会里，“洗衣机”念作“帕纳尔”。,2,、句法特点,（,1,）句式简短,Pity the Pickpockets!,Tilley,Endurables,. “The best travel and adventure clothing in the world”: classically styled, long-lasting , comfortable with secret pockets, security pockets, and “,giveem,hell!” washing instructions. and ,of course, the Tilley hat.,The (free to you!) 68-page catalogue is a hoot!,1-800-388-2797,译文：,扒手可怜！,经久耐穿的,Tilley,衫。“世界上最好的旅游、探险衫”：式样古朴大方，耐穿，舒适，附有秘密口袋、安全口袋及“让污垢见鬼去吧！”洗 涤说明书。当然，还配有,Tilley,帽。,免费赠送送,68,页的商品目录。,1-800-388-2797,（,2,）多用疑问句和祈使句,DERWENT Scientific and Patent Information,Fluent in French?,An excellent communicator?,A good organizer?,Then develop your career within this sales support role.,译文：,德温特科技专利信息,法语说得流利吗？,非常善于交际吗？,是个优秀的组织者吗？,如果是的话，就请到我们这个销售领域拓展您的事业吧！,IS YOUR COSMETIC SURGEON PRACTICONG,LAST YEARS TECHNIQUES?,Who are “hot hands?” How can you achieve a longer-lasting facial rejuvenation? Which new procedures are delivering better results and with less scaring ? Is Europe shaping the future of body contouring?,Youll find the authoritative answers to such questions and more in each monthly issue of THE FINER LINE.,6 issues$49, Sample issue$9,您的美容师是否还在使用去年的技术？,谁是美容界的“新秀”？如何保持容颜青春长存？哪种新式美容术将产生更效果，留下最小疤？欧洲是在塑造人体外形的未来吗？,有关这些以及更多问题的最权威的答案，您可以在,美容,月刊的每一期找到。,6,期,49,美元,样刊,9,美元,祈使句在广告中的出现频率也较大,If you are looking for lifelike sound from small, beautiful and durable speakers, listen to our Bose speakers, and begin to live your life to music.,译文：,如果您正寻找一台漂亮又耐用的音响逼真的小型扬声器，那就听一听我们的“博士”扬声器，让您的生活伴着音乐开始吧！,第二节 广告的功能与翻译,一、说理类广告,The only sure way to prove the worth of any product is to test it. And new formula Colgate Plax, the pre-brush dental rinse ,has just been thoroughly tested.,The whole trial lasted six months and involved men and women of all ages and form all walks of life. All were asked to rinse for 60 seconds be-fore brushing: half used new formula Plax, the other half used a neutral,coloured,liquid but of course nobody know which they were using.,The results were both dramatic and conclusive and have now been published. The half who had rinsed with new formula Plax showed a 24%reduction in plaque overall. Those rinsing with the other liquid showed no reduction at all.,And now weve made Plax even better, with a coupon that saves you 24p off a new bottle.,Weve proved that formula Plax is dramatically more effective at reducing plaque than brushing alone. Clip the coupon and prove it to yourself.,译文：,证明任何一种产品的真正价值的惟一办法就是测试。新型“高露洁”,plax,配方是刷牙前使用的漱口液，它刚刚经过了全面的测试。,整个测试持续了,6,个月，测试对象涉及各行各业各种年龄段的男男女女。要求受试者在刷牙前先用漱口液漱口,60,秒钟。一半人使用新配方,Plax,，,另一半人使用一种中性彩色液体,当然，他们谁都不知道自己使用的是哪一种。,测试结果不仅富有戏剧性而且具有决定性意义，现已发布。使用新型配方漱口液的一组，牙斑减少了,24%,，而那些使用其他液体漱口的人，牙斑却没有任何改变。,如今，我们的,Plax,漱口液效果更佳。持一张赠券买一瓶可节省,24,便士。,我们已经证明了新型配方的,Plax,在去除牙斑方面比单一刷牙的效果更胜一筹。,剪下赠券，亲自实验一下吧。,二、移情类广告,Raised in the Highlands,The Famous Grouse,Finest Scotch Whisky,Quality in an Age of Change,源自苏格兰高地,那闻名遐迩的格劳斯,苏格兰最精制的威士忌,有变革时代优良的质地,Braun Flex Control,Nobody knows your face better.,Braun flex control, it knows your face almost as well as you do. In fact, there isnt a curve or an angle on your face that Braun Flex Control cant adjust to. Whats the secret? The unique pivoting head.,It automatically adjusts the twin foils to every contour of your face, ensuring continuous contact with your skin, to give you the best Braun shaver ever. Under your nose. Under your chin. Under you lip. Theres an extendable long hair trimmer too, for precision cutting of mustache and side-burns. Like all Braun rechargeable shavers, Braun Flex Control recharges quickly fox up to 14 days of cordless shaving. Youll also be impressed by the way it combines advanced technology with an attractive ,functional design-youll love the natural ,comfortable way it sits in your hand.,Braun flex control,The first electric shaver with a pivoting head. Braun designed to per-form better.,译文：,“助郎”活动式剃须刀,没有人比它更了解您的脸部“助郎”活动式剃须刀。它对您脸部的了解不亚于您本人。事实上，您脸上的每一个弧度没有“助郎”活动式剃须刀适应不了的。秘密何在？,独特的轴头。它可自动调节双叶使之适合于您的面部轮廓，确保与您的皮肤进行不间断的接触，给您以最佳的消剃须服务。鼻下、腭下、唇下无一遗漏。此外，还有伸缩式胡须修剪器，可准确无误地剪去长须和短腮胡子。像所有“助郎”牌电动剃须刀一样，“助郎”活动式剃须刀充电快，一次充电后可连续使用,14,天。它那种把先进技术与富于魅力、功能齐全的设计完美地结合起来的方式也同样会给您留下深刻的印象。您一定会对握在您手中的剃须刀爱不释手，因为它使用起来是那么自然，那么舒适。“助郎”牌活动式剃须刀,第一把带有轴头的电动剃须刀，它的设计令它技高一筹。,第三节 广告的修辞特点及翻译,一、明喻,Featherwater,: light as a feather,法泽瓦特眼镜,轻如鸿毛,Today, Sakura Band is like a thriving,sakura,.,如今，樱花银行就如一棵茂盛的樱花树。,Moms depends on Kool-Aid like kids depend on moms.,妈咪依赖“可爱得”果乐，就像孩子依赖妈咪。,二、暗喻,EBEL the architects of time,“,依贝尔”手表,时间的缔造者,三、双关,We have the edge you need to meet any financial challenge.,The Principal Edge.,Whatever path you take in life, youll face financial challenges and opportunities along the way.,With the Principal Financial Group, youll have all the tool you need to handle them. Each of our financial products and services, whether for business or individuals, has its own unique advantage built in.,Thats the Principal Edge.,Financial products that give you an edge.,The Principal Financial Group.,译文：,我们能给您所需要的优势去迎接您财务上的挑战,至关重要的资金优势。,不管您生活中选择什么路，您一路盯面对财务挑战的同时也有各种机会。,有普林斯朴财团与您同在，您会有所需要的办法去对付一切挑战和抓住所有机会。我们提供的给企业或个人的财务产品和服务都具有自己内在的独特的优势。这就是至关重要的优势,给您优势的财务产品。,普林斯朴财团,MAKE TIME FOR TIME,“,阅读,时代,能为您赢得时间”。,Im More satisfied!,翻译成：,我更满意摩尔牌香烟。,OIC,，,读音与“,Oh, I see ”,相似，,翻译成“啊，我看清楚了！”,四、排比,I WANT THE BODY OF A GREEK GOD,I want to work out in a huge fitness center.,I want to stay in the heart of the Central Business District.,I want a room with a view of three countries.,EVERYTHING I WANT IS AT THE WORDS TALLEST HOTEL THE WESTING STAMFORD & WESING PLAZA,Singapore,我想有希腊神之身躯,我想在巨大的健身中心锻炼,我想住在商业中心地带,我想入住能眺望三国家的房间,我最想住在世界上最高的宾馆里,新加坡威斯汀,斯坦福,/,威斯汀广场,No problem too large. No business too small.,译文：,没有解决不了大问题，没有不做的小生意。,五、拟人,Unlike me, my Rolex never needs a rest.,不像我，我的劳力克斯表从不休息。,Dont cry. Well repair it.,Were handbag specialists. Whenever it well heal it.,And well guarantee the repair for nine months. If you wish, send us your bag and well heal it.,Artbag,译文：,别哭，我们会来修理。,我们是手提包行家。不管它什么时候受了伤，我们会将它治愈。,九个月保修期。愿意的话，把包给我们，保证修好。,阿特包,六、押韵,1,、头韵,Sea, sun, sand, seclusion-and,Sain,!,You can have all this you visit the new Hotel Caliente.,大海、太阳、沙滩、幽静,西班牙！,只要您住进新旅馆“客恋塔”，您就能享受这一切！,Sweet, Smart & Sassy,蜜、美、迷,2,、尾韵,A Mars a day keeps you work, rest and play.,一日一块麻尔丝巧克力，令您生活愉悦、精力充沛。,七、夸张,Making a big world smaller.,我们把世界变小了,Weve hidden a garden full of vegetables where youd never expect.,In a pie.,译文：,在您意想不到的地方，我们珍藏了满园的蔬菜,就是在那一个小小的馅饼里。,Hi-,Fi, Hi-,Fi, Hi-Fashion, only from Sony.,译文：,高保真、高乐趣、高时尚,只来自索尼。,八、对偶,The choice is Yours truly,The,honour,is ours,选择在你们，,荣耀在我们。,第四节 语言的功能与广告翻译,1,、人际功能（,interpersonal function,）：,主要包括人们谋求或保持社会地位的手段；,2,、信息功能（,informative function,）：,指语言的交际目的在于传递信息；,3,、祈使功能（,imperative function,）：,指通过语言去影响接受者的行为；,4,、述行功能（,performative,function,）：,主要涉及语言接受者的变化，而且述行语言通常程式固定，礼仪规范；,5,、表情功能（,emotive function,）：,指的是语言用以表达情感和态度的作用。,Peace,(but not any price),Odd, isnt it ? Before some Business Class travelers fly off to do battle in Europe, they surrender.,They give in to the high-fare demands of our competitors.,They fly in the face of facts.,The fact that the lowest of our three Business Class fares costs no more than an Economy seat with most other airlines.,And the fact that our new airside lounge at Heathrow is a radical departure from the norm.,Lounge? “Sanctuary” might be a better word, its a place to take stock. To plan your strategy. To keep in touch with base, by phone or fax.,Its peace, perfect peace.,At a perfect price.,宁静（但无需付出任何代价）,有点怪，不是么？有些商务舱的乘客飞往欧洲进行商战之前就先投降了，因为他们在我们的竞争对手的高额机票前退却了。,他们公开反抗这种种不合理的事情。,事实是：我们三种公务舱机票中最低的价格也不比大多数其他航空公司的一张经济舱的票价贵。,事实还是：我们在希思罗机场的候机大厅与普通候机厅比起来是一个更为新潮的离港之地。,与其说是候机厅，还不如说是“圣殿”更确切。此乃运筹帷幄之地，制定战略计划之所。可与总部通电话或传真保持联系。,这是一片宁静，尽善尽美的宁静。而价格也无懈可击。,Move home to a classic English country house,(because maturity brings with it some delightful opportunities),Imagine living in an elegant apartment in a beautiful English country house .Spend your retirement in one of the Country House Associations nine superbly maintained properties, and you close a quality of life thats hard to find these days. You furnish your own apartment and have full access to public areas and gardens. And you dont have to worry about basic services; they are all provided. Choose a rare quality of life, at a time of life when you can truly enjoy it.,把家搬进一幢古典的英国乡村居所吧！,成熟本身会带来一些令人愉快的机会,设想一下，您住在优美的英国乡村公寓是件多么惬意的事啊！如能在“乡间房屋协会”所拥有的九座设施一流的公寓中的一座过您的退休时光，您便选择了高质量的生活。这在当今是很难得的。您可以按自己的意愿布置你的居室，可随意到公共场所和花园去，您不必为基本服务设施担心：一应俱全。,趁您还能真正享受的时候，过一过不多见的高质量的生活吧！,第五节 广告翻译处理技巧,广告的目标是,ACCA,，,即：,Awareness, Comprehension, Conviction, and Action,（,认知、理解、说服、行动）。,一、四字结构翻译,1,、英译汉,The perfect companion for 2001,Since you depend on a diary every day of the year,Pick the one thats perfect for you.,Bright, attractive,colourful, always good for a smile,2001,年的最佳伴侣,既然您一年中每一天都离不开记事本，请就您选这种吧，它对您再合适不过了：,印刷鲜明、装帧精美、彩色套印、令您笑口常开,Sharp Z-20 Smallest Plain Paper Copier. Its more than just new. Its smaller, its lighter, and it fits almost anywhere. It starts automatically. “Goes to sleep” automatically. Even sets exposure automatically. And its not only affordable to buy. Economical to run. Its also simple to maintain. It uses replaceable cartridges. For copies in red, blue, or black and it has copy quality thats truly unsurpassed. In fact, its the plain paper copier thats anything but plain. Its the new Sharp Z-20. So incredibly small, its the only plain paper copier that makes any place your workplace.,1-800-BE SHARP,From sharp minds come sharp products.,译文：,最小的复印机,夏普,Z-20,型：,机器更新，且更小巧轻便，可随处摆放。,它可自动启动，自动关机，自动曝光。,物美价廉，经济实惠，保养简便。,使用可替换色带，可复出红、蓝、黑三色。,复印质量无与伦比。,事实上，它就是普通白纸复印机，这就是夏普新型,Z-20,。,它小到不可思议，却是惟一的可以随处工作的普通白纸复印机。,1-800-BE-,夏普,头脑敏锐，精心打造一流产品。,2,、汉译英,人无我有，人有我优,电话订餐，送货上门,备有快餐，欢迎品尝,The restaurant offers varieties of food of better quality, the services include telephone reservation and free delivery. Fast food is also avail-able. We are always at your service.,二、套译,有了南方，就有办法了。,译文：,Where there is a South, there is a way.,百闻不如一尝。,Tasting is believing,Ill do a lot for love, but Im not ready to die for it.,情爱诚销魂，生命价更高。,