广告口号的翻译（PPT57页)

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,*,广告口号的翻译,Translation of Advertisement Slogans,1,Contents,1.The Characteristics of Ads slogans,2.The Rhetorical Devices in Ads Slogans,3.The Translation of Ads Slogans,2,1. The Characteristics of Ads slogans,Some examples:,A diamond is forever (戴比尔斯钻石公司）,Just do it! (Nike),Good to the last drop!(麦氏咖啡）,Lets make things better (菲利浦电器）,国酒茅台，相伴辉煌,大红鹰，胜利之鹰,3,英语书面广告强调巧妙的设计和良好的效果，而奇巧的构思和强烈的感召力很大程度上体现在广告的口号中。在信息社会中，广告口号是否能给人们留下深刻的印象是衡量广告口号成功与否的关键。因此，广告口号应易于理解，便于记忆，还应力求新颖奇特，具有较高的审美价值。,4,2.The Rhetorical Devices in Ads Slogans,5,Puns,语音双关(,Homophonic Puns ),；,语义双关(,Homographic Puns),；,语法双关,(Grammatical Puns),；,成语、俗语双关,(Idiom Puns),。,6,语音双关(,Homophonic Puns ),谐音双关是用拼写相似，发音相同或相近的词构成的”,(1).More sun and air for your son and heir.,译文：这里有充足的阳光，清新的空气，一切为了您的子孙后代,.,在这则海滨浴场的宣传广告中，制作者巧妙地运用了,sun-son, air-heir,这两对谐音字，使广告语言不仅和谐悦耳，读来朗朗上口，而且颇风趣、幽默，具有感召力。,7,(2).Trust us. Over 5000,ears,of experience.,译文：相信我们吧。历经,5000多只耳朵,的检验，有着,5000多年,的经验。,这是一则助听器推销广告。从字面看，它说明了该产品已经接受了众多消费者的考验，但字里行间巧妙地嵌入一对谐音字,ears-years,，充分暗示了该产品悠久的历史，久经考验的上乘质量。,8,语义双关(,Homographic Puns),(1)Spoil yourself and not your figure.,译文：尽情大吃，不增体重。,这是,Weight-Watcher,冰淇淋的广告标题，这种冰淇淋是专为节食者生产的。双关不仅存在于商品商标名称中，标题中的,spoil,也是双关所在。,spoil oneself,意为“尽兴”；而,spoil ones figure,则意为“破坏了体形”。这则广告通过一语双关，使减肥者在轻松幽默的语气中很自然地接受该广告，并能使其产生购买欲望。,9,(2).A deal with us means a good deal to you.,译文：和我们做买卖意味着您做了一笔好买卖。,该句的妙处在于很好地利用了句中,deal,的三种含义，“做买卖”、“一笔好买卖”和“许多”。,a good deal,构成一个绝妙的双关。,10,成语、俗语双关,(Idiom Puns),广告语言特别善于引用一些人们耳熟能详的成语或俗语。这些广告以人们原有的社会、文化知识为基础，以鲜明、独特的语言形式形成双关，既增强了广告的吸引力，又体现了广告语言的艺术性，更使广告具有令人回味的弦外之音。,11,Youll go nuts for the nuts you get in Nux.,译文：纳克斯坚果让你爱不释口。,从广告的字面意义看，,to go nuts,是“去买坚果”，但它同时还是一句成语，意为“疯狂、发疯”。双关语的运用表明了纳克斯牌坚果对人们的吸引力是无以抗拒的。,12,East is east and West is west. But Browns meat is best.,这是澳大利亚布朗公司的肉类商品的广告,根据广告词,人们自然会联想到所仿拟的一句谚语“,East and West , home is the best”,该谚语所要传达的那种“金窝银窝不如自己的狗窝”的那种家的温馨、自在、惬意感染着消费者,使消费者一下子从心理上亲近该公司的商品。,13,Parody,14,Definition,According to,A Dictionary of Literary Term,Parody: The,imitative,use of the words,style,attitude,tone,and,ideas,of an author in such a way as to make them ridiculous. This is usually achieved by,exaggerating,certain traits ,using more or less the same technique as the cartoon caricaturist . In fact ,its kind of satirical mimicry.As a branch of satire ,its purpose maybe corrective as well as derisive.,15,某一作者所使用的词语、风格、对态度、语气和思想的模仿,使其显得滑稽可笑。这种滑稽效果通常由夸张某些特性而获得,或多或少利用了类似卡通漫画家式的技巧。事实上,它是一种讽刺性的模仿。它作为讽刺的一个分支,其目的既可以是嘲弄,又可用于纠错。,16,Classification,Word parody(仿词),Proverbs parody(仿语),Passage parody (仿篇),17,Word parody,(仿词),仿词:即新词的拼凑、杜撰。为了吸引顾客,广告商在文字上大做文章,利用各种构词法模仿、拼凑或按谐音的拼法变体等偷梁换柱的手段,杜撰新词、怪词乃至错别字,以求标新立异、离奇醒目,增强广告的“记忆价值”,从而给予产品及其广告以极大的魅力。,18,We take no pride in prejudice.,我们不以偏见为荣(泰晤士报广告) 这是泰晤士报中的一句广告,仿自简奥斯汀的名著Pride and Prejudice 的书名,以表达此报所报道的新闻没有偏见,主张公道。,19,My goodness ! My Guinness !,My goodness 原为口语中表示惊叹的说法, Guinness (一种啤酒名) 与goodness 尾韵和头韵相同,构成My Guinness 容易上口,便于记忆,很容易流传开来,同时又惟妙惟肖地勾勒出饮用Guinness 时赞不绝口的景象。,20,Catch the Raincheetahs and cheat the rain.,(有了Raincheetah 牌雨衣,你就可以与雨嬉戏) 这则广告登在加拿大多伦多每日星报( Tonronto Daily Star) 上, Raincheetah 是雨衣的牌子,它与Raincheater同音。Raincheater 仿拟windcheater (防风夹克衣) 。,21,Proverbs parody (仿语),仿语:广告中仿拟某一现成且大家熟知的习语,谚语,格言或警句。,Like son ,like father. Like daughter ,like mother.,男女老少都喜爱。(爽身粉广告) 此广告仿拟的是英,语习语“Like father ,like son (有其父必有其子) ”,22,East or west , Honda is the best .,日本本田汽车,广告,仿拟英语谚语East or west , home is the best .,(金窝银窝,不如自己的狗窝) 。,23,“Where there is a way , there is a Toyota. ”,(有路就有丰田车。) (丰田汽车广告)拟英语格言“Where there is a will , there is a way. ”(有志者,事竟成.),Not all cars are created equal .,并非所有的汽车都有相同的品质。(日本“三菱”汽车广告。该广告套用了美国独立宣言中的“All men are create equal . ”,以示该汽车质量非凡。,24,A Mars a day helps you work , rest and play.,(一日一块蚂丝糖,保你能干会玩精力旺。) 是一种糖果广告,其句式使人想到英语谚语An apple a day keeps the doctor away. (一日一苹果,医生不找我。) ,仿拟句中work and play 两词并列,使人想起另一谚语All work and no play makes Jack a dull boy. (只干不玩,变成呆汉。) 。这两条广告使人产生的联想有助于让人产生购买的欲望,因为它们有极强的说服性。,25,Parody discourses (仿篇),仿篇:仿照前人著名诗歌、曲调,并作一定改动,创造出新的意境。多见于电视等有声广告。,Pepsi - Cola hits the spot,Twelve full ounces , thats a lot,Twice as much for a nickel , too,Pepsi - Cola is the drink for you,这则百事可乐广告是仿拟英国民间曲调编写的小韵文,英语叫做Pepsi - Cola Jingle ,它使节奏鲜明,抑扬顿挫,押韵严谨,和谐匀称,格调优美,容易记忆,被视为十分成功的广告。,百事可乐口味好,十二盎司真不少,花五便士喝个够,百事可乐请享受.,26,Hush - byebaby ,up in the sky,Youre in Air - India - do you know why ,Cos its the comfiest , scrumptiousest way,To travel to Sydney , Bankok - Bombay.,乖乖睡,小宝贝,升上蓝天你尽情睡,你可知道为何身在印航不觉累,因为它能让你旅途最为舒适最愉快。,直送你到悉尼、曼谷和孟买。,27,说明:这是印度航空公司(Air - India) 所作的广告,它使用大人哄小孩睡觉时说的话hush - a -bye (乖乖睡) 和模仿诗歌的格调非常生动地再现了乘坐该航空公司的飞机给乘客带来的舒适和惬意,因而该广告取得了很好效果。汉语译文也模仿大人哄小孩子入睡时说话的口吻,并以散文体诗歌的格调尽量像原文那样达意和押韵,原文的信息和祈使功能也得到很好,地传达。,28,Conclusion,There are abundant advertisements in the commodity society and parody is one of the most common rhetorical devices used in both English and Chinese advertisements. Generally speaking, parody in advertising English is deemed to embody such rhetorical features as eye-catching, flexible, vivid and short-lived.,29,Translating advertisement with parody into another language requires that a translator rep roduces to the maximum the source message, flavor and style in the target language.Therefore, knowing the characteristics of parody and how to effectively render them in the target language will be of great help in the publicity of the products advertised.,30,2.广告口号的翻译方法,2.1 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,31,拥有完美肌肤的秘诀,（丁家宜化妆品）,The secret for perfect skin,让世界遍布“声佳”电器,Our Aim:,Make a global hitShengjia Auto Electric.,32,1) 穿上“双星”鞋，潇洒走世界,Double Star,Takes you Afar.,33,用直译法翻译口号能忠实地传递原文的主旨。但需要注意的是，直译法并非对原形的“愚忠”，不等于字字对译。必要时，译者应对原文的语言形式进行适当的修改，是译文表达更加地道规范，易于为译语读者理解接受。,34,2.2 转译法,转译法是指摘取口号原文中最具表情功能和呼唤功能的部分，加以引申、发挥后用地道的译入语表达出来。这种方法在翻译中最为常见，即可以照顾到原意，也可兼顾译语读者的阅读习惯和审美心理。,35,国酒茅台，相伴辉煌（茅台酒）,Good and vigorous spirit.,鹤舞白沙，我心飞扬（白沙集团）,Fly higher.,运动休闲，我行我速,（CBA运动休闲系列）,Go my own way.,36,我有我品质（龙的牌真空吸尘器）,What we do, we do well.,方便旅行，到达平安 (箱包）,Smooth trip, smooth arrival.,37,3. 仿译法,仿译法是指套用译入语中与产品所宣扬的理念相近的名言警句、俗语谚语等。仿译法让消费者倍感亲切，而且具有独特的修辞美。对这一方法的成功运用往往会受到绝佳的效果。,38,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（环球杂志）,The Globe brings you the world in a single copy.,中原之行哪里去？郑州亚西亚。,While in Zhengzhou, do as the Zhengzhounese do-Go shopping in the Asian Supermarket.,39,随身携带，有备无患；随身携带，有有惊无险。（速效救心丸）,A friend in need is friend indeed!,40,Exercises,给您一个新的选择。,不求今日拥有，但求天长地久。,百闻不如一尝。,似火浓情，炙热燃烧。（香水）,从从容容，用心生活。（服饰）,给您一个精彩的视界。（显示器）,41,百衣百顺,Hundreds of suits, hundreds of fans (郭鑫）,Every suit is a honey (郭鑫）,Your style, your charm. (赵亮）,It gives you any figure you want.(刘志欢）,East or west, _fits you best.,The clothes is everything.(周瑜）,Enjoy the wear, enjoy the life. (胡玮莉）,42,Whatever you choose, its suitable.(田敏）,I like, I choose.(李宁）,Super suit, suitable suit.(刘尧）,Every piece is just fit for you.(钟声）,43,烧胜一筹,If you want to catch a mans heart, you must catch his stomach first. Please buy it immediately, it will help you become the best cook as soon as you want. (王婷）,Better fire, better life.(夏青）,Happiness lies, first of all, in kitchen. (许泽华）,Best cook use the best cooker.(杨琴）,44,Better burning, less time-consuming.(钟声）,Better burning, less haste.,The first step of good cooking is using ,(王静）,45,码到成功,Owning the computer, get your success.,(赵亮）,Digital is coming, success will not be beyond us! (范珊珊）,If digital is coming, can success be far away?,Your achievements need the advanced computer.(田敏）,46,Keys to success.(李博）,The digital leads to success.(肖维）,Success results from digital.(唐薇）,Once access, youll never be worried.(刘嫣）,Where there is ., there is success.(杨琴）,All types lead to success. (钟声）,No ., no success. (王静）,47,闲妻良母,If you love your wife, please take it to her.,(王婷）,The washing machine can work as a good wife and a good mother.(刘薇）,Busy woman need it.(刘志欢）,Enjoy it, wife is plus?(范珊珊）,No wife without life.(周瑜）,48,Gentle wife and loving mother-you key to better life and better world(田晶晶）,Good mother, virtuous wife, let her hand free. (易芳）,Clever wife gets her hand free.,Good washing machine, good wife.(许泽华）,A suitable machine for dutiful wife.(余昊）,49,Let your wife free. (刘嫣）,It can make you a graceful lady and loving mother.( 冯晶）,Free wife makes a good home.(彭峻峰）,A never washing mother, still a good mother.(杨琴）,Best wife in your life.(倪晓宇）,50,Good wife, good mother. (王执玉）,Free wife but loving mother.(仇晓丹）,Dutiful wife and loving mother(任俊璇）,Care wifes hand, the washingmachine instead.(骆丽丹）,Better washing and better wife.(钟声）,A good machine makes the wife leisure.,(刘娟）,51,骑乐无穷,Catch me, if you can! (王婷）,Just enjoy it. (周瑜）,Ride motorbike like a cowboy enjoys the life. (林晨）,Riding means happiness. (彭峻峰）,Ride it, enjoy it.(杨琴）,Where there is ., there is happiness.(张敏）,52,Ride once, enjoy forever.(钟声）,Happy riding, happy life. (刘娟）,53,快治人口,Kill, cure, cheer!(夏青）,You will say “yeah” if you take it as quickly as possible. (范珊珊）,A bit . a day, keeps cough away.,Enjoy great popularity. (周瑜）,Quick cure.(唐薇）,Use it, you can eat everything. (吴尘）,54,When the virus are away, the mouth will play. (钟声）,55,咳不容缓,Health is not valued till sickness comes.,(周瑜）,Let the cough take a hike.(胡玮莉）,Dont hesitate. (刘嫣）,Cough waits for no man. (彭峻峰）,Quicker you use, quicker you cure. (杨琴）,Cough? Find “Coco”(熊利婷）,56,Stop it at once! (张思施）,Eating can delay, but cough cant delay.,(徐莹）,57,