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ADsTranslation广告翻译,德国大众:“小即是好。”经典广告语,Germanpublic:Thesmallisgood.,可口可乐:“享受清新一刻。”,Coca-Cola:Enjoydelightfullyfreshmoment,耐克:“只管去做。”,NIKE:Justdoit,Justdoit,Startahead.成功之路,从头开始。(飘柔)Taketimetoindulge尽情享受吧!(雀巢冰激凌),AdvertisingMedia,1.PressAdvertising报刊广告2.TelevisionandradioAdvertising电视和无线电广告3.OutdoorandTransportAdvertising露天广告和交通广告4.WindowandPoint-of-SaleDisplay橱窗和销售点陈列广告5.ExhibitionandTradeFairs展览会和商品交易会6.DirectMailAdvertising直接邮件广告7.Cinema电影广告,广告功能,信息功能(informativefunction)美感功能(aestheticfunction)表情功能(expressivefunction)祈使功能(vocativefunction)英美现代广告学认为,广告的作用在于:1.Information(提供信息)2.Persuasion(争取顾客)3.MaintenanceofDemand(保持需求)4.CreatingMassMarkets(扩大市场)5.Quality(确保质量),广告口号(slogans)、广告语句(catch-phrases)的特点,吸引力(attractive-catchthereadersattention)创造力(creative-projectanimage)说服力(persuasive-urgethereadertoact)影响力(impressive-produceanimpact),Obeyyourthirst.(雪碧)服从你的渴望。Feelthenewspace.(三星电子)感受新境界。Focusonlife.(奥林巴斯相机)瞄准生活。AKodakmoment.(柯达相纸/胶卷)就在柯达一刻。StartedAhead.(飘柔洗发水)成功之路,从头开始。Makeyourselfheard.(爱立信手机)理解就是沟通。Intelligenceeverywhere.(摩托罗拉手机)智慧演绎,无处不在。,Thechoiceofanewgeneration.(百事可乐)新一代的选择。Weintegrate,youcommunicate.(三菱电工)我们集大成,您超越自我。Poetryinmotion,dancingclosetome.(丰田汽车)动态的诗,向我舞近。Letsmakethingsbetter.(飞利浦电器)让我们做得更好。Goodteeth,goodhealth.(高露洁牙膏)牙齿好,身体就好。,英语广告的翻译方法,直译法意译法套译法四字结构法创译法增补型翻译,英,中,一、直译法,1)Helaughsbestwhorunslongest.(Helaughsbestwholaughslast)谁跑到最后,谁笑得最好。(轮胎广告),2)“一切皆有可能”(李宁服饰)Anythingispossible.3)At60milesanhourtheloudestnoiseinthisnewRolls-Roycecomesfromtheelectricclock.Unlikeme,myRolexneverneedsarest.时速60英里的新款“劳斯莱斯”轿车,它最大的噪声来自电子钟。和我不一样,我的劳力士从不需要休息。(劳力士手表),Noproblemtoolarge.Nobusinesstoosmall.,没有解决不了的大问题,没有不做的小生意。,(IBM),2)Essenceoflivingbeings,energyforlife.汲取生物精华,焕发生命潜能。,二、意译法,1)Werenotinthecomputerbusiness.Wereintheresultsbusiness.(IBM)唯我电脑,成效更高。,AMarsadaykeeps(helps)youwork,restandplay.,一天一块玛斯巧克力,令你工作玩乐不知疲!,三、套译法,2)WherethereisSouth,thereisaway.有了南方,就有了办法。(咨询公司),1)Tastingisbelieving.百闻不如一尝。,3)Alliswellthatendswell.,烟蒂好,烟就好。,Uglyisonlyskin-deep.其貌不扬。,四、四字结构法,1)OneWarriorinthepassandtenthousandloseheart.一夫当关,万夫莫开。(保险门),2)FIYTAwatch,oncepossess,nothingmoreisexpected.“飞亚达”表,一旦拥有,别无所求。,形容词+名词,noveldesign设计新颖,复合名词,bright-colored色彩鲜艳,形容词+名词+介词短语,awideselectionofcolorsanddesigns花色繁多,形容词+and+形容词,cheapandfine价廉物美,形容词+介词+名词,elegantinsmell香气高雅,形容词+不定式,convenienttouse使用方便,名词+形容词,orderswelcome欢迎选购,四字结构,名词+动词,everyingattempts样样迷人,动词+名词+(其他),prolongthelife延年益寿,动词+物主代词+名词,relieveonesthirst甘醇生津,动词+宾语+宾补,makeonefeelateaseandenergetic安心益气,动词+副词+形容词+名词,sellwellallovertheworld畅销全球,介词+冠词+形容词+名词,withalongreputation久负盛名,副词+形容词,gloriouslygolden名贵高尚,四字结构,luxuriantindesign设计华丽guaranteedqualityandquantity保质保量highqualityandinexpensive价廉物美,pricelessnourishperfect无价之宝营养丰富完美无瑕fruitfularomadistinctive产量丰富香气馥郁与众不同,agreatvarietyofstylesaestheticappearanceconvenientinusecourteousserviceExquisiteworkmanshipguaranteedqualityandquantityLong-standingreputation,款式多样样式美观使用方便,服务周到做工讲究保质保量久负盛名,TheGlobalbringsyoutheworldinasinglecopy.一册在手,纵览全球。(杂志),创译指有一定创造性的翻译,但不是纯粹的创作。创译要求译者有丰富的知识、大胆的想象和拓展性的思维方式。创译不能局限于字面意思,要善于挖掘深层涵义,同时大胆地加入其个人创造。,五、创译法,1)ConnectingPeople.(Nokia)科技以人为本。(诺基亚),创译法,3)QualityServicesforQualityLife凝聚新动力文康展新姿。,2)IthappensattheHilton.(Hilton)希尔顿酒店有求必应。,Goodtothelastdrop!滴滴香浓,意犹未尽!(麦斯威尔咖啡),六、增补型翻译,适当增加译文内容,(一)对原文某些关键词的词义进行挖掘、引申和扩充。大多数情况下,译文的意义明显超出原文,是典型的超额翻译。,(二)出于中文习惯上的考虑,比如汉语里的四字成语,言简意赅、寓意深刻、内涵丰富,所以在广告用语中常常会看到对仗工整的成语,增补型翻译,1)Beyondyourimagination.(KoreanAir)意想不到的天空。(韩国航空),2)Eleganceisanattitude.(Longines)优雅态度真我性格。(浪琴表),3)YourFutureisOurFuture.(HSBC)与您并肩迈向明天。(汇丰银行),TakingtheleadinaDigitalWorld.领先数码,超越永恒。(三星电子),Thankyou,
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